Service-Level Agreement
Fast track (Summarised definition)
SLAs define service expectations between providers and clients, establishing performance standards and accountability. Essential for marketers managing agency relationships, internal team alignment, and technology vendor agreements. Particularly valuable for sales-marketing alignment and ensuring reliable digital infrastructure across diverse geographic markets.
Full lap (Full definition)
A Service-Level Agreement is a contract defining the expected level of service between providers and clients, establishing measurable performance standards, responsibilities, and remedies for non-compliance. In marketing contexts, SLAs are increasingly important for managing relationships with agencies, technology vendors, and internal teams to ensure accountability and results.
Marketing SLAs typically cover response times, deliverable quality standards, reporting frequency, and performance metrics. For businesses working with digital agencies, SLAs might specify website uptime guarantees, campaign optimisation timeframes, or content delivery schedules. These agreements protect both parties by setting clear expectations and providing recourse when standards aren't met.
Internal marketing SLAs between sales and marketing teams have become particularly valuable for B2B companies. These agreements define lead quality criteria, response timeframes, and handoff processes, improving alignment and conversion rates. Marketing commits to delivering qualified leads within agreed parameters, while sales commits to following up promptly and providing feedback on lead quality.
SLAs also govern relationships with technology providers, ensuring marketing automation platforms, analytics tools, and other critical systems maintain required uptime and performance levels. Given reliance on digital infrastructure, robust SLAs with hosting providers and software vendors become essential for maintaining marketing operations.
Regular SLA reviews help identify areas for improvement and ensure agreements remain relevant as business needs evolve. Effective SLAs include clear metrics, reporting procedures, escalation paths, and penalty structures that incentivise performance while providing fair remedies for service failures. SLA management requires ongoing monitoring, performance reporting, and relationship management to ensure both parties meet their commitments and maintain productive partnerships that support business objectives.