Do you know how long it takes to follow-up on a lead, opportunity, or case in your organization? Developing and tracking service-level agreements (SLAs) in Sales and Marketing, often referred to as ‘speed-to-lead’, can be one of the most effective ways to improve your revenue operations and the overall customer experience. As more organizations become distributed or remote, this information is critical for understanding the weak links in your process and making improvements that enable you to meet or exceed your revenue goals.
If you’re like most organizations, you probably have set some SLAs. However, monitoring these metrics can be tedious, and at worst impossible to achieve using the data available in your CRM. Different GTM plans in different territories as well as working hours and vacations can complicate even the most sophisticated SLA tracking models.
Set SLAs Within the Context of Your GTM Plan
With Fullcast’s RevOps Platform you can easily measure and enforce SLAs on any object (leads, accounts, opportunities, cases) and within the context of your GTM plan. For example, you can track lead handoffs from Marketing to Sales, account handoffs from Sales to Customer Success, or any other handoffs between specialists (BDRs, Sales Engineers) that play a part in the sales cycle. Furthermore, SLA policies may vary by territory or type of engagement. EMEA may require a 60-minute response time, while AMER may be 30 minutes. Demo requests may require 20 minute follow-up, while new MQLs may only require one day.
Keep Your Holiday Plans
The Platform accounts for working hours, holidays, and vacations, so that any start-to-finish SLA measurement is always accurate and reflective of real-life working conditions in any territory. Hours of operation across different territories or segments are set centrally in the platform and are applied to any object, making it easy to track any SLA (e.g., lead routing, case assignment, or deal progression). Beyond reporting accuracy, this enables your team to maintain a positive and healthy work environment. Reps are not penalized if they don’t follow up on a new lead on Friday at 5pm!
Catch and Address Issues Early
Armed with SLA metrics, users can set thresholds in Salesforce after which warnings or alternative actions can be taken. For example, if a new MQL is not followed up upon within two hours, an alert can be sent to a manager or the lead can be re-routed, improving the team’s overall efficiency.
Teams that use Fullcast for SLA tracking report reduced friction between the Sales and Marketing teams because issues with leads are surfaced early and can be remediated quickly. Sales and CS Managers can actively track progress on deal activity, while the RevOps team can easily monitor trends, identify process gaps, and make changes that improve the revenue team’s productivity Furthermore, data is readily available when preparing for the next funding round or board meeting.
If tracking SLAs has been out of your reach, contact Fullcast to learn more.