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The template explains what a sales-marketing service level agreement (SLA) covers, including shared data, marketing delivery of quality leads each month, and sales follow-up responsibilities. It provides an actionable approach: gain full buy-in, define channels and buyer personas, calculate KPIs such as close rate, lead value, and monthly leads, then map these metrics to revenue goals.",{"@graph":63,"@context":119},[64,80,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":41,"@type":70,"position":76},"https://docshare.wps.com/template/letters/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/sales-marketing-template-aligning-your-sales-and-marketing-departments-to-crush-your-goals/253680/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/sales-marketing-template-aligning-your-sales-and-marketing-departments-to-crush-your-goals/253680.png","ImageObject",442,249,{"name":88,"@type":89},"Evangeline","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-19","2026-09-13",true,{"@type":98,"interactionType":99,"userInteractionCount":101},"InteractionCounter",{"@type":100},"ViewAction",10,{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"What is a sales-marketing SLA and what does it define?","Question",{"text":109,"@type":110},"A sales-marketing service-level agreement details marketing goals and the sales activities that follow and support those goals. 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If your company is suffering from silos that divide teams, you’re not going to hit your business goals.  \nUnfortunately, alignment is still quite uncommon. Research sheds light on this dire situation:  \n• 43 percent of sales and marketing professionals said “lack of accurate/shared data on target accounts and prospects” was their biggest challenge for aligning sales and marketing departments.  \n• Only 26 percent of professionals say they use an SLA and are tightly aligned between sales and marketing.  \nTo break down your silos and get sales and marketing working together and to maximize the force through every flywheel stage, you need a sales-marketing servicelevel agreement (SLA) .  \nWHAT IS ANSLA?  \nA service-level agreement is usually used to define what a customer gets from a service provider. But in terms of smarketing, an SLA details marketing goals and sales activities that will follow and support those marketing goals.  \nUltimately, this agreement clarifies how many quality leads marketing should be delivering per month and delineates how sales will follow up with these leads. With clear goals measured by concrete numbers, the success of your smarketing efforts is defined.  \nMore importantly, this document is a commitment – a commitment from both teams to support each other. And what makes it so impactful is the focus on concrete goals.  \nHOW TO ALIGN MARKETING AND SALES ON KPISAND GOALS  \n1. Gather Your Teams.  \nThis isn’t just simply getting your employees to sign a document. You’re looking to get full buy in from everyone involved.  \nHelp sales and marketing team members get in the right mindset so they happily contribute and collaborate while you create your agreement.  \n2. Define Your Channels and Personas.  \nBefore diving into the nitty gritty details of close rates and lead value, you need to break down your leads by both the source your leads are coming from (the channel) and what kind of lead you’re attracting (the persona) .  \nWhy does this matter?  \nBecause if you’re a B2B industrial organization and you sell products and services to businesses of all sizes, your small company close rates might be way lower than big company close rates. Plus, a lead who finds your website through Google (organic channel) costs you less than those who click on your paid advertisement (paid media channel) .  \nPlus, a lead who finds your website through Google (organic channel) cost you less than those who click on your paid advertisement (paid media channel) .  \nTo put it simply, not all leads are equal. Here is a list of defined channels to keep in mind:  \nOrganic – leads coming through search engines. Email – leads generated through email campaigns.  \nPaid media – leads coming from digital advertising and PPC campaigns. Social – leads that are attracted through social media.  \nSales rep call – leads that come through sales rep outreach.  \nThen, make sure you have your buyer personas at the ready. You’re going to need them for both teams to understand what a good fit customer looks like.  \n3. Crunch Your Numbers.  \nBoth sales and marketing need to come prepared with some research and metrics. You might need to sort through various resources you use for sales and marketing analytics, such as your CRM and marketing automation platform.  \nHere are the metrics you need to consider calculating:  \nUse this SLA metrics spreadsheet to organize your KPIs if you plan on including them in your SLA.  \nSales Closing Rate  \nWhat percentage of your leads ultimately became customers?  \nReview the last six months of sales data to find how many marketing leads were generated from each channel.  \nThis is your average close rate, which you need to add to each channel and continually update monthly.  \nLead Value  \nHow much is each lea","cbCailUcsJFM0Eve","https://ap.wps.com/l/cbCailUcsJFM0Eve","pdf",256475,13,"English","# Why Alignment Matters\n## What Is an SLA?\n## How to Align Marketing and Sales on KPIs and Goals\n### Gather Your Teams\n### Define Your Channels and Personas\n### Crunch Your Numbers\n### Align Your Numbers With Goals","[{\"question\":\"What is a sales-marketing SLA and what does it define?\",\"answer\":\"A sales-marketing service-level agreement details marketing goals and the sales activities that follow and support those goals. It clarifies how many quality leads marketing delivers per month and how sales should follow up on those leads.\"},{\"question\":\"Why is alignment between sales and marketing important?\",\"answer\":\"Alignment is necessary to avoid team silos and to hit business goals. The document highlights that lack of shared, accurate data is a major challenge, and that few professionals use SLAs for tight alignment.\"},{\"question\":\"Which KPIs does the SLA help you calculate to reach revenue goals?\",\"answer\":\"The template outlines metrics such as sales closing rate, lead value, and leads generated monthly by channel and persona. These numbers are then used to determine how many leads are needed to achieve revenue targets.\"}]","Sales-Marketing Template - Aligning Your Sales and Marketing Departments to Crush Your Goals | PDF",1789268716]