Sales coaching scorecard setup with 6 documented checks

A

Key takeaways

• If you have no scorecards yet, the page displays the four starting points directly: Sales, Support Quality, Soft Skills, and Start from scratch, according to Aircall.
• Use AI Coaching Assistant to save time on listening to meetings/calls and then manually scoring by auto-scoring the meetings based on certain parameters defined in the default Avoma AI scorecards, according to Avoma.
• Enter 0% for questions you don't want calculated as part of the total score, according to Gong.
• Make criteria observable, not interpretive by basing scoring criteria on specific behaviors visible in the transcript, not on tone or feeling, according to Outreach.
• Control visibility so Team Admins can also control which hosts of team calls can see the scorecards assigned to particular meeting types, according to Fathom.

B

Structure call reviews into reviewable parts

The core value of a scorecard lies in its ability to structure unstructured call data into specific, reviewable components. By moving from general impressions to defined criteria, managers can provide feedback that reps can immediately apply to their next conversation. The creation process involves selecting a starting point and then refining it to match your team's specific sales motion.

This structured approach ensures that the final tool is not just a list of questions, but a functional instrument for coaching. When you build a scorecard, you are defining the observable behaviors that matter most for your software sales team.

To make the scorecard actionable, each element must be tied to a specific coaching goal. Instead of vague categories, the scorecard should break down the call into distinct parts that can be evaluated independently. This allows for targeted feedback during one-on-ones, where you can point to specific moments in the recording. See Sales One-on-One Agenda for Coaching Software Sellers. The goal is to create a shared language between the manager and the rep, so that feedback is objective and focused on improvement rather than judgment.

The final step is to publish the scorecard so that it is accessible to your team. This makes it a living document that guides coaching conversations. By following this creation flow, you transform call reviews from subjective discussions into structured learning opportunities. The scorecard becomes a tool for continuous improvement, helping reps develop the skills they need to succeed.

C

A filled reference table: scorecard setup by publisher

Use the table below to compare the documented setup rules for each platform. Each row lists the publisher, the specific setup rule or feature, and the documented behavior.

Review the table to identify which setup rules apply to your current tooling.

D

How to pick or build a starting scorecard that fits your coaching goals

Start by identifying whether you are using the four on-page starting points or adapting an existing framework. This initial view gives you a clear menu of options before you commit to a specific structure. You can select one of these predefined paths or choose to build entirely from your own criteria.

Open the Create a scorecard modal and select one from the Quick start strip, according to Aircall.

If your team already operates under a specific sales methodology, you can leverage that structure within your scorecard. For example, if your team uses a specific methodology like SPICED or MEDDPICC, you can use these as a reference and customize them to fit your needs, according to Fathom. By treating it as a reference rather than a rigid constraint, you maintain flexibility to adjust criteria as your team’s practices evolve.

You do not need to adopt the entire structure if it does not match your current workflow. Instead, use its organization as a guide to ensure you are covering all critical aspects of the call. This method supports a tailored coaching experience that reflects your team’s unique approach to selling.

Finally, document any customizations you make. This record helps you track how your scorecard evolves over time and provides a reference for future adjustments. By maintaining a clear history of your changes, you can ensure consistency in your coaching practices. This documentation also supports transparency with your team regarding how their performance is evaluated.

E

Defining what to score: questions, weights, and observable criteria

Structure your scorecard around specific question types that match your coaching goals. For example, you might build a scorecard with 4 questions: 2 yes/no, 2 range questions, as described in Gong's guide on how to create and manage scorecards according to Gong. Assigning weights is critical for calculating a meaningful total. If you have questions you do not want calculated as part of the total score, enter 0% for them, according to Gong. This allows you to track specific behaviors without skewing the overall numeric result. Once you have set your initial weights, you can adjust them automatically by clicking Recalibrate to 100%, according to Gong.

