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Is BANT Still Relevant? - Sirius Decisions

Is BANT Still Relevant? - Sirius Decisions | The MarTech Digest |
  • Budget. From a budget perspective, because the problem isn’t well understood, the prospective buyer won’t have budgeted for this type of solution, so it’s unreasonable to expect that defined budget criteria may be identified early in the process by marketing or lead development.
  • Authority. The emphasis should be on identifying and validating the personas who participate in the buying process and are considered part of the buying center that will influence the opportunity. Marketing, lead development and sales contribute to this process of identification, engagement, verification and qualification.
  • Need. Need is largely contingent on a combination of fit (e.g. size, vertical, geography), business process requirements, functionality requirements and market circumstances that impact the seller’s total addressable market. For new concept demand, detecting and validating need isn’t always straightforward. Research behaviors on the part of the prospective buyer’s organization may be observed through various sources (e.g. intent) and help to inform and identify potential opportunities.
  • Timeframe. The timeframe is aligned to the prospective buyer and the organization’s ability to mobilize resources around a solution within a defined timeline. Resources can include people, budget and the ability to prioritize both.
CYDigital/'s insight:

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Better Alternatives to BANT Qualification - TOPO Blog

Better Alternatives to BANT Qualification - TOPO Blog | The MarTech Digest |

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at ◄

CYDigital/'s insight:

These are much different approaches, and although better, require a careful process of creation and training.

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B2B Lead Blog » B2B Marketing: Why Marketing shouldn’t promise BANT qualified leads for Sales | #TheMarketingAutomationAlert

B2B Lead Blog » B2B Marketing: Why Marketing shouldn’t promise BANT qualified leads for Sales | #TheMarketingAutomationAlert | The MarTech Digest |

Key excerpt...

Instead of promising sales leadership the moon and the stars, maybe we marketers need to be a little more realistic. Marketing can’t deliver BANT leads without an inside sales operation. Instead, Marketing can deliver leads that are most likely in the target market and more likely to have a desire to speak to Sales. Yes, most of those leads will not convert any time soon into revenue. But, neither will cold calling.  That is the point of reference for marketing leads.


Lead scoring can make marketing leads even more productive by helping salespeople:

  1. Avoid calling some leads that are very unlikely to convert
  2. Prioritize the remaining leads so that salespeople make more dials to the most likely buyers.
CYDigital/'s insight:

BANT be gone. Look: if your MA process is humming along, most likely you're communicating with savvy, self-taught prospects who have an understanding of their requirements and have (again, most likely) investigated solutions. THOSE are the ones that you pass off to Sales! If your Content College (I'll get to that at a later point) has provided the right instruction, then regardless of BANT, you need to get that prospect to Sales for their qualification process. For at any point, as a marketer, what else do you need to do (unless you want to carry a quota)?

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