BANT Lead Qualification Framework

BANT (Budget, Authority, Need, Timeline) is a structured scoring methodology used to determine when a contact has accumulated enough qualifying signal to be elevated to Opportunity status in the CRM. Each dimension is scored on a numeric scale, and the combined scores are evaluated against a defined threshold to trigger automated progression.

The Four BANT Dimensions

Each dimension is scored independently (typically 0–4 or 0–5) and entered manually into the contact record by the sales rep during the qualification conversation.

Threshold Options for Opportunity Promotion

Two approaches have been used in practice. The right choice depends on how strictly the sales team wants to gate the Opportunity stage.

Option 1: Minimum Score Per Dimension

Every BANT field must meet or exceed a floor value (e.g., a score of 2 or 3 in all four fields). A contact with a zero in any single dimension does not qualify, regardless of how strong the other scores are.

• Best for: Teams that require confirmed budget and authority before investing sales resources.
• Risk: Can be too restrictive — a prospect with strong need and timeline but uncertain budget may be prematurely excluded.

Option 2: Aggregate Score (Average / Sum)

All four BANT scores are summed. If the total exceeds a defined threshold, the contact is promoted to Opportunity — even if one dimension scores low.

• Best for: Teams willing to pursue prospects where one dimension is weak but overall signal is strong (e.g., budget is unclear but need, authority, and timeline are excellent).
• Risk: A contact with four mediocre scores could qualify; requires careful threshold calibration.

Example from Citrus America: Miriam Framson noted that a prospect who has confirmed budget, authority, and a near-term timeline should become an Opportunity even if the need score is still developing — the aggregate approach accommodates this.

Automation Logic

When a contact's BANT scores meet the configured threshold, a workflow fires automatically:

1. Lifecycle Stage is updated to Opportunity
2. A Deal is auto-created and associated with the contact

This eliminates the need for manual enrollment into the opportunity workflow. Previously, the workflow required a manual trigger; the target state is fully event-driven based on field values.

BANT fields filled → threshold met → Lifecycle Stage = Opportunity → Deal created

Relationship to the Broader Qualification Pipeline

BANT scoring sits at the SQL → Opportunity transition. It is distinct from the earlier SQL qualification step, which uses a separate set of sales discovery questions.

Prospect → Lead → MQL → SQL → [BANT scored] → Opportunity → Customer

• SQL promotion requires answering at least one of ~10 sales qualification questions (OR logic — a lower bar by design).
• Opportunity promotion requires meeting the BANT threshold (a higher, more deliberate bar).

See ^[1] for the SQL layer and ^[2] for the client context where this framework is actively being implemented.

Implementation Notes

• BANT scores are entered manually by sales reps on the contact record (not the company record), since qualification conversations are person-to-person.
• A known blocker as of early 2026: the sales qualification questions needed to trigger SQL promotion were missing from the contact layout, preventing reps from entering data. This must be resolved before the full pipeline automation can function end-to-end. See ^[3].
• The specific threshold values (minimum scores or sum target) should be confirmed with sales leadership before the workflow is finalized.

Key Decision Points