$505,866 attributable revenue on a $25,000 investment
Two groups of new Hansons sales reps. Same role, same product, same territories. One hired before Practis. One hired with full Practis access from day one. Measured on their first 90 days in the field.
Signal 1 — Demo Conversion
Signal 2 — Cancel Rate
Combined attributable revenue: $505,866. Gross ROI: 20:1. Both signals use conservative math and only measure the Practis cohort's 90-day period.
The right metrics for a real comparison
The 2025 cohort had nearly 3x more leads per rep (72.1 vs. 26.4). That difference means raw revenue is not the right comparison. The right comparison is what reps did with the opportunities they had: how many leads they converted to demos, and how much of what they sold they actually kept.
Those two metrics — demo conversion rate and cancel rate — don't care how many leads you had. They measure skill.
What Practis moved
Note: Lead count and gross revenue differ due to seasonal variation and cohort size — not Practis. The three skill metrics above are lead-count-independent.
96% participation — without a mandate
Three priorities for Q2 and beyond
- Make cancel rate reduction the explicit Q2 target. A further 5 pp improvement in cancel rate recovers an estimated $187K per quarter from this cohort alone. Build Practis Scrimmage scenarios around the moments deals fall apart: post-sale buyer's remorse, financing objections, and the first follow-up call.
- Require AI Scrimmage before first live call — minimum 2 sessions. 73% Scrimmage adoption without a mandate is strong. The remaining 27% represent reps going into live sales calls without the practice reps that the data shows protects deal quality.
- Use Jeffrey Knopf as the benchmark for new-rep onboarding. 221 training minutes + Scrimmage + 9.5% cancel rate + $240K net revenue in 90 days. Formalize the profile: modules completed, Scrimmage sessions scored, cancel rate targets.
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