DC Drew Calin
Foundry GTM
Sales Coaching Artifact

The Sales Scorecards.

Four scorecards for measurably coaching AE consistency. Score every call against the same bar. The manager masters each first, then coaches the team to the same mark.

Scoring System · 1 to 3 Per Category
1
Ineffective or absentNot addressed on the call, or attempted and did not land. Skill or process gap. Coaching required.
2
Partially donePresent, but not with the clarity, thoroughness, or repeatability of a team standard. Sharpen.
3
Team standardExecuted at the bar you set. Repeatable. Model behavior for peers.
Pitch0/18
Discovery0/21
Showcase0/27
Closing0/15
Total0/81
Scorecard 01
The Elevator Pitch
Max 18 · 6 categories × 3

What makes it effective: your counterpart is compelled to ask "wow, how do you do that?" or "tell me more about that." That's the pitch landing.

What makes your reply effective: your counterpart expresses interest in learning even more, which opens the door to a discovery call and a product showcase.

The construct that works for B2B SaaS: Problem → Solution → User benefit. Every line does one job. No feature dumps. No jargon.

Example Most B2B SaaS founders struggle to build a sales team that scales without them. We design the commercial operating system your team runs in weeks, so your next VP hire inherits an engine instead of building one. Which saves 6-12 months and $200,000 on the hire.
The PitchMax 9
Clear
Easy to understand. No technical speak or acronyms.
Concise
No run-on sentences. Under 15 seconds total.
Compelling
Exciting, convincing, invites the next question.
The Reply ("How we do it")Max 9
Clear
One sharp technical distinction. "We're a software business, not a services business," or your one-liner.
Concise
Under 30 seconds total.
Compelling
Makes the prospect want to see it.
Scorecard 02
The Discovery Call
Max 21 · 7 categories × 3

What makes it effective: clear qualification or disqualification of the opportunity by the end of the call. Not "let me get back to you." A confident yes or no.

How qualification gets identified: the intersection of use case (or business problem), timeline, and competitive intelligence — what is and isn't working with their current solution. Miss any one of the three and you don't have qualification.

Roles & responsibilities
Who does what. Who owns this decision. Who has veto power.
Top business challenges to solve for
Named, prioritized, and quantified. Not "we need to grow." Real pain with dollar impact.
Current solutions
What's in place today. Homegrown, competitor, spreadsheet, or nothing at all.
Best and worst of the current solutions
What they'd keep. What they'd throw out tomorrow. That's your wedge.
Timeline to address
When they intend to fix this. "Someday" is a disqualifier. Real timelines close deals.
Decision-making process
How they buy. Who signs. What approval steps exist. Where deals like yours have died before.
Mutual action plan + booked showcase
Clear agreed-upon next step. Product showcase on the calendar before you hang up.
Scorecard 03
The Product Showcase
Max 27 · 9 categories × 3

What makes it effective: the call closes with clear actionables that point toward opportunity progression. Not "we'll circle back." A defined path from this call to the next commitment.

The showcase is not a feature tour. It's a story with visuals, sized to the pain you uncovered in discovery, and paced so you always have room to close.

Set the stage
Agenda, timeline, and objectives stated up front. Buy-in confirmed before you share the screen.
Review learnings from discovery
Validate what you heard. Confirm the pain and priorities in the prospect's own words. Correct anything you got wrong.
Assume they've never seen the product
Tell them what they're looking at. Use the cursor as a deliberate indicator. Never leave them wondering where to look.
Tell the story, visuals aid the narration
You're narrating, not clicking through. Visuals support what you're saying, not the reverse.
Showcase value > features
Every capability shown ties to a value statement. Not a feature list, not a spec sheet.
Only show what's necessary
No feature dump. Only what maps to the pain the prospect surfaced in discovery.
Tailored showcase
Customized to the prospect's use case, not the deck. Their data, their scenarios, their language.
Nail the ah-ha moment
Deliver the moment the prospect leans forward. Every showcase has one. If you don't land it, you don't close.
Budget time for closing
Never let the showcase eat the closing conversation. Reserve the final block for the ask.
Scorecard 04
The Close
Max 15 · 5 categories × 3

The rule of the close: validate their key buying point and surface every objection, one by one. Don't be afraid to ask the hard question. If you leave the call not knowing where you stand, you didn't close.

Review key learnings
"It sounds like the most valuable benefit today is..." or "If I heard you correctly, you'd use X for Y." Validate the buying point OR surface the objection.
Discuss pricing
Clearly stated. No hedging, no "we can get to that later." Price on the table.
Decision-making process
Who's involved and why. Whose sign-off is required. Where deals like yours have historically stalled.
Timelines + competition
When they need to decide. Who else they're evaluating. What alternatives are on the table (including "do nothing").
Mutual action plan with ownership
Specific next step, specific date, specific owner. Both sides confirm it before you hang up.
Rep Summary
Coaching diagnosis
0 / 81
0% scored
Pitch
0 / 18
Discovery
0 / 21
Showcase
0 / 27
Closing
0 / 15
Where to coach next
Score all four scorecards to see the coaching diagnosis and priority coaching moves.
These are examples. Yours will differ. Categories like "Talk through the homepage" and "Deposit" reflect a specific SaaS motion. Yours is probably different. Adapt the categories. Keep the discipline: 1-3 scoring per category, small number of categories per skill, manager builds the scorecard, manager masters it first, then the team gets held to the same bar. Every call. Every rep. Every review.