What is the Endless Customers Scorecard?

The Endless Customers Scorecard is a structured way to measure your progress in mastering the Endless Customers System. This system gives businesses a clear, measurable path to building a high-performing marketing and sales system that drives long-term success. Companies that follow this system move from struggling with unpredictable results to becoming the most trusted and recognized brands in their industries.

Why the Endless Customers Scorecard Exists

Businesses often lack a clear way to track whether their marketing and sales efforts are truly working. Website traffic, lead volume, and revenue growth are important, but they don’t always tell the full story. The Endless Customers Scorecard is designed to measure progress in five core areas that determine long-term success:

1. The Right Content – Creating trust-building content that answers buyers’ questions.
2. The Right Website – Optimizing the website to convert visitors into leads.
3. The Right Sales Activities – Using content strategically in the sales process.
4. The Right Technology – Leveraging CRM, automation, and AI for efficiency.
5. The Right Culture of Performance – Aligning leadership, marketing, and sales around a shared strategy.

These five areas define whether a company is moving toward mastery or struggling with misalignment. The scorecard provides a way to assess each of these areas, identifying strengths and weaknesses that need to be addressed.

How the Scorecard Works

The Endless Customers Scorecard is subjective by design. Each company self-assesses how well they’re doing in ten key areas. Often, teams will go around the room, score themselves, and have a meaningful discussion about why someone rated an area as a 7 while someone else gave it a 2. That conversation matters. It reveals gaps in alignment, sparks clarity, and ultimately leads to a score that reflects reality. From there, the team can pinpoint exactly what needs to happen to move closer to mastery.

Scoring Tiers and What They Mean

• 0–19: Your team is at the beginning of our Endless Customers Journey, and we will need significant overhaul and assistance to move forward on multiple key areas. (Est. 24–30 months to EC Mastery)
• 20–39: Your team is getting the hang of it, although we still require frequent assistance in several areas of our business. (Est. 18–24 months to EC Mastery)
• 40–59: Your team is halfway there! With occasional support, we can achieve success in several areas across our business. (Est. 9–18 months to EC Mastery)
• 60–79: You have gained significant traction and your business is improving continuously, with very little assistance needed to achieve any given goal. (Est. 3–6 months to EC Mastery)
• 80–100: You are able to do all processes with minimal assistance, have mastery of most principles and are a leader in the Endless Customers community. (At EC Mastery, must be maintained)

The 10 Questions of the Endless Customers Scorecard

These questions align with the five components of 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’re not just about trust—they’re about traction. 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. That’s the good stuff.
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? This isn’t about hype, it’s about speed. 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 isn’t a marketing initiative. It’s a company-wide strategy. 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.

This journey helps set expectations. It shows where a company “should” be if they want to reach mastery within 18 to 24 months. Falling behind on the scorecard? That’s your signal to step it up. Staying on track? That’s your path to becoming a known and trusted voice in your space.

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 ten questions.
• Step 2: Facilitate the conversation. Don’t skip this. The discussion reveals misalignment—and that’s 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.

Why the Scorecard Matters

Without clear benchmarks, businesses drift. The Endless Customers Scorecard brings structure, visibility, and accountability to the journey. Companies that use it consistently see meaningful growth in:

• Marketing effectiveness and lead generation.
• Sales efficiency and deal closing rates.
• Website performance and conversion rates.
• Alignment across leadership, sales, and marketing.

When used properly, the scorecard becomes more than a measurement tool. It becomes your roadmap to market leadership.

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.

Want more insights on mastering the Endless Customers System? Subscribe to the Endless Customers Podcast or join the IMPACT+ community.