This framework, designed by HubSpot, is centered on B2B interactions, focused on details, and aimed at aligning your company with your prospect's resources and objectives.
The framework, named GPCTBA/C&I, stands for Goals, Plans, Challenges, Timeline, Budget, Authority/Negative Consequences, and Positive Implications. Goals
: What are the company's current priorities? Plans
: How does the company plan to achieve these goals? Challenges
: What obstacles does your company anticipate? Timeline
: What is the company's deadline for addressing this issue? What actions will be taken if the deadline isn't met? Budget
: How much has the company already invested in this goal? What is the overall budget for this project? Authority
: Who in the company is responsible for making purchasing decisions? What are their concerns? Consequences
: What will happen if the company doesn't achieve its goals? What is the opportunity cost of maintaining the status quo? Implications
: What opportunities will arise once the goal is achieved? What happens next?
As leads become more educated about various products and services, simple introductions are no longer sufficient.
This is why GPCTBA/C&I necessitates that your team adds value beyond product knowledge
. It places the sales rep
in an advisory position with a focus on education.
Your team must be knowledgeable about the prospect's sales model
, goals, and how your company can help them achieve their vision.