We have a sales representative who talks a great game but is consistently missing their revenue targets. How do we use the weekly activity-based metrics on our Scorecard to diagnose exactly where their sales process is breaking down?

Question

Tyler Smith · Accepted Answer

When a salesperson is failing to hit their revenue targets, relying only on lagging financial numbers leads to subjective arguments and frustration. The salesperson will offer excuses about the market or lead quality. To cut through the noise, you must use your weekly activity-based Scorecard metrics to diagnose the issue objectively.

Your sales department scorecard should track every major step of your sales process, from initial contact to closed deal. This allows you to see exactly where the pipeline is leaking.

Review the weekly activities of the underperforming salesperson to find the bottleneck:
- If their outbound calls and emails are low, they have an activity problem and are simply not working hard enough.
- If their activity is high but they are not booking discovery calls, they have a messaging problem and need sales coaching.
- If they are booking calls but failing to send proposals, they are failing to qualify leads properly during the initial conversation.
- If proposals are sent but not closing, they have a closing problem or are pricing services incorrectly.

By analyzing these metrics, you can have a constructive, data-driven conversation. Instead of saying they are failing, you can point to the exact metric that is red and create a specific plan to fix it. This keeps the conversation focused on objective facts, protecting team morale while driving performance.