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Key excerpt...
Instead of promising sales leadership the moon and the stars, maybe we marketers need to be a little more realistic. Marketing can’t deliver BANT leads without an inside sales operation. Instead, Marketing can deliver leads that are most likely in the target market and more likely to have a desire to speak to Sales. Yes, most of those leads will not convert any time soon into revenue. But, neither will cold calling. That is the point of reference for marketing leads.
Lead scoring can make marketing leads even more productive by helping salespeople:
- Avoid calling some leads that are very unlikely to convert
- Prioritize the remaining leads so that salespeople make more dials to the most likely buyers.
BANT be gone. Look: if your MA process is humming along, most likely you're communicating with savvy, self-taught prospects who have an understanding of their requirements and have (again, most likely) investigated solutions. THOSE are the ones that you pass off to Sales! If your Content College (I'll get to that at a later point) has provided the right instruction, then regardless of BANT, you need to get that prospect to Sales for their qualification process. For at any point, as a marketer, what else do you need to do (unless you want to carry a quota)?