---
title: "The four-step scorecard"
description: "The build order for a scorecard marketing campaign."
canonical: https://tomsharman.com/bookshelf/scorecard-marketing/the-four-step-scorecard/
updated: 2026-11-03
---

# The four-step scorecard

> The build order for a scorecard marketing campaign.

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

Framework 3 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. **Landing page.** A dedicated page with one objective: get people to start the questionnaire.
2. **Questionnaire.** Scored yes/no questions in two to seven categories that qualify the person and make them think.
3. **Results.** Overall and category scores, dynamic content by tier, an emailed PDF and a clear next step.
4. **Marketing and sales.** Promote it through the channels, then follow up with people fast and talk to them about their score.

## 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/the-four-step-scorecard.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/the-four-step-scorecard-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/the-four-step-scorecard.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/the-four-step-scorecard-dark.png