How to Calculate Cohort-Based Average Selling Price (ASP)

This blog post was originally published by Rekener, now a Brainshark company.

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.

With sales scorecards, you can calculate 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 you can calculate cohort-based ASP by sales rep automatically.

Looking for more sales metrics know-how? Our comprehensive Sales Metrics Glossary will show you how to calculate 30 critical KPIs using CRM data.