Founder Sales Scorecard

Twenty honest questions across the five areas of founder-led sales. See your overall score, your area-by-area breakdown and your biggest constraint.

Self-diagnostic20 questions8 minutesAnswers stay in your browser

For each statement, choose the answer that is honestly true today, not the one you would like to be true. There are no right answers, only useful ones.

0 of 20 answered
ICP and buyers

I can name the specific business problem that makes a good-fit company ready to spend money now.

I know who is usually on the buying committee, who can delay a deal, and who actually signs.

I know why we lose deals, and I have heard it in buyers' own words.

I have a written list of who we should not sell to.

Buying signals and market

I can name specific events that make a company more likely to need us in the next 90 days.

I look beyond hiring and funding news when deciding who to approach.

I keep a short, prioritised list of target accounts and review it every week.

I know which segments or markets we are currently overlooking.

Outbound and go-to-market

Our message speaks to a specific buyer in a specific situation, not to everyone.

We use more than one channel (for example LinkedIn, email, phone) in a planned order.

I can start new conversations every month without relying only on referrals and my network.

Buyers can repeat back, in their own words, why we win the deals we win.

Founder sales effectiveness

I follow a consistent structure for discovery calls.

I qualify before I propose, and I am willing to walk away from poor-fit deals.

Every live opportunity has a dated next step that the buyer has agreed to.

Someone other than me could take a qualified opportunity forward using our process.

Sales infrastructure

Every opportunity and next step lives in one place (a CRM or a tracker I trust).

I can see my pipeline by stage and explain what is likely to close, and why.

I review my pipeline every week and act on what it shows, even when results are good.

I know the three to five numbers that tell me whether sales is on track.

Answer all 20 questions to continue.

What is inside

  • Twenty questions across five areas: ICP and buyers, buying signals and market, outbound and go-to-market, founder sales effectiveness, and sales infrastructure.
  • Your overall score from 0 to 100, with a maturity band (instinct-led, taking shape, structured or repeatable).
  • Your area-by-area breakdown and your biggest constraint.
  • What a Sales Scan would look at for your weakest area, in plain English.
  • Privacy by design: your answers stay in your browser. We never see them.

Who it is for

Founders and CEOs who still sell, and want an honest read on how much of their sales is a system and how much is instinct.

Why we made it

Because most founders sell on instinct and effort. This shows where the instinct is working and where it is not.

What it will not do

It will show you where your sales runs on instinct. It will not tell you how to fix it for your market. That is the job of a Founder-Led Sales Scan.
Next step

Use it with.

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    A practical guide to finding, talking to and winning your first ten customers, including telling politeness from real demand and what to do if ten conversations lead nowhere.

    Founder-led sales · 25 minute readSee what is inside →
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