Why BANT Doesn’t Work Anymore — And What to Use Instead

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new-qualification-criteria-629649-edited.jpgTo successfully close a B2B deal, you need to know what the decision-making unit, or DMU, looks like. The DMU consists of the people within the company who make the decision to buy.BANT (Budget, Authority, Need, Timing) is commonly used to qualify these opportunities and identify the various roles of the DMU. However, I’ve run into many situations in the past 35 years where BANT isn’t adequate. After all, the purchasing process has become far more complex since the invention of BANT as a qualification framework.

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