Producer Activity Tracking Dashboard & Weekly Scorecard
Author: Laksh Pujary, Founder @ Autoikigai For: Agency Principals and Sales Managers Managing Producer Performance Last Updated: May 2026
Why You Need Producer Tracking
“How’s business?” isn’t a management strategy. Most agency principals have no idea if their producers are actually productive until commission statements arrive — and by then it’s too late to course-correct.
You need to know, every week:
- Is each producer doing enough activity to hit their targets?
- Where in the pipeline are deals getting stuck?
- What’s the actual close rate, not the “felt” close rate?
- Which producers need coaching and on what?
This dashboard gives you that visibility.
The Producer Dashboard
+================================================================+
| PRODUCER PERFORMANCE DASHBOARD |
| Week of: ____________ |
+================================================================+
| |
| PRODUCER: ________________________ TARGET: $______/month |
| |
| +-- ACTIVITY METRICS --+ +-- RESULT METRICS ----------+ |
| | Calls Made: _____ | | Quotes Generated: _____ | |
| | Emails Sent: _____ | | Policies Written: _____ | |
| | Meetings Set: _____ | | Close Rate: ____% | |
| | Meetings Held: _____ | | New Premium: $_______ | |
| | Referrals Asked:____ | | Avg Policy Size: $_______ | |
| +----------------------+ +-----------------------------+ |
| |
| +-- PIPELINE BY STAGE ----------------------------------------+|
| | Prospect: ___ ($______) ||
| | Quoted: ___ ($______) ||
| | Proposed: ___ ($______) ||
| | Closing: ___ ($______) ||
| | Won: ___ ($______) ||
| | Lost: ___ ($______) ||
| +-------------------------------------------------------------+|
| |
+================================================================+Key Metrics Defined
Activity Metrics (Leading Indicators)
These predict future results. If activity drops, revenue follows 30-60 days later.
| Metric | Definition | How to Track | Weekly Target (New Producer) | Weekly Target (Veteran) |
|---|---|---|---|---|
| Calls Made | Outbound calls to prospects and COIs | Phone system + AMS log | 50-75 | 30-50 |
| Emails Sent | Personalized outreach (not bulk) | Email tracking | 30-50 | 20-30 |
| Meetings Set | Appointments scheduled | Calendar + AMS | 8-12 | 5-8 |
| Meetings Held | Appointments that actually happened | AMS activity | 6-10 | 4-6 |
| Referrals Asked | Times producer explicitly asked for referral | Self-reported + AMS | 10-15 | 8-12 |
| COI Contacts | Touches with Centers of Influence (realtors, accountants, etc.) | AMS activity | 3-5 | 2-3 |
Result Metrics (Lagging Indicators)
These tell you what actually happened.
| Metric | Definition | How to Track | Monthly Target (New) | Monthly Target (Veteran) |
|---|---|---|---|---|
| Quotes Generated | Formal quotes delivered to prospects | AMS / rater logs | 15-25 | 10-20 |
| Policies Written | Policies bound and issued | AMS | 6-12 | 5-10 |
| Close Rate | Policies written / quotes generated | Calculated | 30-40% | 40-55% |
| New Premium | Total new annual premium written | AMS / commission report | $15K-$30K | $20K-$50K |
| Avg Policy Size | New premium / policies written | Calculated | Varies by line | Varies by line |
| Revenue per Producer | New commission generated | Commission report | $2K-$4K | $3K-$8K |
Pipeline Stages
Every prospect should be in exactly one stage. No exceptions.
| Stage | Definition | Expected Time in Stage | Action Required |
|---|---|---|---|
| Prospect | Identified lead, no contact yet | <1 week | Make first contact |
| Contacted | First outreach made, awaiting response | <2 weeks | Follow up 3x |
| Needs Analysis | Discovery meeting completed, gathering info | <1 week | Request apps/info |
| Quoted | Formal quote delivered to prospect | <2 weeks | Schedule presentation |
| Proposed | Coverage proposal presented, awaiting decision | <1 week | Follow up aggressively |
| Closing | Verbal commitment, processing paperwork | <1 week | Get signatures, bind |
| Won | Policy bound | — | Process in AMS, welcome sequence |
| Lost | Prospect declined or went elsewhere | — | Log reason, nurture sequence |
Pipeline Health Rules
- If >40% of pipeline is in “Prospect” stage: Not enough activity — producer isn’t making calls
- If >30% is in “Quoted” stage for >2 weeks: Proposal skills issue — they’re quoting but not presenting effectively
- If close rate is <25%: Qualifying issue — quoting everyone instead of qualified prospects
- If avg deal size is shrinking: Targeting issue — going after easy small accounts instead of strategic ones
Weekly Scorecard Template
Print this. Fill it in. Review it every Monday.
================================================================
PRODUCER WEEKLY SCORECARD
================================================================
Producer: ___________________ Week: ___________________
Manager: ____________________ Target: $________/month
ACTIVITY (This Week)
--------------------
Actual Target Hit?
Outbound Calls: _____ _____ [ ]
Emails Sent: _____ _____ [ ]
Meetings Set: _____ _____ [ ]
Meetings Held: _____ _____ [ ]
Referrals Asked: _____ _____ [ ]
COI Contacts: _____ _____ [ ]
RESULTS (This Week)
-------------------
Actual Target Hit?
