How to Calculate Your SLA Leads Goal for Sales and Marketing Alignment

Introduction: What is an SLA?

There is a long history of pain and misalignment between sales and marketing teams. These two groups can suffer from a lack
metrics and timelines – which can lead to frustration and misalignment.

But, sales and marketing teams can successfully work together. Effective alignment of sales and marketing is critical to a seamle
Aberdeen Group, companies with good sales and marketing alignment achieved 20% annual revenue growth. Essential to a pro
metrics and mutual responsibilities for both marketing and sales. This is where a Service Level Agreement (SLA) comes into pla
With clear expectation of how many quality leads marketing will generate each month, and how sales will follow up with those
hard numbers for both teams to measure their success.

How to Use This Template

This template is designed to help delve deeply into your pipeline numbers and create your own Service Level Agreement. Using
monthly revenue goals per region, input your average deal size per region, determine the percentage of revenue currently gen
close rates, identify how many monthly leads both sales and marketing need to hit your monthly numbers, and finally chart yo
In order to fill out this template, you should have your sales and marketing analytics in front of you. Look at your historical mar
CRM to make sure you have a clear picture of how leads proceed through your funnel. Most of these insights are available in in
Hub and CRM.

Sheet 1: Revenue Target by Month

On the first two sheets, we provide an SLA example. In this hypothetical example, we filled in data points based on general Hub
what a real-world sales agreement might look like. (Note: This is not our actual HubSpot SLA data.)
If you have global operations, split your regions so you can understand how each one is functioning.

Sheets 3 & 4: Create Your Own SLA

On the second two sheets, we'll take you through each step towards building your own SLA. Here's a breakdown of each step.

Step 1
The first step of your sales-marketing SLA is to work with your sales leadership to determine the overall monthly revenue targe
that marketing is acting as a growth engine and are held responsible as a revenue team in line with sales.
Take your revenue targets per region per month and add it to the correct cells. Remember to update this spreadsheet if your g
Not all businesses have the same Go to market model and it's important to adapt this spreadsheet to meet your individual nee
personas. If this is case just swap out region for persona. The calculations will still work.

Step 2
The second step in your SLA development is to determine the value of you average deal size. This will help you determine how
numbers.
Calculating your average deal size is simple. First, identify your average sale price for each of your core regions or personas. Aga
sales CRM tools.
Input your average sale value into the top "average sale price" row for each region Our SLA template will automatically calculat
rates you filled in for step one.
Again, revisit your average sale prices for your personas or regions on a regular basis to make sure you are holding your teams

Step 3
The third step of your sales-marketing SLA is to work with your sales leadership to determine the percentage of revenue pipelin
generated directly by sales.
This will vary depending on how inbound vs outbound your company is. This may change throughout the year and should be u
Step 4
The next step of your sales-marketing SLA is to examine your sales closing rates, and specifically tease out what percentage of y
analysis looks at the historical performance of both your marketing and sales, and fills these holes in with actual performance d
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Step 5: SLA Calculation

The last section of our calculator will tally your SLA commitments. As you fill in steps one through three, the SLA calculator will
each channel and persona. This worksheet will sum your channel and persona SLA, and your overall monthly totals.
Ultimately, the total monthly SLA you commit to should equal the total potential revenue each segment or region can produce
As you fill out your tables each month, the SLA calculator will show how you are tracking towards your monthly SLA goal.

Final Step: Performance Against Plan

The SLA Example shows a snapshot of a month’s productivity. For maximum visibility, update these leads on an ongoing basis.
daily, and we send the marketing team a daily summary of our month-to-date performance.
This section is where you track your daily actual leads and track monthly volume trends and percentage performance against p

Conclusion
Prepared with the monetary value of your lead generation efforts, you know how many types of leads you need in order to rea
what leads marketing is responsible for each month and creates alignment between your sales and marketing teams.
Use this SLA as a tool to hold sales accountable for following up with these leads. With this data, your sales team can identify e
contact with their leads in order to deliver on their numbers.
Finally, close the loop in your reporting, and build this SLA into your reporting structures, so that this tool becomes a resource f
your mutual success.

https://www.hubspot.com/products/crm?utm_campaign=EMEA en | Offer Revamp | 2018 SLA Lead Goal C

Revenue
Region Jan 19 Feb 19 Mar 19 Apr 19 May 19
North Am $15,000 $15,000 $15,000 $15,000 $15,000
Europe $10,000 $10,000 $10,000 $10,000 $10,000
APAC $2,000 $2,000 $2,000 $2,000 $2,000
LatAM $4,000 $4,000 $4,000 $4,000 $4,000

Average Deal Size

Region Jan 19 Feb 19 Mar 19 Apr 19 May 19
North Am $500 $500 $500 $500 $500
Europe $400 $400 $400 $400 $400
APAC $450 $450 $450 $450 $450
LatAM $500 $500 $500 $500 $500

% Revenue from Marketing

Region Jan 19 Feb 19 Mar 19 Apr 19 May 19
North Am 40% 40% 40% 40% 40%
Europe 50% 50% 50% 50% 50%
APAC 50% 50% 50% 50% 50%
LatAM 50% 50% 50% 50% 50%

