Want your team’s call reviews to be actually useful, not just another box to tick? This guide’s for managers, enablement folks, and anyone tired of scorecards that gather dust. We’ll walk through building custom call scorecards in Gong that your team might actually use—and get some value from. No fluff, no long-winded theory, just clear steps, some pitfalls to watch for, and a few hard-won tips.
Why bother with custom scorecards?
Let’s be honest: default scorecards are bland. They don’t fit your sales process, and reps know it. Custom scorecards let you focus on what actually matters for your team—whether that’s discovery questions, competitive talk tracks, or just getting the basics right.
But don’t go overboard. The more boxes and questions you add, the less likely anyone is to fill them out honestly (or at all).
Step 1: Figure out what you want to measure
Before you click a single button in Gong, get clear on your goals. This bit is boring, but it saves headaches later.
- Talk to your team. What do experienced reps do on good calls? Where do deals get stuck?
- Pick 3–6 things to focus on. If you have more, you’ll get junk data, or people will cheat to get it done faster.
- Be specific. “Did the rep build rapport?” is vague. “Did the rep ask at least two open-ended questions about pain points?” is actionable.
Pro tip: If you’re struggling to narrow it down, start with just 3 questions. You can always add more once people are actually using it.
Step 2: Get the right permissions
You’ll need to be a Gong admin or have scorecard permissions. If you aren’t sure, check with whoever runs Gong for your org.
Step 3: Head to the Scorecards section
- Log in to Gong.
- Click your profile picture (top right), then go to Company Settings.
- Under “Coaching,” find Scorecards.
If you see a bunch of templates here, don’t panic—you can make your own.
Step 4: Build your custom scorecard
Here’s where most people get lost in the weeds. Don’t try to make the “perfect” scorecard. You won’t. Instead, build something simple you can test.
- Click “Create Scorecard.”
- Name it clearly. Use something like “Discovery Calls – Q2 2024” so people know what it’s for.
- Add your questions.
- For each, choose a type:
- Rating (1–5 stars, etc.): Good for skills like rapport, objection handling.
- Yes/No: For basic compliance (“Did the rep cover pricing?”).
- Free text: Only use if you really need written feedback—most people skip these.
- For each, choose a type:
- Add descriptions/examples. This helps reviewers know what a “5” actually looks like.
- Leave out the fluff. Don’t add questions just because you feel you should. If nobody cares about “energy level,” leave it off.
Pro tip: Use plain language. If a new hire can’t understand what a question means, rewrite it.
Step 5: Set up who can use the scorecard
Decide where and how this scorecard shows up.
- Assign to call types or teams: Only want it for demos? Set it up that way.
- Who can review: Limit to managers, peers, or leave it open. In practice, less is more—if everyone can “score,” you’ll get inconsistent data.
Honest take: Too many reviewers, and nobody feels responsible. Pick a small group, at least at first.
Step 6: Test before rolling out
Don’t dump your new scorecard on the whole team yet. Test it yourself or with a couple of trusted folks.
- Score a few recent calls. Does it feel useful, or tedious and repetitive?
- Ask for blunt feedback. “What would you delete? What’s confusing?”
- Check the data. Are the scores all the same? If so, maybe the questions are too vague or nobody cares about the differences.
Step 7: Train your reviewers (and explain why)
This is where most scorecards fail. If you just say “Hey, start using this,” you’ll get checkbox behavior. Instead:
- Walk through a real call together. Show what a “good” answer looks like.
- Explain why these questions matter. Tie it back to real deals, not just theory.
- Set expectations: How often should calls be scored? Who’s responsible?
Pro tip: Keep the initial group small. It’s easier to fix problems before 50 people are involved.
Step 8: Roll it out—without making it a chore
When you’re ready, assign the scorecard to the right call types or teams in Gong.
- Announce it simply. Don’t oversell—just explain what’s changing and why.
- Make it part of your regular process. For example, “Managers score 3 calls per rep each month.”
- Track usage. If nobody’s filling it out after two weeks, ask why. Don’t just send reminders—fix what isn’t working.
What to ignore: Don’t get hung up on perfect adoption. If you get 70% of calls scored and the feedback is useful, that’s a win.
Step 9: Review and tweak—don’t “set and forget”
Your first version won’t be perfect. Every few weeks:
- Look at the data. Are scores meaningful? Are there patterns?
- Talk to reviewers and reps. Is the scorecard helping them improve?
- Adjust as needed. Drop useless questions, rewrite confusing ones, or add new focus areas if something big changes in your sales process.
Honest take: Most teams never revisit their scorecards. That’s why they stop being useful. Schedule a 30-minute review every quarter, or whenever your sales motion changes.
Step 10: Actually use the results
A scorecard is just a paperweight unless it leads to action.
- Use it in coaching sessions. Don’t just share scores—talk about what went well and what to try next time.
- Spot trends. Are certain questions always low? That’s a team coaching opportunity.
- Share wins. If someone nails a tough section, give them a shout-out.
What doesn’t work: Public shaming for low scores. Use the data to help, not punish.
Quick FAQ
Can I make more than one scorecard?
Yes. You can have different scorecards for, say, discovery vs. closing calls. But start with one until you know what works.
Can reps see their own scores?
Usually, yes—but it depends on your Gong settings. Default is transparency, which is usually a good thing.
Do scorecards really help?
If you keep them short, specific, and actually talk about the results, yes. Long, vague scorecards just waste everyone’s time.
Wrapping up
Don’t overthink it. Keep your custom Gong scorecard short, direct, and tied to real selling. Test it with a small group, listen to the feedback, and keep tweaking. The goal isn’t perfect data—it’s better calls, one small step at a time.