Skip to content
Sign in
Book a demo
Book a demoMenu

Scorecard template

SPICED scorecard template

Discovery calls in recurring-revenue businesses, where the deal depends on impact the customer can measure and a date that forces a decision.

Book a demo

How the 100 points are split5 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.

SPICED scorecard template
CriterionWeightWhat the scorer asks0 Not touched1 Mentioned2 Explored3 Confirmed
Situation15Did the rep understand the customer's context: company, team, current tools and processes?Context not explored.A few facts collected, no clear picture.Rep asked targeted questions about team, tools and process.Situation summarised by the rep and confirmed by the customer.
Pain25Did the customer describe what is not working and why it matters to them?No pain surfaced.A pain mentioned, no example or owner.Rep explored examples, owners and earlier attempts.Pain stated by the customer and confirmed in the rep's recap.
Impact25Did the rep establish the measurable and the personal impact of solving the pain?Impact not discussed.Benefits described by the rep, not the customer.Rep asked about rational and emotional impact.Impact quantified by the customer and played back.
Critical event20Did the rep find a dated event that forces the customer to act, with a consequence if missed?No deadline discussed.A preferred date mentioned, no consequence.Rep tested what drives the date and what if missed.Critical event and its consequence confirmed back by the customer.
Decision15Did the rep learn how the customer decides: who, on which criteria and through which steps?Decision not discussed.A decider mentioned, no criteria or steps.Rep asked about people, criteria and steps.Decision path summarised and confirmed by the customer.

What to listen for, criterion by criterion

  1. 15/100

    Situation

    Listen for

    • Team size and structure
    • Current tools and how they are used
    • Recent changes in the business
    What good sounds like
    Before we go further, how does your team handle renewals today, and in which tools?

  2. 25/100

    Pain

    Listen for

    • A concrete problem with an example
    • Who feels the problem
    • What they have tried so far
    What good sounds like
    You mentioned renewals come in late. What does that look like in a typical month?

  3. 25/100

    Impact

    Listen for

    • Rational impact: revenue, cost or time
    • Emotional impact: stress, reputation, career
    • A number the customer stands behind
    What good sounds like
    If renewals stopped slipping, what would that mean for your number this year, and for you personally?

  4. 20/100

    Critical event

    Listen for

    • A deadline with a consequence attached
    • A contract end, launch, regulation or new fiscal year
    • The difference between a wish date and a real event
    What good sounds like
    What happens on the first of January if this is not in place?

  5. 15/100

    Decision

    Listen for

    • Decision makers and influencers
    • The criteria for choosing
    • The steps from approval to signature
    What good sounds like
    Who else needs to be comfortable with this, and what do they need to see before they sign?

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 SPICED

Call with Maes Industrial Supplies

40:00

77/100Call score

  • Situation3 / 304:09
  • Pain1 / 311:42
  • Impact3 / 319:15
  • Critical event2 / 326:48
  • Decision3 / 334:20

Impact is well evidenced. Pain only came up in passing: ask about it before the next call.

About this template

SPICED is a discovery framework from Winning by Design, built for recurring-revenue businesses. The letters stand for Situation, Pain, Impact, Critical event and Decision. Where older methods look mainly at whether a deal can close, SPICED keeps the focus on the impact the customer expects, which is also what decides whether they renew. The SPICED glossary entry has the short definition.

Use this scorecard on discovery calls and on the calls that follow, as long as the impact or the critical event is still unclear. For enterprise deals where procurement and competitors weigh heavily, the MEDDPICC template covers those parts in more detail.

How does Drummer score a call against SPICED?

Drummer scores each criterion of every recorded call from 0 to 3, with its reasoning and a timestamp that jumps to the moment in the call. Managers open a comment thread on that moment, for example where a rep accepted “sometime next year” as a critical event. It works on Dutch, French and German calls as well as English ones. More on coaching with scorecards.

The critical event is the criterion reps most often fill with a wish date. The rubric only gives a 3 when the customer confirms what happens if the date is missed.

Questions about this template

What is a SPICED scorecard?

A SPICED scorecard scores a discovery call on five criteria: situation, pain, impact, critical event and decision. Each gets a score from 0 to 3 and a weight. It shows whether the rep understood the customer well enough to forecast the deal, and which element is still missing before the next conversation, usually the impact or the critical event.

How do you weight SPICED criteria?

This template gives pain and impact 25 points each, because they carry the business case. Critical event gets 20, since without a date a deal tends to drift. Situation and decision get 15 each, for a total of 100. Teams adjust the weights, for instance raising decision when selling into larger organisations.

Can Drummer score our calls against our own version?

Yes. Upload your own criteria and weights, or start from this template and edit it. Drummer scores every recorded call against your version, with its reasoning and a timestamp per criterion. Managers jump to the moment the rep asked about impact, or skipped it, and leave a comment for the rep right there.

More scorecard templates

Scorecard templates

Score your calls with this

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

Book a demoTake the product tour