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Lead Response SLA Template

Set the rules before the first lead arrives. Use this template to agree on ownership, response targets, follow-up attempts, outcome tracking, and the weekly review between your agency and client.

Use the template Make it automatic with LeadSLA

Agreement overview

[Agency] + [Client] Lead Response Agreement

Effective date: [Date]
Review cadence: Weekly
Agency owner: [Name]
Client owner: [Name]

1. What counts as a delivered lead

A lead is delivered when it reaches the agreed destination and includes the minimum contact information required for follow-up. The delivery timestamp begins the response clock.

  • Destinations: [CRM, shared inbox, call-tracking account, or webhook]
  • Required fields: [name, phone or email, service requested, source]
  • Excluded leads: [spam, duplicates within X days, out-of-area requests]

2. Response target

Lead windowFirst human attemptOwner
During business hours[X minutes][Role]
After hours[X minutes / next opening][Role]
Urgent or high-value[X minutes][Role]

Define a human attempt clearly. An automated acknowledgement alone should not stop the clock unless both parties agree.

3. Minimum follow-up sequence

  1. 1Attempt one through the lead's preferred channel within the response target.
  2. 2Attempt two through a second channel or at a different time within [X hours].
  3. 3Make [X] total attempts across [X] business days before marking the lead unreachable.
  4. 4Record the final disposition and a short reason in the agreed system.

4. Outcome definitions

Qualified

Matches the agreed service, location, timing, and customer criteria.

Booked

A confirmed appointment or next sales step exists.

Unqualified

Fails a named qualification rule, with the reason recorded.

Unreachable

The minimum sequence was completed without a response.

5. Weekly accountability review

Review the same measures every week and assign a named action for every exception.

  • Leads delivered and accepted
  • Median first-response time and percentage within SLA
  • Leads with no recorded attempt or outcome
  • Qualification and booking rate by source
  • Disputed leads and the evidence needed to resolve them
  • One agency action and one client action for the next week

6. Sign-off

Agency representative and date
Client representative and date