CHAMP Methodology

The CHAMP methodology is an iteration of the BANT sales process for modern B2B applications. While budget, authority, need, and timing are important aspects of qualifying sales leads, the CHAMP methodology was developed after sales reps questioned the order in which the BANT process is followed.

Understanding the CHAMP methodology

The CHAMP methodology is a customer-centric lead qualification framework.

More specifically, they wondered if it might be more effective to lead with the client’s pain points rather than starting with their budget. After all, this was the primary reason a prospect would be motivated to reach out in the first place.

Re-arranging the BANT framework to reflect this customer-centrism resulted in an acronym that was difficult to pronounce.

In response, practitioners came up with the improved CHAMP acronym to encourage sales reps to prioritize empathy and relationship building over simply reaching their monthly quotas.

The four components of the CHAMP methodology

CHAMP stands for Challenges, Authority, Money, and Prioritization. Let’s take a brief look at each critical component below.


Prospects will purchase a product or service because they have a problem, so it’s important to discuss these first and determine if they are the best fit for the proposed solution.

When a challenge is identified, a natural opportunity is created for the sales team to devise a strategy that addresses it.

Possible questions include:

  • What challenges is the company facing and how long have they been occurring?
  • What would the company look like if the problem were solved? Would processes or procedures be impacted?
  • Has the company attempted to solve the problem with other solutions in the past?
  • What would the potential ramifications be if the problem went unsolved?


Nurturing a lead takes considerable time, money, and effort, so the company must ensure it is dealing with a prospect who has the power to make purchase decisions.

Note that organizations have different ways of authorizing this power. Some appoint a board to oversee significant purchases while others leave the responsibility to human resources.

In any case, proper due diligence at the start avoids investing too much in a prospect who must first consult with someone else before making a decision.


In the BANT process, money (budget) is the first component that must be addressed and as such, sets the tone for the rest of the interaction.

Whether a prospect can afford (or is prepared to pay for) a solution is important, but the CHAMP framework places it third.

This is done to give the sales rep more time to identify prospect pain points and link their solutions with spending money.


Prioritization is similar to the timing component of BANT, but it also considers the timeline in the context of other business priorities.

In many instances, company objectives can impact departmental objectives even if the latter is considered more important.

Understanding the interplay between these priorities is key to determining a realistic timeline.

Questions to ask at this stage include:

  • When do you envisage the problem would be solved?
  • How does the resolution of this problem compare to broader company objectives?
  • If the current solution was canceled, would a fee be incurred? 
  • When does the solution expire?
  • At what date would you like a decision to have been made?

Key takeaways:

  • The CHAMP methodology is a customer-centric lead qualification framework.
  • Re-arranging the BANT framework to reflect a focus on customer-centrism resulted in an acronym that was difficult to pronounce. The more memorable CHAMP acronym was then created to encourage sales reps to focus on empathy and relationship building and not their monthly quotas.
  • The CHAMP methodology has four components: challenges, authority, money, and prioritization.

Connected Product Development Frameworks

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BCG Matrix

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Ansoff Matrix

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Empathy Mapping

Empathy mapping is a visual representation of knowledge regarding user behavior and attitudes. An empathy map can be built by defining the scope, purpose to gain user insights, and for each action, add a sticky note, summarize the findings. Expand the plan and revise.

Perceptual Mapping

Perceptual mapping is the visual representation of consumer perceptions of brands, products, services, and organizations as a whole. Indeed, perceptual mapping asks consumers to place competing products relative to one another on a graph to assess how they perform with respect to each other in terms of perception.

Value Stream Mapping

Value stream mapping uses flowcharts to analyze and then improve on the delivery of products and services. Value stream mapping (VSM) is based on the concept of value streams – which are a series of sequential steps that explain how a product or service is delivered to consumers.

Read the remaining product development frameworks here.

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