SDR Performance Scorecard

Use this scorecard in weekly 1:1 meetings and monthly performance reviews. It balances activity volume with quality metrics to give a complete picture of each SDR’s performance.

Scoring Dimensions

Each dimension is scored on a 1-5 scale. Total maximum score is 25.

1. Activity Volume (1-5)

Score	Criteria
5	Exceeds all daily targets by 20%+ consistently
4	Meets all daily targets (calls, emails, LinkedIn touches)
3	Meets 3 of 4 daily targets
2	Meets fewer than 3 daily targets
1	Consistently below 50% of daily targets

Daily targets reference:

Activity	Daily Target
Outbound calls	40-60
Personalized emails	30-40
LinkedIn touches	15-20
New conversations started	5-8

2. Pipeline Output (1-5)

Score	Criteria
5	Exceeds monthly meeting quota by 20%+ and 90%+ meetings are qualified
4	Meets monthly meeting quota with 80%+ qualified
3	At 80-99% of monthly meeting quota
2	At 60-79% of monthly meeting quota
1	Below 60% of monthly meeting quota

3. Conversation Quality (1-5)

Assessed through call recording reviews (minimum 5 calls reviewed per week).

Score	Criteria
5	Consistently handles objections well, asks discovery questions, and books next steps
4	Good discovery skills, handles most objections, occasionally misses next-step commitment
3	Adequate conversations but relies heavily on scripts, limited objection handling
2	Frequently rushes through calls, poor discovery, weak objection handling
1	Struggles to hold a conversation, reads scripts verbatim, rarely advances the deal

4. CRM Hygiene (1-5)

Score	Criteria
5	All activities logged same-day, contact records complete, notes are detailed and useful
4	90%+ activities logged within 24 hours, records mostly complete
3	80-89% activities logged, some gaps in notes or contact details
2	60-79% activities logged, frequent data gaps
1	Below 60% activities logged, unreliable CRM data

5. Coachability and Growth (1-5)

Score	Criteria
5	Actively seeks feedback, implements changes immediately, mentors newer reps
4	Receptive to feedback, applies coaching within the week
3	Accepts feedback but slow to implement changes
2	Resistant to feedback or inconsistent in applying coaching
1	Dismisses feedback, no observable improvement over 30+ days

Scorecard Template

SDR Name	Week/Month	Activity (1-5)	Pipeline (1-5)	Quality (1-5)	CRM (1-5)	Coachability (1-5)	Total (/25)	Rating

Rating Scale

Total Score	Rating	Implication
22-25	Exceptional	Promotion candidate, consider for team lead or AE path
18-21	Strong	On track, identify one area for stretch growth
14-17	Developing	Needs focused coaching in 1-2 areas, set 30-day improvement plan
10-13	Below expectations	Performance improvement plan required, weekly check-ins
5-9	Critical	Immediate intervention, assess role fit

How to Use This Scorecard

• Weekly 1:1s: Score each dimension, discuss the lowest-scoring area, and agree on one specific action for the coming week.
• Monthly reviews: Average the weekly scores. Compare month-over-month trends. Celebrate improvement and address persistent gaps.
• Quarterly calibration: Managers compare scores across the team to ensure consistent grading standards. Adjust benchmarks if the team’s overall performance has improved.