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A Service Level Agreement (SLA), commonly used in marketing and sales, is a formal or informal agreement established between the teams involved. This agreement defines the mutual commitments related to lead generation and management. Under this SLA, the marketing team typically commits to achieving quantitative and qualitative objectives regarding the leads passed on to the sales teams. Conversely, the sales teams commit to meeting deadlines for the commercial processing of received leads. SLAs between the marketing and sales departments are one of several tools available to promote coordination and collaboration between these two entities.

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