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Service-Level Agreements Workshop

Create Common Goals to Improve Your Business

This one-day workshop focuses on alignment between sales and marketing for demand creation and lead management definitions and processes. When properly developed and executed, service-level agreements (SLAs) align marketing and sales according to well-defined rules, help maximize efficiency and allow the progression of better-qualified prospects through the SiriusDecisions Demand Waterfall™. SLAs bind functions to each other and align them to common goals, resulting in improve sales productivity, pipeline generation and revenue performance.


Align marketing and sales by defining leads, including qualification criteria, responsibilities and timeframes that govern lead handoff between marketing, teleprospecting teams and sales.

Who Should Participate?

Leaders, managers and line staff from marketing, marketing operations, teleprospecting, sales operations, and inside and direct sales, including regional representatives.

Workshop Agenda

  • Basics of effective marketing measurement
  • Overview and benefits of demand creation SLAs
  • Foundation elements of effective lead generation
  • Lead taxonomy and components (including exercises)
  • Lead management rules for documenting and enforcing SLAs
  • Measurement considerations for SLAs

Prerequisite Work

  • Pre-workshop planning meeting
  • Selective stakeholder interviews and surveys, as needed
  • Webinar covering workshop material
  • Pre-reading
    • Build a Better Service-Level Agreement
    • SLAs: The Role of Sales Operations
    • The SiriusDecisions Lead Spectrum, Expanded
    • The Demand Waterfall, Rearchitected
    • Core Strategy Report: Service-Level Agreements for Effective Demand Creation
    • BANT: Need is Good

Workshop Deliverables

  • Outline of Client-Defined SLAs
  • Determining Demand Type Checklist
  • Nurturing Framework Checklist
  • Action Plan

Workshop Leaders

Our workshop leaders are seasoned executive practitioners who have planned, executed and measured successful initiatives, campaigns and projects in their respective subject matter areas of expertise.

They engage hundreds of clients annually in continuous research, benchmark studies and client inquiries to identify trends, issues and challenges and provide models, frameworks and actionable pragmatic advice.

Clients of our advisory services gain increased leverage from our workshops through continuous engagement with our analysts during their service subscription period.


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