Rep Scorecards: Measure Quality, Not Spam
Activity metrics alone create perverse incentives. This guide shows you how to build scorecards that reward outcomes and efficiency, not just volume.
The Problem with Activity-Only Metrics
If you only measure "proposals sent," you incentivize spray-and-pray. Reps send more, quality drops, and win rates tank. Measure what matters: outcomes.
Recommended Scorecard Metrics
Balance activity with outcomes using these 6 metrics:
Activity
Proposals Sent
Shows effort level
Discipline
Follow-Up Rate
% of leads followed up on time
Quality
Response Rate
% of outreach that got replies
Outcome
Win Rate
% of qualified leads that convert
Value
Revenue Won
Total value of closed deals
Efficiency
Revenue per Proposal
Revenue / Proposals sent
Setting Targets
Set targets based on your historical data, not arbitrary goals:
Target-Setting Process
Baseline: Calculate your team's average for each metric over the last 90 days
Top performer: What does your best rep achieve? That's the ceiling.
Target: Set targets 10-20% above baseline, below top performer
Review quarterly: Adjust targets as team improves
Interpreting Patterns
Different metric combinations tell different stories. Here are the 4 most common patterns:
Pattern: Working hard but not smart
Rep sends many proposals but converts few. Either targeting wrong opportunities or proposal quality needs work.
Coaching focus:
- Review qualification criteria—are they bidding on bad-fit projects?
- Audit recent proposals—is the messaging compelling?
- Slow down and be more selective
Pattern: Quality over quantity (maybe too much)
Rep is selective and closes well, but leaving money on the table by not doing more.
Coaching focus:
- Understand what's limiting their volume—time, confidence, sourcing?
- Help them find more opportunities that match their winning profile
- Set a minimum activity target to push comfort zone
Pattern: Struggling across the board
Rep isn't doing enough and what they do isn't working. Needs hands-on support.
Coaching focus:
- Is this a training issue or motivation issue?
- Shadow their work—watch them source and write proposals
- Set daily/weekly activity minimums with check-ins
- Consider if role fit is the real problem
Pattern: Star performer
Rep is crushing it. Learn from them and help them scale.
Coaching focus:
- Document what they do differently—create playbook
- Pair them with struggling reps for mentorship
- Watch for burnout—sustainable pace matters
- Discuss career growth and new challenges
Sample Scorecard Template
| Metric | Target | Sarah | Mike | Team Avg |
|---|---|---|---|---|
| Proposals Sent | 15/week | 18 | 9 | 13.5 |
| Follow-Up Rate | 90% | 95% | 92% | 93.5% |
| Response Rate | 20% | 18% | 28% | 23% |
| Win Rate | 15% | 11% | 22% | 16.5% |
| Revenue Won | $8,000 | $7,200 | $9,500 | $8,350 |
Why Scorecards Reduce Arguments
Clear metrics eliminate subjective debates:
Before: "I feel like I'm working harder than everyone else"
After: "My proposal count is 20% above target, but win rate is below—let's figure out why"
Before: "Why did they get that bonus and I didn't?"
After: "They hit 5/6 metrics, I hit 3/6—fair enough"
Related Guides
Reporting Dashboard
Team-level metrics and weekly review flow
Weekly Pipeline Review
Meeting playbook for reviewing scorecards
Build Better Scorecards
Measure what matters and coach with clarity
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