ViewPoint Blog

Exploring issues related to B2B sales, marketing & lead generation.

The Perfect Lead

Posted by Dan McDade

Find me on:
on Jan 22, 2018 12:09:12 PM

Lead Generation Featured Image

 

Merriam-Webster defines the holy grail as: “an object or goal that is sought after for its great significance.” Can companies reach the holy grail of marketing—the perfect lead?

Well, what is a perfect lead? Those of us at PointClear do not believe in the alphabet soup of acronyms such as BANT, ANUM and the granddaddy of all acronyms, MAN.

What is wrong with these formulaic approaches to lead qualification?

  • BANT (Budget, Authority, Need, Timeframe). Requiring budget and timeframe to qualify a lead (other than those for low-priced commodity offerings) ensures that you are eliminating some of the best opportunities. According to ITSMA: “70% of B2B technology solution buyers want to engage with sales reps before they identify their short list. In fact, buyers perceive value in interacting with sales at every stage of the buying process—even the early stages.” If you wait until a budget and timeframe have been established it is likely that the deal has already been won by a more agile competitor, and if you are included in the evaluation it is likely to be as column fodderwith no real opportunity to win the business.
  • ANUM (Authority, Need, Urgency, Money). While I like this one better, it still includes money and for the same reason I object to the word “budget” in BANT, I object to ANUM.
  • MAN (Money, Authority, Need). Not only is this one politically incorrect, it includes money and that is a non-starter for me.

This blog, by Frederik Jonsson, is interesting as well as entertaining. He talks about other acronyms including NUTCASE, which is Need, Uniqueness, Timing, Cash, Authority, Solutions, Enemies :)

I don’t think there is such a thing as a perfect lead. All leads have warts. However, the formula I use to qualify a lead and optimize the lead's value is Pain, Priority, Process and Environment.

Is there a pain or need? Is that pain driven by some type of priority (compliance, or a condition of need? (That is, is there a need that creates a sense of urgency?) What is the process to establish a budget and timeframe? Is the prospect a match from an environment standpoint? (Environment could be existing technology, disposition toward or against outsourcing, etc.)

What is your definition of the perfect lead—and why?


Tell us what you think!

Revenue - Inbound - Nurturing = The GAP. We guarantee you'll be surprised by your actual metrics. Try our Lead Revenue Calculator
Get the Calculator

search blog posts

filter blog posts

  • Search

Top 5 posts

What Should the Sales Close Rate Be?

I’ve read and heard (from a well-known industry analyst firm) that best-in-class companies close 30% of sales qualified leads..

How Much Do Your Leads Cost?

Understand the price you are paying for your leads and then optimize.

Document the cost per lead is the fourth of 7 Truths..

What is a Lead Generation Company?

You probably receive countless calls or emails from lead generation companies promising you a full pipeline of qualified..

6 Sales & Marketing Strategy Recommendations for 2012

I’m an avid reader of Bob Apollo’s “Accelerating Revenue Growth” blog. Bob is the founder of Inflexion-Point Strategy Partners, a..

What is the Minimum Acceptable Close Rate on Leads Provided to Sales?

I posted a question on LinkedIn's Sales and Marketing VP's Group and the results have been fascinating. First, here is the..