Free Sales Scorecard Templates

Ambition's downloadable scorecard templates come with built-in formulas, KPI examples, and a KPI calculator (!) that show you the exact number of activities and objectives your reps need to complete on a daily or weekly basis in order to hit weekly and monthly objectives — so that your reps stay on track to build pipeline, smash quotas and consistently hit their targets.

Scorecard Template: BAMS

This scorecard shows the exact numbers BAMS reps need to hit.

Scorecard Template: Toast

Steal Toast's sales scorecard template and tailor it to your team!

Scorecard Template: Xactly

Xactly shared the output metrics they track for their teams on a weekly and monthly basis.

When it comes to building modern, metric-driven teams you need more than Excel to run your playbook. Ambition turns templates into systems so that you can spend more time coaching and less time pivot-tabling.

Scorecard Template: ZipWhip

Download and use ZipWhip's scorecard for your own Account Execs today!

Scorecard Template: Atlanta Braves

See the exact ticket sales and revenue goals that Braves reps need to hit!

Scorecard Template: FreightWaves

See how FreightWaves sales leaders use scorecards to hold their reps accountable to goals.

Customer Success Scorecard

Are your CSMs doing the right activities, right now, that will lead to the results you want?

Account Executive Scorecard

Keep your AEs on track to hit their numbers with this customized scorecard.

BDR Scorecard

Set accurate benchmarks for your BDRs and get visibility into their performance.

Mid-Market Inside Sales Rep Scorecard

Turn daily activities into trackable metrics for your ISRs.

Sales Manager Scorecard

Wondering where to focus your time as a manager? See (and measure!) the activities that matter most.

What is a Sales Rep Scorecard?


Managing with Leading and Lagging KPIs

Managing and motivating an entire team can become a frustrating process if you’re not using the right measurement tools. Sales is very much a numbers game, and these sales scorecard templates are invaluable tools for keeping track of your team’s individual achievements, visualizing your sales process, recognizing your best salespeople, identifying coaching opportunities and inspiring growth. Our community of sales leaders has already done the hard work of creating and testing these scorecard templates, now all you need to do is download one, customize it for your team, and start tracking your team’s progress!

Sales rep scorecards allow you to weight activities by points and score reps on what they accomplish. Scorecards give your sales reps a clear path to success by breaking down quotas into daily or weekly activities and objectives such as calls, emails or booked meetings. This way, your reps know exactly what they need to do to hit their number and which behaviors matter most. Plus you’ll have clear visibility into who’s on track and who needs coaching as you’re creating a system of accountability.

One of the biggest benefits of using the sales scorecard templates is that the scorecards are broken into leading KPIs (activities) and lagging KPIs (objectives). Managers have the capability to control the leading KPIs that will ultimately lead to the objectives and results (lagging). When you stay on track with the leading KPIs on a daily basis, you are much more likely to stay on track to hit your quota or target.

Not All Sales Activity is Created Equal

Our curated collection of ready to use Sales Scorecard Templates includes built-in, useful formulas like our KPI Calculator that show you the exact number of activities your reps need to complete on a daily basis in order to hit weekly and monthly objectives. But not all activities are equal in weight. The scorecards consider that calls are more valuable than emails, for example and the templates account for weighting the activities that matter most to your team.

Our built-in formulas will automatically calculate a daily (or weekly) activity score where reps strive to hit 100. They may go over on some activities and under on others, but every activity completed goes into the score and is weighted based on how impactful it is.

In Ambition, we sync all of these activities from your full tech stack and everything is calculated automatically via the integrations; however, these manual scorecard templates give managers and directors a good starting point for developing a proof of concept around gamification and scoring.

Sales Objective Scorecard Templates

Daily and weekly activities should always lead to weekly, monthly, or quarterly outputs, that’s why our Objective Scorecards conveniently display all of these metrics for weighing and identifying. Every week or month, you'll work toward earning 100% on your Objective Scorecard. When reps are at 100 for activity, but still light on certain objectives like talk time or meetings set, they can go above and beyond the 100 activity score to ensure they land with a 100 on objectives.

Sales Scorecard Templates From Real Sales Managers

Over 3,000 sales managers use Ambition to power their sales scorecards. These templates come directly from these real managers to show how they manage activity and objectives successfully for their teams. Each of our Sales Scorecard Templates provides a unique look into the sales leaders’ specialized processes, allowing you to pick and choose which format works best for you and your team. Steal and use one of our scorecard templates today!

