Service level agreement (SLA)
Also known as: SLA, service level agreements
In short
A service level agreement (SLA) is a documented commitment that defines what service will be delivered and how it will be measured. In GTM it appears in two places: between a vendor and a customer, and between internal teams such as marketing and sales.
This page is general information, not legal advice. For binding customer contracts, have a lawyer review the terms.
Two kinds of SLA in GTM
External SLAs
A vendor promises a customer things such as uptime, support response times, and remedies if targets are missed. These usually sit inside a contract or order form.
Internal sales and marketing SLAs
Marketing commits to delivering a number of qualified leads, and sales commits to following up within an agreed time. This keeps both teams accountable for the shared funnel.
What a good SLA includes
- Scope:: What is covered and what is not.
- Metrics:: Specific, measurable targets, such as first response within four business hours.
- Measurement:: How and where it is tracked, and who reports on it.
- Consequences:: What happens if a target is missed, such as service credits or an escalation path.
- Review cadence:: When the terms are revisited as conditions change.
An example of an internal lead SLA
Say marketing agrees to pass 200 qualified leads a month that meet agreed criteria. Sales agrees to contact every demo request within one business hour and every other lead within one day, and to log a disposition for each. A weekly report shows compliance for both sides.
Common mistakes
- Setting targets that cannot be measured with current tools or data.
- Holding only one side accountable, which turns the SLA into blame.
- Never reviewing it, so it drifts away from how the team really works.
- Confusing an SLA with a goal; an SLA is a commitment with consequences.
Service level agreement FAQs
What is a service level agreement (SLA)?
A service level agreement is a written commitment that defines the service to be delivered and how it will be measured, such as response times or uptime. It can be between a vendor and customer, or between internal teams like marketing and sales.
What is a sales and marketing SLA?
It is an internal agreement where marketing commits to delivering a set number of qualified leads and sales commits to following up within an agreed time and recording the outcome. It makes both teams accountable for the same funnel.
What should be included in an SLA?
An SLA should state the scope, specific measurable targets, how performance is measured and reported, the consequences or escalation path if targets are missed, and a review schedule. For customer contracts, get legal advice on the wording.
What is a good lead response time SLA for sales?
It depends on lead type and team capacity. Many teams set the tightest target for high-intent requests such as demos, and a looser one for other leads. Choose a target your team can actually meet, then track compliance weekly and adjust.
