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- Lead Definitions and Qualification Criteria
Definitions of what constitutes a ‘sales-ready’ lead will vary across all organisations depending on each proposition and strategy.
BANT (Budget, Authority, Need, Timing) is a well-known lead qualification model that outlines four key criteria. Once a lead has moved through the initial marketing stages, it’s down to your lead qualification team to scope out the prospect’s intent:
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Budget: What is their budget?
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Authority: Are you speaking to a key decision maker within the business? Will your contact need to seek approval from a manager?
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Need: What is your lead’s key issue and how can your product or service solve it?
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Timing: What is their timeframe realistically? An understanding of their timeline can help your sales team to plan key contact points and a tailored pitch.
BANT is useful and can be modified to include other criteria, but there are a number of different frameworks that can be used, or you can create your own. The key thing is to ensure that a clear definition is established and shared across sales and marketing, and any internal or external teams involved in the qualification process.
