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