ReadyTalk

Meet with Confidence

Mapping the Level of Effort for a Service Level Agreement

Posted by Mike McKinnon on
Share this Post:

This post is the second in a three part series on Creating a Service Level Agreement between Marketing and Sales.

In the last post, I talked about needing to determine the criteria for a marketing qualified lead, or MQL. Once it is defined, the next step is to map out the follow up process or Level of Effort (LOE). The LOE makes sure that there is consistent follow-up across the sales team for each MQL that is handed over.

Before our LOE was defined, I noticed that follow-up was different across the board for each member of the sales team. Some AEs emailed and never called, some called but never left voice mail and others called and sent emails. If marketing is going to be nurturing leads on behalf of sales team and using resources to accomplish this task, it is reasonable to expect the sales team to follow-up on those leads in a consistent manner. This will allow marketing to see which leads are valid through the prism of consistent follow-up.

To define our Level of Effort, I used the same group AEs that I used for the MQL discussion and we mapped out first, second and third touches. Below is a diagram of our LOE.

We defined a three-touch follow up that involves email and voice mail. Each touch builds upon the other touch with consistent messaging. The final touch is decided by company size. Larger companies (>100 employees) will have a fourth follow-up.

It is important to have a mechanism for returning the lead to the marketing funnel after the follow-up has completed. This will eliminate “lead leakage,” where leads get taken out of the funnel, are never closed but are never re-engaged. Many sales people balked at this idea of handing a lead back to marketing to be further nurtured. Look at it this way: If a lead who you think meets MQL criteria will not engage with a salesperson after three touches over the course of two weeks, it is most likely that they have been misplaced in the marketing funnel and are not ready to engage sales. It is better to get them back in the funnel and re-engage them on their own terms than to have a sales person sit on the indefinitely.

I would love to hear how you mapped out your level of effort for your sales team. How many touches do you use? What are those touches?


Comments for Mapping the Level of Effort for a Service Level Agreement

blog comments powered by Disqus

Recent Posts

It's All About Velocity (part III)

This is the final post in a three-part series on funnel velocity. As we talked about in my first post, velocity is a key measurement for marketing efficiency. In my second post, I...

It's All About Velocity (part II)

As you read in yesterday's post on funnel velocity, you first need to identify all of the breakpoints in your lead process before you can start tweaking them. Let’s take a look at...

It's All About Velocity (part I)

This is the first post in a 3-part series about funnel velocity. These days’ marketers are really good about measuring a lot of things. Most marketers could tell you their CPA...

Not more content, better content

Not more content, better content A recap of Ann Handley’s Everybody Writes webinar presented on 11/13   ReadyTalk, Marketo, and several other sponsors were fortunate enough to host...

15 ways to know it’s time to break up (with your conferencing provider)

The road to a fulfilling, enduring conferencing partnership is almost always littered with a few attempts that turned out to be bad technology experiences, poor customer support...

Volunteers in Action: ReadyTalk helps out with Clothes to Kids

ReadyTalk recently had a chance to make our third visit to an awesome organization called Clothes to Kids! We brought along 10 volunteers to help kids and parents shop for clothes...

Debunking Webinar Myth #8: People never attend webinars

Debunking Webinar Myth #8: People never attend webinars Again, when it comes to webinars, it’s important that you manage your expectations. While you might have a lot of...

Debunking Webinar Myth #7: Webinar promotion is expensive

Debunking Webinar Myth #7: Webinar promotion is expensive. This is one of those myths that perplexed us the most. We live in a world dominated by the Internet. Marketers can...

Everybody writes – why you should care about content marketing

Everybody writes – why you should care about content marketing At the end of each year, I like to look back and see if the predictions the experts forecasted for the “hottest...