The Friction-to-Revenue Method / Printable scorecard
The Friction-to-Revenue scorecard
Score each criterion from 1 to 5 with your leadership team. Low scores show where the constraint is. The three areas match the three ways growth stalls. Start where your lowest area scores.
Company: ______________________ Scored by: ______________________ Date: ____________
| Criterion | 1: what it looks like | 5: what it looks like | Score |
|---|---|---|---|
| Best-fit customer | Every team describes the best-fit customer differently. | One written ICP that marketing, sales and product use to make decisions. | 12345 |
| Positioning | The proposition changes per deck and per person. | One agreed positioning, used in every channel. | 12345 |
| Commercial priorities | Priorities shift week to week; nothing is explicitly stopped. | A 90-day roadmap with owners and an agreed list of what not to do. | 12345 |
Strategy score: ________ / 15
| Criterion | 1: what it looks like | 5: what it looks like | Score |
|---|---|---|---|
| Target accounts | No agreed account list. | Tiered target accounts, shared by marketing and sales. | 12345 |
| Qualified lead definition | Marketing and sales disagree on what a good lead is. | One written definition, used in the CRM and in reporting. | 12345 |
| Spend-to-pipeline visibility | No line from budget to pipeline. | Pipeline measured by tier and play, trusted by leadership. | 12345 |
Demand score: ________ / 15
| Criterion | 1: what it looks like | 5: what it looks like | Score |
|---|---|---|---|
| Handoffs | Leads and accounts move by chat and email. | One agreed flow between marketing, sales and operations, inside the CRM. | 12345 |
| CRM and data | Data is incomplete; reporting needs manual exports. | A trusted CRM; pipeline reporting runs without exports. | 12345 |
| AI and automation | Scattered individual AI experiments. | Prioritised AI and automation built into the workflows, with human review. | 12345 |
| Operating cadence | No regular performance review. | A weekly priorities and monthly review rhythm the team keeps running. | 12345 |
Operating model score: ________ / 20
The Friction-to-Revenue Method · ederveen.com/friction-to-revenue
