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SDR lead handoff SLA template: what to agree and write down

Want the SLA module ready to edit? Module 3 of the SDR Programme Playbook has P1 to P4 response tiers. Module 4 covers the SDR to AE handover, £29 + VAT.

A lead handoff SLA is a short agreement on how fast each side acts. It stops leads sitting in a queue.

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Five lines to agree

  1. How quickly an SDR first contacts an inbound lead.
  2. How quickly an AE accepts or rejects a booked meeting.
  3. The fields every handoff note must include.
  4. What happens to a rejected meeting, and who gets the reason.
  5. Who owns a lead that goes quiet after the meeting.
Free: the SDR KPI Cheat Sheet. The KPI tree, 15 sourced benchmarks, an early warning checklist and a capacity model. Two printable pages. Get it free

Fill-in version

Copy this and replace each bracket.

  1. An SDR makes first contact with an inbound lead within [x] working hours.
  2. An AE accepts or rejects a booked meeting within [x] working days.
  3. Every handoff note includes [list the required fields].
  4. A rejected meeting goes to [route], and [name] gets the reason.
  5. [Name] owns a lead that goes quiet after the meeting.
  6. [SDR lead] and [AE lead] review breaches each month.
Cadences, onboarding and KPIs in one Notion workspace.
The SDR Programme PlaybookCadences, onboarding and KPIs in one Notion workspace.14 modules and 6 working trackers to build, run and fix the team.
See inside

Pick numbers you can keep

Choose times your team can meet today, not the best case. Measure for a month, then tighten. An example is "first contact with a hot lead the same working day". Another is "AE accepts within one working day". Hot leads are the top band in the lead scoring template.

Review it

Check the SLA in a monthly meeting between SDR and AE leads. Look at breaches, not averages. Fix the cause, such as routing or workload.

See the meeting handoff notes for the fields and why programmes fail for common causes.

Next step: track the numbers with the free SDR KPI cheat sheet.

Questions

What is a lead handoff SLA?

An agreement on how fast SDRs contact leads and how fast AEs accept or reject meetings.

What response times should I set?

Times your team can meet today. Measure for a month, then tighten.

Who owns the SLA?

Sales operations or the SDR manager, reviewed monthly with the AE lead.

Also: SDR lead qualification checklist, lead scoring template.

SDR meeting handoff notes

Seven fields an AE needs before accepting a meeting.

Why SDR and BDR programmes fail

The usual causes, the warning signs and the order to fix them in.

SDR team structure

SDR to AE ratios, span of control and when to add a team lead.

The SDR Programme Playbook

Turn this into a programme you can run

Module 3 has P1 to P4 response tiers and an escalation ladder. Module 4 covers the SDR to AE handover. £29, one payment, plus VAT for UK and EU buyers.

Get the playbookSee what's inside

Treat benchmarks as starting points. Tune them to your market, deal size and sales cycle. Every figure shows its source and year.