GOV_PROTOCOL_02 // PROTOCOL_SPEC
Marketing + Sales SLA Model
A service-level agreement that defines responsibilities, response times, and qualification standards between Marketing and Sales.
Revenue Teams Fail Without Shared Expectations
When Marketing generates high-density engagement and Sales responds inconsistently, the pipeline suffers. An SLA ensures that 'Sprint-Eligible' accounts are handled with priority, preventing intent decay and SDR frustration.
CRITICAL FAILURE MODES
- ✕ SDR follow-up times vary widely, causing high-intent leads to go cold
- ✕ Marketing generates volume that Sales ignores due to lack of trust
- ✕ Revenue attribution disputes arise because 'ownership' transitions are undefined
SLA Governance Logic
SLA INPUTS
Lead / Account Qualification Criteria
Response Time Expectations (e.g., <24h)
Sales Engagement Workflows
Pipeline Progression Benchmarks
→
SLA OUTPUT
Marketing-Sales Contract
Logic: Trigger Event → Response Window → Required Sales Action
PLATFORM ON (CRM Task Automation)
We use CRM automation to trigger tasks, reminders, and escalation alerts the moment engagement thresholds are met.
Rule: Sprint_Eligible Account → SDR must log first touch within 24 hours
PLATFORM OFF (SLA Playbook)
We deliver documented SLAs and manual escalation paths shared across Marketing and Sales leadership to ensure cultural alignment.
Playbook: Defined response timelines and management escalation process
Artifacts You Receive
- ✓Marketing-Sales SLA Framework
- ✓Response Time Enforcement Rule Set
- ✓SDR Engagement Workflow Map
- ✓SLA Compliance & Escalation Dashboard
Implementation Steps
WK 1
Define primary qualification triggers and SLA response windows by account tier.
WK 2
Configure CRM task automation, alerts, and management notification logic.
WK 3
Monitor initial compliance and refine response benchmarks based on pilot feedback.