The Sales scorecard: hire on results, not on the CV.
A job description lists qualities. A scorecard describes what the person must have achieved at 30, 90 and 180 days.
Why a job description is not enough
A job description lists prerequisites (years of experience, tools, industry) that look the same from one hire to the next. It does not say what the role must deliver. The result: you compare CVs, not the ability to hit a target.
In Sales the gap is even sharper: two Account Executives with the same background on paper can deliver very different results depending on the sales cycle, the average deal size and the maturity of the market.
The 6-step method
- 01
Define the mission in one sentence
Why the role exists. For example: open the mid-market segment and sign its first contracts.
- 02
Set 3 to 5 expected results
Quantified and dated: pipeline generated, deals signed, conversion rate, average deal size.
- 03
Set milestones at 30, 90 and 180 days
What must be in place at each stage: onboarding, first meetings, first deal.
- 04
Pick the skills that really matter
Five at most: prospecting, discovery, closing, CRM discipline, adaptability. Not fifteen criteria.
- 05
Write the anti-profile
What will not work in your context: an inbound culture in a 100% outbound team, for example.
- 06
Score every candidate on the same grid
Same questions, same scale, same decision. Less bias, honest comparisons.
Example: B2B SaaS Account Executive
- Mission
- Open the mid-market segment and sign the first contracts in under 6 months.
- Expected results
- Generate 3 times their target in pipeline at 90 days. Sign 4 new customers at 180 days. Hold a demo-to-signature conversion rate above 20%.
- At 30 days
- Onboarding complete, pitch validated, first meetings booked.
- At 90 days
- Pipeline built, first deals in negotiation.
- At 180 days
- At least 80% of target reached, sales process mastered.
- Key skills
- Discovery, outbound prospecting, negotiation and closing, CRM discipline.
- Anti-profile
- Someone used to inbound leads, in an environment where every meeting is won through prospecting.
Illustrative example to adapt to your context, product and market.
Download the template
A one-page template to fill in for your next Sales hire.
Frequently asked questions
What is the difference between a job description and a scorecard?
The job description lists prerequisites and qualities. The scorecard describes expected results, dated and measurable. It also serves as a scoring grid to compare candidates.
How long does it take to fill in?
About an hour with the role's manager. That is the time of a good scoping brief.
Do I need one scorecard per role?
Yes. An SDR, an Account Executive and a Head of Sales do not share the same expected results or milestones.
Does Walead use a scorecard?
Our scoping brief clarifies the same points: commercial challenges, expected results and non-negotiables. It starts from day 1.
A role to fill?
First call free, no commitment. Book a slot or describe your need, we get back to you within 24 business hours.