---
title: "Questionnaire sizing by use"
description: "How many categories and questions to ask depending on the lead's temperature."
canonical: https://tomsharman.com/bookshelf/scorecard-marketing/questionnaire-sizing-by-use/
updated: 2026-11-03
---

# 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.

Framework 5 of 7 from [Scorecard Marketing](https://tomsharman.com/bookshelf/scorecard-marketing/index.md) by Daniel Priestley and Glen Carlson. Category: Lead generation.

## The steps

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.

## Where it comes from

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

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/questionnaire-sizing-by-use.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/questionnaire-sizing-by-use-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/questionnaire-sizing-by-use.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/questionnaire-sizing-by-use-dark.png