Best Practices Guide: AI Scorecards

Example structure for a CSM: Upsell / Expansion Scorecard

1. Was a clear agenda presented in the beginning, and were expectations set and discussed with the customer?
2. Do they have a good understanding of the customer's needs and obstacles?
   (e.g. through deep SPICED discovery or information from previous calls)
3. Did they pose probing questions that uncover deeper insights?
   (SPICED)
4. Were they fully engaged and actively listening during the conversation?
5. Did the rep pinpoint how customers could benefit from using your product to grow or achieve their objectives?
   (based on what was discussed previously)
6. If objections arose, were they addressed skillfully?
7. Was a clear and specific next step established for future engagement?
   (e.g. meeting booked, pilot start discussed etc.)

Example Structure for AE: Closing Call Scorecard

(Use for late-stage calls focused on closing deals)

1. Did the AE confirm that all decision-makers have been identified and involved?
   e.g., validated buying committee or confirmed economic buyer.
2. Did they clearly articulate ROI or success outcomes from the customer’s POV?
   e.g., not just features, but measurable value.
3. Were pricing, contract terms, and objections handled clearly and confidently?
   e.g., no ambiguity left about scope, timeline, or costs.
4. Was the mutual action plan updated and agreed upon?
   e.g., dates, legal checkpoints, internal approvals.
5. Did the AE reinforce urgency tied to a business trigger or deadline?
   e.g., quarter close, project start, hiring wave.
6. Was a clear verbal or written commitment established before the call ended?
   e.g., next legal steps, verbal yes, signature timeline.

Example Structure for Marketing: Voice of Customer Review Scorecard

(Use for analyzing marketing interviews, event feedback, or VOC calls)

1. Was the customer’s role and context clearly established at the start?
   e.g., title, team, product usage history.
2. Did the interviewer uncover emotional drivers or key pains?
   e.g., “What frustrated you before using Demodesk?”
3. Were specific success stories or metrics shared?
   e.g., “We saved 3 hours per week” or “Ramp time cut in half.”
4. Was brand language or phrasing used by the customer captured accurately?
   e.g., “We love how intuitive the setup is”
5. Were quotes tagged as public-safe, internal-use, or NDA-only?
   e.g., helpful for content production later.
6. Did the interview reveal any use-case expansions or upsell opportunities?
   e.g., “We’re planning to roll this out to Europe next quarter.”

Example Structure for Product: Feature Feedback Call Scorecard

(Use for product validation or beta testing interviews)

1. Was the problem the feature aims to solve clearly discussed?
   e.g., Did the user articulate the challenge in their own words?
2. Did the tester use or review the feature during the session?
   e.g., live walkthrough, prototype test, or screen share.
3. Did they identify any confusing UX elements or blockers?
   e.g., misclicks, unclear labels, extra steps.
4. Was feedback categorized as bug, UX issue, or feature gap?
   e.g., important for dev follow-up.
5. Were feature requests discussed in terms of impact or frequency?
   e.g., “We’d use this weekly — it would save hours.”
6. Was the participant willing to continue in beta or refer others?
   e.g., shows engagement and market fit.

Example Structure for Enablement / RevOps: Certification Call Review

(Use for final enablement check-ins or certification sessions)

1. Did the rep clearly articulate the product’s value proposition?
   e.g., tailored to a specific persona or use case.
2. Were demo flows smooth and aligned with best practices?
   e.g., not too technical, focused on outcomes.
3. Did the rep handle a mock objection confidently?
   e.g., pricing pushback, competitor mention.
4. Was the scorecard used correctly throughout the role-play?
   e.g., followed structure, asked clarifying questions.
5. Did the rep adapt based on customer responses or cues?
   e.g., showed listening and flexibility.
6. Was the rep self-aware during debrief (e.g., acknowledged gaps)?
   e.g., “Next time I’ll anchor pricing earlier.”

Example Structure for Support: Escalation Review Call Scorecard

(Use for QA or training on high-impact or complex support cases)

1. Was the issue summarized clearly and without blame?
   e.g., timeline, tools involved, customer impact.
2. Did the agent ask precise diagnostic questions before escalating?
   e.g., “Is this happening on all browsers?”
3. Were internal notes and tags used to document the case accurately?
   e.g., engineering handoff, bug reference, workaround.
4. Did the agent keep the customer updated on progress and timelines?
   e.g., set expectations, replied proactively.
5. Was empathy and professionalism maintained even during tense moments?
   e.g., “I completely understand your frustration.”
6. Did the call end with a clear resolution or next step?
   e.g., fix confirmed, ticket closed, follow-up promised.

1. Sales Teams

Use Case: Discovery Calls (SPICED / MEDDIC)

✅ Best practice: Use a structured scorecard to coach reps on uncovering business pain, urgency, and decision process.

❌ Pitfall: Superficial discovery without impact or next steps.

Example questions:

• Did the rep uncover core pain points?
• Was the impact framed in business terms?
• Did the rep confirm the decision-making process?

Use Case: Demo Reviews

✅ Best practice: Evaluate if the demo connects to the customer’s story.

❌ Pitfall: Generic walkthroughs with no clear alignment.

Example questions:

• Was the demo tailored to the use case?
• Were objections proactively addressed?
• Did the rep validate alignment mid-way?

Use Case: Closing Call Audits

✅ Best practice: Review how reps confirm stakeholders, urgency, and close deals cleanly.

❌ Pitfall: Leaving objections or pricing ambiguous.

Example questions:

• Were all decision-makers confirmed?
• Was pricing discussed transparently?
• Were final objections resolved?

2. Customer Success Teams

Use Case: Onboarding Consistency

✅ Best practice: Ensure early alignment on goals, metrics, and milestones.
❌ Pitfall: Technical onboarding without customer context.

Example questions:

• Were success metrics discussed?
• Was first value clearly defined?
• Were roles and responsibilities aligned?

Use Case: QBR Effectiveness

✅ Best practice: Coach CSMs to connect product impact with strategic goals.
❌ Pitfall: Relying solely on usage stats.

Example questions:

• Was ROI presented using hard data?
• Were risks discussed transparently?
• Was a mutual action plan defined?

Use Case: Churn Risk Detection

✅ Best practice: Use scorecards to flag soft signals of dissatisfaction.
❌ Pitfall: Waiting for low usage metrics to catch issues.

Example questions:

• Did the customer raise concerns or frustrations?
• Was renewal discussed proactively?
• Did the customer seem aligned on value?

3. Product & Marketing Teams

Use Case: Feature Rollout Monitoring

✅ Best practice: Validate how reps pitch new features and how customers respond.
❌ Pitfall: Features not mentioned or poorly positioned.

Example questions:

• Was the new feature introduced?
• Was the value explained clearly?
• Were customer concerns noted?

Use Case: Voice-of-Customer Collection

✅ Best practice: Use comments in scorecards to gather qualitative feedback.
❌ Pitfall: Relying only on post-call summaries or CRM notes.

Example questions:

• Were product requests or complaints captured?
• Was feedback tagged for follow-up?

4. Enablement & RevOps

Use Case: Sales Methodology Compliance

✅ Best practice: Use scorecard data to check if reps follow SPICED, MEDDIC, or BANT.
❌ Pitfall: Teams trained but not applying methodology live.

Use Case: Training Effectiveness

✅ Best practice: Compare scores before/after enablement to measure impact.
❌ Pitfall: No follow-up measurement after workshops.