10 Minute Sales Audit 

A 91 Point Checklist to Score Your Sales Team 
 
 
 
 
 
   
 

Instructions 
 
Go through each question on the Repstack 91-point checklist and put a tick in the box 
for the corresponding answer. 
 
There are 7 sections on the Audit: Hiring, Training, Data, Process, Culture, CRM & 
Management. 
 
Make sure you answer as truthfully as you can. Once you have finished check the 
scoring section at the end to evaluate your audit score. 
 
The process should only take you 10 minutes and give you a pretty good insight into 
where you should be focusing your energies to improve your sales team. 
 
 
 
 
 
 
 

HIRING

# Question Yes Mostly Not Really Unsure

1 Do you have a documented hiring process?

Do you have a clearly defined set of Sales Competencies defined that you are looking for in your hiring
2
process?
Do you incorporate different interview approaches into your hiring process? E.g. Competency Based Questions,
3
Situational Questions, Fact Finding, Role Play etc.

4 Does your hiring process include employees outside of the Sales Team?

5 Does your interview process involve multiple rounds but avoids overlaps in questions from previous rounds?

6 Do your hiring questions roll up to your company Mission and Values?

7 Does your hiring process allow for unbiased feedback from all interviewers without succumbing to 'groupthink’?

8 Do you accept feedback from a variety of seniority levels within the hiring process?

9 Does the sales team actively try to hire internally before hiring externally?

10 Do you keep a documented record of your hiring feedback?

11 Do you check the hiring notes of successful hires in order to refine your hiring process?

Does your interview process accommodate different styles of interviewing and are you interviewers aware of
12
their style?

13 Do you try and sell them on the company vision and goals?

14 Do you balance note taking with engaging in the conversation?

 

15 Does your interview process shorter than 3 weeks from start-to-finish?

16 Do all applicants get a good follow up response from an interviewee?

17 Does one person have ultimate accountability for the efficiency of the hiring pipeline?

18 Are you using an HR SaaS software?

19 Do you feel you are getting value for money from your hiring channels?

Are you thinking about diversity in your hiring process, and do you have any guidelines in place to ensure
20
diverse viewpoints are embedded in the hiring process?

21 You have a process for maximising info from your references?

TOTAL

   
 
 

TRAINING

# Question Yes Mostly Not Really Unsure

1 Do you have a formal training agenda for a new hires first two weeks on the job?

2 Do you have a set timeframe for when a new hire should be at 100% capacity?

3 Do you have a clearly defined sales process guide for the most important calls in your sales process?

4 Do you have a rapport building strategy, or training programme?

5 Are sales reps leading the conversation and aware of the stages of a sales call that they need to pass through?

6 Do sales reps understand how the set the context of the call so that they buy time to conduct their elevator pitch?

7 Do sales reps understand how to build social proof on a call?

8 Can your Sales Reps recite a perfect 30 second elevator pitch about your company / product on demand?

9 Do all of your sales reps know the key qualification questions they should be asking?

10 Are you tracking qualification question responses within your CRM?

11 Do you maintain a black-book of all customer objections and how they should be answered?

12 Do your Sales Reps have automatic responses to all of those objections?

13 Do you maintain a matrix of your competitors and how their products compare to yours?

Does the Sales Team have a 'continuous training programme' to monitor the ongoing effectiveness of sales
14
interactions?
 

15 Do Sales Managers and Sales Reps go through call recordings of live calls together at least once per month?

Is there a clear competency framework for each level of seniority, based on company values and team
16
competencies?

17 Do new joiners have a buddy?

18 Do you have a clear set of house rules for new joiners?

TOTAL

   
 
 

DATA

# Question Yes Mostly Not Really Unsure

1 Is there alignment from CEO to Intern on what the most relevant KPIs are?

2 Does the whole business have easy access to the key KPIs?

3 Are Sales Reps KPis able to self serve their KPIs?

Do your KPIs take into account the full 360 of the sales cycle? e.g. Input (outbound calls, call times),
4
Effectiveness (conversion, sales cycle length), Output (Deals closed)
Do your KPIs allow Sales Reps to compare their own historic performance on a week over week, month over
5
month & quarter over quarter basis?
If you were to ask your sales reps, would they be able to tell if the team is ahead or behind on their quarterly
6
target?

7 Do Sales Managers regularly monitor sales activities e.g. Dials, Call Time, Opportunities Created etc?

8 Is Data produced on both a Cohort and Nominal basis to provide a range of conversion statistics?

9 Do you have end of month / quarter forecasting based on current deal values in the sales funnel?

Are Closed Lost deals bucketed into the reasons for the deal being lost? e.g. Lost to competitor, No Budget, Bad
10
Timing

11 Do sales managers review their KPIs with reps regularly?

TOTAL

   
 
 

PROCESS

# Question Yes Mostly Not Really Unsure

1 Is there a centralised place where all Sales Reps can access Best Practice Guides?

2 Are Best Practice Guides regularly updated?

Is there a process in place to ensure that Sales Reps can challenge a Best Practice Guide and update it with
3
improved process?

