# What is the qualification card on each lead?

> On Growth and above, every lead gets a card that sorts what they told the demo into a sales framework: SPICED to start, with BANT or MEDDICC if you ask us. Each field quotes the buyer's own words, and a field they didn't speak to is marked Not known yet instead of guessed.

Reviewed 2026-10-27.

## The frameworks

Every link starts with SPICED. To switch to BANT or MEDDICC, [talk to us](https://demopage.io/help/contact-us.md): the evidence stays the same, and only the field names change.

- SPICED: Situation, Pain, Impact, Critical event, Decision.
- BANT: Budget, Authority, Need, Timeline.
- MEDDICC: Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, Champion, Competition.

![Latest leads on the Leads tab with made-up emails. Each shows what they asked for, Recap and Reply, and the fields they spoke to, such as Situation and Pain.](https://storage.googleapis.com/demopage-media/docs/results-leads.c0c2b273f42a.webp)

## Where the words come from

- The demo form: what they want to solve, and the tool they use, shown as Uses HubSpot.
- Their answers to the guide's discovery questions in a live demo, filed by what each question asked about.
- The questions they asked. Pricing questions fill Budget in BANT, and questions about SSO, integrations, or the tool they use fill Decision in SPICED and Decision criteria in MEDDICC.
- Sentences that name a deadline, a cost, the people who decide, or a team size, wherever they wrote them.
- Facts about the demo, such as Watched the live demo to the end or Tried the product hands-on. In MEDDICC they fill Champion.

Quotation marks mark the buyer's own words. Facts about the demo and the tool they use aren't quoted.

## Where you see it

- In lead alerts by email and Slack, as a line like Qualification (SPICED, 3 of 5 known): with each known field, then the rest under Not known yet. An alert has no card until at least one field is known.
- On the Leads tab, under each person's newest lead in Latest leads. It shows only the fields they spoke to, and a line of facts such as Watched the live demo to the end · Asked 2 questions.
- On the Results tab, under Notes from leads, for recent leads who told the demo something. See [reading your results](https://demopage.io/help/read-results.md).
- In webhook events, as qualification. See [sending leads to a webhook](https://demopage.io/help/send-to-webhook.md).

![Notes from leads on the Results tab: SPICED cards with Situation, Pain, and Decision in the buyers' own words, and what each did in the demo.](https://storage.googleapis.com/demopage-media/docs/results-notes.27a2f4619b78.webp)

## What it never does

It doesn't score leads, and it doesn't guess a budget, a deadline, or a decision maker nobody mentioned. A field stays unknown until the buyer says something that fits it.

It notes a buying group when someone names others who decide or sign off, such as our CFO or a security review. A buying group makes the end of a live demo offer your [booking link](https://demopage.io/help/booking-link.md).

## Related questions

- [Where do my demo leads go?](https://demopage.io/help/where-leads-go.md)
- [Where can I see all my leads, and can I export them?](https://demopage.io/help/see-and-export-leads.md)
- [How do I send demo leads and finished demos to a webhook?](https://demopage.io/help/send-to-webhook.md)
- [What do the numbers on the Results tab mean?](https://demopage.io/help/read-results.md)

Still stuck? Email hello@demopage.io. All questions: [Help center](https://demopage.io/help.md).