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The Sales Interview Scorecard (That Actually Predicts Performance)

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Why This Matters

At early-stage startups, every hire counts, especially on your go-to-market team. But most founders and first-time hiring managers rely on gut feel or generic “culture fit” impressions. That’s a recipe for mis-hires.Instead, use a structured scorecard focused on what actually predicts success: traits like deal ownership, coachability, and sales judgment. This guide walks you through what to assess (and how) for AEs, SDRs, and CSMs so you can hire with clarity and confidence.


The Foundation: What Early-Stage Startups Really Need


Startups aren’t looking for just a good rep, they need builders. People who thrive without playbooks, adapt quickly, and create signal in the noise. So your scorecard should be weighted toward how they think, how they handle feedback, and how they approach ambiguity…not just experience or polish.That being said, we firmly believe that for mid market and enterprise sales roles, industry expertise + a proven track record of overachievement are non-negotiables to ensure early-stage startups build a strong core team set up for long-term success.


Key Traits to Evaluate (Across Roles)

Whether you’re hiring an AE, SDR, or CSM, certain traits consistently signal high potential, especially in a fast-moving, resource-constrained startup environment. These aren’t just “nice to have” qualities, they’re essential indicators that someone will thrive without a script, iterate fast, and contribute beyond the job description.


Here’s what to look for (and why it matters):


  • Coachability: Startups change constantly. Can they adapt, implement feedback, and improve quickly?

  • Sales Judgment: Can they prioritize the right prospects, ask smart questions, and move deals forward without micromanagement?

  • Ownership Mentality: Will they take initiative, solve problems, and make the role their own?

  • Storytelling & Energy: Can they make prospects care? Will they bring momentum into the org?

  • Grit & Curiosity: Startups are messy. Will they keep going when things get hard and ask the right questions to figure it out?


Role-Specific Add-Ons

For AEs (Founding or Early AEs)


  • Full-cycle ownership: Can they prospect, run calls, and close?

  • Discovery depth: Do they really understand customer pain before pitching?

  • Self-sufficiency: Can they run deals without RevOps, enablement, or layers of support?


For SDRs


  • Volume + personalization balance: Can they manage throughput and relevance?

  • Script vs. strategy: Do they understand why they’re saying what they say?

  • Hunger: Are they driven to break through and book meetings with hard-to-reach buyers?


For CSMs


  • Customer empathy: Can they build trust and understand what success looks like for different stakeholders?

  • Proactive mindset: Will they prevent churn before it happens?

  • Expansion lens: Do they naturally look for ways to grow accounts and build long-term value?


How to Use the Scorecard in Interviews

Use a simple 1-5 scale and focus on behavioral questions or scenarios tied to the role. Ask the same core questions to every candidate. Customize by stage (early vs. late interviews) and role.


Pro tip: Add a notes section for each category to jot specific examples or red/green flags during the conversation. Here’s an example for an AE (“1” being the worst, “5” being the best)


Here’s an example for an AE (“1” being the worst, “5” being the best)


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Bonus: Mid-Interview Feedback Test


To test coachability:

  • Pause mid-interview.

  • Give the candidate feedback on how they framed something (e.g., value prop, objection).

  • Ask them to re-do it immediately, using your notes.This reveals how they take input, adapt on the fly, and whether they value improvement (a must-have for early-stage success!)


Final Thought

Great hiring isn’t about finding the “perfect” resume, it’s about evaluating potential, fit, and mindset through a clear lens.


About ClosedWon Talent

ClosedWon Talent is a specialized sales recruiting firm that helps growth focused companies hire top GTM talent. We partner with founders, revenue leaders, and investors to build high performing sales teams across SaaS and beyond.


What sets us apart is the ClosedWon Method, a proven recruiting framework built on speed, precision, and transparency. We combine deep industry expertise with a curated candidate network to deliver shortlists of qualified, motivated sales professionals fast. Our team does not just fill roles, we act as embedded partners who understand how to assess selling style, territory experience, and growth potential based on each clients' specific needs.


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