What data do you recommend tracking first? Which ones matter?
its somewhere 20%
This is a really interesting point, especially for teams that don’t yet have full visibility across their data.
In situations like this, I see SLAs as something that can still be built using a mix of available internal data, historical performance where possible, and reasonable industry benchmarks. The goal is not perfection, but alignment between marketing and sales on expectations like lead quality, response time, and conversion assumptions.
Even when full data isn’t available, I think RevOps can still start by defining agreed assumptions, then refining them over time as better data becomes accessible through the CRM and reporting systems.
If I do not know the conversion rates yet, I would start with a temporary SLA based on what marketing and sales can realistically commit to right now. I would first make sure both teams agree on what counts as a qualified lead, then set a reasonable goal for how many leads marketing will provide and how quickly sales will follow up with them. I would also make sure everything is tracked in the CRM, including response time, follow up attempts, and results. After about 30 to 60 days, I would review the actual data and update the SLA based on the real conversion rates.
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I worked in sales for a large corporation and did not know our conversion rate. Our marketing leads were very poor though, often at least 25-50% had invalid contact info or were not qualified for our product. Learning about the judicial branch was very interesting as I do not think we had one of those otherwise we wouldn’t have had so many poor leads. It was like that for years.
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You can start by using market research and making subjective guesses to establish your initial framework, so you can begin measuring results and collecting data over time.
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I do not know, I’m hoping that this place would roughly tell me
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If I did not know what is the conversion rate, I would simply divide the number of leads and consider that 50% are going to the next step, and so on, Once I have a real data, I will be able to build my conversion rate.
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Even without a complete data set, it’s still possible to build a practical SLA between marketing and sales. A good starting point is to use industry benchmarks and adjust them as you gather your own performance data. It’s also important for both teams to review the SLA regularly, track lead quality, and refine conversion goals based on real results. An SLA should be a living agreement that improves over time, not a fixed document.