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What is The ANUM Lead Qualification Framework?

4 min
The ANUM Lead Qualification Framework

ANUM is a lead qualification framework that can be applied at any stage of a B2B sale. It’s effortless and easy to understand, but it has many moving parts.

In this article, we will explain the ANUM framework in detail from start to finish so you can use it as part of your sales process.

What Is ANUM?

ANUM is a sales framework developed by Ken Krogue based on the previously popular BANT framework ideas. The ANUM process focuses on Authority instead of budget and is more customer-centric.

ANUM stands for Authority, Need, Urgency, and Money. 

Using the ANUM technique, sales reps avoid wasting their time on unauthorized leads and their call time, which may or may not lead to a sale.

But before ANUM, pre-qualify the leads. Let’s dig deeper into this.

ANUM places emphasis on the qualification of potential customers in the early phase, so it is essential to complete some pre-qualifications before communicating with the lead. This also includes checking their suitability for the ideal consumer profile (ICP).

By defining your ideal consumer profile, you can prioritize specific leads over others, as leads that match the perfect customer profile are likely to convert, discover the value of your product or service, and make the most of it.

But that’s not all. You have to make sure the lead matches your ICP and consider whether you can win the lead. Again, this question will help you prioritize prospects to focus your efforts on those most likely to be successful.

Before we get into the details of ANUM we have something for you—do you know Slintel’s Chrome Extension helps you execute the ANUM framework? Yes, the extension helps you:

  • Find decision-makers and their contact details in an organization that covers the ‘A’ part
  • Gauge needs (N) by sharing the software stack and the desire to buy or the buying intent score of a target account
  • Determine if an organization might spend on a tool like yours by sharing the software stack or technographic data
  • Understand if a target account fits your ICP through the firmographics of an organization

All this information is free of cost. You only spend money when you unlock contact details. Know more about the extension here.

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The ANUM Sales Framework


Sales reps use ANUM to reach potential customers or pitch on decision-makers with authority.

But who calls the final decision is all that matters here.

It can be the finance manager in a smaller company. However, there can be many people in a large company – or at least many people who need to be informed during the process.

The idea is to get in touch with several potential decision-makers, ask the right questions and move on.


Once you find the decision-maker and get their attention, it is essential to learn more about their needs and challenges.

As you progress through this phase, keep your core roles and responsibilities in mind, as solution-based presentations will focus far more on your specific problems than on a general idea.

Moreover, a consultative sales approach can be very constructive as it focuses on understanding potential needs and problems and building deep, solution-oriented relationships with them.


The purpose of this step is to determine how important it is for a prospect to resolve their problem. 

Ideally, you might already find potential needs and provide personalized answers to make this step easy for you. 

However, it is crucial to understand what is going on in the organization that may aid or hinder your ability to close the sale. You can accomplish this in several ways, but it is a good start to keep up with current events. 

It can indicate what the company is going through, like structural change, mergers and acquisitions, and other activities. On the other hand, with the changes that happen, new rules may apply and affect the company’s future business.


Money is an essential step in the sales process, but make sure you interact with the decision-maker in the previous actions.

This is because many companies don’t have a set budget for a particular product or service – or if they do, the decision-maker may have enough leverage to make more money.

Additionally, you might have gotten in good touch with a prospect in this stage, and they might trust you to some extent. Ideally, this can speed up their willingness to spend money on your solution and make talking about money a lot easier than it should be.

Common Questions in the ANUM Framework


Here are some examples to get you started:

  • Tell us about your position and responsibility in the organization.
  • Tell us about the organizational structure of your company.
  • Would you like to discuss how our product/service can benefit your company – who could be the ideal contact?
  • Should anyone else join these discussions? 


During this stage, you can ask the following questions:

  • How long have you been struggling with this problem?
  • Why are you looking for a solution now?
  • Can you guide me through your current method?
  • What would you do if the problem was solved now?


Spot potential emergencies and obstacles with exploratory questions, such as:

  • How important is it to you to solve this problem?
  • What’s your plan to complete this?
  • How does this relate to the priorities of another department/company?
  • What are the consequences if we do not correct this?


The following questions will help with a clarification:

  • Is there a budget for the solution?
  • What is the value of solving the current crisis for you?
  • Who else should be involved in the purchase confirmation process?
  • What are the steps to take to get approval for purchases that are over budget?

Wrapping Up

The ANUM framework is the best way to structure your sales pitch, and it can be used in any industry. 

Hopefully, our article will help you identify which sales process is best for your business and give you some other valuable tips to aid the selling process. 

Moreover, while you’re developing your pitch, make sure to keep these questions in mind, so you’ll know if your pitch is effective or not.

You can get started with the ANUM lead qualification framework with our non-gated templated below.

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The 6sense Team

6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.

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