Published: 13 March 2024
Simple lead qualification models like budget, authority, need, timing (BANT), although popular, are not well-suited to early-stage leads in complex technology sales. Product marketers can improve lead quality and sales results by evolving to a fit, openness, need, engagement (FONE) model.
Alignment of technology sales prospects with an ideal customer profile (ICP) and an assessment of engagement remain essential qualification measures, but sales development representatives (SDRs) must supplement these with a simple subjective assessment of other lead attributes as nurturing progresses.
Despite their popularity, many such assessment models are unsuitable for qualifying complex technology sales prospects because their primary criteria simply don’t apply to early-stage technology sales. Such misaligned criteria include the B, A and T of BANT.
Technology sellers need more help from product marketers in assessing qualification criteria, especially that of need.
Pursue a more holistic view of qualification
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