Do You Have Service Level Agreements Between Sales and Marketing?

January 29, 2019 / By Bruce McDuffee

Sales and marketing alignment is no longer a new trend but a shift within many organizations nowadays. For that very reason, service level agreements, or SLA are now essential.

That’s why we decided to give you a short, yet detail-packed article on what the SLA is, how they work, their benefits, and most importantly, why they are essential for manufacturers.

What is an SLA?
An SLA between sales and marketing is a contract between these two central departments which align their goals and sets out their common expectations.

An SLA will then act as a sort of rulebook that will determine how the two departments will function and operate.

They may seem rigid to many, but it’s advisable to create them as soon as possible, as these rules have to exist for the two departments to operate normally and function together without problems. And problems do exist – according to Gartner’s Corporate Executive Board, 87% of the terms the two departments use to label each other, are negative.

In the end, it’s important to know that SLAs need to be fluid, you need to be able to change them when necessary. These occasions will arise because an SLA can become obsolete in certain aspects as time passes.

Why Are SLAs Important?
Besides that the agreement allows the two departments to work together as a team and provide better results and higher revenues, there is a host of other reasons why having them is necessary.

  • SLAs allow for smooth and effective cooperation between sales and marketing, which is very vital today for all companies.
  • When conflicts arise between sales and marketing (and they do more often than some think), an SLA will help them remember correctly what the expectations are, and what they can and cannot do together. Furthermore, by dealing with these conflicts with the help of a pact, you eliminate the need for the wasting of resources and time that occurs when the departments conflict with one another.
  • SLAs are essential for the function of several critical aspects in marketing and sales, like lead generation.
Additionally, according to HubSpot, there are many benefits to get by having a formal SLA:
  • Companies with them are three times more likely to be more effective than those that don’t have them.
  • 34% of companies with an SLA experience a better year-over-year ROI.
  • 85% of marketers with an SLA firmly believe in the effectiveness of their strategy.

The Bottom Line
All in all, creating an alignment of sales and marketing is very tough but completely worth the effort, and with an excellent service level agreement, you can achieve that.

If you’re going to create one as soon as possible, you should refer to the guide made by HubSpot that perfectly explains and illustrates the steps you need to take to build an SLA. You can also contact us if you have some additional questions, and we’ll be more than glad to assist you in any way we can.

Manufacturing Marketing Group Louisville, CO US 303-953-4361