Three jobs per question
- Score — what does the answer tell you about maturity, fit, or urgency?
- Educate — does the question itself plant a useful idea? "Do you track lead-to-meeting rate by source?" makes them realize they probably should.
- Capture — does the answer give your sales team a starting point for the call?
Multiple choice over free text
Free text is friction. Multiple choice produces clean data, scores cleanly, and lets you re-aggregate across all respondents for benchmarking.
5-7 scale, not 1-10
1-10 scales encourage middle-clicking. 5-7 forces a slight lean. Define each option crisply — "Sometimes" means nothing; "1-2 times per quarter" means something.
Cover three areas
- Current state (what they do today)
- Pain (what hurts about it)
- Aspiration (where they want to be)