Glossary/B2B & Growth/Sales and Marketing SLA
B2B & Growth
Sales and Marketing SLA
An agreement setting commitments between marketing and sales, such as lead volume targets and how quickly sales must follow up.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
A sales and marketing SLA is an agreement that sets commitments between the two teams, such as marketing's lead volume targets and how quickly sales must follow up. It aligns both functions on shared definitions, handoff rules and metrics, making each side accountable and reducing disputes about lead quality and response times.