Here is my two pence worth , IT companies that focus only on BANT-qualified leads might be missing out on bigger opportunities. Qualified leads are great because they're engaged, have budget, and are ready to move forward. But consider this: 95% of your potential market isn't actively buying right now. When you concentrate solely on bottom-funnel prospects, you're competing in a much smaller pool while other companies are building relationships with the broader market. Awareness plays a bigger role than many realise. It's about being top-of-mind when prospects do encounter a problem you can solve. People tend to remember companies that have been genuinely helpful over time, rather than those who only reach out during active buying cycles. Today's junior developer or IT manager could very well be tomorrow's decision-maker with significant budget authority. Building those relationships early means you're already trusted when bigger opportunities arise.