B2B Marketing: Why Marketing shouldn’t promise BANT qualified leads for Sales
B2B Lead Generation
AUGUST 26, 2013
The approach is dubbed BANT. Let’s start by creating a common language for lead qualification that makes more sense than BANT. With all due respect to Ardath, I have interviewed hundreds of elite salespeople and have rarely heard any of them demand BANT criteria. Unless Marketing owns an inside sales operation (and few marketing teams do), delivering BANT leads is completely impossible. Marketing can’t deliver BANT leads without an inside sales operation.