Service-Level Agreements For Effective Demand Creation

January 1st, 2018

Nancy Maluso

Summary

It’s a plus if sales and marketing understand each other, but functional leaders know that getting along does not guarantee good alignment. B2B demand generation requires the coordinated effort of several contributors. As leads are acquired, qualified, passed to the next function, and closed, marketing, teleprospecting, and sales must work in concert, following well-defined rules to maximize efficiency and effectiveness. Any function that strays from the rules compromises the entire effort, and sales productivity declines. In this report, we outline five basic service-level agreements (SLAs) used to build and continuously improve demand generation and lead management processes.

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