Free template · 7 pages
Written by Hojabr Sattari, founder of PlanConversion, from programs run for ABB, KNIME and Nakisa. For CMOs, CROs, VPs of sales and RevOps leaders.
Marketing and sales pipeline SLA template: one set of numbers for the CMO and the CRO
Get the free template ↓When marketing and sales count pipeline differently, every leadership meeting turns into a debate about whose numbers are right. This template gives CMOs and CROs a one-page agreement: shared stage definitions, how fast sales follows up, what marketing commits to deliver, how sourced and influenced pipeline are counted, and the weekly review that keeps both teams honest.
- Shared stage definitions, from lead to closed won
- What marketing commits to deliver, by month
- What sales commits to: follow-up times and feedback
- Sourced and influenced pipeline, counted once
Written by Hojabr Sattari, founder of PlanConversion, from programs run for ABB, KNIME and Nakisa. For CMOs, CROs, VPs of sales and RevOps leaders.What’s inside
Everything in the template
Practical and specific: questions, checks and decisions you can use in your next meeting, not theory.
What marketing commits to deliver, by month
What sales commits to: follow-up times and feedback
Sourced and influenced pipeline, counted once
The weekly 30-minute joint pipeline review
Free preview
The five definitions to agree first
- Ideal customer profile and target account tiers: who counts.
- Qualified lead: the fit and intent that earn a sales follow-up.
- Sales-accepted: sales agrees to work it, within an agreed time.
- Qualified opportunity: the stage your forecast already trusts.
- Sourced and influenced: first touch versus any touch before the opportunity.
The full template
Marketing and sales pipeline SLA template
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Questions
About this template
Who should own the SLA?
The CMO and the CRO together, with RevOps keeping the definitions and the report. Without both names on it, it will not hold.
Does this work in HubSpot and Salesforce?
Yes. Every rule maps to standard lifecycle, lead status and opportunity fields.
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