How to create a sales scorecard template

Creating a sales scorecard template of your own is easy if you can do some basic math and already know which metrics and benchmarks you want to score your sales reps on. Oftentimes, the hardest part is identifying the exact activities and objectives that you want to use. Here are the 3 basic steps for creating a scorecard template for your team.

  1. Identify your revenue goal or overarching “big goal”.
    For this example let’s say your Account Executive team needs to close $1M in revenue for the month. You may decide to divide that larger number by your average deal size value to determine how many deals by volume you will need to close. In this example, we will use $70,000 as the average deal size. This means you will need to close 14 deals for the month. You will use that as your target to work “backwards from” to set the smaller objectives that get to that goal. Most teams have “big goals” or targets either based on incremental increases from year prior or a number set by the executive team or board. Once you have this target, you can move forward to setting the objectives and activities for your sales scorecard.

  2. Identify the objectives and benchmark and weight them
    If you identified that your team needs to close 14 deals in the first step, you’ll need to identify the objectives that contribute to that goal. Common examples are demos held, qualified opportunities created, and Pipeline dollars generated. If you determine that demos held and qualified opportunities are the 2 primary objectives (ideally you come up with 2-3 objectives), you will want to use some historical data to identify benchmarks and weighting. Pull historical reporting to identify how many demos last year turned into qualified opportunities and then how many qualified opportunities turned into closed won deals. If historically, your team closes 30% of opportunities, you’ll need to generate roughly 47 opportunities for the month to make sure they can close 14. Then look to see how many demos historically convert to opportunities to get your bench mark for how many demos get you to 14 opportunities. You may decide to weight the 2 metrics, demos and opportunities, equally or you may decide that opportunities are weighted higher because they are more valuable.

  3. Identify the activities that lead to the objectives
    Common activities that that lead to these objectives are calls, emails, social media connections, sms, demos set, and more. You can use the same “historical conversion rates” concept above to see how many calls typically yield a demo set and get your activity benchmarks for your card. Still confused or need some inspiration? Check out our “meetings set” template to practice walking through it yourself!

Frequently Asked Questions about
Sales Scorecard Templates

You can utilize a free Sales Scorecard Template as an outline to create your own personalized template! You can copy, save, and edit any sales scorecard template, so you can customize them for your team. This way, you can still utilize the included built-in formulas like our KPI Calculator that allows you to see the number of activities your reps need to complete on a daily basis to hit weekly, monthly, or quarterly objectives. Because our templates account for different weights of activities—calls might gather your reps more points than emails, for example—you can assess and encourage the activities that matter most to your team.

We often hear that sales managers don’t know where to start when it comes to turning activities into benchmarked metrics on scorecards, but you can input your historical data into the KPI calculator in your sales scorecard template and utilize it to determine benchmarks for launching your activity and objective scorecards. Once you’ve determined activity and objective targets, they can be set (and weighted!) in the scorecard template. If reps complete their daily activity targets, they'll get 100% on their activity scorecards. If they hit their targets on their weekly or monthly objective scorecards, they'll get 100% on their objective scorecards. If historical performance stays consistent or improves with coaching… you're on track to meet your goals!

Once you’ve determined activity and objective targets, they can be set (and weighted!) in the scorecard template. If reps complete their daily activity targets, they'll get 100% on their activity scorecards. If they hit their targets on their weekly or monthly objective scorecards, they'll get 100% on their objective scorecards. If historical performance stays consistent or improves with coaching… you're on track to meet your goals!

Scorecards map out the activities reps need to complete day in and day out to meet key targets on time. They help you set specific, achievable goals for reps, so everyone has clarity and visibility into exactly what they need to do—keeping accountability top of mind and motivating reps to work toward ideal activity types. Your reps will know they need to reach 100 points each day to stay on track, and they’ll be able to see how their points are weighted in order to reach their points faster and prioritize sales activity.

Because activities can be weighted based on each team's personal needs, you can assure that the sales activities you care about most will be the highest priority for reps. This helps not only create a clear understanding of expectations, but it also drives lasting behavioral change across your team!

With sales scorecards, managers will be able to see how reps are meeting their goals and where they might need to step in with coaching, too, so leadership knows exactly where everyone is at toward hitting both team-based and organization-wide targets. Scorecards are another Ambitions solution that keeps everyone on the same page, regardless or location. Whether you’re working from home or operating in an office with dozens of reps, scorecards give you the visibility you need to make sales and win big.