Lead Qualification Frameworks

Poor lead qualification is the top reason for missed sales targets and pipeline issues. It causes sales reps to waste time on prospects who are unlikely to convert.

As leaders, we've all heard the same story "We have a great relationship, we have a meeting tomorrow to go over the proposal." But the reality may be that the buyer has no need for your solution, is locked into a long-term contract with another vendor, or lacks the resources to make a purchase decision. No need, budget, time, or authority? Then why invest more time in them?

The best way to improve sales conversions is to ensure that sales reps apply a thorough qualification framework to every opportunity. This approach not only helps in converting prospects into customers but also in keeping them engaged and satisfied once they’ve made the purchase.

Effective lead qualification should feel natural to the prospect and build trust. Some reps come across as interrogative, which can get prospects’ backs up, while others seamlessly integrate it into their conversations. The key is training reps to apply best practices, ensuring opportunities progress with minimal friction.

By properly qualifying leads, sales teams can prioritise the prospects more likely to convert, increasing sales conversions and productivity.

In this blog over the next few weeks, I’ll run through the most popular lead qualification frameworks starting with BANT and MEDDPICC, what they entail and how, and when they should be used to qualify your leads to progress them through the funnel. All are useful, and you'll notice some similarities between them simply because there are some fundamental elements to lead qualification, no matter what acronym or sales framework or training you use. Let's get started...

BANT a Reliable Lead Qualification Framework

BANT, pioneered by IBM, is one of the oldest and most reliable qualification frameworks out there. It helps you determine which opportunities are actually worth your time. The acronym stands for Budget, Authority, Need, and Timing each element plays a vital part in the lead qualification process.

Budget - Does the Prospect Have the Money?

The first element, Budget, acts as a financial reality check. Does the prospect have the funds to invest in the solution? If there’s no budget, there’s no point in continuing the conversation. You need to quickly assess whether they’re financially ready to move forward.

Lead Scoring - Assign up to 25 points based on their financial readiness:

• 0-10 Points, no budget, the coffers are bare.
• 11-20 Points, some budget, but its really tight.
• 21-25 Points, the budgets in place, and they are sales ready.

A high score here tells you they’re serious about making a purchase. A low score means it’s time to reconsider investing resources in this lead.

Authority - Are You Talking to the Right Person?

Next up is Authority. Even if your contact is enthusiastic about your offering, if they don’t have the power to make decisions or sign off on purchases, your sales reps are barking up the wrong tree. It's the reps job is to ensure they are engaging with the decision-makers or getting them involved early in the process.

Lead Scoring Tip - Assign up to 25 points based on their decision-making authority:

• 0-10 Points, you’re dealing with someone who has no authority.
• 11-20 Points, they have some influence but need higher approval.
• 21-25 Points, you’re speaking directly to the decision-maker.

A high score in this area means you’re talking to the right person. If the score is low, it’s time to encourage your contact to bring in those who hold the real power.

Need - Does Your Solution Address Their Pain Points?

Need sits at the heart of all lead qualification processes. Is your solution the answer to the prospect’s challenges? If your offering doesn’t align with their needs, it’s not going to be a fit, and it’s best to move on to prospects who do need what you’re selling.

Lead Scoring Tip - Assign up to 25 points based on how well your solution matches their needs:

• 0-10 Points, your solution doesn’t meet their needs at all.
• 11-20 Points, there’s some alignment, but it’s not perfect.
• 21-25 Points, your solution is exactly what they’re looking for.

A high score here indicates a strong match between their needs and your solution. If the score is low, it’s probably time to focus your efforts elsewhere.

Timing - Is the Timing Right?

Last but my no means lease, there’s Timing. What are your prospect’s timelines for making a decision and implementing a solution? Timing is vital because it determines how quickly a deal can close and how urgent their need is. If both parties timelines align, you’re in a good position to move forward.

Lead Scoring Tip - Assign up to 25 points based on the urgency of their timeline:

• 0-10 Points, no clear timeline or urgency.
• 11-20 Points, some sense of timing, but no immediate rush.
• 21-25 Points, they need a solution yesterday, strong sense of urgency.

