The Weekly Sales Team Scorecard: Template and How to Use It

A roofing sales team without a weekly scorecard is a group of individuals guessing at their own performance. Scorecards turn activity into accountability and reveal which reps are producing, which are slipping, and where the bottleneck in the funnel lives. Here is the template and how to actually run it.

The 5 metrics that matter

Every sales rep gets measured weekly on the same 5 numbers, in order of funnel position:

1. Knocks (doors worked, retail appointments set, outbound calls)
2. Contacts (real conversations with a decision-maker)
3. Inspections (roof inspected in person)
4. Proposals (written proposal delivered)
5. Signed (contract signed, deposit collected)

These five create the funnel. Each conversion ratio between stages is a diagnostic number. If knocks are high but contacts are low, the canvass area is wrong. If contacts are high but inspections are low, the approach pitch is weak. If inspections convert to proposals at 95% but proposals close at 15%, the price or proposal deck is broken.

The scorecard template

Basic structure, published weekly, visible to the whole team:

RepKnocksContactsInspectionsProposalsSignedContract $4-wk avg signed Alex R.4206218144$52,4003.5 Jordan T.3854814125$61,2004.25 Mike L.5107522153$38,9002.75 Sarah K.2904110106$72,8005.0 Team1,605226645118$225,3003.9

Add a second table showing conversion rates between stages:

RepKnock to contactContact to inspectionInspection to proposalProposal to signed Alex R.14.8%29.0%77.8%28.6% Jordan T.12.5%29.2%85.7%41.7% Mike L.14.7%29.3%68.2%20.0% Sarah K.14.1%24.4%100%60.0% Team14.1%28.3%79.7%35.3%

Why trailing 4-week average beats weekly

Weekly numbers are noisy. A rep can have a great week followed by two terrible weeks. Trailing 4-week averages smooth out storms, vacations, and bad luck, revealing trend.

A rep whose 4-week signed average is declining for 3 weeks straight is a real problem. A rep who had a slow single week is not. Use both, but make decisions on the 4-week trend.

Benchmarks by role

Rough industry benchmarks for canvassing-based retail roofing sales:

• Knocks per week: 300 to 600 per rep
• Contacts per week: 40 to 80 per rep
• Inspections per week: 8 to 20 per rep
• Signed per week: 2 to 6 per rep
• Average ticket: $10,000 to $18,000
• Weekly contract revenue: $25,000 to $80,000 per rep

Storm markets push the high end. Cold retail markets push the low end. Set your own team's benchmarks based on actual 90-day data, not industry averages.

Running the weekly meeting

The scorecard meeting is 45 minutes, Monday morning, non-negotiable. Structure:

1. Review team numbers (5 min). Total knocks, contacts, inspections, proposals, signed. Team conversion ratios.
2. Per-rep review (20 min). Each rep walks through their week. Name bright spots and weak spots. Manager asks one sharp question per rep.
3. Bottleneck of the week (10 min). Where in the funnel did the team leak most? Team brainstorm on fix.
4. Week ahead commitments (10 min). Each rep commits to specific activity targets for the week.

Avoid: monologues from the manager, excuses without plans, reviewing the scorecard without actions coming out of it.

What to coach on

The scorecard tells you where to coach, not what to coach. When you see a weak conversion ratio, dig in:

• Low knock to contact ratio. Bad canvass area, poor timing (canvassing at 10am instead of 5pm), lazy effort. Ride along.
• Low contact to inspection ratio. Weak pitch, missing trust signals, no sharp offer. Role-play the opener.
• Low inspection to proposal ratio. Rep inspects but does not write a proposal. Usually a confidence or process issue. Shadow the inspection.
• Low proposal to signed ratio. Price objection, competitor comparison, or weak close. Review the proposal deck and close script.

Activity minimums

Set weekly minimums per role. A sample commission-based roofing rep:

• Minimum 300 knocks per week
• Minimum 50 contacts per week
• Minimum 10 inspections per week
• Minimum 3 signed jobs per week (or $30k in contract value)

Reps missing minimums for 3 weeks in a row get a structured conversation: what is the root cause, what is the plan, what is the timeline? Reps missing for 6 weeks without improvement are a staffing decision.

Data source: where the numbers come from

Manually tracking 5 metrics across 6 reps on a whiteboard works for about 2 weeks, then decays. The numbers must come from the CRM. Every knock, contact, inspection, proposal, and signed contract is logged in RoofKnockers. The scorecard report pulls automatically. See our CRM stack guide for the setup.

Without a CRM, the scorecard becomes a trust game where reps self-report their own numbers. That fails within a month. With a CRM, the numbers are real and coaching becomes specific.

Leaderboards and gamification

Publish the scorecard publicly (to the team, not customers). Humans compete when they can see the scoreboard.

Gamification tactics that work:

• Weekly "top signed rep" shout-out
• Monthly bonus for highest 4-week average
• Team goal with shared reward (steak dinner at $250k weekly team revenue)
• "Most improved" recognition (prevents only the top performer getting rewarded)

Avoid: public shaming of bottom performer. Leaderboards motivate through visible competition, not humiliation.

Using the scorecard to forecast

After 12 weeks of scorecard data, the numbers forecast revenue reliably:

If your team averages 15 proposals per week at a 30% close rate and $12,000 average ticket, that is 4.5 signed jobs per week x $12,000 = $54,000/week x 50 working weeks = $2.7M annual revenue. Change any of those numbers and you can forecast the impact immediately.

This turns sales management from art into math. Want to hit $4M next year? Either add 2 reps at current productivity, or drive existing rep close rate from 30% to 40% through better coaching.

Integrating with marketing

The sales scorecard pairs with the marketing scorecard (leads, CPL, lead quality by source). See our marketing ROI guide for the marketing-side mirror report. Sales and marketing should see both reports together in a weekly leadership meeting. Without that join, marketing optimizes for volume and sales complains about lead quality forever.

Common mistakes

1. Tracking revenue only (lagging indicator, cannot course-correct)
2. Not tracking activity (knocks, contacts), only outcomes (signed)
3. No conversion ratios (you see outputs but cannot diagnose the funnel)
4. Weekly numbers only, no 4-week trend
5. Manager self-excludes (only reps get measured)
6. Scorecard reviewed only during the meeting, ignored the other 4 days

A weekly sales scorecard is the single highest-leverage management tool in a roofing company. It takes 45 minutes a week to run and produces visibility that a shop without it can never have. Every team at every revenue level should run one. The template above is enough to start. Fill it in this Monday.