CHAMP Framework
What is CHAMP?
CHAMP is a modern sales qualification methodology introduced in 2007 by Zorian Rotenberg, a SaaS sales leader and entrepreneur. The name "CHAMP" cheekily implies every customer should be treated like a champion, and it was created as an alternative to older frameworks like BANT. Rotenberg noticed that BANT's focus on Budget first was backward – in many cases, understanding the customer's challenges should come first.
Over time, CHAMP has evolved into not just a qualification checklist but a more comprehensive "CHAMP Selling System," including a sales process and metrics, aimed largely at scaling B2B SaaS companies. However, the acronym itself is widely used in discovery to remember key qualification areas.
History & Origin
CHAMP was introduced in 2007 by Zorian Rotenberg, a SaaS sales leader and entrepreneur. The framework was created as a response to the limitations of older frameworks like BANT, particularly its seller-centric approach that started with Budget.
Rotenberg's motto for CHAMP is "Make your customer a champion." The framework was specifically designed for the modern SaaS environment, where understanding customer challenges and building value is crucial before discussing budget.
While initially focused on qualification, CHAMP has evolved into a comprehensive "CHAMP Selling System" that includes a complete sales process, metrics, and even hiring profiles, making it particularly valuable for scaling B2B SaaS companies.
The CHAMP Acronym Explained
C - Challenges
Identify the prospect's primary challenges or pain points. Key questions include:
- What problems are they trying to solve?
- What goals aren't being met?
- What's not working in their current process?
- Why is this challenge important?
H - Authority
Determine who has authority in the decision process. Key questions include:
- Who will make the final purchase decision?
- Who are the key influencers and blockers?
- How will you get access to decision-makers?
- What is the approval chain?
A - Money
Assess financial resources and ROI. Key questions include:
- What's the potential ROI of solving this challenge?
- How will they justify the investment?
- What's the scale of investment needed?
- How will funding be secured?
M - Priority
Evaluate urgency and implementation timeline. Key questions include:
- How high is this on their priority list?
- What's driving the timeline?
- What's their implementation process?
- What's their plan to move forward?
CHAMP in Action: Real-World Example
SaaS Company Selling Marketing Automation Software
| Component | Details | Sales Strategy |
|---|---|---|
| Challenges | Manual lead generation processes, ineffective marketing campaigns, missed opportunities | Focus on automation benefits and time savings |
| Authority | VP of Marketing with approval up to $50k/year CFO approval needed for larger purchases | Include CFO in next demonstration and prepare executive briefing |
| Money | No set budget, but ROI can justify investment Potential to increase pipeline by 30% | Build ROI case and demonstrate value |
| Priority | Need solution before next quarter's campaigns Top priority for marketing team | Accelerate sales process and highlight quick implementation |
Strategic Approach:
With comprehensive CHAMP qualification, the sales rep can build a targeted strategy. They'll focus on demonstrating how the solution addresses the urgent need for automation, ensuring both the VP of Marketing and CFO are engaged in the process, building a strong ROI case to justify the investment, and accelerating the sales process to meet the next quarter's deadline.
Trade-Offs & Considerations
When to Use CHAMP
CHAMP works best in modern SaaS environments where understanding customer challenges and building value is crucial. It's particularly effective for B2B sales with complex decision-making processes and when selling solutions that require significant investment justification.
Consider using CHAMP when you need a customer-centric approach to qualification, especially in complex sales environments. It's ideal for scaling sales organizations that want to implement a comprehensive system with defined processes and metrics. However, it may be overkill for very early-stage startups or simple sales motions.
Summary
Key Takeaways
- CHAMP was introduced in 2007 by Zorian Rotenberg as a modern alternative to BANT, focusing on customer challenges first.
- The framework evaluates four key criteria: Challenges, Authority, Money, and Priority, with a strong emphasis on understanding customer pain points.
- CHAMP has evolved into a comprehensive "CHAMP Selling System" that includes a complete sales process, metrics, and hiring profiles.
- The framework is particularly effective for scaling B2B SaaS companies and complex sales environments.
- While powerful, CHAMP's comprehensive nature may be challenging for small teams or junior sales reps to implement fully.
By effectively implementing CHAMP qualification, sales teams can build stronger customer relationships, focus on value creation, and improve their qualification process. The framework's customer-centric approach aligns well with modern consultative selling practices, making it particularly valuable in complex B2B sales environments.