During the session, "Marketing and Sales: We Need To Talk with April Dunford (RocketWatcher), Ally Motz (SiriusDecisions), Renny Monaghan (Salesforce.com) and Ian Gilbert (Third Core)", Ally Motz shared some great information talked about having service-level agreements (SLA). When close over 90% indicated that they did not have a service-level agreement (SLA) in place for lead hand-off nor lead management, Ally was compelled to share some information with meshmarketing as a followup. Thanks to Albert (Ally) Motz, President & CEO of SiriusDecisions Canada Inc, for his on-going support and this sample SLA.

1. <SAMPLE> Lead Management Service Level Agreement <SAMPLE>
Section 1: Category Description
Campaign Name:
Market Description:
Products/Services:
Marketing Team (provider of leads):
Sales Team (receiver of leads):
Executive Overview:
Section 2: Lead Definition
Lead score threshold: (numeric value that defines when a lead reaches a pre-defined qualification level
and should be delivered to receiving function)
Criteria 1
Criteria 2
Criteria 3
Criteria 4
Type
Demographic
Firmographic
Activity
BANT
Description
Value/Weight
Section 3: Rules
•
•
•
Agreed upon reasons for rejection of leads prior to working
Agreed upon reasons for disqualifying a lead after working
Route around rules (agreed upon reasons for bypassing qualification process)
Section 4: Responsibilities and Timeframes
Sales (receiving function) agrees to the following:
• Accept/reject timeframe
• Reasons for rejection
• Timeframe to begin working leads
• Specific actions that will be taken
• Disposition/disqualify within a defined timeframe
• Key processes – how data will be entered in CRM, that marketing will pull back leads that aren’t
worked in defined timeframes, etc.
Marketing (delivering function) agrees to the following:
• Timeframe for lead delivery
• Volume and lead flow
• Lead delivery method and format
• Timeframe for pulling back dormant leads
• Defined nurture activity for rejected leads and leads that are pulled back
_______________________________
Regional Manager
Date:
______________________________
Field Marketing Manager
Date:
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