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. 

[AlePerotti]

Research market data and create some educated guesses on the initial data points to get things started, then evolve in each iteration. You also have to begin measuring all data points to create your own set of historical information.

[hgonzalezc]

It's necessary to creare a data culture in every organization. You can start from zero to stablish tour data system and structure and grow.  The most important thing is to stablish the system. 

[VishalSoni4]

look for industry benchmarks and start with that, revise as you input actual data. 

[VMald]

How do I create an SLA when I don’t know conversion rates? There must be some data you can find in any of the systems your using that can help you create a decent analysis, if not, industry average would be my guess. 

[KBonebrake]

Find out as much data as you can, and make accurate guesstimates for the rest based off of industry standards and the numbers you're seeing. Then, prioritize finding ways to improve your data collection so you can re-version or re-iterate as you move along. You can treat this like a living system for, probably ever. 

[Axiba]

How do I create an SLA when I don't know Conversion rates?
Interesting, as a data analyst, this is very interesting haha. Well I'd make a calculated and educated guess;  this entails researching industry benchmarks coupled with anecdotal "data", with these I can draft the first SLA.
But it doesn't end there, next step is to set set up the data structure and start gathering data needed, so that I can measure performance and adjust the the SLA, several iterations later I'd have a more flexible, realistic, and practical SLA.

[BenjaminEllis]

Take the number of unique phone calls to the number of closed deals. 

[EdwinAmargar]

This roadblock can also occur in new teams where there is limited data to begin with.

Since the results expected in the SLA between marketing and sales should grow in a straight line, one way to overcome this is by benchmarking a month-end result for both parties and working backward from there. It’s also important to adjust as needed, as the initial outcomes may be either too ambitious or too easily achievable.

[Elena_Tilmaciu]

Yes.

When you don’t have conversion rates, you can start by using industry benchmarks to set interim SLA goals. Look at average conversion rates in your industry to set realistic goals. You should treat your SLA as a flexible agreement: monitor results and adjust them regularly as you gather internal data.

Also, focus on collaboration between marketing and sales to review lead quality and pipeline health. Over time, this process will help you align both teams and optimize your SLA based on real insights.

[RN6]

Yes 

[HMitchell2]

Continuing data analysis and constantly refining data can help improve conversion rates. You can create a strong SLA with a range of numbers and goals without knowing the precise conversion date, in particular, if the data changes a lot over a year.

[DiogoRoeder]

When you don’t have accurate information yet, you can start by analyzing your sales database. Begin by discovering the average number of POs and ticket value attended, how many customers they usually serve, and then set your goals accordingly.

[HAndarlinsyah]

So, you can just use sales data to create metric like revenue percentage from marketing leads and average to lead customer close rate. With these elements defined, the revenue operations program will start running more smoothly. This straightforward yet highly effective approach can be a game-changer for organization promotes better communication, prevents leads from slipping through the cracks, and enhances overall productivity.

[JoseI]

Fortunately we do have that data, but it took some time of tracking and we now know how many leads we need to convert a new client. Any basic CRM will help you determine that number; however you need time and a full sales cycle (specially if your product is seasonal like ours) to determine close rates. Good luck everybody!

[araldi_lucas]

In my opinion, SLAs are a living document.

As you start your company, you don't know your metrics yet, such as conversion rates and time to convert.

One thing I like to do when implementing a new metric is to look for market benchmark, then I would use it as my own.

Once I gather enough data, I do an analysis to see if I'm below or above the benchmarks, next I use the number I found out and go from there.

Tip: once I have my own numbers, I do A/B tests to get small improvements on my conversion rates, that is key to success.

[SVanZyl]

By creating SLAs focused on process improvements and leveraging industry data and historical performance, you can create a strong framework even without precise conversion rates. As data becomes available, refine your SLAs to reflect measurable outcomes.

[KellyHaan]

Yes to all of the responses to use analytics from your CRM and industry standards as a baseline value.  In addition, talk to your sales leaders to hear what they hold their teams accountable to achieving. What's their number, and how much do they differ across segments/markets (as this should be taken into consideration).  Consider running a pilot where you work with a subset of your sales teams to develop a more refined approximation for conversion rates and run this pilot if you can for ~2 cycles worth of how long you expect that conversion rate time to be. 

[DBurgueño]

You can guess an estimate based on industry standards and some of the experience that you've been through in your company.

[KimTenove]

You can use industry standards as an initial goal, then refine with the data that comes available in your CRM as the process goes on.

[MonicaJavvaji]

To create an SLA without knowing exact conversion rates, you can use industry standards as a benchmark and make informed estimates based on the data available in your CRM.