What Is BANT in B2B Marketing? The 2026 Buying-Committee Guide
BANT in B2B marketing is the four-criterion framework — Budget, Authority, Need, Timeline — created at IBM in the 1950s. This 2026 guide explains what BANT actually is, where it breaks under modern committee buying, and how Fractional CMOs adapt it using the Geisheker BANT-to-Buying-Committee Mapping Method.