Sales rep scorecard
Rep scorecards usually fail in one of two ways: they only show quota attainment, which tells a manager what happened but not why, or they track twenty activities that reward busywork. This scorecard weights a few outcome metrics most heavily, adds a small set of input metrics that predict them, caps any one metric's contribution, and ends with a single coaching focus for the month.
Download it
What you get
- A weighted monthly scorecard mixing outcome and input metrics
- An attainment cap so one strong metric cannot hide weak ones
- A three-month trend view to separate a bad month from a pattern
- A coaching focus section that turns the score into one action
- A checklist for keeping the scorecard fair across territories
Who it's for
- Frontline sales managers running monthly one-on-ones
- Sales enablement leads connecting coaching to results
- RevOps teams building rep performance reporting
What's inside
5 sections, each listed with its own size. The first is previewed below; the remaining 4 come with the download, with blank rows ready to fill in.
| Section | Size | Previewed |
|---|---|---|
| Monthly scorecard | 7 columns, 6 worked example rows | Below |
| How the total is calculated | Guidance notes | In the download |
| Three-month trend | 6 columns, 3 worked example rows | In the download |
| Coaching focus | 6 fields to complete | In the download |
| Keeping the scorecard fair | 8-point checklist | In the download |
Preview of section 1
Monthly scorecard
Worked example for one AE, one month. Attainment = Actual / Target, capped at 120%. Weighted score = Capped attainment x Weight x 100.
| Metric | Type | Target | Actual | Attainment (capped at 120%) | Weight | Weighted score |
|---|---|---|---|---|---|---|
| Bookings vs quota | Outcome | 100,000 | 85,000 | 85% | 40% | 34.0 |
| Pipeline created | Outcome | 300,000 | 330,000 | 110% | 20% | 22.0 |
How to use it
1. Weight outcomes at 60% or more
Bookings and pipeline created should carry most of the weight. Input metrics exist to explain outcomes, not to replace them, and a rep who hits every activity target but misses quota is not performing.
2. Pick input metrics that predict outcomes
Choose three or four inputs your data shows are linked to bookings, such as meetings held and discovery quality. Drop any activity count that has no visible link to results.
3. Cap attainment per metric
Cap each metric's attainment at 120% for scoring. Without a cap, a rep can post 300% on meetings and look healthy while missing the number.
4. Read the pattern, not the total
High inputs with low outcomes points to a skill gap; low inputs with low outcomes points to effort or territory. The coaching focus should follow from the pattern.
5. Review it in the one-on-one
Share the scorecard with the rep before the monthly one-on-one and agree the coaching focus together. A scorecard the rep sees for the first time in the meeting feels like a verdict.
Frequently asked questions
What should be on a sales rep scorecard?
A few outcome metrics (bookings vs quota, pipeline created, win rate) weighted most heavily, plus three or four input metrics that predict them, such as meetings held, discovery quality, and pipeline hygiene.
How do you weight a sales scorecard?
Put 60% or more of the weight on outcomes, spread the rest across a few input metrics, and cap each metric's attainment (for example at 120%) so no single metric can mask weak performance elsewhere.
How often should rep scorecards be reviewed?
Monthly, in the one-on-one, with a three-month trend alongside. Weekly is too noisy for outcome metrics; quarterly is too late to coach.
Should activity metrics be on a rep scorecard?
Only the ones your data links to results, and with a low weight. Raw activity counts such as emails sent reward volume over quality and are easy to inflate.