wiki/knowledge/crm-automation/hubspot-bant-qualification-property.md · 755 words · 2026-04-05

HubSpot BANT Qualification Property Setup

Overview

This article documents the design and implementation of a custom BANT qualification property in HubSpot, established during Asymmetric's 90-day sales playbook build-out. The property enables sales reps to track lead qualification status at a glance and automatically route under-qualified leads into appropriate nurture sequences.

The core principle: a lead is Sales Qualified (SQ) only when all four BANT criteria are confirmed. If any single criterion is missing, the lead is Marketing Qualified (MQ) and should enter a nurture drip rather than the active sales pipeline.

BANT Framework

Letter	Criterion	What to Assess
B	Budget	Does the prospect have the financial resources to engage? Are they budget-constrained or cost-sensitive?
A	Authority	Is the contact a decision-maker, or an influencer who needs committee buy-in?
N	Need	Do they have an active, acknowledged pain point (stagnating growth, competitive pressure)?
T	Time	Are they ready to act now, or is this a "someday" conversation?

Property Design

Primary Property: BANT Checkboxes

Property name: bant_qualification
Field type: Multiple checkboxes
Options:
Budget confirmed
Authority confirmed
Need confirmed
Timeline confirmed

All four boxes checked = Sales Qualified. Any box unchecked = Marketing Qualified / Not Ready.

Secondary Property: BANT Notes

Property name: bant_notes
Field type: Multi-line text
Purpose: Capture context for any unchecked criterion — e.g., "Authority: contact is an influencer, decisions made by committee of 3," or "Timeline: revisiting at business planning in Q4."
Conditional logic: Trigger a required note entry when any checkbox is unchecked, so reps document the gap rather than leaving it blank.

Contact Overview Tile

Both properties should be surfaced as a dedicated BANT tile on the Contact overview screen in HubSpot (via Customize → add card/section). This keeps qualification status visible without digging into property lists.

Lifecycle Stage: "Not Ready"

A custom lifecycle stage called Not Ready was added to HubSpot to hold MQ leads — those who have been contacted and assessed but are missing at least one BANT component.

Stage placement: Between Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL) in the pipeline view.

Routing logic:
- Rep completes a discovery call → assesses BANT → one or more criteria missing → rep changes lifecycle stage to Not Ready
- HubSpot automation detects the stage change → enrolls contact in the Not Ready drip sequence

If no BANT criteria can be assessed (prospect hasn't responded), the contact remains in the outreach queue and may enter the No Contact drip instead. See ^[1] for drip sequence details.

Qualification Decision Logic

After discovery call:
  ├── All 4 BANT criteria confirmed?
  │     └── YES → Mark as Sales Qualified → schedule presentation with Mark
  │
  └── Any criterion missing?
        ├── Document gap in BANT Notes
        ├── Set lifecycle stage → "Not Ready"
        └── Automation enrolls in Not Ready drip (1x/month cadence)
              └── If prospect engages with drip content → notify rep for personal follow-up

Implementation Steps

Create BANT checkbox property in HubSpot contact properties (custom group)
Create BANT Notes text property in the same group
Set conditional logic so that unchecking any BANT box prompts a required note
Add BANT tile to the Contact overview layout via Customize
Create "Not Ready" lifecycle stage in pipeline settings
Build automation: When lifecycle stage changes to Not Ready → enroll in Not Ready drip sequence
Build automation: When contact engages with drip email content → send internal notification to assigned rep

Usage in Practice

Example scenario — Authority gap:

Rep speaks with a marketing manager at a $20M F&B company. Budget is confirmed, need is strong (stagnating growth), and they want to move soon — but all decisions require sign-off from a three-person committee. Rep checks B, N, T; leaves A unchecked; notes "Influencer only, committee decision, needs to loop in VP Sales and CFO." Lifecycle stage → Not Ready. Contact enters monthly drip.

Example scenario — Fully qualified:

Rep speaks with a VP of Marketing who has budget authority, an active pain point (losing share to national brands), and wants to start within 30 days. All four BANT boxes checked. Lifecycle stage → Sales Qualified. Rep schedules presentation call with Mark.

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