At Broadley Speaking we understand that not all lead generation processes are created equal. In fact, measuring the quality of sales leads can be just as important as gathering a large quantity. One of the top priorities in driving sustainable business development should be lead quality, which is one of the biggest challenges facing marketers today.
IBM revolutionized sales with the introduction of BANT. This process allowed sales and marketing directors to evaluate their prospect based on their Budget, Authority, Need and Timeline.
With the changing selling environment, the use of BANT has been evolved into MANACT to incorporate other key challenges within the structure of the buying process. MANACT now allows you to evaluate prospects based on their Money, Authority, Need, Aspiration, Competition and Timeline.
The inclusion of a prospect’s Aspiration is arguably the key to ensure that your proposition, culture and ethos are a correct fit for the prospect’s long-term view.
After the qualification of a prospect, then comes nuanced lead scoring. Lead scoring is a shared sales and marketing methodology for ranking leads in order to determine their sales-readiness.
Lead scoring can be based on the interest the prospect shows in your proposition, their current position in the buying cycle, and the cultural fit with your business. Detailed lead scoring helps companies know whether prospects need to be fast-tracked to sales or developed with lead nurturing. Lead scoring is essential to strengthen your revenue cycle, effectively drive more ROI, and fully align sales and marketing.
Successfully achieving high quality sales leads is key to increasing sustainable business development for any company. By having strategic criteria into which you are able to qualify a lead is essential. These strategic criteria will then allow the sales team to be more efficient and secure more business.