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Glossary / Strategy & Sales

Service-level agreement (SLA).

A written agreement on definitions, response times and responsibilities between teams.

What it means

A written agreement on definitions, response times and responsibilities between teams. A marketing-sales SLA defines qualified leads and follow-up commitments.

Related terms

Marketing-qualified lead (MQL)Speed to lead

More in Strategy & Sales

Account-based marketing (ABM)Bottom of funnel (BOFU)Buyer persona Customer acquisition cost (CAC)Customer lifetime value (CLV)Fractional CMO Go-to-market strategy Ideal customer profile (ICP)

Read more.

Articles that put Service-level agreement to work.

Cover illustration for the article “Speed to Lead: Why the First Five Minutes Decide Who Wins the Job”

Sales & CRM · 3 min read · Nick Irmo

Speed to Lead: Why the First Five Minutes Decide Who Wins the Job

Most leads call more than one company. The one that answers first usually wins. How to measure your response time and build a system that never lets a lead wait.

Cover illustration for the article “The Marketing-Sales SLA: Definitions, Handoffs and the Weekly Pipeline Review”

Sales & CRM · 3 min read · Nick Irmo

The Marketing-Sales SLA: Definitions, Handoffs and the Weekly Pipeline Review

Sales ignores the leads, marketing blames sales. A service-level agreement fixes it with shared definitions, response times and one weekly meeting.

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