How to Calculate Cohort-Based ASP
ASP stands for Average Selling Price. To measure cohort-based ASP, you take your total amount of revenue or bookings won from a set of opportunities you created in a specific period, and divide by the number of deals you closed, that were created in that same period. For example, if you won $50,000 of revenue from the opps you created in March, and closed 5 deals from the opps you created in March, then your cohort-based ASP for March would be $50,000 / 5 = $10,000.
To measure cohort-based ASP with Salesforce data, take the sum of the Amount from closed won opportunities that have a created date in the period you are looking at, and divide by the number of opportunities won that have a created date in the period you are looking at.
To measure ASP with HubSpot CRM data, take the sum of the Amount from closed won deals that have a created date in the period you are looking at, and divide by the number of deals won that have a created date in the period you are looking at.
Rekener calculates cohort-based ASP automatically, and can measure it by sales rep, by account, or any other breakdown. Check out our Sales Rep Scorecard app to see how Rekener calculates cohort-based ASP by sales rep automatically.
Read this article to see how to measure ASP overall.
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Greg is COO and Co-Founder at Rekener. Greg’s career has been focused on using data to grow recurring revenue businesses. Before joining Rekener, he served as VP of Operations at ZeroTurnaround, where he built its strategy and operations practice, ran customer success and renewals, helped to grow and coach its high-velocity sales organization, and optimize its marketing efforts. Prior to that, he ran the BizOps and marketing functions for the AVOKE call center analytics business, a SaaS company within BBN Technologies. He got his start using data to improve sales and marketing efforts while at AppNeta. Greg is also a member of the Revenue Collective.
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