# Proof-to-Pipeline Scorecard

Review whether proof assets are changing buyer behavior, sales quality, and pipeline confidence instead of just sitting on the site.

## Scorecard Inputs

Score proof assets across:

- freshness
- commercial relevance
- visibility on key pages
- usage in sales or follow-up
- influence on objections
- influence on close quality

Use a 1 to 5 scale for each.

## Evidence Sources

Pull from:

- calls and consult notes
- CRM notes
- owner observations
- page engagement
- sales-team feedback
- recurring objections

## Attribution Checks

Ask:

- which proof assets are mentioned on calls?
- which pages seem to reduce buyer doubt?
- which stories are reused by the team?
- which proof blocks are ignored or stale?

This is directional attribution, not perfection theater.

## Sales Feedback Loop

Run a recurring review with the team:

- which proof assets helped this month?
- which buyer questions still lack a good proof answer?
- which stories need to be compressed for faster use?
- which proof feels too vague or outdated?

## Scoring Bands

- `Green`: actively helping trust and conversion
- `Watch`: visible but weak or stale
- `Red`: low-value proof that needs replacement or removal

## Monthly Review

Every month:

- rescore the top proof assets
- retire weak proof
- choose one stronger proof asset to promote
- log new case opportunities

## Quarterly Upgrade

Every quarter:

- compare proof score trends
- rebuild the weakest trust surfaces
- update the results page and flagship proof assets