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Scorecard Marketing by Daniel Priestley and Glen Carlson, framework 5 of 7

Questionnaire sizing by use

How many categories and questions to ask depending on the lead's temperature.

Daniel Priestley and Glen Carlson's framework, from Scorecard Marketing, pp. 47 to 128.

  1. Cold leads into warm leads

    1 to 3 categories, 8 to 15 questions, punchy, then suggest content and a thoughtful email.

  2. Warm leads into sales meetings

    3 to 7 categories, 20 to 50 questions, ending in a report and an easy way to book a sales conversation.

  3. Clients into raving fans

    3 to 10 categories, 30 to 150 questions, retaken at intervals to show progress.

From chapter: PART TWO SETTING UP A SCORECARD, pp. 47–128

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