Free scorecard / 2 minutes
Grade your video program out of 25
Most video programs get judged on how many videos went out. This one grades the five things that decide whether video earns its budget line: coverage, brand consistency at scale, turnaround, cost per video, and measurement.
Ten questions, about two minutes. Your score appears straight away with the measure to fix first, and there is no email form in front of it.
01
Coverage
Who can get video made
02
Brand consistency
Does it hold at scale
03
Turnaround
Idea to published
04
Cost per video
Do you know it, does it fall
05
Measurement
Outcomes or view counts
What the CMO video scorecard measures
Video is a standing line in most enterprise marketing budgets now, not a campaign expense. That changes the job from approving films to running a program, and a program needs a grade you can defend in a budget conversation. This scorecard is the interactive version of the CMO video scorecard for 2026, so the questions and the bands match the article.
Each measure is scored 1 to 5 from two questions, giving a total out of 25. Coverage asks whether every function can get video made or only marketing. Brand consistency asks whether 200 videos a year still look like one company. Turnaround asks how long a first cut takes. Cost per video asks whether you know your blended number and whether it falls as output rises. Measurement asks whether video reports as pipeline and retention or as views.
Why the questions are worded the way they are
Self-rating scales produce flattering scores. Asked to rate brand consistency out of five, most teams pick a four. Asked what they see when the last 20 videos sit side by side, the answer changes. Every question here describes a situation you either know or you do not, which is faster to answer and harder to fool.
The result gives you the lowest-scoring measure first, because that is where the program leaks. It also gives you what a 5 looks like on each measure, so the gap is concrete rather than a feeling. If you want to pressure-test the cost line specifically, run your numbers through the video production cost calculator or compare them against Shootsta subscription pricing.
Questions people ask about the scorecard
What should a CMO measure to know if video is working?
Five things: coverage across functions, brand consistency at scale, turnaround from idea to published video, blended cost per video, and outcomes such as pipeline influenced or retention. Output counts and view numbers tell you a program is busy, not whether it is working. The scorecard grades each of the five out of 5 for a total out of 25.
How is the CMO video scorecard scored?
Ten questions, two per measure. Each answer describes a real situation rather than asking you to rate yourself, and the two answers for a measure average into a score of 1 to 5. The five scores add up to a total out of 25. Anything under 20 out of 25 points at value leaking somewhere in a program you are already paying for.
What is a good score for an enterprise video program?
20 to 25 means you are running a real program, and the job is protecting it as volume rises. 12 to 19 means the program works but leaks, usually on brand consistency or cost per video. Under 12 means you have a pile of videos rather than a program, and consolidating production into one brand-governed workflow is the fastest lift.
We already have an in-house video team. Does the scorecard still apply?
Yes, and in-house teams often score well on brand and badly on coverage and turnaround, because a small team has to triage. The scorecard measures the program, not the team. Where it shows a gap, the usual fix is elastic capacity rather than headcount: your team keeps creative direction and the volume work goes to a partner, so the queue stops setting your output. That is how Shootsta extends in-house teams instead of replacing them.
Is the scorecard free, and do I need to give my email?
It is free and there is no email form in front of the result. Your score and the detail on all five measures appear as soon as you answer the tenth question. You can download the result as a PDF or share it without giving any details.
Can I share my scorecard result with my team?
Yes. The result has a link you can send on LinkedIn, in Microsoft Teams, or by email, and the person opening it sees the same scorecard. You can also download the result as a branded PDF for a board pack or a budget conversation. Answers are scored in your browser and are not stored against your name.
Where to go next
- How a CMO should think about enterprise video covers the coverage problem and the vendor stack behind it.
- How a video partner extends your in-house team is the read if your team is the constraint rather than the budget.
- How to measure enterprise video success helps if measurement was your lowest score.