0
HOW TO DEFINE A

QUALIFIED LEAD
Inspired by a post on the Vorsight blog.
1. THE DEFINITION
1. THE DEFINITION
• Having a clear definition of a qualified lead is
essential

• Without one, there is a break in the sales...
2. THE SAD TRUTH
2. THE SAD TRUTH
• Many organizations lack a clear
definition

•The definition of a qualified lead is
not universal- it shoul...
3. BANT
3. BANT
Budget
Authority
Need
Timing

• Some organizations use the BANT acronym to
used to determine how qualified a lead i...
4. ANUM
4. ANUM
• Instead, use an acronym coined by

InsideSales.com’s president, Ken Krogue
Authority
Need
Urgency
Money

• The s...
5. LEAD HANDOFF
5. LEAD HANDOFF
• Think of lead transfer as the aperture of a

camera:
• The wider it’s open, the more leads will
funnel t...
6. THE APERTURE
6. THE APERTURE
• Using the ANUM acronym, you can customize
how open or closed your sales aperture is

• If you want more ...
7. OPEN APERTURE
7. OPEN APERTURE
• So when might you want a large flow of leads to
get to sales?

• You’re far behind quota
• You have few ...
8. CLOSED APERTURE
8. CLOSED APERTURE
• When do you want fewer leads to get to sales?
• Have lots of SDRs
• Have sales teams that are working...
9. THE GOAL
9. THE GOAL
• Opening or closing the aperture is meant to
tailor lead flow to your business

• Most companies are somewhere...
10. THE DANGERS
10. THE DANGERS
• If you open the aperture too wide,

you’ll flood your sales team with
fool’s gold (leads that aren’t goin...
makes it easier to generate
accurate and targeted lists of
leads from the internet.
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The Best Way to Qualify Leads

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Transcript of "The Best Way to Qualify Leads"

  1. 1. HOW TO DEFINE A QUALIFIED LEAD Inspired by a post on the Vorsight blog.
  2. 2. 1. THE DEFINITION
  3. 3. 1. THE DEFINITION • Having a clear definition of a qualified lead is essential • Without one, there is a break in the sales funnel where reps receive leads too quickly or too slowly • This makes your sales engine run below optimal performance- too many leads, you flood the engine, too few and it’s sputtering along the road
  4. 4. 2. THE SAD TRUTH
  5. 5. 2. THE SAD TRUTH • Many organizations lack a clear definition •The definition of a qualified lead is not universal- it should be defined within the scope of your business
  6. 6. 3. BANT
  7. 7. 3. BANT Budget Authority Need Timing • Some organizations use the BANT acronym to used to determine how qualified a lead is • The term is frequently debated and may not fit new buyer profiles because it’s too highly focused on budget rather than finding the person of influence who has a need
  8. 8. 4. ANUM
  9. 9. 4. ANUM • Instead, use an acronym coined by InsideSales.com’s president, Ken Krogue Authority Need Urgency Money • The subtle difference is this: • You start by building need with an authority figure, then helping them find a way to fund it
  10. 10. 5. LEAD HANDOFF
  11. 11. 5. LEAD HANDOFF • Think of lead transfer as the aperture of a camera: • The wider it’s open, the more leads will funnel through • The degree to which you open or close your aperture depends on how many leads your business needs to thrive
  12. 12. 6. THE APERTURE
  13. 13. 6. THE APERTURE • Using the ANUM acronym, you can customize how open or closed your sales aperture is • If you want more leads, make it meet less requirements of ANUM (for example, just “Authority”) • If you want fewer leads, add the appropriate acronym letters to filter exactly which leads get through
  14. 14. 7. OPEN APERTURE
  15. 15. 7. OPEN APERTURE • So when might you want a large flow of leads to get to sales? • You’re far behind quota • You have few Sales Development Reps (SDRs) • Have a sales team that doesn’t work many late stage opportunties • Have few inquiries through marketing • Sell mostly outbound • Have an evangelical product still unknown to the market
  16. 16. 8. CLOSED APERTURE
  17. 17. 8. CLOSED APERTURE • When do you want fewer leads to get to sales? • Have lots of SDRs • Have sales teams that are working many late stage opportunities • Have a lot of inquiries through marketing • Sell to mostly junior people at smaller companies • have a hot offering that is creating pull demand
  18. 18. 9. THE GOAL
  19. 19. 9. THE GOAL • Opening or closing the aperture is meant to tailor lead flow to your business • Most companies are somewhere in between a highly filtered and wide open aperture (a good middle ground is 3 out of 4 ANUM letters)
  20. 20. 10. THE DANGERS
  21. 21. 10. THE DANGERS • If you open the aperture too wide, you’ll flood your sales team with fool’s gold (leads that aren’t going to buy). • Filter too many leads and you’ll miss out on opportunities to sell
  22. 22. makes it easier to generate accurate and targeted lists of leads from the internet. Share on or
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