The Setup
A $15M/year wellness coaching company with 50 sales reps — a mix of setters and closers working across three funnels, two offers, and a constantly changing schedule. The Sales Director was sharp and involved, but the tooling had grown faster than the team that was supposed to maintain it.
The Problem
Every rep maintained their own Google Sheet. Some tracked calls; some tracked calls and booked appointments; some tracked calls, appointments, and outcomes. A few didn't track anything and reconstructed their week from memory on Friday afternoon.
Every Friday night, the Sales Director manually compiled the team performance report for Monday's meeting. Six hours of copy-paste. Three hours of chasing reps who hadn't updated their sheet. Another hour reconciling the rollup against the payment processor.
By the time the report was ready, it was a snapshot of a week that was already over. The team knew who the top three were. The bottom 30 were protected by ambiguity.
What We Found
Data lived in three disconnected systems: the CRM (leads and appointments), the calendar tool (actual calls taken), and the payment processor (revenue). No system had all three. No single identifier joined them.
Worse: rep names were inconsistent across systems. "John Smith" in the CRM. "J. Smith" in the calendar. "John S." in the payment processor. One of our first reports showed a rep with 142 leads and $0 revenue in one profile — and another rep named differently with 1 lead and $17,602 in revenue. They were the same person.
The manager impressions were mostly right about the top. They were entirely wrong about the middle. Two reps the Sales Director thought were average were actually bottom-five on close rate. One rep thought to be struggling was actually top-ten on revenue per appointment — just with lower volume because she'd been out for two weeks.
What We Built
A live leaderboard that pulls from all three systems on an hourly refresh. We built a rep identity layer — a single canonical name with all its aliases mapped — that resolved the 90% of mismatches across systems. The leaderboard shows appointments booked, appointments taken, close rate, cash collected, and revenue per appointment, sortable by any column, filterable by funnel, offer, and time window.
The manager view adds one column the reps don't see: coaching priority, ranked by the delta between a rep's close rate and their show rate, weighted against their ramp time.
Kickoff to live: six days.
The After
Within the first month, three underperformers were identified — including two the Sales Director had been protecting — and performance-managed. One left on her own when she saw her numbers for the first time. The team average close rate went up 11% over the following quarter, largely because the bottom tier was no longer invisible.
The Sales Director got her Friday nights back.
The CEO told us later that the most valuable part wasn't the leaderboard itself — it was the $200K bonus pool. Before the leaderboard, he wasn't confident enough in the performance data to run a competitive quarterly bonus. After, he ran the first one three months in. The top 20 performers collected $6.7M in cash that quarter, and the bonus pool paid out cleanly off the unified data.
Closing
This was the engagement that proved the retainer model to this client. We built the leaderboard in six days, and they've been with us five years since. The leaderboard has been rebuilt twice as the sales org evolved. The trust in the numbers has never moved.
Want this for your business?
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