Why Sales and Marketing Alignment Still Breaks — and How Better SLAs Can Fix It
Intro: Targeting the right accounts is only half the battle. The real challenge? Keeping sales and marketing aligned every step of the way. Misalignment is more common than you might think — in fact, according to LinkedIn, only 37% of sales and marketing teams define success using the same metrics.
That disconnect doesn’t just create internal friction. It creates pipeline problems, slows down conversion, and leads to wasted effort on both sides.
But there’s good news: alignment is possible — and it starts with smarter, more strategic Service Level Agreements (SLAs).
The Problem: Misalignment Isn’t Just About Leads
Marketing often thinks in terms of MQLs, content engagement, and attribution models.
Sales, on the other hand, lives and dies by pipeline and closed-won deals.
This split in focus leads to a lot of tension around what qualifies as a good lead, when follow-up should happen, and how success is measured. And too often, SLAs become a checkbox instead of a living, breathing agreement.
The Fix: Smarter SLAs That Drive Shared Accountability
The best SLAs we’ve seen aren’t just about lead handoff speed or how quickly a rep responds. They go deeper. They align on how to engage, who owns what, and what outcomes matter.
Here’s what high-performing teams do differently:
1. Mutual Definitions of Engagement
Agree on what actually constitutes a high-intent lead. This means aligning on behavioral signals (e.g., asset downloads, demo requests, repeat visits) that both teams agree are worth prioritizing.
2. Clear Follow-Up Playbooks
Define who owns the next step at every stage. Does marketing continue nurturing? Does sales reach out within 24 hours? What happens if the lead isn’t ready?
3. Feedback Loops That Drive Action
Build regular, two-way feedback into your process. Not just dashboards or reports — actual conversations where sales can tell marketing which leads converted, which didn’t, and why.
4. Alignment on Metrics That Matter
Instead of just tracking MQLs, measure what actually impacts revenue: conversion rates, pipeline influence, velocity, and cost per SQL.
Avoiding Common Pitfalls
Even the best SLAs can fall apart when teams:
- Measure engagement differently
- Operate on different timelines
- Work in silos without a shared view of the funnel
A lead that looks promising in marketing’s dashboard might not feel like a priority to a rep with a full pipeline and no context.
To avoid this, make sure your systems — and your conversations — keep both teams on the same page.
Conclusion:
Alignment isn’t one big decision. It’s a series of small, intentional choices around collaboration, transparency, and shared ownership.
Smarter SLAs are a great place to start. When done right, they don’t just move leads through the funnel faster. They create a seamless experience for your buyers — and a more productive relationship between sales and marketing.
