If you’re trying to figure out what your sales reps are really doing—and if it’s working—this guide is for you. Forget the dashboards that look pretty but don’t help you coach or improve your team. Let’s walk through, step-by-step, how to actually track and analyze rep performance using the reporting tools in Secondnature. Whether you’re a frontline manager or a rev ops skeptic, you’ll get the plain truth about what’s worth your time, what’s not, and how to avoid getting lost in the weeds.
Step 1: Get Clear on What You Actually Want to Measure
Before you even open up any reporting tool, pause. What are you hoping to figure out? “Rep performance” is vague. Are you looking for:
- Who’s closing the most deals?
- Who’s improving their pitch over time?
- Who’s not following the script (and is that good or bad)?
- Who just isn’t practicing?
Secondnature gives you a bunch of metrics, but not all of them matter for your goals. Pick 2-3 things you care about. Otherwise, you’ll drown in data.
Pro tip: If your team’s new to Secondnature, focus on activity (who’s practicing and how often) and skill improvement (who’s actually getting better). Conversion rates can wait until you trust the process.
Step 2: Get Your Reps Set Up and Using Secondnature Correctly
Tracking doesn’t mean much if people aren’t using the system right. Make sure:
- Everyone’s logged in with their real info. No nicknames, no shared logins.
- People are actually running practice sessions. Secondnature’s reports are only as good as the activity in the platform.
- Your scenarios are up to date. If people are practicing outdated pitches, your data’s useless.
You can’t analyze what isn’t there. If adoption is low, fix that before worrying about advanced reporting.
Step 3: Navigate to the Right Reporting Tools
Secondnature has a couple of main reporting areas:
- Dashboard: The high-level overview. Good for a pulse check, but not much else.
- Rep Analytics: Where you’ll dig into individual and team performance.
- Session History: Useful for seeing exactly what happened in a given practice or assessment.
Don’t get distracted by the “Leaderboard” unless you’re running a contest. For real skill-building, Rep Analytics and Session History are where you’ll spend your time.
Step 4: Make Sense of Activity Reports
First, check: are your reps even using Secondnature? The Activity Reports show you:
- Who’s completed a practice or assessment (and when)
- How often someone’s using the platform
- Gaps—people who haven’t logged in, or are only doing the bare minimum
What works:
Use this to spot coaching opportunities. If someone’s not practicing, don’t assume laziness—maybe the tech’s confusing, or they don’t see the value. Have a conversation.
What doesn’t:
Don’t just mandate “everyone must do X sessions per week.” Quantity doesn’t equal quality. Use this data as a conversation starter, not a stick.
Step 5: Dig Into Skill Analytics
This is where Secondnature shines—if you know what you’re looking at. The Skill Analytics break down:
- Communication skills (clarity, pacing, filler words, etc.)
- Product knowledge
- Objection handling
- Adherence to messaging (are they saying what they’re supposed to?)
How to use it:
- Look for trends, not single scores. Is a rep improving, plateauing, or slipping?
- Compare against the team average, but don’t obsess over “being #1.”
- Listen to actual session recordings, especially if the score doesn’t match your gut feeling.
What’s worth your time:
Identify reps who are improving rapidly—find out what’s changed. Also, spot folks who are stuck on the same issues for weeks.
What to ignore:
Don’t obsess over micro-metrics like “number of filler words per minute.” These are nice for feedback, but rarely correlate directly with sales results.
Step 6: Use Session History for Real Coaching
Numbers are a starting point. The Session History lets you:
- Listen to entire practice sessions or assessments
- Read transcripts
- See AI feedback alongside human feedback
This is where you get context. Did the rep fumble because the scenario was weird? Are they actually great at handling objections, but struggling with intros?
Pro tip:
Pick one session per week, per rep, to review together. Don’t try to listen to everything—that’s a fast track to burnout.
Step 7: Export, Share, and Document What Matters
Secondnature lets you export reports. Use this sparingly:
- Share wins with the team—highlight improvement, not just “top performers.”
- Document progress for performance reviews, if your org cares about that stuff.
- Avoid sending endless spreadsheets to execs. They won’t read them, and neither will you.
Focus on a simple, recurring summary: “Here’s what’s working, here’s where we’re stuck, here’s what we’re doing next.”
What to Watch Out For
Let’s be honest: no tool is magic. Here’s what trips people up with Secondnature reporting:
- Over-focusing on scores. Reps can “game” AI scores by memorizing scripts. If their calls don’t improve, the scores don’t matter.
- Data without context. Numbers alone don’t tell you why someone’s struggling. Talk to your reps.
- Chasing too many metrics. Pick what matters for your business. You don’t need to track everything.
And yes, sometimes the AI feedback is off. Don’t treat it as gospel.
Keep It Simple and Iterate
The best reporting setup is one you’ll actually use. Start with a couple of key metrics. Review them with your team regularly. Adjust as you go. Secondnature offers a lot, but more data isn’t always better—focus on conversations, not just dashboards.
If something’s not helping your reps improve or making your life easier, skip it. You can always add more metrics later. For now, keep it simple, stay skeptical, and use the reporting tools to make real change—not just pretty charts.