Alpha Sales Call Report
How your appointments performed, booked to held to won to paid, and what it was worth
Sales Call Report
CRM → Sales calls answers one question in numbers: of the appointments your team booked, how many happened, how many closed, how many were paid for, and what that was worth.
It is built on the appointments themselves rather than on opportunities, because "did this call happen and did it close" is recorded on the appointment.
Filters
Every number responds to three filters: date range, source (where the lead came from), and team member.
The funnel
| Metric | Meaning |
|---|---|
| Booked | Appointments starting in the period |
| Held | Appointments known to have taken place |
| No-show / Cancelled / Rescheduled | What happened to the rest |
| Awaiting outcome | Held appointments nobody has recorded a result for: the team's work queue |
| Won / Lost / Follow-up | Recorded outcomes |
| Paid | Appointments with a payment the provider has confirmed |
| Onboarded | Customers whose handover checklist has been worked through |
A past appointment still marked confirmed does not count as held. Nobody has said whether it happened, and assuming it did would inflate the show-up rate. It shows up under awaiting outcome instead.
Rates
Show-up, no-show, cancellation, reschedule, closing and follow-up rates, each as a percentage. A rate with nothing in its denominator reads as 0, not as an error or a blank.
Money
| Metric | Meaning |
|---|---|
| Deal value | Total value of everything won, as recorded on the appointments |
| Average order value | Deal value per won deal |
| Value per call | Deal value spread across every held appointment |
| Cash collected | What the payment provider has actually confirmed as received |
| Cash contracted | The whole term of every live plan, instalments still to come included |
| Outstanding | Contracted minus collected: signed for but not yet landed |
| MRR | What the live instalment plans bill each month |
| Deposits | Up-front one-off payments, counted separately from the deal itself |
| Paid in full / instalments | The cash-flow mix |
Cash per call and cash collected only count payments attached to an appointment. A payment created on its own, with no call behind it, is real money but does not belong in a report about calls.
Retention
| Metric | Meaning |
|---|---|
| Cancelled plans / churn rate | Plans a customer walked away from, as a share of plans that ever collected an instalment |
| Refunded / refund rate | Reversed payments as a share of deals that were ever paid |
| Reactivated | Leads whose appointment was lost and who later booked another one |
Churn counts against plans that started, not plans that were merely offered. Abandoning an unpaid link is not churn.
Speed to first contact
Average hours between an appointment being booked and the team doing something about it: the first pipeline step on that appointment being ticked off.
Appointments nobody has touched yet are left out rather than counted as infinitely slow. Reads 0 when pipeline steps are not in use, because nothing then marks first contact.
Per source and per team member
By source shows booked, held, won, paid, show-up rate, closing rate, deal value and cash collected, so the value of a channel can be followed all the way to the money, not just to a booking.
By team member shows two sides of the same person:
- What they did with appointments they ran: booked, held, won, show-up rate, closing rate, deal value, average order value.
- What became of appointments they sourced for somebody else: count, held, won, show-up rate, closing rate.
A setter is judged on whether the people they booked turned up and bought, not on calls they ran themselves, so both sets of numbers appear on one row.
Someone who only ever sourced appointments still gets a row. Otherwise their work is invisible.
What is not here
Cost per call, cost per close and return on ad spend need spend figures from an advertising platform. Alpha does not pull those, and inventing a denominator would be worse than leaving the metric out.