SDR call review scorecard and rubric: score one call in ten minutes
Coaching every week? Module 10 of the SDR Programme Playbook has a GROW 1:1 template and a role-play brief. The free call scorecard below gets you started, and the playbook costs £29 + VAT.
Pick one recorded call. Listen to the whole thing. Score it from 1 to 4 on six criteria.
The six criteria
- Opener. Did the rep say who they are and why they called in about ten seconds?
- Relevance. Did the reason match this buyer's role and company?
- Discovery. Did the rep ask open questions and follow up on the answers?
- Listening. Did the rep let the buyer finish and use their words?
- Objection handling. Did the rep acknowledge the objection and ask a question?
- Next step. Did the rep ask for a specific meeting with a date?
The rubric
| Criterion | The question | 1 | 2 | 3 | 4 |
|---|---|---|---|---|---|
| Opener | Who and why in about ten seconds? | Missing | Attempted, with clear gaps | Good | A model for the team |
| Relevance | Did the reason match this buyer? | Missing | Attempted, with clear gaps | Good | A model for the team |
| Discovery | Open questions and follow-ups? | Missing | Attempted, with clear gaps | Good | A model for the team |
| Listening | Let the buyer finish and used their words? | Missing | Attempted, with clear gaps | Good | A model for the team |
| Objection handling | Acknowledged it, then asked a question? | Missing | Attempted, with clear gaps | Good | A model for the team |
| Next step | Asked for a specific meeting with a date? | Missing | Attempted, with clear gaps | Good | A model for the team |
Need practice material? Use the mock cold call interview as a role-play.
The scale
- 1: missing.
- 2: attempted, with clear gaps.
- 3: good.
- 4: a model for the team.
See inside
How to run the review
- Ask the rep to score the call first.
- Score it yourself without looking at theirs.
- Compare. Talk about the two criteria where you differ most.
- Pick the lowest score. Coach that one only.
- Agree one thing to practise before next week.
A rep who scores themselves higher than you do needs examples. A rep who scores lower needs confidence. Both are useful to know.
Keep a record
Log the scores in a simple table: date, call, six scores and the one focus. After four weeks the pattern shows. If one criterion stays low across the team, fix it in the team meeting. The coaching framework and the weekly 1:1 guide show where this fits.
Pair it with a script
Compare the call with your cold call script. Mark where the rep followed it and where they changed it. Changes that work go into the script.
Next step: get the free SDR call scorecard as a one-page PDF.
Questions
How do you score an SDR cold call?
Use six criteria on a 1 to 4 scale. They are opener, relevance, discovery, listening, objection handling and next step. Coach the lowest score only.
How many calls should a manager review?
One or two per rep a week. A single reviewed call with one clear takeaway beats a stack of unreviewed ones.
Should reps score their own calls?
Yes. Let the rep score first, then compare. The gaps show where to coach.
Also: discovery questions for a first call.
Related guides
SDR coaching framework
A weekly rhythm, call reviews and a simple coaching scorecard.
Weekly SDR 1:1s
A 30-minute agenda, coaching questions and a worked example.
SDR cold call script
Opener, reason, question, three objection replies and a voicemail.
Turn this into a programme you can run
Module 10 has a GROW 1:1 template and a role-play brief for coaching. £29, one payment, plus VAT for UK and EU buyers.
Treat benchmarks as starting points. Tune them to your market, deal size and sales cycle. Every figure shows its source and year.