Lead to Close
Region Jan 19 Feb 19 Mar 19 Apr 19 May 19
North Am 10% 10% 10% 10% 10%
Europe 8% 8% 8% 8% 8%
APAC 7% 7% 7% 7% 7%
LatAM 7% 7% 7% 7% 7%

Target
Region Jan 19 Feb 19 Mar 19 Apr 19 May 19
North Am 120 120 120 120 120
Europe 156 156 156 156 156
APAC 30 30 30 30 30
LatAM 57 57 57 57 57
Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19
$15,000 $15,000 $18,000 $18,000 $18,000 $18,000
$10,000 $10,000 $15,000 $15,000 $15,000 $15,000
$2,000 $2,000 $3,000 $3,000 $3,000 $3,000
$4,000 $4,000 $4,500 $4,500 $4,500 $4,500

Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19

$500 $500 $500 $500 $500 $500
$400 $400 $400 $400 $400 $400
$450 $450 $450 $450 $450 $450
$500 $500 $500 $500 $500 $500

Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19

40% 40% 40% 40% 40% 40%
50% 50% 50% 50% 50% 50%
50% 50% 50% 50% 50% 50%
50% 50% 50% 50% 50% 50%

Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19

10% 10% 10% 10% 10% 10%
8% 8% 8% 8% 8% 8%
7% 7% 7% 7% 7% 7%
7% 7% 7% 7% 7% 7%

Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19

120 120 144 144 144 144
156 156 234 234 234 234
30 30 46 46 46 46
57 57 64 64 64 64
Dec 19
Look at the revenue numbers your company
$18,000 needs to hit this year and split this by region and
$15,000 month.
$3,000
$4,500

Dec 19 Look at the average deal size per region and add
that to the respective section. This may change
$500 during the year to reflect product launches or
$400 price changes and should be updated on a
$450 regular basis.
$500

Dec 19 Here you have to find the percentage of your

revenue that is coming from marketing. Based
40%
on your go to market strategy and sales
50% structure, this may be very high (85%+) or
50% between 15-25% if your company has a heavily
sales focused legacy.
50%

Dec 19
10% Look at the average Marketing Qualified Lead to
Close rate based on historical data per region.
8% You may want to update this quarterly based on
7% gains on your conversion rates.
7%

Dec 19 Once all of the other fields have been filled out
this table calculates the number of leads you
144 need to bring in to successfully hit your revenue
234 goals. Have a go changing the conversion rates
46 and just see how your lead goals go down or up
accordingly.
64
Revenue
Region Jan 19 Feb 19 Mar 19 Apr 19 May 19
North Am
Europe
APAC
LatAM

Average Deal Size

Region Jan 19 Feb 19 Mar 19 Apr 19 May 19
North Am
Europe
APAC
LatAM

% Revenue from Marketing

Region Jan 19 Feb 19 Mar 19 Apr 19 May 19
North Am
Europe
APAC
LatAM

Lead to Close
Region Jan 19 Feb 19 Mar 19 Apr 19 May 19
North Am
Europe
APAC
LatAM

Target
Region Jan 19 Feb 19 Mar 19 Apr 19 May 19
North Am #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Europe #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
APAC #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
LatAM #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19

Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19

Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19

Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19

Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19

#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Dec 19
Look at the revenue numbers your company
needs to hit this year and split this by region and
month.

Dec 19 Look at the average deal size per region and add
that to the respective section. This may change
during the year to reflect product launches or
price changes and should be updated on a
regular basis.

Here you have to find the percentage of your

Dec 19 revenue that is coming from marketing. Based
on your go to market strategy and sales
structure, this may be very high (85%+) or
between 15-25% if your company has a heavily
sales focused legacy.

Dec 19
Look at the average Marketing Qualified to Close
rate based on historical data per region. You may
want to update this quarterly based on gains on
your conversion rates.

Dec 19 Once all of the other fields have been filled out
#DIV/0! this table calculates the number of leads you
need to bring in to successfully hit your revenue
#DIV/0! goals.
#DIV/0! Have a go changing the conversion rates and
just see how your lead goals go down or up
#DIV/0! accordingly.
Target
Region Jan 19 Feb 19 Mar 19 Apr 19
North Am 120 120 120 120
Europe 156 156 156 156
APAC 30 30 30 30
LatAM 57 57 57 57
Jan 19 Feb 19 Mar 19 Apr 19
Total 364 364 364 364

Actual
Region Jan 19 Feb 19 Mar 19 Apr 19
North Am 150 170 190 210
Europe 160 180 200 220
APAC 45 65 85 105
LatAM 60 80 100 120
Jan 19 Feb 19 Mar 19 Apr 19
Total Actual 415 495 575 655
Total Target 364 364 364 364

Performance
Region Jan 19 Feb 19 Mar 19 Apr 19
North Am 125% 142% 158% 175%
Europe 102% 115% 128% 141%
APAC 148% 214% 280% 345%
LatAM 105% 140% 175% 210%
Region Jan 19 Feb 19 Mar 19 Apr 19
Monthly Average 114% 136% 158% 180%

