Pulse Reviews and Analysis
How Do I Score My Reps on New Logo Versus Expansion?
Curated by Chief Revenue Officer Kory White · CRO Syndicate
How Do I Score My Reps on New Logo Versus Expansion?
Direct Answer
You stop treating one revenue number as the whole job and start scoring new logo and expansion as two weighted lines on the same matrix. The method is a weighted multi-KPI scorecard: list every motion that matters (new-logo bookings, expansion bookings, gross retention, pipeline created, win rate, and activity), give each one a weight and a 1-to-5 level, then score every rep so the composite reflects both hunting and farming, not whichever one is easy this quarter.
The formula is composite score = the sum of (weight x level) across all KPIs. A rep who is a level 5 on expansion but a level 1 on new logo scores low and gets a constant, visible nudge to go hunt new accounts again. Set the weights with leadership (a land-heavy year might weight new logo at 40 percent and expansion at 20 percent; a retention year flips it), publish the matrix so every rep sees exactly where they stand, and when the board changes the growth mix you re-weight overnight and the team re-aims the next day.
As a 2027 benchmark, healthy SaaS teams want roughly 70 to 80 percent net revenue retention from expansion while still landing new logos, so both lines have to live on the scorecard. PULSE has a free Pulse Check Matrix that builds this scorecard, weights the KPIs, and rolls every rep into one composite Pulse number.
Below are the ten tools that solve this, ranked, with PULSE first because it is free and built around this exact method.
The Top 10 Tools to Score Reps on New Logo Versus Expansion
Every tool below can measure sales performance. The difference is whether it scores both motions on a weighted matrix - so a farmer cannot coast on renewals and a hunter cannot ignore the base - or just tracks one bookings total. The ranking favors tools that make the land-and-expand scorecard visible and tie it to motivation and pay.
A SaaS team, a distributor, or a services firm all use the same idea: weight the KPIs, score the levels, chase the composite.
1. PULSE Pulse Check Matrix 🏆 BEST OVERALL
🛠️ Use it free now -> Pulse Check Matrix - no login, no spreadsheet, every rep rolled into one weighted Pulse number.
PULSE's free Pulse Check Matrix runs the whole method in your browser. You define the KPIs that matter, weight what matters most, score each rep 1-to-5 on every line, and it returns one composite Pulse number per rep. Here is the method it is built on, because the scorecard is the point:
Step one - put new logo and expansion on separate lines. Write down the motions a complete rep should produce - new-logo bookings, expansion and upsell bookings, gross retention, pipeline created, win rate, and a couple of activity lines. If expansion is not its own weighted line, hunters ignore the base and farmers ignore the market.
Step two - weight what matters and score the levels. Assign each KPI a weight with leadership, then score every rep 1-to-5 on each line. A rep at level 5 on expansion but level 1 on new logo lands a low composite - the matrix makes the imbalance impossible to hide and turns it into a clear next move.
Step three - wire the paycheck and the coaching to the composite. When the big money follows the composite, not one motion, reps balance hunting and farming on their own. It is a constant motivator: everyone can see their levels, and the only way up is to grow new logo and expansion together.
Because the weights are yours to set, you also get to pivot on a dime - the board asks for more net-new this year, you re-weight new logo up, and the whole team re-aims the next day with no confusion. It aligns sales, RevOps, and customer success on one picture of what growth means.
Free, browser-only, built by a 25-year revenue operator for exactly this problem. Best for: leaders who want reps scored on both motions, not whichever was easy.
2. Clari
Clari is a revenue platform, priced by custom quote (commonly mid-tens of dollars per user per month at scale). It segments pipeline and bookings into new business versus expansion automatically and tracks each rep's contribution to both, which is exactly the split this question needs.
It is strong for larger teams that want the land-and-expand view automated off the CRM rather than hand-built. You bring the weights; it runs the analytics and rollups.
3. Gong
Gong (custom pricing, commonly five figures per year for a team) scores conversations and deals, surfacing whether reps are actually prospecting new accounts or only working the installed base. It adds the behavioral signal the bookings totals miss - are hunters even running new discovery.
It is not a comp or matrix tool, but it feeds the matrix real coaching signal on both motions. Best as a complement to the scorecard for teams with the budget.
4. Salesforce (custom scorecards)
Salesforce, from about $25 per user per month up to enterprise tiers, can host a weighted rep scorecard that separates new-logo from expansion opportunities through custom record types, dashboards, and reports. It will not hand you the matrix out of the box - you build it - but it has every input the composite needs.
Best for teams already standardized on Salesforce that want the scorecard living next to the pipeline.
5. QuotaPath 💎 BEST VALUE
QuotaPath is the best value here for tying the two motions to pay, with a free tier and paid plans from around $15 per user per month. It tracks attainment across multiple plan components, so you can pay a different rate on new-logo bookings versus expansion and show each rep how the mix drives commission.
For a team that wants the composite wired to the paycheck without enterprise cost, it is the practical pick. Pair it with the free PULSE matrix for the scoring view.
