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Scorecard template

Challenger scorecard template

Mid-cycle conversations where the rep has to change how the customer sees the problem, not just answer their questions.

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How the 100 points are split3 criteria, weighted to 100

The scorecard

Score each criterion from 0 to 3. Multiply by its weight, add it up, and a call lands between 0 and 100.

Challenger scorecard template
CriterionWeightWhat the scorer asks0 Not touched1 Mentioned2 Explored3 Confirmed
Teach (commercial insight)35Did the rep offer an insight that changed how the customer sees their own business?No insight; the rep only asked about needs or pitched features.Insight mentioned in passing, generic, not applied to this customer.Reframe explored with questions about the customer's own situation.Customer accepted the reframe and the rep played back its impact.
Tailored to the stakeholder30Did the rep adapt the message to this person's role, priorities and language?Standard pitch; nothing linked to this person's role.Role acknowledged once, the message itself unchanged.Message adapted; the rep asked what matters to this person.Message tied to a goal this person stated, and they confirmed it.
Take control35Did the rep steer the call, raise money and pushback directly, and secure a committed next step?Customer led throughout; no pushback, no next step.Vague next step; tension avoided when the customer hesitated.Rep pushed back once and proposed a concrete next step.Pushback handled; the customer committed to a dated next step.

What to listen for, criterion by criterion

  1. 35/100

    Teach (commercial insight)

    Listen for

    • a reframe of the problem the customer had not considered
    • a pattern or number from similar companies
    • the customer saying they had not looked at it that way
    What good sounds like
    Most teams your size think they need more leads, but in their calls we see deals stall after the second meeting because nobody has spoken to finance yet.

  2. 30/100

    Tailored to the stakeholder

    Listen for

    • outcomes per role: finance hears cost, operations hears time
    • references to what this person said earlier
    • the customer's own words played back
    What good sounds like
    For you as CFO this is less about rep productivity and more about a forecast you can trust, so let me show you what changes there.

  3. 35/100

    Take control

    Listen for

    • the rep pushing back on a vague answer
    • price or budget discussed openly
    • a next step with a date and an owner
    What good sounds like
    Before we book another demo, can we get thirty minutes with your CFO next Tuesday? That is where the budget decision sits.

A call scored against this template

Drummer scores every call against the template you choose. Each criterion gets its reasoning and the moment in the call that proves it, so a manager checks the evidence in seconds instead of listening to the whole call.

app.drummerhq.com/calls/2481

Scored against Challenger

Call with Maes Industrial Supplies

40:00

80/100Call score

  • Teach (commercial insight)3 / 306:40
  • Tailored to the stakeholder1 / 318:47
  • Take control3 / 330:55

Teach (commercial insight) is well evidenced. Tailored to the stakeholder only came up in passing: ask about it before the next call.

About this template

The Challenger model comes from The Challenger Sale (2011) by Matthew Dixon and Brent Adamson, built on CEB research into what separates top B2B sales reps from the rest. The research sorted reps into five profiles. The Challenger, who teaches, tailors and takes control, was the profile found most often among top performers, especially in complex sales. This scorecard turns those three behaviours into criteria you can score on any call. More background in the glossary entry on the Challenger sale.

When should you use a Challenger scorecard?

Use it on calls where the customer needs a new view of their problem: the second meeting after discovery, a conversation with an executive, a renewal where the account is drifting. It adds less on a first cold call, where there is rarely time to teach. Many teams pair it with a qualification framework such as MEDDIC: Challenger scores how the rep sells, MEDDIC what the rep knows about the deal.

How does Drummer score Challenger behaviour?

Drummer scores every recorded call on teach, tailor and take control, with the reasoning and the timestamp of the moment that earned the score: the reframe, the line aimed at the CFO, the pushback on a vague next step. Managers comment on that exact moment, so the rep hears what to repeat. It works on Dutch, French and German calls as well as English. See how it fits into coaching in Drummer.

Questions about this template

What is a Challenger scorecard?

A Challenger scorecard rates a sales call on the three behaviours of the Challenger Sale model: teaching the customer something new about their business, tailoring the message to the person in the room, and taking control of the conversation and next step. Each criterion gets a 0 to 3 score, weighted to a total out of 100.

How do you weight teach, tailor and take control?

Teach and take control weigh 35 points each, tailor 30. Teaching is what sets the model apart from consultative selling, and taking control is the behaviour reps drop most easily: they back off as soon as the customer hesitates on price or timing. Tailoring matters, but it rarely carries a call alone. Adjust the weights to your motion.

Can Drummer score our calls against our own version?

Yes. Start from this template or your own playbook, rename criteria and rewrite the questions. Drummer then scores every recorded call against your version, with reasoning and a timestamp per criterion, so a manager can jump to the moment and leave a comment. It works on Dutch, French and German calls as well as English.

More scorecard templates

Scorecard templates

Score your calls with this

Bring a few recordings to a 30-minute demo and see them scored against Challenger, with the moment that proves each criterion.

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