Structuring a qualification matrix is a meticulous process, so we have provided a step-by-step guide to help you get it right when building yours.
Step 1
Establish validation/qualification criteria for each stage of your sales process: every sales process is divided into stages. And for a lead to advance to the next stage, it is necessary for that lead to be qualified based on validation criteria.
Step 2
Create or choose a framework: It is very cambodia phone numbers common for the validation criteria chosen to be similar to those used in sales frameworks such as BANT, GPCT and others. If this is the case, you can save time and use a “market” framework. However, it may make sense to create your own framework. To do this, simply group the qualification criteria that will be validated together and define the validation order.
Step 3
Define whether validation criteria will be validated through questions or research: when it comes to complex sales, validations through questions are the most appropriate. However, aiming for agility and reducing friction with potential customers, you can choose to validate criteria through database searches. Define and make this clear in your matrix.
Step 4
Develop lead qualification questions: for each validation that will be performed through questions, develop one or more guiding questions. To develop the questions, gather your sales team and look for benchmarking in the market's sales frameworks.
At the end of the preparation, your matrix will look similar to this one.
Source: the author (2022)
Examples of qualification matrices
In the first example, it is possible to observe the process of choosing the validation criteria. In the validation criteria field, criteria from frameworks such as BANT, GPCTBA C&I, ANUM, CHAMP, MEDDIC and others were placed.
See how simple it is to choose what makes sense for your business by answering “yes” or “no” questions.