Monthly Volume vs Target

1,295
1,215
1,135
1,055
975
895
815
735
690
655
575
495 488 488 488 488
415
364 364 364 364 364 364 364

Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19 Dec 19
Tota l Actua l Tota l Target
Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19 Dec 19
Tota l Actua l Tota l Target
 May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19
120 120 120 144 144 144
156 156 156 234 234 234
30 30 30 46 46 46
57 57 57 64 64 64
May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19
364 364 364 488 488 488

May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19

230 250 270 290 310 330
240 260 280 300 320 340
125 145 165 185 205 225
140 160 180 200 220 240
May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19
735 815 895 975 1,055 1,135
364 364 364 488 488 488

May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19

192% 208% 225% 201% 215% 229%
154% 166% 179% 128% 137% 145%
411% 477% 543% 406% 450% 493%
245% 280% 315% 311% 342% 373%
May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19
202% 224% 246% 200% 216% 232%

Total: Performance to Target Monthly

1,295
1,215 246% 249%
1,135 232%
224%
216%
202% 200%
180%

158%
690
136%

488 488 114%

Oct 19 Nov 19 Dec 19

Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19
Oct 19 Nov 19 Dec 19

Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19
 Nov 19 Dec 19
144 206 These fields will autofull with your targets from
234 386 the previous tab and calculate your total target
46 46 per month for all of your segments.
64 52
Nov 19 Dec 19
488 690

Nov 19 Dec 19
350 370 Here is where you will add in your actual
qualified lead volume every month. This will
360 380
allow you to track your progress on a monthly
245 265 basis and identify volume trends.
260 280
Nov 19 Dec 19
1,215 1,295 Having these two sections together allows you
488 690 to chart your progress in the charts below.

Nov 19 Dec 19 Once all of the other fields have been filled out
243% 180% this table calculates the number of leads you
154% 98% need to bring in to successfully hit your revenue
537% 576% goals.
404% 538%
Nov 19 Dec 19
249% 188%

onthly

249%
232%
216%

188%

9 Sep 19 Oct 19 Nov 19 Dec 19

9 Sep 19 Oct 19 Nov 19 Dec 19
Target
Region Jan 19 Feb 19 Mar 19 Apr 19
North Am #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Europe #DIV/0! #DIV/0! #DIV/0! #DIV/0!
APAC #DIV/0! #DIV/0! #DIV/0! #DIV/0!
LatAM #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Jan 19 Feb 19 Mar 19 Apr 19
Total #DIV/0! #DIV/0! #DIV/0! #DIV/0!

Actual
Region Jan 19 Feb 19 Mar 19 Apr 19
North Am
Europe
APAC
LatAM
Jan 19 Feb 19 Mar 19 Apr 19
Total Actual 0 0 0 0
Total Target #DIV/0! #DIV/0! #DIV/0! #DIV/0!

Performance
Region Jan 19 Feb 19 Mar 19 Apr 19
North Am #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Europe #DIV/0! #DIV/0! #DIV/0! #DIV/0!
APAC #DIV/0! #DIV/0! #DIV/0! #DIV/0!
LatAM #DIV/0! #DIV/0! #DIV/0! #DIV/0!
Region Jan 19 Feb 19 Mar 19 Apr 19
Monthly Average #DIV/0! #DIV/0! #DIV/0! #DIV/0!

Monthly Volume vs Target

0 0 0 0 0 0 0 0 0 0 0 0
Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19 Dec 19
Tota l Actua l Tota l Target
 0 0 0 0 0 0 0 0 0 0 0 0
Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19 Dec 19
Tota l Actua l Tota l Target
 May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!

May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19

May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19

0 0 0 0 0 0
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!

May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19

#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!

Total: Performance to Target Monthly

0 0 0
Oct 19 Nov 19 Dec 19

Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19
 0 0 0
Oct 19 Nov 19 Dec 19

Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 Jul 19 Aug 19 Sep 19 Oct 19 Nov 19
 Nov 19 Dec 19
#DIV/0! #DIV/0! These fields will autofull with your targets from
#DIV/0! #DIV/0! the previous tab and calculate your total target
#DIV/0! #DIV/0! per month for all of your segments.
#DIV/0! #DIV/0!
Nov 19 Dec 19
#DIV/0! #DIV/0!

Nov 19 Dec 19
Here is where you will add in your actual
qualified lead volume every month. This will
allow you to track your progress on a monthly
basis and identify volume trends.

Nov 19 Dec 19
0 0 Having these two sections together allows you
#DIV/0! #DIV/0! to chart your progress in the charts below.

Nov 19 Dec 19 Once all of the other fields have been filled out
#DIV/0! #DIV/0! this table calculates the number of leads you
#DIV/0! #DIV/0! need to bring in to successfully hit your revenue
#DIV/0! #DIV/0! goals.
#DIV/0! #DIV/0!
Nov 19 Dec 19
#DIV/0! #DIV/0!

onthly

9 Sep 19 Oct 19 Nov 19 Dec 19

9 Sep 19 Oct 19 Nov 19 Dec 19