eam Qualifying your t t wing and elopmen art 11ov named accounts P Gr managing a sales de The sales development process comes down But for outbound Account Based Sales to an extended period of relationship-building Development, asking reps to filter down and, simultaneously, account qualification: by Urgency (timing) and Money (budget) Meetings or opportunities? determining if the account is worthy of your will often create too high a bar. The result Trish Bertuzzi and The Bridge Group sales resources. is that too few meetings are passed to Sales. identify two very different SDR strategies: one is to get introductory Account qualification is a bit different in an Recognizing that the biggest deals will always meetings, the other is to generate outbound ABSD approach than in traditional take more time and that budget may not yet qualified opportunities. sales development. have been set even in very attractive accounts, we recommend a much simpler filter for ABSD: For complex purchases where the need In an inbound world, qualified opportunities setting introductory meetings using AN for to change is less obvious, a ‘get the using the classic BANT qualification (Budget, Authority and Need. meeting’ model may be best. This brings Authority, Need, Timeline) tends to work quite the sales exec in early to try to create the well. It’s a quick and easy set of filters that If they fit the Ideal Customer Profile and the need. For categories where active helps focus the reps on opportunities that are authority and need are present… you should buying is happening now, the ‘hunt for likely to convert in a reasonable timeframe. be good to go. live opportunities’ model is often best. More recently, the ANUM qualification The goal for ABSD should be getting a meeting How SD teams split today: (Authority, Need, Urgency and Money) with the right person at the right companies. Setting introductory meetings 38% has started to replace BANT in many sales development teams. To us, ANUM is just Setting semi-qualified a softer version of BANT – but they both meetings 18% work fine in the typical inbound model. Passing fully qualified opportunities 42% Source: Bridge Group 98