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How To Create A Sales Scorecard Template

January 7, 2023

Sales Score Card

Your business consistently relies on sales reps bringing in clients and earning money by selling goods and services. When your sales reps do not perform well, then your business suffers in the process. This is why you likely have sales managers who monitor staff and provide guidance. This also helps keep a sales rep performing at their best.

Companies typically introduce leading indicators in the form of a leaderboard. This helps to encourage healthy competition and ensures top performers are noted.

Unfortunately, however, the data you get from a leaderboard is not all that matters when assessing the performance of your sales process and reps. In this post, we turn our focus to sales scorecards. These cards can be very valuable when you want a deeper understanding of how your sales team is really doing.

What Is A Sales Scorecard?

You need to ensure you understand what a sales scorecard is before you decide to set up a template. There are several factors that go into the development of a sales scorecard. Realizing what it is and its role in your business makes it easier to understand what you can expect.

A sales scorecard is essentially a track record related to every sales rep and sales manager in the company. It is a more detailed report compared to other options that are sometimes used to identify top performers amongst a sales team.

A sales scorecard offers a wide range of benefits and opportunities for a business. With the right type of strategy, sales scorecards ensure you can keep team members accountable for specific actions.

You can also use the sales rep scorecard to identify the best potential in the business and offer incentives to those that perform well.

Many companies consider a sales scorecard a type of gamification element in the business. This adds a fun element to the sales process. It can also motivate sales teams to bring in more sales-qualified opportunities.

Setting up sales rep scorecards for the people involved in the sales process also makes it easier to determine realistic goals you can develop.

This makes it easier for each rep to accomplish their own goals, as you use key performance indicators, average deal size, and the current sales rep performance values when creating a personalized goal for them.

One study by the Dominican University of California found that goals are crucial in performance. When sales leaders and reps are provided with goals, it is easier for them to find direction in the workplace.

Thus, even though the sales rep scorecards could lead to identifying the underperformers in the workplace, it still allows you to simultaneously keep your reps and sales teams motivated.

Sales Scorecard Versus Sales Leaderboard

When your business has multiple team members involved in sales, it is common for these individuals to try and compete against each other. This usually comes in the form of a sales leaderboard. The three leading indicators used for these leaderboards are related to the number of clients signed, the number of sales, and the overall profit generated by each rep.

Unfortunately, this system does not consider some factors, such as that some baseline sales values are lower than others. Specific individuals may also be placed in a more competitive market or environment, making it harder to secure multiple qualified leads.

When you switch to a scorecard template, your sales team feels you are fairer with the scoring system. Scorecard data is more detailed and can help you identify issues before they arise.

They generally contain tables and line charts that provide a better overview of the performance of these reps compared to the team’s goals.

Designing A Sales Scorecard Template

When you decide to move toward using a scorecard template, you may not know where to start. You can find templates online, but you still need to keep specific point values related to your company in mind.

By following the correct instructions, you can develop a more efficient sales rep scorecard for your business. We are going to take a look at the key elements and steps that you need to take in this section. These elements will help you succeed with the sales scorecard template you want to compile.


Picking The Right Metrics

Before creating a sales scorecard template or document, you first need to understand what you want these cards to measure. Numerous factors go into this decision, and you must keep in mind the type of sale processes you use. You can refer to your account executives for more details about the ideal metric for the sales scorecard template you are creating.

While you are picking specific metrics to use when you create a scorecard, consider the following questions:

  • How well is each rep performing?
  • Is the rep currently at a good pace that will lead to accomplishing their goals?
  • Who are the top performers amongst the specific sales team?
  • How do these top performers gain the ability to close more deals than others?
  • Are the sales team bringing in a sufficient number of leads monthly?
  • What current strategies have been implemented to enhance the sales opportunities available to the sales teams and the business?
  • Is there a consistent improvement in the rep and team’s performance?
  • How well are sales staff qualifying leads brought in by the company’s marketing campaign?

These are generally the questions you want a sales scorecard to answer when you hold it in your hand. As you can see here, a leaderboard will not give you access to answers to these questions. Thus, turning to a scorecard that uses the right important metrics gives you the details you need to make more efficient decisions in the company.

A few examples of metrics that could go onto a scorecard include:

  • Outbound calls
  • Inbound calls
  • Check-ins
  • Pipeline
  • Live connects
  • Demos booked
  • Qualified opportunities
  • Closed opportunities (won)

Note that you may need to create a scorecard for every sales division if their roles are not similar.

