Back to docs
A sales framework is a structured way to evaluate whether a lead is a good fit for your product. Instead of guessing, you gather specific pieces of information — budget, timeline, decision-makers — that predict whether a deal will close.
Kilo uses your chosen framework to guide how the AI qualifies visitors during conversation. The agent asks the right questions naturally, as part of a helpful dialogue — never as an awkward checklist. Behind the scenes, it fills in each qualification field so your sales team gets a complete picture when a lead is handed off.
All three frameworks are available on every plan, including the free trial. You can switch between them at any time.
If your deals involve multiple stakeholders, long sales cycles, and six-figure contracts, MEDDPICC is your framework. It's the gold standard for enterprise B2B sales and captures the most comprehensive qualification data.
Here's what each letter stands for and why it matters:
M — Metrics: What quantifiable goals or KPIs is the prospect trying to hit? (e.g., "We need to reduce customer churn by 15%"). This tells your sales team exactly how to frame the ROI conversation.
E — Economic Buyer: Who has the authority and budget to sign off on this purchase? (e.g., "The VP of Operations makes the final call"). Knowing this early saves your team from pitching the wrong person.
DC — Decision Criteria: What factors will they evaluate solutions on? (e.g., "Security compliance, ease of migration, and price per seat"). This helps your team tailor the pitch.
DP — Decision Process: What steps do they go through to choose a vendor? (e.g., "We're doing demos with three vendors, then the committee votes"). This helps your team forecast timing.
P — Paper Process: What's involved in procurement? (e.g., "Legal review takes 3 weeks, then we need a PO from finance"). This prevents late-stage surprises that stall deals.
I — Implicate Pain: What problem are they experiencing, and what's the business cost of not solving it? (e.g., "We're losing $200K/quarter to manual data entry errors"). Pain with a dollar sign is the strongest motivator.
Ch — Champion: Is there an internal advocate who will push for your solution? (e.g., "The Head of RevOps loves our product and is presenting it to leadership"). Champions are the #1 predictor of closed deals.
Co — Competition: What alternatives are they evaluating? (e.g., "We're also looking at HubSpot and building in-house"). This lets your team prepare competitive positioning.
If your product has a shorter sales cycle, clear pricing, and typically one or two decision-makers, BANT is a great choice. It's simpler and faster, which means the AI can qualify leads in fewer messages.
B — Budget: Does the prospect have budget allocated, and what's the range? (e.g., "We have $50K approved for this quarter").
A — Authority: Is this person the decision-maker, or do they need to loop someone else in? (e.g., "I'm the one who signs off on new tools").
N — Need: What specific problem are they trying to solve? (e.g., "Our current CRM doesn't track pipeline stages the way we need").
T — Timeline: How soon do they need a solution? (e.g., "We want to be up and running before Q3"). Urgency is a strong buying signal.
When to choose BANT: Products under $10K/year, self-serve or low-touch sales, SMB-focused companies, or teams that are new to structured qualification and want to start simple.
SPICED is a modern framework that focuses on understanding the prospect's world before jumping into qualification. It's particularly effective for consultative sales where you need to deeply understand the customer's situation.
S — Situation: What's their current state? (e.g., "We have a team of 30 reps using spreadsheets to track deals"). This is context-setting, not qualifying.
P — Pain: What's broken or frustrating about their current approach? (e.g., "We have no visibility into pipeline health until the end of the month").
I — Impact: What's the cost of not fixing this problem? (e.g., "We missed our revenue target last quarter because we didn't see the pipeline gap in time"). Impact turns pain into urgency.
C — Critical Event: Is there a deadline or trigger driving the decision? (e.g., "Our current contract expires in 60 days" or "We just got funding and need to scale the team"). Critical events create real timelines.
E — Economic Buyer: Who controls the budget? Same as in MEDDPICC, but SPICED typically uncovers this later in the conversation.
D — Decision Process: How will they evaluate and choose? Similar to MEDDPICC's Decision Process.
When to choose SPICED: Mid-market deals, consultative or solution-selling approaches, and teams that want the AI to lead with empathy before qualifying.
Here's the important thing: Kilo's AI doesn't ask qualification questions like a robot reading from a form. It weaves them into natural, helpful conversation.
For example, if a visitor says "We're struggling with manual reporting," the AI might respond with helpful information and then ask, "How much time does your team spend on manual reports each week?" That one question naturally captures both the Pain and the Metrics fields.
Each piece of qualification data is captured invisibly in the background. When the lead reaches your score threshold, your team gets a structured brief with all the framework fields filled in — ready for a sales rep to pick up the phone with full context.
Tip: If you're unsure which framework to use, start with BANT. It's the simplest and gives you a feel for how qualification works in Kilo. You can upgrade to MEDDPICC or SPICED later as your team gets comfortable.
Sales Frameworks
Qualification Frameworks
A sales framework is a structured way to evaluate whether a lead is a good fit for your product. Instead of guessing, you gather specific pieces of information — budget, timeline, decision-makers — that predict whether a deal will close.
Kilo uses your chosen framework to guide how the AI qualifies visitors during conversation. The agent asks the right questions naturally, as part of a helpful dialogue — never as an awkward checklist. Behind the scenes, it fills in each qualification field so your sales team gets a complete picture when a lead is handed off.
All three frameworks are available on every plan, including the free trial. You can switch between them at any time.
MEDDPICC — best for complex enterprise sales
If your deals involve multiple stakeholders, long sales cycles, and six-figure contracts, MEDDPICC is your framework. It's the gold standard for enterprise B2B sales and captures the most comprehensive qualification data.
Here's what each letter stands for and why it matters:
BANT — best for straightforward sales cycles
If your product has a shorter sales cycle, clear pricing, and typically one or two decision-makers, BANT is a great choice. It's simpler and faster, which means the AI can qualify leads in fewer messages.
When to choose BANT: Products under $10K/year, self-serve or low-touch sales, SMB-focused companies, or teams that are new to structured qualification and want to start simple.
SPICED — best for impact-driven conversations
SPICED is a modern framework that focuses on understanding the prospect's world before jumping into qualification. It's particularly effective for consultative sales where you need to deeply understand the customer's situation.
When to choose SPICED: Mid-market deals, consultative or solution-selling approaches, and teams that want the AI to lead with empathy before qualifying.
How the AI uses your framework
Here's the important thing: Kilo's AI doesn't ask qualification questions like a robot reading from a form. It weaves them into natural, helpful conversation.
For example, if a visitor says "We're struggling with manual reporting," the AI might respond with helpful information and then ask, "How much time does your team spend on manual reports each week?" That one question naturally captures both the Pain and the Metrics fields.
Each piece of qualification data is captured invisibly in the background. When the lead reaches your score threshold, your team gets a structured brief with all the framework fields filled in — ready for a sales rep to pick up the phone with full context.
Tip: If you're unsure which framework to use, start with BANT. It's the simplest and gives you a feel for how qualification works in Kilo. You can upgrade to MEDDPICC or SPICED later as your team gets comfortable.