Service Level Agreement (SLA)


A Service Level Agreement (SLA) is a formal contract that sets expectations around the level of service your business can expect from its service provider. It ensures that both you and your provider are on the same page, and it details the specific conditions, requirements, and responsibilities of both parties throughout the project. With the help of an SLA, you’ll be able to ensure that your projects are on track and completed timely.

How can an SLA benefit your marketing team?

A Service Level Agreement is incredibly important for your marketing team because it sets expectations around delivery quality. It also means that if something goes wrong, such as a website goes down, or a campaign does not work as expected, then you can hold your service provider accountable. Furthermore, having a clear SLA helps you avoid misunderstandings and disagreements with your provider because everyone has agreed on the terms of the agreement.

How do you develop an SLA?

Developing an SLA is usually a joint effort between you and your service provider. During the initial conversations, you’ll discuss the objectives of the agreement and assess the metrics that need to be monitored, such as uptime, response times to support tickets, and quality score of development work. The SLA should have clear performance and service metrics that define what you want from the partnership in terms of quality and response times. This is usually in the form of tables with percentiles or averages, defining what needs to be achieved for each metric, you want a satisfactory rating. Once the SLA is agreed, it is important to have regular reviews to ensure the SLA is still relevant throughout the relationship.

What should an SLA include

A good Service Level Agreement includes:

  • Procedures and policies that define the relationship between the service provider and client
  • A clear definition of the services that the service provider will offer
  • Performance metrics and quality metrics for the services
  • A description of the roles and responsibilities of both the provider and the client
  • Remedies and penalties if the agreement is violated
  • Communication protocols and escalation measures

An SLA is an important document that establishes a clear and concise working relationship between your marketing team and service provider. Knowing what an SLA is, its benefits, and how to create it are crucial for marketing leaders to ensure their business is on track. Service level agreements help to ensure that your partnership runs smoothly and any issues that arise are quickly resolved. By taking the time to develop an SLA that fits your needs, you can create a successful and sustainable partnership with your service provider.


House of the Customer by Greg Kihlström is now available.
House of the Customer by Greg Kihlström