In this solo talk, Eric Deeran introduces a simple metric—cash per booked call—to quickly assess return on ad spend (ROAS) and sales rep performance. He explains that while marketers track cost per call, pairing it with cash per booked call (total revenue divided by the number of booked calls) reveals the profitability of each call. Using a concrete example, he shows that a $100 cost per call and $10,000 revenue from 10 booked calls yields a $1,000 cash per call, equating to a 10x ROAS. Deeran then extends the metric to individual sales reps, illustrating how comparing cash per call across reps can guide call allocation and expose inflated show or close rates. He concludes with a practical action step: calculate last month’s revenue divided by booked calls to get cash per call, compare it to cost per booked call, and use the two numbers as clear indicators of overall return.
Chapters
One of the easiest metrics I've found to understand what your ROAS is from cost per call to what your sales team is doing, because I know it's a lot, it's hard sometimes when you look at show rate, close rate, AOV, and then you try to blend it all together to figure out what your return on ad spend is per rep that you have. One of the things I like to look at is what is your cash per call? And so you obviously have your cost per call for marketing, but then you have your cash per booked call on the other side. And so when I look at that, It very quickly tells me what my return on ad spend is. So let's say you, for even numbers, let's say you have a $100 cost per call, and then you close, let's say you book 10 calls and you close $10,000 from those 10 calls total, that would put $10,000 divided by how many calls that you booked, which was 10, would put you at a $1,000 cost per, or cash per call. And so when you look at that, okay, I spent $100 to book a call. And then I made $1,000 on the cash per call. And so it very easily tells you what your return on ad spend is, which in this case is 10x because you spent $100 to make $1,000. And then you can also do this on your sales rep, on each sales rep, right? So like one sales rep might have $1,000 cash per call, and then another sales rep might have $1,500 cash per call. And then obviously you'll know that, okay, that second sales rep makes more money, makes me more money, so I'm going to put You know, calls on that calendar versus this calendar depending on what it is, and then you can easily tell what your return on rep is because sales reps, newer sales reps, a lot of times will essentially like inflate their show rate and inflate their close rate by saying that some people are no-shows or some people just never even booked with them or some people didn't close, you know, they don't count as a closing call because they offered them in the first 2 minutes and they said no, and so they can't Like there's, there's no way for them to inflate the metric. It's okay, I booked 10 calls. How much money did you make me per call when I booked you that call? So, um, try it out. Look at how much revenue you made last month divided by how many booked calls you had, and then that'll tell you what your cash per call is. And then look at what your cost per booked call is, and it gives you 2 easy metrics to be like, okay, cool, I know what my return is. So hope that helps.
