Service-level agreements (SLAs) between marketing and sales often focus on lead followup timeframes. These SLAs are significant since the faster the sales organization engages marketing qualified leads (MQLs), the more likely MQLs will convert to qualified opportunities.
However, SLAs do not resolve one of the largest issues that delays the engagement of MQLs: delayed entry into the lead management process. This time lag “cools” leads before they’re engaged by sales (or even marketing). The result is a significant decrease in the number of leads that become sales qualified or drive a closed/won opportunity.
Delays in lead entry, which can range from several days to several weeks, are frequent with event-generated leads (e.g. from tradeshows and webcasts), many of which can be MQLs. The primary reasons for these delays are lack of:
To decrease delayed entry into the lead management process, an SLA should govern event-generated leads. As with other SLAs that govern lead followup activities, marketing and sales management should agree to the terms. The SLA should address:
Jay Famico is the Vice President of Client-Facing Technology at SiriusDecisions. He is a thought leader focused on helping companies gain maximum value from their investments in marketing programs and technology. Follow Jay on Twitter @JayFamico.