Align Your Team

When marketing and sales aren't aligned, leads fall through the cracks, follow-up slows down, and revenue suffers.

A Marketing & Sales Service Level Agreement (SLA) gives both teams a shared framework for defining success, qualifying leads, and establishing accountability throughout the customer journey.

This free template helps you document expectations, create a consistent lead qualification process, and build a smoother handoff from marketing to sales—all in one easy-to-use worksheet.

What You'll Learn

Inside this free template, you'll build a customized SLA for your organization by defining:

  • Shared marketing and sales goals
  • Marketing Qualified Lead (MQL) criteria
  • Lead scoring guidelines
  • Quarterly MQL targets
  • Lead handoff responsibilities and timelines
  • A glossary of marketing and sales terminology

Why Every Revenue Team Needs an SLA

An effective Service Level Agreement creates alignment between marketing and sales before leads ever enter your CRM.

Instead of debating lead quality or wondering who owns the next step, both teams work from the same playbook.

A documented SLA helps organizations:

  • Improve communication between marketing and sales
  • Increase lead quality and conversion rates
  • Reduce response times for qualified leads
  • Create accountability across teams
  • Support predictable pipeline growth
  • Make reporting and forecasting more accurate

Whether you're implementing HubSpot for the first time or refining an existing revenue process, an SLA becomes the foundation for scalable growth.

Who This Template Is For

This template is ideal for:

  • Marketing leaders
  • Sales managers
  • Revenue Operations (RevOps) teams
  • Business owners
  • Companies implementing HubSpot
  • Organizations looking to improve sales and marketing alignment

Whether your teams are just beginning to define their lead process or you're optimizing an existing one, this template provides a practical starting point.

What's Included

This downloadable template includes: 

Goal Setting
Document shared traffic, MQL, and SQL goals.

Lead Qualification Framework
Define exactly what qualifies someone as an MQL using your Ideal Customer Profile and lead scoring model.

Quarterly Planning
Set realistic quarterly lead generation goals based on revenue targets and team capacity.

Lead Handoff Process
Map responsibilities, ownership, and timing so every qualified lead moves efficiently from marketing to sales.

Marketing & Sales Glossary
Keep everyone speaking the same language with common revenue terminology.