Quick Tip: How CRM Enables Powerful Collaborations on SLAs Between Sales and Marketing

Quick Tip: How CRM Enables Powerful Collaborations on SLAs Between Sales and Marketing

While building trust and open lines of communication between sales and marketing is important, it’s equally important to collaborate and align on other key business processes and SLAs (service-level agreements) to keep your teams on the right track at all touchpoints.

“A service-level agreement (SLA) defines the level of service you expect from a vendor, laying out the metrics by which service is measured, as well as remedies or penalties should agreed-on service levels not be achieved. It is a critical component of any technology vendor contract.” (CIO, July 2017)

SLAs need to be properly outlined during each phase of the revenue cycle as prospects move from lead to opportunity. As you create workflows and set up your automated systems, everyone will start to perform at a higher level.

Getting these processes in place also helps to provide documentation so that marketing can clearly show how someone became an MQL (marketing-qualified lead), the timing that is expected follow-up when a lead gets qualified into an account and opportunity (moving to an SQL [sales-qualified lead]), and if the lead is not yet ready to connect with sales after all, how marketing can move the lead back for additional nurturing.

CRM will help you manage and collaborate on your SLAs.

Having a shared SLA between sales and marketing will ensure that these teams are working on the same one, not duplicating efforts, creating alignment and structure while holding everyone accountable for their role in the business process.

Aligning sales and marketing is critical to the success of your business. It’s important they are aligned throughout every customer touchpoint.


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