4 Are the majority of emails being sent via standardised templates?

5 Are you regularly A/B testing email templates?

6 Is your Sales Team split into role specialties e.g. Sourcing, SDRs and AEs?

7 Do Sales Reps have a basic outline of how to structure their day?

8 Does your Sales Team have guidelines for managing their email Inbox?

9 Are you monitoring response time to new leads?

10 Are new leads being assigned in an orderly fashion e.g. Round Robin, or by Geography etc?

Is there a process in place for any members of the sales team from intern to VP of Sales to post
11
recommendations on process improvements?
Is there a prioritisation process with Product teams to implement tech solutions to increase efficiency savings for
12
the sales team?
Does the Product Team and Commercial team have a good dialogue and understanding of each teams
13
constraints (e.g. technical, resource, time)?

TOTAL
 
 

CULTURE

# Question Yes Mostly Not Really Unsure

1 Do your Sales Reps actually enjoy coming to work?

2 Have you fostered a culture of ‘friendly competition’?

3 Do Sales Reps understand what they must do to progress to the next level of seniority?

Do you have a progression plan for Sales Reps who want to continue to be individual contributors as well as
4
those who wish to progress into management?

5 Do you have regular and reliable insight into the relationship between junior managers and their reports?

6 Do you have management training programmes for first time managers?

7 Do you host regular meetings for kicking off and closing the sales week?

8 Do you find that your team groups always eat lunch with the same people?

9 Do you host monthly / quarterly Team bonding?

10 Do you sales team integrate with wider company?

11 Does the group believe in Noble Purpose of the company vision?

12 Does your sales team call each other out if they moan about the wider company?

13 Do Sales Reps have targets beyond quantitative, e.g. personal development goals?

TOTAL
 
 

CRM

# Question Yes Mostly Not Really Unsure

Do you have a CRM hygiene score to ensure that reps are updating the CRM with all relevant pertinent
1
information?

2 Are you tracking email open rates?

3 Does your CRM provide an easy overview of a sales reps entire pipeline?

Are you confident that your CRM object model is scalable through to your next important milestone? (e.g. Capital
4
Raise)

5 Are CRM inputs set up as discrete inputs wherever possible as opposed to free form? (e.g. text fields)

6 Would sales reps agree that the CRM overall reduces their administrative burden?

TOTAL

   
 
 

MANAGEMENT

# Question Yes Mostly Not Really Unsure

1 Do sales managers have regularly scheduled 1-2-1s with sales reps? (once per month at least)

2 Are all sales teams smaller than 6 people per manager?

3 Are you Sales Reps given their KPIs ahead of time with their Sales Managers?

4 Do you Sales Managers keep a regular log of meetings (minutes etc)?

5 Do you have Sales Managers incorporate the Weekly Meeting logs into their formal appraisal reviews?

6 Are managers adopting a coaching approach and practicing ‘guided discovery’ with their team?

7 Are managers aware of their style of leadership and manage from a position of respect not just authority?

8 Does the sales team have a competency framework of skills that is applied fairly across all levels of seniority?

TOTAL

   
 

Audit Evaluation 
 
Count up the ticks you have in each column and write down the number in the total row 
at the end of each section. For each tick you have you have in the ‘Yes’ column score 
yourself 3 points, for each ‘Mostly’ give yourself 1 point. ‘Not Really’ and ‘Unsure’ get 
you no points. 
 
0-50 points 
There is quite a lot of quite basic infrastructure that you need to put in place. Consider 
immediately seeking the consultation or advice of an experienced sales professional to 
help you put the foundations of a good sales team in place. 
 
50-90 points 
Depending on the size and age of your team this score may vary. If your team is less 
than 18 months old and you are growing quickly then it may be that you have neglected 
certain things while you scramble for growth. If your team is relatively established and 
 

has capacity in the management team then perhaps a few things have been overlooked. 
Drill down into the specific topic-areas that scored poorly. Consider finding a few hours 
where you can get the whole sales team together away from the desk to hear some 
direct and honest feedback about what is going well and what is frustrating the team.  
 
90-120 points 
As above it depends on how big your team is and what resources you have at your 
disposal, but getting this score certainly doesn’t happen by accident. You’ve 
implemented a decent amount of infrastructure beyond just the fundamentals of 
finding deals and closing them. There’s clearly some systematic approach from 
management about how to build and scales sales infrastructure, but some areas are 
perhaps paid more attention than others. For the areas that have scored lower than 
others, can you find a sales rep who is willing to own those areas and champion new 
ideas to bring them up to the required level. 
 
 
 

120-150 points 
This score shows a real foresight from management to cover many of the key aspects of 
building and scaling a successful team. Not only does this show good management but 
likely a strong culture where more than one or two people contribute to the overall 
success of the sales team. You guys are clearly well on the way to building an 
unstoppable sales engine. Don’t stop on your mission to build a fantastic sales culture 
with a well rounded approach to all aspects of the sales team. From here ensure that 
you future proof your sales infrastructure by making sure each topic-area has its own 
champion within the sales team. Replicating your success and ensuring your standards 
don’t drop is essential. That will free up the management to take on even larger projects! 
 
150+ points  
You are killing it. Clearly you’re thinking in 4 dimensions and covering all the key aspects 
of building a humming sales engine. I’m not sure what advice we can give you apart 
from: keep doing what you’re doing! 
 
 

About Us 
Repstack is a ​sales outsourcing​ platform that uses the latest advances in natural 
language processing and machine learning to provide high quality sales outsourcing 
services.  
 
We help companies generate new leads, convert inbound leads or upsell existing leads. 
Our reps are savvy enough to sell complex products and best of all we don’t insist on 
any long-term contracts. Get started from as little as 20 hours of calling time. Check us 
out at ​www.repstack.ai​ or drop us an email at ​hello@repstack.ai​.