New Rep Call Review Rubric

Use on the first 20 recorded calls. Same rubric, every reviewer, every time, that's what makes scores comparable across managers.

Scoring scale (used in every category)

• 5: Exceptional: Executed skillfully and adapted to the specific prospect
• 4: Strong: Executed well with minor missed opportunities
• 3: Adequate: Present but mechanical/scripted, no adaptation
• 2, Weak: Attempted but executed poorly or inconsistently
• 1, Absent: Not observed at all in this call

Categories & weights

1. Opening & Rapport: 10%

• 5: Personalized opening referencing something specific to this prospect; sets a clear, mutually agreed agenda
• 3: Generic opening, states purpose but doesn't confirm agreement
• 1: Launches straight into pitch/questions with no framing

2. Discovery & Qualification: 25%

• 5: Uncovers a specific, quantified business pain in the prospect's own words; confirms budget/authority/timeline naturally
• 3: Asks qualifying questions but accepts vague answers without probing further
• 1: Skips discovery or asks questions that don't inform the rest of the call

3. Value/Solution Articulation: 20%

• 5: Ties every point made directly to the pain surfaced in discovery, in the prospect's language
• 3: Delivers a generic pitch not clearly connected to what the prospect said
• 1: Feature-dumps with no connection to prospect's stated needs

4. Objection Handling: 15%

• 5: Lets objection finish, identifies the real concern behind it, resolves it, confirms resolution
• 3: Responds to the objection but with a generic rebuttal, doesn't check it landed
• 1: Gets defensive, argues, or ignores the objection and moves on

5. Next Steps & Call Control: 15%

• 5: Secures a specific, calendared next step with mutual commitment from both sides
• 3: Mentions a next step but leaves it vague ("I'll follow up")
• 1: Call ends with no next step or an unclear one

6. Communication Quality: 10%

• 5: Natural pace/tone matched to the prospect, strong listening signals (paraphrasing, references back)
• 3: Delivers information clearly but talks over/at the prospect
• 1: Rushed, monotone, or dominates >70% of talk time on a discovery call

7. Process/CRM Follow-through: 5%

• 5: Notes and next steps logged accurately within 24 hours, deal stage matches reality
• 3: Logged but late or missing details
• 1: Not logged or materially inaccurate vs. what happened on the call

Scoring sheet (per call)

Calibration notes for reviewers

• Score the call, not the rep's potential or effort: score what happened, not what they meant to do
• Two reviewers should be within 0.5 points of each other on the same call; if not, re-calibrate together before scoring more calls
• Track scores across all 20 calls on a single line chart per rep: you're looking for trend, not any single call
• A rep can score low on calls 1-5 and be on track; a rep flat or declining by call 15-20 is the real signal

Trend flags

• Any category below 2.5 average across calls 11-20 → treat as the flagged competency in the Skill Gap Diagnostic
• Discovery score not improving despite coaching → check whether coaching actually addressed discovery, or just addressed pitch delivery