Merriam-Webster defines the holy grail as: “an object or goal that is sought after for its great significance.” Can companies reach the holy grail of marketing—the perfect lead?
Well, what is a perfect lead? Those of us at PointClear do not believe in the alphabet soup of acronyms such as BANT, ANUM and the granddaddy of all acronyms, MAN.
What is wrong with these formulaic approaches to lead qualification?
BANT (Budget, Authority, Need, Timeframe). Requiring budget and timeframe to qualify a lead (other than those for low-priced commodity offerings) ensures that you are eliminating some of the best opportunities. According to ITSMA: “70% of B2B technology solution buyers want to engage with sales reps before they identify their short list. In fact, buyers perceive value in interacting with sales at every stage of the buying process—even the early stages.” If you wait until a budget and timeframe