What Does an Ambition Scorecard Look Like for an SDR vs. an AE?

One of the first questions we hear from new customers is, "What should our scorecards look like?"

The short answer: whatever works best for your business.

Ambition scorecards are fully customizable, so there isn't a single "correct" configuration for SDRs, AEs, or any other role. During implementation, our Solutions Architecture and Customer Success teams work with you to identify the metrics that best align with your sales process, goals, and existing data.

As a general best practice, we recommend limiting scorecards to five Activity Score metrics and five Objective Score metrics. This keeps scorecards focused on the behaviors and outcomes that matter most, though you can certainly include additional metrics if your organization needs them.

Example SDR Scorecard

SDR scorecards typically emphasize prospecting activity alongside pipeline generation.

Common Activity Score metrics include:

• Calls or dials
• Quality calls (for example, calls lasting more than 30 seconds)
• Calls with decision-makers
• Emails sent
• LinkedIn messages
• Talk time
• Leads generated or qualified
• Leads added to sequences
• New contacts created
• Overdue tasks
• Personalized videos sent (Vidyard or Loom)
• Emails sent to unique contacts

Common Objective Score metrics include:

• Demos or appointments booked
• Demos booked with decision-makers
• Executive-level meetings booked
• New opportunities created

Example AE Scorecard

AE scorecards typically balance prospecting activities with pipeline growth and closed revenue.

Common Activity Score metrics include:

• Outbound calls to target accounts
• Leads generated
• Leads generated within named accounts
• Emails to new or existing prospects
• Personalized videos sent
• Contacts made with decision-makers or executives

Common Objective Score metrics include:

• Demos held
• Pipeline created
• Open pipeline
• Closed Won opportunities
• Closed Won revenue
• Profit generated
• Average Contract Value (ACV)
• Total Contract Value (TCV)

Fine-Tune Targets Over Time

Once you've selected the right metrics, you can use historical performance data to establish realistic targets. For new hires, you can also create custom onboarding targets that gradually increase as they ramp, rather than holding them to the same expectations as fully tenured reps from day one.

The most effective scorecards aren't necessarily the most complex—they're the ones that reinforce the behaviors and outcomes that matter most for each role.

To learn more, check out these Help Center resources:

• Scorecards documentation
• What is an Ambition scorecard?
• How do I use historical data to set better scorecard targets?
• How do I set custom targets or build ramp time into scorecards?

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