Optimizing Your Sales Team’s Productivity with Scorecards

In my previous post, I talked about the best ways to optimize your SDR team’s performance. There are a lot of questions that come with that though – mainly, how do you know if your SDRs are having a productive day or not?

One of the biggest challenges that many SDR’s face is effective time management. They are asking themselves questions such as, where should I be spending my time? How do I effectively divide up my daily responsibilities? What metrics can help me understand if I had an effective day?

Often times, there are no clear answers to these questions. Because of this, myself and my team at Conductor decided to come up with a daily scorecard to track productivity. This focused on the specific metrics we identified as the biggest drivers of productivity for SDRs, with a point value assigned to each of these metrics.

The Scorecard

Like many tests we’ve all taken, the scorecard is based on a 100 point system. The key metrics, which have been given specific point totals based on their overall impact to the SDR’s goal, focus on the 3 main components of the SDR role:

  1. Prospecting
  2. Outreach
  3. Opportunity creation

Opportunity creation rewards the SDR with the highest point total as it is the ultimate goal for any SDR. We also factor in the amount of daily calls made as well as the call connects that a rep has each day. We distinguish between these two because while making calls is important, an SDR connecting with someone is what ultimately is going to lead to them creating opportunities.

By tracking these activities and giving them a numeric value, we effectively put a goal on each day for the SDR’s to hit.

SDR scorecard

Click here for our FREE scorecard template.

Using the Card

We have our SDRs manually fill out the card instead of pulling information from the CRM.

This helps answer the time management question as well as holding the SDR accountable. By having to look at the scorecard and input their own productivity or lack thereof, the SDR is reminded whether they are having a productive day or they need to step it up. Come the end of the day an SDR then knows where they potentially missed in terms of their goal and where they need to focus when they come in the next day.

It’s important to keep in mind that from time to time you may need to regroup and verify that the metrics you want to be tracking are the ones the scorecard is addressing.


They’ll See the Positives

  • Let’s face it, the best day an SDR is ever going to have is when they create an opportunity or numerous opportunities, but just because a day goes by when they don’t create any doesn’t mean that day wasn’t productive.
  • An SDR is able to put a value on their day. If they did a great job with their prospecting and outreach, it can supplement an opp-less day. It’s also going to show the SDR that they are set up for big days to come with lots of created opportunities.

It Becomes an Evaluation Tool

  • We are also able to use the scorecards to help in our individual forecasting for reps by looking at their day over day or weekly productivity – it’s an extremely effective talking point in one-on-ones with your SDR’s. You can go over them and identify where someone is struggling or excelling and properly plan accordingly.

If you’re hearing your SDR’s ask themselves, or you, about how to manage their day and what a successful day looks like, I recommend selecting your key productivity metrics and shaping them into a scorecard as well. 

We’ve all learned to keep score at a baseball game, why not carry that onto the field of Sales Development battle?

Ross Goldman

Ross is a Sales Manager at Kinnek. Previously, he was the Enterprise Sales Development & Corporate Sales Manager at Bitly and the former Director of Sales Development at Conductor.