[GTM glossary](/glossary.txt) Service level agreement RevOps & Pipeline # 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. Share term --- ## More related phrases * [Sales-marketing alignment](/glossary/sales-marketing-alignment.txt) * [Speed to lead](/glossary/speed-to-lead.txt) * [Funnel metrics](/glossary/funnel-metrics.txt) ## Similar phrases * [Master services agreement (MSA)](/glossary/master-services-agreement.txt) A master services agreement (MSA) is a contract that sets the standing legal terms between a vendor and a customer, so later deals can close faster under one framework. * [Revenue operations (RevOps)](/glossary/revenue-operations.txt) Revenue operations (RevOps) aligns sales, marketing, and customer success around shared process, data, and systems so the whole revenue funnel is managed as one connected motion. * [Sales operations](/glossary/sales-operations.txt) Sales operations is the function that supports a sales team through process design, data, tools, forecasting, and planning, so reps can spend more of their time selling. * [Inbound lead qualification](/glossary/inbound-lead-qualification.txt) Inbound lead qualification is the process of deciding whether a lead that contacted you is a good fit and ready for sales, using fit and intent criteria. * [Lead scoring](/glossary/lead-scoring.txt) Lead scoring is a method of ranking leads with points for fit and behavior, so sales can focus first on the people most likely to become customers.