Revenue Per Booked Call
Revenue per booked call is the revenue a batch of sales calls produced divided by the number of calls booked. It's what one booked call is worth, which sets what you can pay for one.
How do you calculate revenue per booked call?
Divide the revenue a group of booked calls produced by the number of calls booked, or build it forward: multiply your show rate by your call quality rate by your close rate by your average deal size. Both get you the same figure, which is what one booked call is worth before you've paid for it.
What's a realistic revenue per booked call?
It depends entirely on your close rate and deal size, so there's no universal figure. Here's what it worked out to in two of the accounts behind my case studies:
| Account | Revenue | Booked calls | Revenue per booked call |
|---|---|---|---|
| Brand-new agency offer | $168,000 | 129 | About $1,300 |
| Agency selling to ecommerce brands | $289,000 | 243 | About $1,190 |
In the agency offer, 129 booked calls led to 24 closed deals at a $7,000 average, which is $168,000, or about $1,300 of revenue for every call that got booked.
Why does revenue per booked call matter more than the cost?
Because it sets your ceiling. If a booked call is worth about $1,300 in revenue, paying $271.91 for one is clearly a good trade, which is exactly what happened in that agency account at a 4.79x ROAS. The same price against a call worth only a few hundred dollars would lose money. Cost per booked call means nothing until you put it next to this number.
FAQ
Is revenue per booked call the same as deal size?
No. Deal size is what one closed client pays. Revenue per booked call spreads that across every call booked, including the ones that don't show, don't qualify or don't close, so it's always smaller than your deal size and tells you what the call itself is worth.