PACT

Definition

PACT is a sales qualification framework used to assess potential leads by evaluating four key areas: Problem, Authority, Consequence, and Timing. PACT helps sales and marketing teams determine if a prospect has a real need, the power to decide, significant motivation, and a timeline for action. Widely used in B2B sales, it serves as a structured approach to prioritise leads and improve conversion rates.

Why Use

• Identifies prospects more likely to convert.
• Improves sales efficiency by focusing on qualified leads.
• Ensures time and resources are used effectively.
• Encourages deeper conversations with prospects.
• Supports forecasting and planning accuracy.

Core Concepts

• Problem: Identifying the prospect’s pain point or need.
• Authority: Confirming decision-making power.
• Consequence: Understanding what is at stake for inaction.
• Timing: Determining when the prospect will decide.
• Qualification: Assessing prospect suitability.

Examples

A sales rep qualifies a lead by confirming that the company faces costly downtime (Problem), is speaking with the CFO (Authority), knows delays could lead to losses (Consequence), and needs a solution this quarter (Timing).

Alternatively, a rep discovers the contact lacks decision power and has vague deadlines, showing poor qualification.

Common Pitfalls

• Assuming authority without verifying decision-makers.
• Ignoring timing and treating all leads as urgent.
• Overlooking the consequence of inaction.

See Also

Related terms include BANT, lead generation, sales framework, and sales qualification.