Calculating The Goal Metrics

The next step of the process is also crucial, as you will calculate the final point value for each metric you expect the sales rep to achieve. It’s essential to ensure you remain realistic when setting up the sales rep scorecard, particularly when calculating the goal metrics you want them to achieve.

You will need to do some reverse engineering here. When you calculate the goal metrics, you also need access to historical data sources, as these will play a role in helping you decide what you can realistically expect from every sales rep.

Start with the ultimate goal in mind for the rep. For example, they should bring in around $1 million in sales for the year. Now, look at the average deal size they have historically brought in. For an average of around $50,000 per deal, that rep must bring in 20 deals yearly to meet their goals.

Now, you can use this data to make some essential calculations. While assessing the rep’s historical data and other information you have compiled over time, they close around 10% of proposals, and it takes five meetings per proposal to close.

In this event, your sales rep’s goal will be to secure 200 proposals to reach the $1 million mark – and it also means that they will have to attend an estimated 1,000 meetings booked.

This is quite a high target for a sales rep, so it is a good idea to make this type of strategy for a team, then divide the goal among the members. If there are 25 members, each would only have to attend around 40 meetings throughout the year.

Identify The Weight Of Each Metric

The last factor you must remember when setting up your scorecard template is the weight each metric has to play. There isn’t a right or wrong approach, as you need to consider how each metric reflects on your business – then determine which are more important than others.

If you are going to add sales gamification to your scorecard system, then now is also an excellent time to consider a scoring system. For example, each metric may have a specific score attached to it – and the score depends on the weight of the metric.

You could offer 10 points when a deal is closed but only eight if a demo is booked. This can help to ensure individuals who are not top performers still get an opportunity to earn points and feel motivated.

Use Tracking Tools For Digital Monitoring

There’s no use in creating a scorecard template, filling it out with some data, sales KPIs, and other vital metrics, and leaving it at that. Consistent monitoring is required to ensure you effectively use the scorecards that you implement into your business model.

This is why you should implement appropriate tools that can help you track each sales rep’s performance. Using a system that allows you to monitor your sales staff individually and as a team is a good idea. This data type is more valuable, as you can simultaneously identify great teamwork and discover possible reasons for conflict.

There are a couple of options for tracking scorecards and ensuring sales reps meet your expectations. Cloud storage is an excellent option to consider, as it allows you to quickly bring up documents even if you are not at the office.

In this case, consider using Google Drive or Microsoft OneDrive. Apple Cloud Storage is also suitable for people who prefer the use of MacBooks.

While you can use Excel for this particular purpose, it might become hard to manage all of the data when you are working with many staff members in the sales teams.

There are specific digital systems that assist in the management of sales activity. These are generally referred to as Sales Activity Management Systems. You can easily capture data into these systems and have them develop reports that you can use for these scorecards.

Salesforce and other CRM system options are also something to look at. While they often come at a monthly subscription price, these systems are valuable when tracking sales data.

Each sales rep can have their profile on the system, and you can link up integrations to automatically record new sales as they come through. This significantly eases the manual effort required from your side and can give you easy access to factors that help you rank sales rep performance individuals according to the teams they represent.

Add A Personal Touch To Your Sales Scorecard

Whether you are creating an account executive scorecard or scorecards for reps, it is essential to understand that every business has certain factors that add a unique element to it.

This is why your focus should not be simply following the data you can find in existing scorecard templates. Instead, you also have to look at things your business does differently. Consider your sales funnel, your dashboard, and how you work through the entire sales cycle.

These data points can help you add a personal touch to the scorecard template you decide to compile.

There are different ways to go about personalizing a sales scorecard template. For example, you could focus on more than the sales rep’s performance by also analyzing factors like the average value of their sales and how much effort they put into securing a sale.

If you are not personally involved in the sales process, it is essential to get opinions from those in the relevant departments. Encourage open communication amongst both sales leaders and reps.

This can help you better understand their needs and expectations and give you ideas about adding personalized elements relevant to your business.

Let’s Get the Ball Rolling

A sales scorecard is a helpful business metric many companies, sales managers, and even owners overlook. The scorecard offers a more detailed look at your sales team’s performance and who may need additional training to get them up to speed. While creating an initial sales scorecard may seem tedious, you can use the template continuously when setting up sales scorecards for your team. Luckily, Spinify can help! We automatically set up and calculate your player’s Sales Scorecards, giving you back much-needed time in your already busy day! Book a Demo today to see how it works!

Put those insights into practice.

Set your team up for success by improving their performance through gamification.

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