What is SLA,Service Level Agreement, and how it helps your team sell more?
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Have you ever heard a phrase likethis in your company?
- What do those marketing guys doall day long that they can't send a lead that can help us convert a sale?
Or, on the other hand, a pearl likethis one:
- We kill ourselves to make amazingcampaigns, define customer profiles and send a lot of interested contacts for
sales, but closed deals that are good, nothing!
If this type of comment is common inyour company, be aware that something is very wrong and you need to resolve it
quickly!
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Agenda is a CRM and businessmanagement platform that works as a control panel and personal assistant for
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Want to know how?
Definitely understand what SLA is,Service Level Agreement, and discover how it will make your teams and sales and
marketing work together, without "minima" and withmuch more results.
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What is SLA?
It is not difficult to understandwhat SLA is, see this explanation:
SLA is an acronym in English for thewords Service Level Agreement, or, in Portuguese, Service Level
Agreement. Typically, it is entered into between a company (and
department) that provides service to another company (or another department).
In the case of marketing and sales, the SLA will definewhat "level of service" the marketing team must deliver to sales and
vice versa. That is: what is the expected performance of the sales team in
terms of the quality of services provided by marketing.
Thus, service levels for marketing canbe defined, such as the number of qualifiedleads that must be generated per month and the criteria forconsidering a qualified lead.
Likewise, sales will have a numberof deals to close, visits to make, calls to make, proposals to send, etc.
Was it clear to you what SLA is?
It really is, if this is not verywell organized, the level of demand will only increase and, perhaps, even
conflicts.
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Therefore, it is not enough to knowwhat SLA is, you will have to carefully implement this new feature in your
company.
How to do SLA in 5 steps
Now that you know what SLA is, seehow to successfully implement this tool in your company.
1- Define the sales process
In some companies, marketing and saleshave some sales process points where their tasks get confused.
For example: after capturing leads through online campaigns,content marketing or even "cold calls", marketing must qualify those
leads before sending them to sales.
However, sales continue to do somequalifying leads and dropping some of them in the process.
Therefore, it is essential toclearly define the stages of the sales journey that will be the responsibility
of each team. There must be a Marketing SLA as well as a Sales Team SLA.
2- Define clear criteria
It is not enough to define only thesteps that are the responsibility of each team to successfully carry out SLA.
It is also necessary to define clearcriteria on how to measure whether the agreement is being fulfilled.
A key point is to determine thecriteria for a lead to be considered qualified and eligible to be sent to sales.
Then also determine the amount ofleads that marketing needs to send to sales (take seasonality and other factors
into account) and the results that sales need to deliver from that, such as
number of conversions, visits, etc.
3- Improve communication andtransparency
A CRMsystem where both marketing and sales can follow the sales funnel and various otherinformation is a practical and accessible solution to make information
available to everyone.
Check out this video and see how tomake SLA between marketing and sales improving communication between teams with
the help of CRM:
4- Hold regular alignment meetingsand exchange feedbacks
No one knows customers better thansalespeople, who live directly with them every day.
But if you want to know how to SLA,use it as a marketing aid, not a sales "secret trump card."
Encourage sellers to explaincharacteristics of the ideas buyers that marketing may not have noticed.
Likewise, marketing may havestatistical data, marketing surveys, ormacro insights that are not so clear to some salespeople.
This exchange of ideas will help toalign the SLA - Service Level Agreement - and generate collaboration between teams.
A tip is to have - in some of thesemeetings - have sales organize a presentation of points relevant to marketing
and then answer questions.
Then, or at a later meeting, theroles are reversed.
5- Present the results and plan thenext steps
The last step in making the SLA workwell is to collect the data and present the results monthly to discuss with the
teams what worked and what could be improved.
If both marketing and sales begin torealize that they can and should work together and that this is reflected in
results, collaboration will naturally become part of the process.
Conclusion: SLA is synonymous withtrust
When both parties are agreed, thecriteria are clear, and both sides trust each other's capabilities, making SLAs
will be much easier.
Therefore, be sure to follow thesteps above and count on the help of technology to exchange information and
keep teams well informed.