A high score here means your prospect is ready to buy. If the score is low, they might not be serious enough about solving their problem to warrant your immediate attention.

Tallying up BANT Lead Scores

By scoring each element of the BANT framework, you can quickly determine which leads are worth your time:

• 0-25, Low Fit. Not worth your time.
• 26-50, Moderate Fit. Keep them on the radar but don’t overcommit.
• 51-75, Good Fit. Worth spending time on.
• 76-100, High Fit. These are the leads you should focus your efforts on.

When to Use BANT

BANT is the go to framework for quickly sifting through a large volume of cold leads. It’s particularly effective if your offering is straightforward and the decision-making process isn’t overly complex. Use BANT to prioritise sales efforts and focus on leads that are most likely to convert.

When Not to Use BANT

However, BANT isn’t suitable for every situation. It doesn't work so well in complex sales environments with multiple stakeholders and a layered approval process, BANT can oversimplify things, leading to missed details that could jeopardise deals. In these cases, you’ll need a more detailed qualification framework.

MEDDPICC Lead Qualification for Complex Sales Cycles

The MEDDPICC framework is built for complex enterprise sales, involving a mix of stakeholders across multiple departments. It helps sales teams focus on the right people and align their solutions to meet the needs of each stakeholder and division.

The acronym stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Implications, Champion, and Competition.

Metrics - Value Validation

Metrics are all about validating the true value your solution brings to the prospect’s business. Focus on the KPIs that matter to your prospect, then show them how your solution directly impacts those metrics. By aligning your solution with their success, you create a compelling business case, showing how your offering can drive positive results while increasing your chances of closing the deal.

Lead Scoring Tip - Assign up to 15 points based on how well the product aligns with their KPIs:

• 0-5 Points, little to no alignment with critical metrics.
• 6-10 Points, some alignment, but not really compelling.
• 11-15 Points, strong alignment, clearly showing relevancy with high impact.

A high score indicates a strong fit with the prospect’s metrics, increasing the likelihood of a successful sale.

Economic Buyer - Identifying the Decision-Maker

The Economic Buyer holds the power to approve the budget and resources for your solution. Identify this decision-maker, understand their priorities, and tailor your approach accordingly. They’re the ones who’ll decide the fate of your product or service.

Lead Scoring Tip - Assign up to 15 points for engagement with the budget holder:

• 0-5 Points, minimal engagement with the Economic Buyer.
• 6-10 Points, some engagement, but not fully committed.
• 11-15 Points, actively engaged and involved in the decision.

A high score here suggests significant engagement and influence from the Economic Buyer, which is paramount if you are to successfully close the deal.

Decision Criteria - Understanding Their Priorities

Understanding which decision criteria matters most to the prospect when choosing a solution is crucial to the success of the sale. Whether they’re focused on vendor consolidation, sustainability, or budget cuts, your pitch needs to address these priorities directly. The success of the deal depends on how well you align with their needs.

Lead Scoring Tip - Assign up to 10 points based on understanding the decision criteria:

• 0-3 Points, limited understanding of the criteria.
• 4-7 Points, some understanding, but gaps remain.
• 8-10 Points, thorough understanding and alignment with their priorities.

A high score indicates a clear understanding of what of the prospects primary drivers and their core decision criteria, improving the chances of a successful sale.

Decision Process - Navigating the Sales Journey

This involves understanding how the prospect makes decisions and who’s involved. What steps do they follow? Who approves sign-off? How long does the sales cycle take? Knowing this helps you to seamlessly collaborate with their stakeholders and teams at their own pace.

Lead Scoring Tip - Assign up to 10 points for knowledge of the decision process:

• 0-3 Points, limited knowledge of the decision-making steps.
• 4-7 Points, some understanding, but incomplete.
• 8-10 Points, comprehensive knowledge of the process and stakeholders.

A high score here means you know how to navigate the prospect's decision-making process and are on top of the process.

Paper Process - Understanding Internal Procedures

The Paper Process is the set of steps that come after the decision-making stage, leading up to the final signature. It includes all the internal procedures, like procurement, compliance checks, and legal that the prospect's organisation follows. For a frictionless sale, it’s vital for reps to understand this process thoroughly. Without this insight, you risk slowing down the deal.

