In my last blog post, I posed the question about whether BANT (budget, authority, need and timeframe) is still relevant. This post provided perspective on the applicability of BANT today and the importance of demand type in providing context. Specifically, understanding the type of demand your organization creates will dictate how BANT should be applied as part of the organization’s selling motion.
In this post, I’ll go into a deeper discussion of how to apply BANT for new paradigm offerings – solutions that solve a known problem more effectively.
Similar to new concept solutions, bringing a new paradigm solution to market has widespread implications that affect decisions on lead qualification criteria, messaging and tactics. The organization must agree on the relative importance of the criteria associated with BANT combined with the expectations on who should obtain this information and when. Specific considerations include:
We recommend that organizations assess the type of demand they are creating for their various solutions and markets. Once this is understood, they can determine how different demand types map to different qualification criteria and requirements across the stages of the Demand Waterfall®. BANT continues to influence these criteria, but expectations of marketing, lead development and sales need to be aligned for lead delivery and handoff requirements.
In my next blog post, I’ll address the role of BANT as it pertains to the established market demand type.