New Quotes: _____ _____ [ ]
Policies Written: _____ _____ [ ]
New Premium Written: $_____ $_____ [ ]
PIPELINE SNAPSHOT
-----------------
Stage Count Premium Value
Prospect: _____ $_________
Contacted: _____ $_________
Needs Analysis: _____ $_________
Quoted: _____ $_________
Proposed: _____ $_________
Closing: _____ $_________
TOTAL PIPELINE: _____ $_________
MONTH-TO-DATE
-------------
Policies Written: _____ / _____ target
Premium Written: $_____ / $_____ target
Close Rate: _____%
On Track for Goal? YES / NO
WINS THIS WEEK
--------------
1. _______________________________________________
2. _______________________________________________
CHALLENGES / COACHING NEEDS
----------------------------
1. _______________________________________________
2. _______________________________________________
NEXT WEEK PRIORITIES
--------------------
1. _______________________________________________
2. _______________________________________________
3. _______________________________________________
Manager Notes: __________________________________
_________________________________________________
Producer Signature: _________ Manager Signature: _________
================================================================Revenue Per Producer Analysis
| Producer | New Premium YTD | Renewal Premium | Total Book | Commission Rate | Revenue Generated | Cost to Agency | Net Contribution |
|---|---|---|---|---|---|---|---|
| TOTAL |
How to calculate Net Contribution:
- Revenue Generated = (New Premium x Commission %) + (Renewal Premium x Commission %)
- Cost to Agency = Salary + Benefits + Producer Commission Split + Desk Cost
- Net Contribution = Revenue Generated - Cost to Agency
Benchmark: A producer should generate 3x their total cost within 18-24 months of hiring.
Close Rate Analysis by Type
| Line of Business | Quotes | Wins | Losses | Close Rate | Avg Premium |
|---|---|---|---|---|---|
| Personal Auto | |||||
| Homeowners | |||||
| Auto + Home Bundle | |||||
| BOP | |||||
| Commercial Package | |||||
| Workers Comp | |||||
| Commercial Auto | |||||
| Life | |||||
| OVERALL |
Lost Deal Analysis
For every lost deal, capture:
| Field | Options |
|---|---|
| Lost Reason | Price / Coverage / Relationship / No Response / Stayed with Current / Competitor / Timing |
| Competing Agency (if known) | |
| Competing Carrier (if known) | |
| Price Difference (if known) | |
| Could We Have Won? | Yes / No / Maybe |
| What Would We Change? |
Monthly review: Look at lost deal patterns. If 60%+ are lost on price, you have a market access problem. If 30%+ are “no response,” you have a follow-up problem.
Pulling Data From Your AMS
Applied Epic
- Activities Report: Track calls, meetings, emails by producer
- New Business Report: Filter by producer, date range, policy status
- Pipeline: Use the opportunity pipeline (if configured)
- Export: CSV for dashboard building
AMS360
- Producer Activity Report: Under Management Reports
- New Business Summary: By producer and date range
- Pipeline: Agency Zoom integration recommended
- Limitation: Activity tracking requires discipline in logging
HawkSoft
- Opportunities Module: Track pipeline stages
- Activity Logging: Manual entry required
- Reports: New policies by producer
- Recommendation: Supplement with InsuredMine or Agency Zoom for better tracking
EZLynx
- Rating Activity: Track quotes per producer
- Policy Activity: Track binds per producer
- Note: EZLynx is strong on quoting metrics but weak on full pipeline tracking
Automated vs Manual Tracking
| Data Point | Can AI Track Automatically? | Notes |
|---|---|---|
| Calls made | Yes (phone system integration) | RingCentral, Dialpad, etc. |
| Emails sent | Yes (email tracking) | Requires integration |
| Meetings scheduled | Yes (calendar sync) | Google/Outlook integration |
| Quotes generated | Yes (rater + AMS data) | EZLynx or AMS reporting |
| Policies bound | Yes (AMS data) | Carrier downloads |
| Premium written | Yes (AMS data) | Commission reports |
| Close rate | Yes (calculated) | Quotes vs binds |
| Pipeline stages | Partially (needs human updates) | Producer moves deals through stages |
| Lost deal reasons | No (human input required) | Producer must log reason |
| Referrals asked | No (self-reported) | Honor system or manager observation |
AI handles 70% of tracking automatically. The remaining 30% requires producer discipline — which the scorecard review enforces.
1:1 Meeting Agenda (Weekly, 15-20 Minutes)
Use the scorecard as your agenda:
| Time | Topic | Purpose |
|---|---|---|
| 2 min | Review this week’s activity numbers | Are they doing enough? |
| 3 min | Review results (quotes, binds, premium) | Are they effective? |
| 3 min | Pipeline review (where are deals stuck?) | Identify coaching moments |
| 3 min | Lost deal review | Learn from losses |
| 3 min | Next week’s priorities and targets | Set clear expectations |
| 2 min | Coaching / skills development | One thing to improve |
Rule: Never cancel the weekly 1:1. Consistency is what drives accountability.
Red Flags to Watch For
| Red Flag | What It Means | Action |
|---|---|---|
| Activity drops 2+ weeks in a row | Motivation or time management issue | Direct conversation |
| High activity, low close rate | Skill gap in presenting or qualifying | Role-play and coaching |
| Low activity, high close rate | Cherry-picking easy deals | Push for more volume |
| Pipeline has no new prospects | Prospecting has stopped | Revisit activity targets |
| Average deal size shrinking | Going after easy wins, avoiding larger risks | Review target market |
| Close rate drops suddenly | Market shift or skill degradation | Analyze lost deals |
| Producer avoids tracking | Hiding poor performance | Non-negotiable requirement |
Implementation
- Choose your scorecard format (printed, spreadsheet, or AI-generated)
- Set targets for each producer based on experience level and book size
- Configure AMS reporting to auto-pull what it can
- Hold the first weekly review meeting — set expectations
- Be consistent. Every week. No exceptions.
Built by Autoikigai — AI employees for insurance agencies.