Stats KPIs · The Cowboy Sales Process

MISSION: This is not a document you just read. This is a workbook you use. We will deconstruct the exact KPI framework a company used to scale from $0 to $3 million. By the end of this, you will have calculated your most critical business numbers and created an actionable plan to improve them. Stop guessing and start knowing.

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Module 1: Your Command Center — The ALL STATS Tab

This is the heart of the system. All other tabs feed data here. It synthesizes every operational action into the only metrics that truly matter for financial performance.

Inputs (The Work): Leads, Appts, Contracts, Sold Deals.

Outputs (The Results): Expenses, Revenue, Net Revenue, ROAS.

These are important, but the next set of metrics are the ones that give you power. We call them the "Kill Metrics" because they tell you exactly where your business is winning or bleeding out.

Cost per Appt: How much you pay for a qualified conversation.

Cost per Contract: How much it costs to get to the negotiation stage.

Cost per Deal: The total cost to acquire one paying customer. This is your master metric.

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[KNOWLEDGE CHECK]

Which metric is the ultimate measure of the total cost to acquire a single paying customer?

A) ROAS

B) Cost per Appt

C) Cost per Deal

(Answer: C. If you don't know this number down to the dollar, you are flying blind.)

(YOUR TURN) Calculate Your Master Metric

Don't just read about it. Calculate it. Right now. Grab your numbers from last month.

YOUR COST PER DEAL CALCULATOR

Total Sales & Marketing Expenses Last Month: $ ____________ (Include salaries, ad spend, software costs—everything.)

Total New Sold Deals Last Month: ____________

Your Cost per Deal = (Line 1) / (Line 2)

$ ____________ / ____________ = $ ____________

This number is your new reality. Is it higher or lower than you thought?

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Module 2: The Machine's Gears — Channel-Specific Trackers

A smart business doesn't just know its overall Cost per Deal; it knows the Cost per Deal for every single marketing channel. The system uses tabs like SMS Stats and CC Stats (Cold Calling) to isolate performance. This is how you stop wasting money.

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[SCENARIO ANALYSIS] The Budget Allocation Dilemma

It's the first of the month. You've been tracking your numbers religiously. Here's what the scorecard tells you:

Cold Calling (CC Stats): Your Cost per Deal is $450.

SMS Blasting (SMS Stats): Your Cost per Deal is $900.

Your average profit per deal is $1,200.

You have an extra $1,800 in your marketing budget.

Your Decision: Where do you allocate the entire $1,800?

A) Put it all into SMS because it generates deals.

B) Put it all into Cold Calling.

C) Split it 50/50 between both channels to be safe.

Write Your Justification (1-2 sentences):

_____________________________________________________________________________________

(The correct answer is B. You allocate every dollar to the most efficient channel. Cold Calling gets you two customers for the price of one SMS customer. This is how you use data to make ruthless, profitable decisions.)

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Module 3: The Accountability Engine — The Stoplight Tab

This tool is designed to eliminate excuses. It creates radical transparency around the daily activities required to win. It's not for judging people; it's for judging output.

How It Works: Assign a WHO (team member), a Measurable (e.g., Total Calls), and a Goal (e.g., 250 calls). They report their number daily.

The Result: You see instantly who is performing and who is not. There is no grey area.

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[YOUR TURN] Design a Stoplight Metric

Define one non-negotiable daily activity for a key role in your business (even if that role is you).

MY STOPLIGHT METRIC

Who: ______________________

The #1 Measurable Activity: ______________________

The Unbreakable Daily Goal: ______________________

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Information is useless without action. You've done the exercises. Now, make a commitment to yourself and your business. The game starts today.

Hitting your KPIs starts with having the right leads. Prexium makes sure your team never runs short. Join Prexium today 👉

The Cowboy Marketer⁠

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