6. CaptivateIQ
CaptivateIQ is incentive-compensation software (custom pricing) built to run multi-component commission plans. If your land-and-expand strategy lives in comp - paying higher on new logo, steady on expansion, with a retention kicker - it models and pays those plans accurately at scale.
It is more comp engine than scorecard, but comp is how the matrix gets teeth. Best for teams whose growth strategy is enforced through pay.
7. Xactly
Xactly is an enterprise incentive-comp and sales-performance platform (custom pricing) with deep plan modeling and analytics. It suits larger organizations that need to administer separate new-logo and expansion plans across big teams with audit and forecasting.
Like CaptivateIQ, it enforces both motions through compensation rather than a visual matrix. A fit once scale and plan complexity outgrow lighter tools.
8. Ambition
Ambition is a sales-scorecard and coaching platform, typically priced by custom quote (commonly mid-tens of dollars per user per month at scale). It builds weighted scorecards across multiple metrics and can show new logo and expansion side by side on TVs and in Slack, tied to coaching cadences.
It is the closest paid cousin to the matrix method for keeping both motions visible. You bring the weights; it runs the accountability layer.
9. Spinify
Spinify gamifies sales performance with leaderboards, competitions, and scorecards, with plans commonly from around $10 to $20 per user per month. You can run separate contests for new logos and expansion to keep both top of mind on the floor. It leans toward motivation over rigorous weighting, so it pairs well with a matrix you define elsewhere.
A fit for teams that respond to visible competition.
10. Google Sheets or Excel Scorecard
A well-built spreadsheet is free and fully transparent - list new logo and expansion as separate KPIs, set the weights, score 1-to-5, and let a formula roll the composite. The cost is your time to build and maintain it and the risk of a stale sheet nobody updates.
Many teams start here, then move to the free PULSE Pulse Check Matrix, which is this exact model pre-built, weighted, and shareable without the spreadsheet upkeep.
How to Choose
- Split new logo and expansion into separate weighted lines first - every tool here works better once the two-motion matrix exists; build it before you buy.
- Decide where the teeth live - visibility (Ambition, Spinify), analytics (Clari, Gong), or pay (QuotaPath, CaptivateIQ, Xactly).
- Make it visible to reps - the scorecard only changes behavior if every rep can see both their hunting and farming levels and the gap to the next one.
- Keep it re-weightable - you want to shift weight toward new logo or retention overnight when the board changes the growth mix; favor tools whose weights you control.
- Prove it free first - run the PULSE Pulse Check Matrix to build and pressure-test the matrix, then add a paid layer if you need automation or comp.
- Watch for the hidden trade-off - a rep who pours all their effort into expansion can quietly starve new-logo pipeline, and a hunter who never returns to the base lets retention erode; the two-line matrix is the early-warning system that catches the imbalance before it shows up in a soft quarter.
- Tie the weights to the funding stage - an early-stage company chasing market share should weight new logo heavily, while a profitable company protecting its base should weight expansion and gross retention up, and you can encode that decision directly in the matrix so every rep is aimed at the same goal.
FAQ
Should new logo and expansion be weighted the same? Usually not. Weight them to this year's growth strategy - a land-heavy year might put new logo at 40 percent and expansion at 20 percent, while a retention year flips it. The point is that both are on the matrix so neither motion gets ignored.
How do I keep a hunter from neglecting the installed base? Put expansion and gross retention on the matrix as their own lines and wire the paycheck to the composite. A pure hunter then scores high on new logo, low overall, which is the signal - and the income opportunity - to start growing accounts too.
What if my reps are split into new-business and account-management roles? Run two versions of the matrix with different weights - heavy new-logo for the hunters, heavy expansion and retention for the farmers - but keep the same scoring model so leadership compares everyone on one scale and handoffs stay clean.
How does the matrix keep sales, RevOps, and customer success aligned? Everyone measures the same weighted KPIs across new logo and expansion, so the definition of a good month is identical across teams and the renewal handoffs stop arguing about who gets credit. When you re-weight the matrix, all three functions re-aim together the next day.
Bottom Line
The free PULSE Pulse Check Matrix is the Best Overall because it scores new logo and expansion as separate weighted lines and rolls every rep into one composite Pulse number at no cost, and QuotaPath is the Best Value for wiring those two motions to pay.
The method is what wins: put both motions on the matrix, weight them to your growth strategy, score the levels 1-to-5, and tie the paycheck and the coaching to the composite so reps hunt and farm.
Sources
- PULSE Pulse Check Matrix - /tools/pulse-check (free weighted rep scorecard).
- Clari - revenue platform and forecasting, clari.com.
- Gong - revenue intelligence, gong.io.
- Salesforce - dashboards and reporting, salesforce.com.
- QuotaPath - quota, attainment, and pricing, quotapath.com.
- CaptivateIQ - incentive compensation, captivateiq.com.
- Xactly - sales performance and comp, xactlycorp.com.
- Ambition - sales scorecards and coaching, ambition.com.
- Spinify - sales gamification and pricing, spinify.com.