I recently gave a presentation focused on collaborative qualification and have included the slidedeck here.
We all know that the web and inbound marketing has changed the buy-sell cycle and that buyers are well educated before they engage with sales. As a result, some argue that sales lead qualification is now less relevant as prospects are self-qualified on the web before ever engage a sales representative.
We believe that qualification remains an important element of the sales and marketing operating model and requires a new more collaborative approach.
- Marketing must play a bigger role in deal qualification and provide better decision support for sales.
- Sales must use a more consultative approach to deal qualification in order focus time and resources and to build win strategies.
Traditional sales qualification models like BANT and SCOTSMAN can be adapted and applied effectively across the marketing and sales funnel.