Lead Scoring Tip - Assign up to 10 points based on understanding the paper process:

• 0-3 Points, little understanding of internal procedures.
• 4-7 Points, some understanding, but potential for delays.
• 8-10 Points, well-versed in internal processes, minimising delays.

A high score indicates readiness to complete the final paperwork.

Implications - Identifying Business Goals

Implications mean identifying the prospect’s business goals and their commitment to solving their issues. It’s about understanding their challenges and goals so you can position your solution to meet their needs.

Lead Scoring Tip - Assign up to 15 points based on urgency and alignment with their goals:

• 0-5 Points, low urgency and minimal impact.
• 6-10 Points, some urgency, a partial alignment.
• 11-15 Points, high urgency and a perfect fit for their needs.

A high score here shows a strong alignment with their goals and a pressing need for the solution.

Champion - Securing Internal Support

Every sale needs a champion, an advocate inside the prospect’s organisation who will promote your solution and support it internally. Identifying this person early is vital to the success of the deal. They’ll promote your product when you’re not present, introduce you to key stakeholders, help you navigate internal processes, while nurturing support for your offering.

Lead Scoring Tip - Assign up to 10 points based on the strength of the connection with the champion:

• 0-3 Points, weak or non-existent connection with the Champion.
• 4-7 Points, some connection, but not fully leveraged.
• 8-10 Points, strong relationship with an active advocate.

A high score means strong internal support, which is a key factor in all successful deals.

Competition - Know Your Apponents

Understanding your competition goes beyond just identifying rival vendors. It involves a SWOT analysis comparing your product’s benefits, drawbacks, and pricing to theirs. This information allows you to customise your sales strategy to each deal and supports objection handling, allowing you to position your USPs, putting you in a solid position to close the deal.

Lead Scoring Tip - Assign up to 15 points for knowledge of the competitive landscape:

• 0-5 Points, limited understanding of the competition.
• 6-10 Points, some knowledge, but not comprehensive enough.
• 11-15 Points, solid understanding, with a tried and tested strategic approach.

A high score indicates a solid grasp of the competitive landscape, which helps with positioning and handling objections effectively.

Tallying up MEDDPICC Lead Scores

By scoring each part of the MEDDPICC framework accurately, sales teams can prioritize their deals more effectively:

• 0-40, Low Fit. These deals are not worth pursuing further.
• 41-80, Moderate Fit. Keep the prospect on the radar but invest in alternate priorities.
• 81-120, Good Fit. Worth dedicating significant time and resources.
• 121-150, High Fit. Focus efforts here for the best chance of closing.

When to Use MEDDPICC

Best applied when working on complex, high value deals. It’s the perfect framework for high value, long tail sales cycles where there’s lots of decision makers and multiple departments involved. Deploy it, if you’re investing significant time and resource allocation, and you want to be sure you’ve covered all bases as you progress the sale through the funnel.

When Not to Use MEDDPICC

MEDDPICC can be overkill for smaller deals with fewer decision-makers. In simpler sales processes, it can complicate things and slow down the process. For straightforward deals, a simpler framework like BANT might be more effective.

The Power of Qualifying Out

If there’s one thing reps need to spend more time on, it’s qualifying out. ?The faster you disqualify low grade, weak leads, the more time you can spend on the high value opportunities that have a fighting chance of closing.

Lead scoring, whether through BANT or MEDDPICC helps keep reps focussed. It’s not just about filling the diary or more importantly the pipeline, it’s about filling it with the right opportunities. When you have a structured and clear way to qualify leads, you reduce time wasted and improve productivity. In fact, in 2023, over 50% of sales time was wasted on unqualified leads (Salesmate), with 61% of salespeople confirming qualifying leads is their biggest challenge (HubSpot). So, by nailing the qualification process, you’re not only improving your sales conversions and forecast, but also your team’s motivation and efficiency.

If you’re having trouble with poor quality leads, feel free to DM me, I'd be happy to share some tips. Also, look out for next week’s article on lead qualification frameworks, where I’ll share more ideas to help increase your sales conversions. More to come!

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