Marketing and sales are areas that already work with metrics to manage their processes. In this case, however, defining metrics is even more important, after all, it will help coordinate the quality of the flow of leads between the two sectors.
Among the most used metrics for the Service Level Agreement between the two sectors, we have:
leads generated in the period;
leads qualified as excellent and passed on to the sales insurance leads for seniors department during the period;
Cost Per Lead (CPL), which can be monitored considering the different business acquisition channels;
Customer Acquisition Cost (CAC), which will be accounted for after the sale is converted ;
sales team response time, to ensure that qualified leads do not lose interest;
Lead conversion;
Return on Investment (ROI) of marketing and sales actions;
It all depends on the needs of the sectors and, of course, the business objectives. However, once it has been defined, the creation of the SLA can help in choosing which metrics to use.
How to create an SLA for marketing and sales departments?
Some steps for preparing the SLA help to create a document that is functional for aligning the areas.
Define metrics related to qualified leads and sales conversion
Since the marketing and sales funnel creates continuity between sectors, two of the most important metrics for the Service Level Agreement are the number of qualified leads and sales conversion.
It is necessary to create a real level of service, that is, one that can be achieved by both sectors , or, otherwise, it could create conflicts, dissatisfaction and, mainly, demotivation.
Find out which lead information will be passed on to the sales team
A qualified lead has a profile similar to that of the buyer persona, the representation considered to be the ideal buyer for the business. However, the association between them alone is not enough for the sales team to act on the sale.
Therefore, it is important to determine what information should be passed on with the list of qualified leads, such as contact details, interaction history and other particular characteristics that have been captured in the qualification process.