Appendix E3 — Performance Scorecards
Purpose of This Appendix
This appendix defines how sales performance is measured inside SalesOps.
Performance scorecards exist to:
- create clarity
- guide coaching
- support accountability
- reflect system health
They do not exist to:
- rank personalities
- create fear
- replace management judgment
- chase vanity metrics
SalesOps measures performance to improve the system — not punish the individual.
Scorecards Measure Behavior Before Results
SalesOps prioritizes leading indicators over outcomes.
Outcomes are lagging signals.
Behavior predicts outcomes.
Scorecards must show:
- what reps control
- where the system supports or fails them
- how improvement should occur
The Three Scorecard Layers
SalesOps uses three integrated scorecard layers:
- Activity & Flow
- Stage & Conversion
- Outcome & Forecast
All three are required for truth.
Layer 1 — Activity & Flow Metrics
Purpose: Ensure pipeline oxygen.
Measured signals include:
- outbound attempts (by stage)
- response times
- follow-up adherence
- touch completion
Activity is evaluated in context, not isolation.
High activity with low progression signals system friction.
Layer 2 — Stage & Conversion Metrics
Purpose: Measure system effectiveness.
Measured signals include:
- stage-to-stage conversion
- time in stage
- exit rates
- rework frequency
This layer reveals:
- qualification discipline
- discovery quality
- momentum health
Conversion issues point to process gaps, not effort gaps.
Layer 3 — Outcome & Forecast Metrics
Purpose: Measure results and reliability.
Measured signals include:
- close rate
- deal velocity
- average deal size
- forecast accuracy
Outcomes validate the system — they do not diagnose it alone.
Role-Based Scorecard Views
SalesOps requires scorecards be role-appropriate.
- Reps see:
- controllable behaviors
- immediate feedback
- improvement signals
- Managers see:
- patterns
- conversion health
- coaching triggers
- Leadership sees:
- forecast reliability
- capacity alignment
- system performance
One view cannot serve all roles.
B2B vs B2C Scorecard Emphasis
In B2B:
- deal-level metrics dominate
- conversion depth matters
- forecast accuracy is critical
In B2C:
- volume metrics dominate
- speed and throughput matter
- activity-to-conversion ratios matter
Same scorecard structure. Different weighting.
Scorecards Must Be Trusted
SalesOps enforces:
- consistent definitions
- visible calculation logic
- leadership adherence
If scorecards are questioned, they are ignored.
Trust precedes adoption.
Scorecards Drive Coaching, Not Pressure
SalesOps requires scorecards be used to:
- identify coaching needs
- guide development plans
- support improvement
Using scorecards solely for pressure destroys honesty.
What This Appendix Enables
With performance scorecards:
- expectations are clear
- improvement is measurable
- accountability is fair
- leadership plans confidently
Without them:
- opinions dominate
- pressure escalates
- trust erodes