A sales scorecard is a performance management tool that tracks key sales metrics against goals, helping teams identify strengths, weaknesses, and bottlenecks in their sales funnel. It provides a structured way to measure progress on both activities (leading indicators) and results (lagging indicators).

By tracking stage-to-stage conversion rates, the scorecard revealed that the percentage of deals moving from a completed demo to a sent proposal was significantly lower than other stages and industry benchmarks, highlighting it as the weakest link in the funnel.

A balanced scorecard includes leading indicators like calls made and demos scheduled, as well as lagging indicators like proposal rate, average deal size, and win rate. For Healthtech, specific metrics like “clinical validation passed” or “security review completed” are also valuable.

Managers used call recordings from the “Demo to Proposal” stage to provide reps with targeted feedback on objection handling, value reinforcement, and setting clear next steps. This data-driven coaching helped standardize the post-demo process and improve rep effectiveness.

A mutual action plan is a shared document that outlines the steps, timeline, and responsibilities for both the buyer and seller to move a deal forward. It creates clarity and commitment after a demo, increasing the likelihood of advancing to the proposal stage.

A scorecard focuses on evaluating performance against set goals over a period (e.g., a quarter), making it ideal for coaching and performance reviews. A dashboard provides a real-time, high-level view of sales activities and pipeline health for immediate decision-making.

Improving a single stage, like “Demo to Proposal,” increases the volume of qualified deals flowing into later stages. This not only boosts the overall pipeline value but also improves the accuracy of revenue forecasts.