How do I create an SLA when I don’t know conversion rates?

[JonPayne]

Not all of us have access to a complete data set to be able to calculate our conversion rates to set an SLA between marketing and sales. Join the discussion to get advice on how to create your SLA based on industry estimates.

*To learn more about this, check out the Holding Your Teams Accountable With an SLA lesson via HubSpot Academy. 

[CDibben]

@JonPayne @LuisUlcueCampo the most significant increase for our MQLs was the fact that we were running monthly online webinars through Zoom. We integrated Zoom to our HubSpot portal and registered everyone via a landing page on the nosiylittlemonkey.com site. This was not only a great way to increase the number of new contacts we were generating as a business but also a great way to capture that information and then nurture those leads through to MQL status via email marketing, display marketing, blog content etc etc 🙂

[Trentster]

I just need a baseline or either a framework to build off of. I need to know what the baseline market standards are for education non-profits.

[JonPayne]

That's a good question @Trentster - is your education non-profit selling products / services, getting donations or something else? Where is it based?: I can ask some contacts and see if we can find some helpful information to share... 😀

[JonPayne]

When working with new clients who have no historic conversion rate data, these are my go to conversion rates to use to get a basic SLA kicked off.

These work best for B2B and SaaS companies who are doing some inbound but not really killing it yet.

Without marketing automation or sales enablement (or just starting out with it)

1% percent of Web sessions become New contacts

5% percent of new contacts become MQLs

50% percent of MQLs become Appointments

30% percent of Appointments become Presentations or Demos 

50% percent of Presentations or Demos become Closed Won

With established marketing automation and sales enablement
5% percent of Web sessions become New contacts

8% percent of new contacts become MQLs

60% percent of MQLs become Appointments

50% percent of Appointments become Presentations or Demos 

50% percent of Presentations or Demos become Closed Won

And for the record, this is my company’s performance for 1st 6 months of 2021
3% percent of Web sessions become New contacts

10% percent of new contacts become MQLs

75% percent of MQLs become Appointments

51% percent of Appointments become Presentations or Demos 

50% percent of Presentations or Demos become Closed Won