You might think a leaderboard that trumpets which account executives (AEs) sell the most each month is a sufficient way to track performance.
But a more detailed set of sales scorecards can complement a leaderboard and provide AEs with a better view of achievements, said Dylan Conant, former associate chief of staff to the chief revenue officer at ZoomInfo.
Conant created the AE sales scorecard template that ZoomInfo uses, which provides every rep with visibility into how they rank in a way that is transparent and fair.
Like a leaderboard, the AE scorecard takes into account whos selling the most, Conant said. But it also takes into account whos making the most out of what were giving them.
For example, a leaderboard is a great way to show that an AE sold $1 million during a quarter. However, a scorecard adds context to that number. Perhaps that same AE took three times as many demos as everyone else on the team but only sold two times the average contract value (ACV). With that additional information from the scorecard, a sales director may view the $1 million total differently.
This helps us understand those relationships a little better, Conant added.
In this article, well focus on the steps to create a scorecard and then walk you through a sample version.
What Is A Sales Scorecard?
A sales scorecard is a personalized report for specific reps that tracks their development and goals. It compares them to industry averages, as well as other reps at the same level within the company.
Think of a sales rep scorecard as a more granular report card. Remember the ones you got in school that told you how you did in a certain class, what you did well, and what you could improve on?
At ZoomInfo, sales managers started to realize that reps werent performing consistently or as well as they could. Conant points out that identifying performance metrics was the difference maker when it came to building out their scorecards.
The purpose of our scorecard is to tell a story, which needs to be informed by data. And thats where you need to consider the context of your sales cycle and identify what data points matter, and why.
The Data Behind Sales Rep Scorecards
Lets explain the steps to identify important data for a scorecard.
1. Set the metrics your team wants to measure and pull data for them.
Choose two to five important metrics upon which to rank sales rep performance. Common ones include ACV and win rate, but sales teams can choose whatever numbers are important to them.