What is the Endless Customers Scorecard?

If Endless Customers is your strategy, this is how you measure how well it’s actually being executed.

The The Endless Customers System™ is designed to help your company become the most trusted voice in your space by teaching your team to think like educators, act with radical transparency, and align across marketing, sales, and leadership.

But how do you actually track if you’re getting better? If your culture is shifting? If your marketing and sales teams are rowing in sync?

That’s exactly what the Endless Customers Scorecard is for.

Why the Scorecard Matters

Most businesses operate without clear benchmarks. That’s when drift happens. Priorities get fuzzy, accountability slips, and progress stalls.

The Endless Customers Scorecard changes that. It brings structure, visibility, and shared accountability to your team’s work. It creates space for honest conversation, sharpens focus, and keeps everyone aligned around what matters most.

When used consistently, the Scorecard drives measurable improvements in:

• Marketing effectiveness and lead quality
• Sales efficiency and deal velocity
• Website performance and conversion rates
• Organizational alignment and cultural clarity
• Confident, data-driven decision-making

This tool goes beyond measurement to help define what excellence looks like, reinforce shared standards, and build trust into how the business operates every day.

What the Scorecard Tracks

The Scorecard tracks what drives long-term growth: the behaviors, habits, and systems that make Endless Customers work. It tells you how strong your sales and marketing team is by measuring internal competency instead of performance. 

To measure, it tracks your progress across five core components:

The Right Content – Creating trust-building content that answers buyers’ questions.

The Right Website – Optimizing the website to convert visitors into leads.

The Right Sales Activities – Using content strategically in the sales process.

The Right Technology – Leveraging CRM, automation, and AI for efficiency.

The Right Culture of Performance – Aligning leadership, marketing, and sales around a shared strategy.

Together, these five areas reveal how deeply Endless Customers is embedded in your business. They expose whether trust, alignment, and execution are part of your culture or just surface-level talk.

How the Scorecard Works

Each quarter, your team scores the company across 10 key prompts, with two tied to each of the five components.

Do not grade based on individual people. This is a collective assessment of how well the business is living the Endless Customers principles in practice.

You gather as a team, take each prompt one at a time, and discuss your scores. That’s where the real insight happens. Misalignments surface. Someone says, “Wait, that’s what we mean by video usage?” and the room shifts. That conversation is the point.

The process is intentionally subjective. What matters most is the clarity you gain, the alignment you build, and the commitment you make to move forward as a team.

The 10 Prompts of the Endless Customers Scorecard

These questions align with the five components of the The Endless Customers System™. They help you zero in on what’s working and what still needs serious attention.

The Right Content

1. Are we publishing Big 5 content (including video) at least 2-3 times per week? This includes written and video content focused on pricing, problems, comparisons, reviews, and best-in-class topics. High-performing teams have a publishing engine. Content isn't optional, it's constant.
2. Are we creating and using the Selling 7 videos in our sales process? These include 80% videos, bio videos, product/service fit videos, and more. They build trust, but more importantly, they create momentum you can measure. If you're not using these yet, you're leaving deals on the table.

The Right Website

1. Do we have a Learning Center and self-service tools (e.g., pricing, assessments) live on our site? Your website should work harder than your sales team. Self-service tools help buyers move forward without waiting for you.
2. Is our website optimized to convert leads, and do we track performance metrics regularly? A good-looking site isn’t enough. It needs to convert. That means heatmaps, form tracking, landing pages, and smart calls-to-action.

The Right Sales Activities

1. Are we using Assignment Selling in a structured way across the entire sales team? This includes assigning content as homework before calls. It builds trust, shortens the sales cycle, and eliminates wasted time.
2. Are we using 1:1 video consistently for outreach, follow-ups, and proposals? If your sales reps aren’t using personalized video, you’re not showing up the way your buyers expect. This is a fast track to trust.

The Right Technology

1. Are we using a CRM to track engagement, manage the pipeline, and monitor sales activity? If your CRM is just a contact database, you’re missing out. It should give you insight into what your buyers are doing—and what your team isn’t.
2. Are we using automation and AI to save time, improve follow-up, and drive smarter marketing and sales decisions? Time is our greatest asset. AI and automation give your team time back and deliver more consistent experiences to buyers.

The Right Culture of Performance

1. Is leadership aligned and involved in driving the Endless Customers strategy forward? This needs to go beyond marketing and become part of the company-wide culture. Leadership buy-in isn’t optional; it’s foundational.
2. Are we holding regular planning sessions, tracking our Scorecard, and adjusting every 90 days? If you’re not setting goals, tracking progress, and recalibrating quarterly, the system will stall. Discipline is what drives real results.

Tying the Scorecard to the Journey

The Endless Customers Scorecard directly connects to the typical journey companies follow when implementing the system. As teams progress through their training and coaching, their scores reflect how far they've come and how close they are to mastery.

What Your Score Means

• 0–19: Just getting started. The strategy is new or not yet in motion.
• 20–39: Foundations forming. Some progress, but you need focused support.
• 40–59: Traction is building. You’re gaining momentum and seeing early results.
• 60–79: System is working. You’ve built alignment and are executing consistently.
• 80–100: You’ve reached mastery. Endless Customers is embedded and self-sustaining.

Most companies that fully commit to Endless Customers reach mastery (scoring above 80) within 18 to 24 months.

How to Use the Endless Customers Scorecard

Use the scorecard every 90 days. Treat it like a mirror. It shows where you are, whether you like it or not. Companies that use this rhythm and take it seriously create a flywheel of momentum:

Step 1: Assess where you are today. Score each of the 10 prompts honestly, and remember you are scoring the organization, not a single person.

Step 2: Facilitate the conversation. The discussion reveals misalignment, and often uncovers wins. This is where breakthroughs happen. 

Step 3: Identify 3–5 focus areas for the next 90 days.

Step 4: Execute the work. Make real progress.

Step 5: Score again next quarter. Track your growth.

Now we’re getting somewhere.

Common Mistakes and How to Avoid Them

Even strong teams can stumble when they first start using the Scorecard. Missteps like these often signal deeper issues in how the team aligns, communicates, and stays accountable. Left unchecked, they slow progress and drain momentum. Here’s what to watch for:

Scoring in isolation

When team members fill out the Scorecard on their own, you miss the most valuable part of the process: the conversation. The discussion is where clarity, alignment, and breakthroughs happen. The Scorecard is designed to be tackled together for a reason.

Inflating the numbers

When teams overscore to protect egos or avoid tough conversations, they lose the chance to improve where it matters most. The Scorecard works when it’s honest. Progress depends on facing the truth, not avoiding it.

Treating it as a one-time event

The power of the Scorecard is in its rhythm. Used once, it’s a snapshot. Used quarterly, it becomes a strategic muscle. Skipping cycles breaks accountability and undermines trust in the process.

Leaving it with marketing

Endless Customers is an organizational strategy. If sales and leadership aren’t part of the scoring and the discussion, you’ll miss key perspectives and stall cross-functional alignment. This tool belongs to everyone.

Focusing too narrowly

Content may be the most visible output, but it’s just one part of the system. Long-term success comes from maturity across all five components: content, website, sales, tech, and culture. Leaning too hard on one area and neglecting the rest creates imbalance and weakens the whole system.

Next Steps

If you’re ready to measure your company’s progress, complete the Endless Customers Scorecard and start tracking your results. The sooner you begin, the sooner you’ll know what’s working and where you need to go next.

Want to take it further? Schedule a call with our team to review your score and get personalized recommendations for accelerating your progress.