How To: Create your first Sales SLA Report

Francis Brero

We've mentioned on countless occasions the importance of having a Smarketing SLA. In this article we provide instructions to create your first sales SLA report in Salesforce.


While other CRM will soon be documented, the focus of this "how to" is really on setting up Salesforce and building Sales SLA reports to measure the consistency of your SDR team's follow up.

General considerations

To create the SLA Report, you'll need to have the right information available at the Lead level. The overall idea is to create a “Time to Touch” field on the Lead object. Whenever that field's value is 0, the lead was never touched. This means that your reps never got to reaching out to that lead (or that it wasn't tracked). Whenever the field value is greater than 0, the lead was touched and the field value will is the time difference between the lead creation date and the date of the first touch. We’ll be considering activity completion dates to achieve this. Activities can either be Calls, Emails or Meetings (but you can easily customize this list). This tutorial leverages Rollup Helper, which is a free app on the AppExchange marketplace and a great way to get started without building custom computations or ETL.

Steps to create your Sales SLA

Enable Aggregations in Salesforce

Install Rollup Helper from the AppExchange

Customize Salesforce fields

Create the following custom fields at the Lead Level:

  • Number of Touches is a number field with 0 decimal
  • Date of First Touch is a Date/Time field

Create aggregated fields with Rollup helper

  • Open Rollup Helper by opening the “App Launcher”
  • Create a new “Date of First Touch” Rollup
  • Child Object = Task
  • Relationship Field = Name ID
  • Rollup Type = Minimum
  • Field = Created Date

Create a Custom Filter

Create a custom filter with the following criteria: Name = Sales Touches

  • Filter Criteria
  • You’ll need to click on “Show More” at the bottom of the Field List
  • Type = Call, Email, Meeting
  • Status = Completed
  • Here is what the filter should look like
  • Click on the “Save” button at the bottom of the page
  • Click on the “Save and Run” button at the bottom of the page
  1. Create a custom filter with the following criteria: Name =Number of First Touch
  • Create a “Number of First Touch” Rollup
  • Child Object = Task
  • Relationship Field = Name ID
  • Rollup Type = Count
  • Select the “Sales Touches” filter that we created earlier

  • Click on “Save” at the bottom of the page
  • Create a Formula Field at the Lead Level
  • Field Type = Formula
  • Field Name = Time to First Touch
  • Formula Return Type = Number
  • Decimal Place = 0
  • Formula: IF ( Number_of_Touches__c > 0,( Date_of_First_Touch__c - CreatedDate)*24, NULL )
  • Blank Field Handling: Treat blank fields as blanks
  • Create the report
  • Create a Bucket field on the “Time to First Touch” that looks like this
  • Group rows by “MK Customer Fit Segment” to look at your SLA based on the quality of leads
  • Group columns by “SLA”
  • Uncheck “Detail Rows” at the bottom of the report to hide the details
  • “Save & Run” and you’re all set

There you have it, you can now start measuring your average, min/max time to contact leads based on channels, reps... This is the first step to being able to identify the biggest areas of improvement for your SDR team. Want to learn more or need help, please do reach out here

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