The Digital Scorecard Framework was designed with strategy in mind.
The idea is to get a holistic picture of a business for Sales & Marketing. It is updated regularly and is now in its 6th iteration.
Due to the impact of AI, with this edition you arrange the Elements to match how your business works.
This allows those that use the Framework to better understand the impact of AI and also to contextualise their business.
One of the biggest benefits with AI is that Digital is not longer to be seen as a channel. To excel in marketing with AI as a source of customers, you need to focus on the fundamentals of marketing. This is why 5P’s was added as an Element.
The Digital Scorecard Framework uses the journey a person takes from having no awareness of your business to becoming a loyal advocate. It is now in its sixth edition and is structured across three phases.
Interest — where a potential client first encounters your business through search, social, website, or brand. This phase covers customer profiling, getting visitors, engagement, trust and credibility, and audience building.
Interest To Sale — where interest converts into a lead and then a transaction. This covers offers, advertising, lead follow-up, and the order itself.
After Sale — where a customer becomes a repeat buyer and an advocate. This covers fulfilment, consumption, CRM, after-sales follow-up, reviews, and referral.
Each Element of the Framework represents a moment of decision or a stage in the purchase journey. A potential client either moves forward or they do not — and the reason they do not is almost always structural, not accidental.
Either the business was not visible, the message was unclear, the trust was not established, or the follow-up was missing.
The framework exists to make these gaps visible.
The defining addition in the 2026 edition is AI Chat / Platforms, placed at the bridge between Interest/Lead Generation and Interest To Sale.
Chat AI now acts as the junction point: a potential client researches using AI, finds your business, and in some cases moves from interest to purchase decision in a single session without ever visiting a website in the traditional sense.
This changes the requirements at every stage of the framework. Being found by AI requires structured data, schema markup, and verified claims, not just good content.
The Framework is the model. Business Design is how you build your business on top of it.
A Business Design engagement maps your specific business to each stage of the framework, identifying where clients are dropping out, where the gaps are, and what needs to be built or fixed. The output is a working system, not a plan.
Each client has a specific focus depending on the business priorities and challenges. But they all have a common approach based on understanding the customer and how they buy.
The Digital Scorecard Framework has been used in multiple programmes to help businesses understand how they can thrive in the digital era. As this evolves into the AI era the Framework is your guide to understanding and taking actions.
A series of seminars and workshops running over several years with over 5,000 participants.
Several projects helping businesses in different Regions and Sectors in Sweden.
The initial project to help businesses in Skåne with their digital strategy using the framework in seminars and workshops.
Multi-organisational projects and co-operation.