BANT’s role in demand content strategy
The buying process has become less about us qualifying them, and more about them qualifying us.
And yet BANT persists, and many organizations still insist on including it as part of their lead qualification criteria.
This doesn’t mean BANT isn’t valuable, only that it can be unreliable depending on how answers to BANT questions are sourced. Your sellers certainly value it, and understanding what it really means is vital to achieving that fickle goal called Sales and Marketing Alignment.
