Rep certification qualifies a Voicify dental AI seller to run the "Competitor A or Competitor B" battlecard at all. Win-loss debriefs grade the framing after the deal is over. Neither one tells the AE manager what is happening on the live call this Tuesday afternoon, on the active deal in the pipeline. The coaching scorecard fills that gap. It is a twelve-criterion rubric an AE manager applies to one recorded discovery call per rep per week, scored in eighteen minutes, fed into the next 1-on-1, and rolled up across four weeks into either a targeted coaching action or a spot recertification. The point is not to grade reps for compensation — it is to surface the same skill gap twice before it hardens into a habit that costs a deal.
TL;DR
Twelve criteria. Zero, one, or two points each. Twenty-four-point max, eighteen-minute scoring pass, one call per rep per week. The AE coaching scorecard scores live Voicify A-or-B discovery calls across discovery, framing, objection handling, and follow-through. A four-week rolling average below eighteen triggers targeted coaching in the next 1-on-1. The same criterion scoring 0 or 1 in two consecutive weeks triggers a spot recertification on that card section. Team-wide low criteria escalate to sales enablement as battlecard or training signal — the cheapest mechanism in the system for catching card problems the static QA checklist misses.
What the Scorecard Is For
The Voicify "Competitor A or Competitor B" framing has a lot of moving parts — a slot decision tree run in the first ten minutes of discovery, a per-location pricing math walk-through, a six-category objection map with Tier 1 pre-loaded language, B-slot defense framing for active deployments, a dental-pure opponent appendix for the non-Voicify side of the conversation. A rep who passed the original rep certification can still execute three of those parts cleanly and fumble the fourth on a live call. The coaching scorecard is the instrument that finds the fumble while the deal is still open, not after the close.
It is not a performance review. It is not a compensation input. AE managers explicitly de-link the scores from comp so reps do not optimize for the score — they optimize for the deal, and the score is the manager's view into how the deal-work is going. Reps see their own scores; AE managers see the team's scores; sales enablement sees the criterion-level rollup but not the rep-level detail. That separation keeps the scorecard's signal honest.
The Twelve Criteria
Four sections, three criteria each. Each criterion is scored zero (not attempted or attempted badly), one (attempted, partially executed), or two (executed cleanly per the card). Twelve criteria, twenty-four-point max. The criterion list is deliberately stable across quarters so trend data over multiple refreshes stays comparable; only the card sections the criteria reference change at the quarterly refresh.
| Section | Criterion | What scores a 2 |
|---|---|---|
| Discovery | Slot signal capture | Rep captures all five hard-fact signals and at least three of four soft signals in the first fifteen minutes |
| Slot-flip decision logged with reason code | Pre-call slot held or flipped with the reason code spoken aloud and logged post-call | |
| Dental-pure opponent named when relevant | If buyer mentions a non-Voicify vendor, rep names the dental-pure opponent and pulls the appendix entry | |
| Framing | A-or-B slot framed within first ten minutes | The slot framing is spoken, not just implied — the rep tells the buyer which conversation they are having |
| Per-location pricing math run live | Pricing math walked through on the call against the buyer's stated location count, not promised for follow-up | |
| Six-category objection map covered as needed | Where the buyer probes, the rep responds with the pre-loaded category framing rather than free-handing | |
| Objection handling | Tier 1 objections handled with pre-loaded language | The pre-loaded sentences are delivered close to verbatim, not paraphrased into vagueness |
| Tier 2 objections escalated cleanly | Tier 2 objections are named, deferred, and queued — not stumbled through | |
| B-slot defense framing held when probed | If the buyer is current Voicify and probes weaknesses, the rep holds the B-slot defense framing without slipping into A-slot displacement | |
| Follow-through | Discovery brief updated post-call | Within four hours of call end, including signal updates from the live conversation |
| Slot-flip log updated post-call | One-line reason code logged whether the slot was held or flipped | |
| Win-loss debrief queued at deal close | At any stage transition to closed-won or closed-lost, the debrief template is queued within 48 hours |
The Eighteen-Minute Scoring Pass
An AE manager doing this for the fifth time will burn eighteen minutes per call. The first three are slower — closer to thirty — because the manager is still learning where in a typical sixty-minute discovery call each criterion fires. The trick is not to listen linearly. Skip to the timestamps where the criteria live: slot framing fires in the first ten minutes, pricing math fires in minutes twenty to thirty-five, objection handling clusters in the back half. Scrub the call rather than playing it. Score from the rubric, not from gut feel; one-word notes per criterion are enough to recall the moment in the 1-on-1.
Cadence is one scored call per rep per week, pulled from Gong or the equivalent recording library by the AE manager on Friday afternoon for review the following Monday. Reps know the scoring is happening — there is no point hiding it — but they do not know which specific call will be pulled, which keeps the sample honest. Skip a week only for PTO; missing weeks create blind spots in the rolling four-week trend that drives the coaching decisions.
What Scores Mean
The total score on any single call is less important than the criterion-level pattern across four weeks. A rep can score nineteen on a call where they fumbled exactly the criterion that mattered for that deal, and the deal still loses. Conversely, a rep can score fourteen on a call where the buyer was so clearly slotted that half the criteria barely needed to fire. The four-week rolling average smooths out the call-by-call noise and surfaces the actual skill pattern.
Two thresholds drive action. A four-week rolling average below eighteen out of twenty-four triggers a targeted coaching conversation in the next 1-on-1 — the AE manager picks the lowest-scoring criterion and works the rep on that specific card section using the role-play library. The same criterion scoring zero or one in two consecutive weeks triggers a spot recertification on that card section, ungating with a single recorded role-play scored by the AE manager and a second listener. Both thresholds are deliberately permissive on the first hit and stringent on the repeat — one bad call is signal, two is a pattern.
The 1-on-1 Format
The weekly 1-on-1 between AE manager and rep is where the scorecard becomes useful. Without the 1-on-1 the scores rot in a spreadsheet. The format is fifteen minutes inside a longer pipeline conversation. The manager opens with the lowest criterion from the prior week — not the lowest score overall — because the lowest criterion is the most actionable lever. Play the thirty-second clip from the recording. Ask the rep what they would do differently. Practice the corrected version against the card. Move on.
Reps who score consistently high on the rolling average get the same fifteen minutes, but the conversation shifts from coaching to harvest — what is working, what they have started doing that is not yet in the card, what objections they are hearing that are not in the map. That feeds the objection backlog and the quarterly refresh's Tier 2 promotion queue. The top performers become a battlecard input, not just a coaching target.
What the Team-Wide Rollup Catches
A single criterion that scores low across the entire team — not just one rep — is the cheapest way the system has to catch a problem with the battlecard itself. If every rep is fumbling the per-location pricing math, the math is wrong or the language around it is unworkable on a live call. If every rep is missing the B-slot defense framing when probed, the defense framing is under-trained or under-language-loaded. Sales enablement reviews the criterion-level team rollup once a month and decides whether the low criterion is a training issue (run an extra session) or a card issue (queue a change for the next quarterly refresh). The static QA checklist catches what is wrong on the page; the scorecard catches what is wrong in the room. Both are required.
What the Scorecard Does Not Do
The scorecard is not a substitute for deal review. It does not tell the manager whether the deal will close, whether the buyer is qualified, or whether the next-step is the right one. Those questions live in the standard pipeline review. The scorecard answers a narrower question — is the Voicify A-or-B framing being executed cleanly on this call — and the answer is useful precisely because it is narrow. Trying to expand the scorecard into a generalized deal-quality instrument is how a useful eighteen-minute weekly instrument becomes a forty-five-minute weekly chore that nobody completes.