Orum’s AI Scorecards help sales teams improve performance by providing automated call evaluations that are consistent, actionable, and easy to use. Every recorded call is analyzed and scored using AI, giving both reps and managers real-time insights on how to get better—without waiting for manual reviews.

What Are AI Scorecards?

AI Scorecards automatically evaluate recorded calls and assign a performance score (0–5) based on performance across key areas like the opener, discovery, objection handling, and more. The higher the score, the stronger the rep’s performance. Each section also includes clear feedback on what went well and what could be improved.

These scorecards help:

• Reps get continuous feedback on what they’re doing well and where they can improve.

• Managers save time by focusing their coaching where it matters most.

• Teams identify winning patterns that lead to more meetings and conversations.

Where to Find Scorecards

You’ll find a dedicated Scorecard tab on each recorded call’s detail page. If a call couldn’t be scored, you’ll still see the tab—but it will display as N/A.

What the Score Covers

Scorecards are broken into sections that reflect the structure of a high-quality sales conversation. For each section, AI provides:

• A score from 0–5

• A summary of what went well

• Suggested areas for improvement

The evaluated sections include:

• Call Structure

  • Opener: How well the rep introduced themselves and captured attention

  • Discovery: How effectively the rep explored the prospect’s needs and presented value

  • Objection Handling: How well the rep responded to objections with empathy and clarity

  • Close: Whether the rep asked for the meeting or moved the conversation forward

• Overall Call Handling

  • Tone & Clarity: Confidence, friendliness, pacing, and overall communication quality

  • Best Practices: Rapport-building, focus, and conversation flow

  • Talk Time: Whether the rep dominated the conversation or shared space appropriately

FAQs

How does the AI generate the score? What is it based on?

The AI analyzes the full call transcript using a series of structured prompts designed to evaluate specific behaviors across key sales stages—such as the opener, discovery, objection handling, and closing. These prompts were developed based on Orum’s analysis of millions of data points and are fine-tuned to detect high-impact behaviors like personalization, empathy, active listening, and clarity. The AI assesses whether these behaviors are present, and to what degree, using natural language processing techniques. Each section is individually scored on a 0–5 scale. The final scorecard includes an average overall score, along with a breakdown of what went well and what can be improved—giving reps a consistent, unbiased, and scalable form of performance feedback.

Can I customize what the AI looks for in a call?

Not at this time. Scorecards are designed around a consistent rubric to ensure fairness and accuracy across teams.

Can reps edit their own scorecards?

No. Reps can view their score and feedback, but editing is restricted to ensure scoring integrity.

Can I change the AI-generated score?

Not at this time. Scorecards are designed around a consistent rubric to ensure fairness and accuracy across teams.

What happens if the AI can’t score a call?

If a call doesn’t meet the criteria for scoring (e.g. too short, unclear audio), the Scorecard tab will still appear but marked N/A. Some sections of a call may also be marked N/A if there wasn’t enough relevant content to evaluate that portion.

Is this feature available on all plans?

AI Scorecards are available on Ascend plans only. If you're interested in upgrading, reach out to your Customer Success Manager.