Summary
A service-level agreement (SLA) outlines the requirements for passing an opportunity, with one or more buying group members attached, from one team to another in the context of the Forrester B2B Revenue Waterfall™. As with lead-based SLAs, both teams must endorse buying-group-based SLAs and clearly document them to ensure clarity, accountability, and alignment. Organizations should have multiple SLAs — one for every team handoff when opportunities move downstream toward close. SLAs also govern how and when to pass back stalled opportunities. This report outlines the basic elements of SLAs with a focus on opportunities with associated buying groups.
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