Beyond weights, the clarity of your criteria determines whether the scorecard is useful. You must make criteria observable, not interpretive. Base scoring criteria on specific behaviors visible in the transcript, not on tone or feeling, according to Outreach. Avoid vague descriptions like "Rep seemed very knowledgeable," as these rely on subjective interpretation rather than evidence. Instead, define exactly what a "Yes" or a high score looks like. For instance, a criterion for stakeholder engagement might define "Yes" as: The rep either (1) had 2+ people from the prospect's company on this call, OR (2) explicitly mentioned speaking with other stakeholders and named them by role/name ("I talked to your CFO Sarah yesterday"), according to Outreach. This level of specificity removes ambiguity during the review process.

When a single call exhibits mixed signals, you need a clear rule to resolve the score. A tie-breaker rule helps standardize decisions across different reviewers. For example, if control shifted during the call, select based on who controlled the majority of the call time (more than 50%), according to Outreach. By defining these tie-breakers in advance, you prevent debates about subjective impressions and focus the conversation on measurable performance.

To apply these principles, start by listing the specific behaviors you want to coach. For each behavior, write a question that can be answered by looking at the transcript. See Timestamped call notes: 5 fields before you post. Assign a weight to each question, using 0% for any that are for tracking only rather than scoring. Define the observable criteria for each answer, ensuring they describe visible actions or spoken words rather than feelings. Finally, write down your tie-breaker rules for any ambiguous scenarios. Review these definitions with your team to ensure everyone interprets the criteria the same way before you begin scoring calls. This preparation turns the scorecard from a simple checklist into a consistent coaching tool.

F

Illustrative example of weighting a short scorecard

Picture a call review with 4 questions: 2 yes or no questions and 2 range questions. Set 1 tracking question to 0% so it stays out of the total, then adjust the weights to 100%. If control shifts during the call, score the side that held more than 50% of the time. Ask for a summary of the top 3 pains named by the buyer. Write the yes or no questions so a reviewer can answer them from words spoken on the call. Leave the 0% question in place so the behavior is still tracked while the scored weights sit at 100%. Use the same 4 questions on the next call so the two reviews line up.

G

Configuring automatic scoring and visibility controls

Once your scorecard structure is defined, you must configure how the system applies it and who can see the results. Different platforms handle automation and access control with distinct settings.

Avoma’s AI Coaching Assistant auto-scores meetings based on parameters defined in the default Avoma AI scorecards, saving time on manual listening and scoring according to Avoma. To manage these scorecards, navigate to Settings > Organization > Scorecards according to Avoma. If you need to assign specific purposes to a scorecard, click on the Purpose dropdown in the purpose column for that scorecard according to Avoma.

Gong allows scorecards set to automatic review to be applied to calls that happened in the past 90 days that match the same filters according to Gong. This setting determines the historical window for automated application based on filter matches.

Outreach provides guidance on specifying the output format for AI-generated content. You tell AI whether you want a summary, bullet points, direct quotes, or analysis according to Outreach. An example instruction is to summarize the top 3 pain points mentioned by the prospect according to Outreach.

Fathom gives Team Admins the ability to control which hosts of team calls can see the scorecards assigned to particular meeting types according to Fathom.

Review your platform’s specific automation triggers and access permissions before enabling auto-scoring to match your team’s review cadence.

H

Take one step before your next review

Today, list the behaviors you want to coach, write a question for each that the transcript can answer, set any tracking-only question to 0%, and note which hosts should see the scorecard. Then open Coaching follow-up tasks with 5 evidence checks and turn the review into tasks.

I

FAQ: How to create a sales call scorecard for coaching

What happens to Fathom calls after you assign a meeting type?

Once assigned, Fathom internal-hosted calls with that meeting type are evaluated during post-call processing, and you will not see scores on your own calls yet, according to Fathom.

Where do I navigate to manage scorecards in Avoma?

Navigate to Settings > Organization > Scorecards, according to Avoma. This path leads to the management area for these items.

What are the default AI scorecards provided by Avoma?

The Avoma help page mentions default Avoma AI scorecards but does not name or describe them.

How do I assign purpose(s) to an Avoma scorecard?

Click on the Purpose dropdown in the purpose column for that scorecard, according to Avoma. This action allows you to assign the desired purposes.

What question types can I include in a Gong scorecard?

A scorecard can include yes/no and range questions, according to Gong. The documentation provides an example of a scorecard with 2 yes/no and 2 range questions.