Strategies for a World-Class SDR Program

4 Reasons You Should Use a Scorecard for SDR Call Coaching

Few things are as frustrating for SDRs as getting a negative review because of unclear expectations or subjective measures of success.

One way to mitigate this issue is by developing and implementing a scorecard that’ll allow your sales managers to systematically assess how SDR reps are performing on specific aspects of a call.

While it may require some upfront work, using scorecards during each call coaching session can pay off in spades. Here are four reasons why you should consider using them:


  1. It levels the playing field.

While a scorecard can’t completely eliminate subjectivity — most managers will connect with some reps more than others and subconsciously allow their feelings to affect the scores they give —  it does make reviewing an SDR’s work fundamentally more objective, as each rep is graded on the same things using the same scale.

Scorecards also help eliminate vague feedback like “I didn’t like your tone” or “that was great!!” By making the managers focus on specific aspects of each call, they encourage transparency and consistency, which levels the playing field for everyone.


  1. It sets expectations.

Developing a scorecard forces you to think critically and decide what a good call looks like, which helps align everything from interviewing to training to call coaching sessions.

After you figure out what you’re looking for, whether that’s enthusiasm, objection-handling, or adherence to the script, you can then look for people who’d excel in the role and base your training around those skills. Then, since reps understand what is expected of them going into the job, they’ll be more likely to thrive than employees who weren’t given clear goals.


  1. It makes it easier to assess problems and progress.

A scorecard helps you isolate and grade portions of each call separately so you can analyze how your reps are doing in the introduction, qualification, agenda-setting, closing, and more. This makes it easy to see what specific areas they need to work on and provide additional team training or one-on-one coaching as needed. Plus, if you use the scorecards over a long period of time, it makes it easier to assess whether a rep is having an off-day or needs additional work in a certain area.

On the flip side, using scorecards is also a good way to see how a rep is developing over time and reward them for working on (and improving) areas that previously needed work.


  1. It can gamify each call.

If your SDR reps are competitive, using scorecards can motivate them to always want to get the highest score — whether that’s in comparison to their peers or setting a personal record. In other words, it can be an easy and effective way to ensure they do their best each time.

For extra motivation, consider offering rewards to the reps with the highest average scores for the month, divide your team into smaller groups to compete against each other, or give a bonus to those who hit a certain score ten times in a row.


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Taft Love

Taft Love

Taft Love is an experienced sales development and sales operations professional who has worked with dozens of startups in and around San Francisco in recent years. He now leads teams of SDRs and Sales Operations analysts for SmartRecruiters in San Francisco.

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