The ROI model
Model it before you believe it.
Goose has no published outcome data yet, and we are not going to invent any. What follows is the model to plan against and the measurement discipline to prove it with.
FIVE ENGINES · ONE FORMULACOHORTS OVER ANECDOTESA MODEL · NEVER A CLAIM
Where coaching actually pays.
THE MODEL · NOT A CLAIMNet coaching value = qualified opportunities × measured conversion change × contribution per sale + manager hours saved + avoidable quality loss − software, recording and training cost
Conversion lift from targeted coaching
Coaching the specific behavior that lost the job, rather than the behavior somebody remembered a week later.
Better option presentation
Average-ticket or option-presentation improvement, without cutting the quality of the customer experience to get it.
Manager hours saved
Hours returned from ride-alongs and manual call review, spent instead on the coaching itself.
Faster ramp
New employees reach the standard sooner, and training stays consistent between trainers.
Fewer quality failures
Reduced compliance exposure, cancellations, and expectation-setting failures that turn into callbacks.
This is a planning model, not a results claim. Goose has no published outcome data yet. Run controlled cohorts and separate market and lead-mix changes from coaching impact before attributing a result.
Instrument panel · what to measure
- Authorized-call coverage
- Transcription accuracy
- Scoring completion
- Manager review time
- Coaching-to-action time
- Behavior change
- Conversion
- Average contribution
- Cancellation / callback
- Compliance flags
- Employee disputes / appeals
- Retention
How to measure it honestly
Use cohorts. Separate the noise.
Coaching impact is easy to overstate. Run controlled cohorts where you can, and separate market shifts and lead-mix changes from what coaching actually moved. A conversion bump in a month when your lead source changed is not a coaching result.
The honest version of this measurement is slower and far more defensible, and it is the only kind that survives a conversation with an owner who has been sold a software ROI claim before.
COHORT A · COACHED WITH GOOSE
Same market, same lead sources, same season. Scored and coached weekly.
COHORT B · BUSINESS AS USUAL
The control. Whatever gap opens between the two is yours to attribute.
RULE
If the lead mix changed, the month doesn't count. Re-fly it.
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