How Sales Rep Scorecards Help Your Business

What a sales rep scorecard is and how it helps your business

Tracking sales data is essential to keeping your team working at maximum efficiency. Looking at all the sales and marketing data you have, over long periods of time can give a company valuable insight into trends and pitfalls. But what if you want to look at data on a team-by-team or a rep-by-rep basis? A sales scorecard can condense information into an easily read format.  This helps management identify individual issues that may affect a team's long-term performance.


A sales rep scorecard is a document containing KPI information over a set period of time. This scorecard can come in many forms, including a spreadsheet, digital application or even hard copy ledgers. How KPIs are recorded depends on a company's resources and needs, though its easier to record and analyze data using digital formats. It's key that all established KPIs are consistently recorded in order to provide the most accurate information to managers and other leadership.


Which metrics you choose to record depends on your company’s focus and your reps’ roles. What doesn’t change, however, is that you’ll be handling a large amount of data. If you have a small team, a spreadsheet may be usable when you first start tracking sales rep metrics. But this information accumulates quickly, which can lead to logistical issues. If you’re using Google Sheets, for example, you may run out of space in single workbook. This is because you generally need all the raw data to be in your spreadsheet (which may be dozens of separate reports from Salesforce or HubSpot).  Then, you have other sheets that summarize the data.  But the size of the raw data can grow to be massive as your team grows, and as you track data over a longer period of time. 

Using spreadsheets, you may also have difficulty tracking new metrics, or metrics over a different period of time.  Frequently, the whole spreadsheet has to be recreated in a different format to track a different metric, or to do a breakdown monthly instead of quarterly.


Software specifically designed to produce rep scorecards can go a long way to solving these issues. The right application can provide companies numerous benefits, such as the following:

  • Quick visibility

  • Automatic import of information from sources like HubSpot or Salesforce

  • Activity tracking

With the right software, you can see overviews of teams while also drilling into each sales rep with minimal effort.


Scorecard software saves time otherwise wasted on searching for and organizing data. Understanding rep behavior is integral to improving performance, but it shouldn’t come at the cost of hours of labor. Rather than becoming a time sink, scorecards should be an easily managed and navigated tool managers can use to identify problem areas in team or individual metrics.


One of the most useful aspects of sales scorecard software is the degree of customization available. You can categorize a sales rep by team, department or role, or a combination of these. Individuals can be placed on several teams, allowing you to compare their performance across the board. Customization is especially important for smaller companies where individuals may fill more than one role or companies in niche markets that may have different needs than more mainstream businesses.

Customization isn’t limited to rep category assignment. The metrics are completely customizable as well, allowing you to designate appropriate goals for the role, such as the following:

  • Accounts sourced

  • Connect rate

  • Conversion rate to opportunity

  • New logos landed

  • Average selling price

  • Win rate

  • and many, many more

With a so much flexibility available, companies can track metrics that are applicable to them.


The easy analysis tools available with sales rep scorecard software not only help you pinpoint areas where reps can improve, but determine if your goals are realistic. The data collected in the scorecards provides you with the average conversion rate, allowing you to see just how much work is necessary to win a sale. Unachievable goals can hurt employee morale, especially if bonuses or promotions depend on meeting them. In fact, poorly calculated goals can lead to serious problems if reps don't feel like their quotas are attainable.

On the other hand, you may find your goals are quite manageable but your team still isn’t achieving them. The scorecard can help you identify behaviors that can be modified to get better results. For example, you may find that calls lead to more opportunities than emails, in which case you can instruct reps to focus more on calls.


Scorecards can help businesses boost efficiency in several ways. For examples, making the sales rep dashboard available to all team members can foster healthy competition between reps. Knowing their numbers will be on display may also improve accountability among reps. On a one-on-one basis, scorecards allow managers to give specific coaching to reps to help improve in needed areas.


If you’re looking for a platform to help automate your sales rep dashboards and other sales management needs, come check out what your data looks like inside Rekener!





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Gregory Keshian

Greg is COO and Co-Founder at Rekener. Greg’s career has been focused on using data to grow recurring revenue businesses. Before joining Rekener, he served as VP of Operations at ZeroTurnaround, where he built its strategy and operations practice, ran customer success and renewals, helped to grow and coach its high-velocity sales organization, and optimize its marketing efforts. Prior to that, he ran the BizOps and marketing functions for the AVOKE call center analytics business, a SaaS company within BBN Technologies. He got his start using data to improve sales and marketing efforts while at AppNeta. Greg is also a member of the Revenue Collective.

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