GPCTBA (Goals, Plans, Challenges, Triggers, Barriers, and Actions) is a framework used by sales & marketing teams to understand customer behavior. It is often used by marketers to identify the key factors that drive a customer’s decision-making process.
GPCTBA includes the following elements:
C&I (Context and Insights) is a related framework used to understand buyer behavior by analyzing the context in which a customer made their decision and using those insights to drive strategy. C&I is focused on understanding how customers interact with products and services in the context of their everyday lives.
A C&I framework might include the following elements:
Both GPCTBA and C&I frameworks are often used together by sales & marketing teams to gain a comprehensive understanding of customer behavior.
BANT (Budget, Authority, Need, Timeline) focuses on assessing whether a prospect is ready to buy. In contrast, GPCTBA does a deep dive into the buyer's mindset. It wants to understand the customer’s goals, challenges, and motivations. This insight informs consultative selling and long-term relationship building.