Sales scorecard template: one page per rep, each week, that starts a 1:1 instead of a telling-off

A sales scorecard is a single page for each rep that shows how the week went against what they planned. It has four parts: the activity they did, the pipeline it built, the results that closed, and one skill they're working on.

You'll find two other things under the same name. One is a balanced scorecard for a whole company, with dozens of measures across finance, customers and processes. The other is a page consultants fill in about a prospect's business to show where it's weak. This post covers a third thing, the weekly page a manager and a rep look at together.

It's different from a weekly sales report, which usually rolls up the team for someone above you. The scorecard stays with the rep and feeds the 1:1.

Keep it to one page. If it grows past that, nobody reads it by week three.

• Activity: the counts the rep controls, such as calls, conversations and meetings booked and held, each against the week's target.
• Pipeline: new opportunities, what's open, and any deal with no next step or no contact in two weeks.
• Results: deals won this week and the month so far against target.
• One skill: the thing you're coaching this month, with one real example from the week.
• The rep's own view: one line on what went well, one on what got in the way.
• Next week's promise: the numbers they'll commit to.

Pick your activity measures from what predicts results in your sales process. The sales KPIs guide covers the seven worth checking weekly, though four activity lines on this page is plenty.

Copy this into a document or a sheet, one copy per rep per week. Replace the words in brackets.

The rep fills in sections 1 to 5 before the 1:1. You fill in nothing. Your job is to read it and ask questions.

Read it and the 1:1 almost writes itself. Conversations are fine. Meetings booked are low, and the skill section says why: good conversations end without a next step. That's the coaching topic. The law firm is the stuck deal to talk through. And the missing calls have a reason, a setup job, that doesn't need a lecture.

A scorecard can feel like a report card. How you use it decides whether reps fill it in honestly or learn to make it look good.

• Let the rep fill it in. Owning the page makes it theirs, and the "rep's view" line gives them the first word.
• Compare each rep with their own last few weeks. A rep who went from 3 meetings to 5 had a good week, even if someone else booked 9.
• Open with a question. "What stood out to you this week?" works better than "Why were you eight calls short?"
• Spend two minutes on the counts and the rest of the time on the skill and the stuck deal, because that's where the coaching happens.
• Don't post scorecards on a board. Share team totals in the team meeting if you like, but keep each rep's page between you and them.
• Keep four weeks side by side, since one bad week is noise and four weeks of the same line dropping is a pattern worth a conversation.

The one-on-one meeting template lays out a full 1:1 with the numbers in the first five minutes, and pairs well with this page.

1. Pick your four activity lines. Choose the counts that come right before a sale in your process, and leave the rest off.
2. Set each rep's weekly targets from their own conversion rates, so a new rep and a veteran aren't held to the same number.
3. Run it for four weeks before you change anything. The first week's page is always a bit wrong.
4. After four weeks, ask each rep one question: which line on this page is useless? Cut it.

If filling it in takes a rep more than ten minutes, the activity counts are living in too many places. Get them into one log first.

• Twenty measures. Nobody can act on twenty numbers in a 30-minute 1:1.
• Scorecards only for the reps who are behind. It stops being a tool and starts being a warning.
• Scoring things the rep can't control, like the size of the deals marketing sent them. Keep to what their week decides.
• Filling it in on Monday for last week, from memory. The counts should come from a log, and the page should be done before Friday ends.