The Step 0 Scorecard

01Our leadership team would name the same two or three customer segments as our focus.

02We have decided which customers and markets we will not pursue.

03We know which customer segments have grown over the last three years, based on our own invoice data.

04We know roughly how many potential customers exist in each of our target segments.

05Sales, product and management agree on who our ideal customer is.

06We can describe the problem our best customers had before they bought, in their own words.

07We know who takes part in the buying decision, not only who signs the order.

08In the last 12 months we have spoken to at least five customers to learn, not to sell.

09We know why we lose deals, from a pattern rather than from single stories.

10We know which customers are the most profitable, not just the largest.

11A new employee can explain what we do, and for whom, in one sentence.

12Our website talks about the customer's problem before it talks about our technology.

13We can name the alternatives a customer considers, including doing nothing.

14We have one or two reasons to choose us that competitors cannot easily claim.

15Sales, marketing and management describe our value the same way, in every market we sell in.

16Our offering is packaged as solutions to problems, not as a list of products and specifications.

17Marketing is involved before product and pricing decisions are made, not after.

18Marketing is measured on business results, not on activity like posts, clicks and likes.

19Marketing and sales agree on what a qualified lead is.

20The company can win new customers without everything passing through the founder or one key person.

AYour role

BNumber of employees

CIndustry

DWhere you sell

EPeople working on marketing

FWhat is happening in the company right now?