That's a very open ended question.. And really depends on the type of work that you do.
There are the standard measurements like: Call Opening, Rapport Built, Information Supplied, Listening, Identifying Needs, Clarification and Summary, Call Close. Usually measuring them by Meets Standard, Does Not Meet etc.
This can be different for each client and depends on what the values are in that contract and what the expectations are of how a call is handled.
Whatever you do try to ensure that the form of evaluation is not subjective as this will only anger the advisor if they feel they have been unfairly evaluated. Try to structure it in a series of Yes/No questions, so the advisor either did or did not do what was required of them.
You can then score these, depending on level of importance. 5 points for Yes, 0 or -5 for no etc, which will then give an overall %age of possible points score.
The form will undoubtedly change as you realise some questions don't seem relevant and other areas should be measured. Once you have created the initial draft do a bench marking exercise with a few employees to check everyone is scoring the same, you don't want one team scoring low every week due to an extremely strict Team Leader and vice versa. Have guidelines on (and this is where the Yes and No works better than a Meets or Not Meets)
Hope this is a starting point for you.