---
title: Revenue Beats ROAS, Says AI Expert, Nigel Thomas
description: If you run FB and TikTok campaigns, stop thinking ROAS and start focusing in revenue. This is how you decrease your new customer cost by 20% in 90 days or less.
image: https://thesaleswhisperer.com/hubfs/_Podcast_Images/nigel_thomas_sales_podcast_583.png
---
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Oct 02, 2022
# Revenue Beats ROAS, Says AI Expert, Nigel Thomas
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
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## Nigel Thomas
***[\[ LISTEN NOW ON APPLE PODCASTS \]](https://itunes.apple.com/us/podcast/the-sales-whisperer-wes-schaeffer-hosts-the-sales-podcast/id655310847?mt=2)***
## [Professional Sales Tips](https://thesaleswhisperer.com/)you'll learn today on [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)...
- Stop focusing on ROAS, focus on revenue.
- Facebook, TikTok, etc. direct to consumer e-commerce brands.
- ROAS is now inaccurate.
- Look at your revenue.
- MER: Marketing Efficiency Ratio.
- Track ROAS as a secondary metric.
---
Related episodes and posts
- [Send Drunk Emails](https://thesaleswhisperer.com/blog/jon-buchan-drunk-email)
- [Use AI To Make Better Prospecting Calls](https://thesaleswhisperer.com/blog/chris-orlob-artificial-intelligence)
---
- Triple Whale software.
- Post-purchase customer surveys.
- When you use different marketing companies it can be hard to track this.
- "One man with conviction will overwhelm 100 men with opinions." ~Churchill
- Cold email and cold outbound...with a targeted list.
- Understand your ideal prospects.
- "What's Suzy having for lunch?"
[](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLLVGhBBIIFS0Ph02aQ5kYIA6pVeOhjLSDxB6g8s1M9dzfzSzwTq%2FPQda5%2FbYbUWs5fFp20C77VPGqpZ1rHuCMZTphOBG5s3EVsLazXCSsom91D3JkrQmKjZpxPVHt4nCGu7z1SMKy0yGX7p5vOCeg4aJ7t5qq0fB5zS9QDZCnWz3VLNIJObbZ8pj%2BPNu%2Bq5tIBR%2FyUXCWc2&webInteractiveContentId=178194433547&portalId=443614)
- Understand email deliverability.
- Use a subdomain when sending out cold emails.
- Get tools to warm up your email list such as...
- [Lemwarm](https://www.lemlist.com/lemwarm)—use it for about two months to get your list healthy
- Know your list
- Enrich your lists
> One man with conviction will overwhelm 100 men with opinions." ~Winston Churchill
- Before you send an email run them through a tool like Klean13.
- Test your headlines, such as "Quick question...?"
- Make your headlines personalized if you can.
- He includes images, gifs, and videos to stand out
- How do you make people feel?
- People
- Partners
- Systems
- Strategies
[](https://thesaleswhisperer.com/blog/lance-tyson)
[](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLKch15f6mtmyycJIVzhbZ3YEOV2kgprfQdHoSBxp8yCTnrfp%2B%2FLQ0j8uBtPG9WGrNDVuC1zOXlTds4rBSEHNMJa7fjNCzXFSXrzoHEk0ZgxPokUwibI632JtZa8dkye%2FgviWWt9OMG6tpPpYWNctTk1L13SF4E%2FwmvU5eoosoruesrshzs1DhX94ewYvchwdKLDY9c7Q18oFZ%2F%2FWTgRCd0g&webInteractiveContentId=184500196010&portalId=443614)
## [Sales Growth Tools](https://thesaleswhisperer.com/inner-circle) Mentioned In The Sales Podcast
**GUEST INFO:**
- Guest Site: https://www.alphainbound.com/
- Guest LinkedIn: https://www.linkedin.com/in/nigelthomas-ai/
**PODCAST INFO:**
- Podcast website: [https://open.spotify.com/show/50j6rJ83PSXvNpLEa8pCnd?si=fa035874b8a14d1e](https://thesaleswhisperer.com/podcast)
- Apple Podcasts: [https://apple.co/3PeYzKL](https://apple.co/3PeYzKL)
- Spotify: [https://spoti.fi/2nEwCF8](https://open.spotify.com/show/3rOqeGLXnniKOcCj5ZyftX)
- [YouTube Full Episodes](https://www.youtube.com/saleswhisperer)
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[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## Related posts
[](https://thesaleswhisperer.com/blog/what-you-feel-and-think-is-your-reality)
[custom AI solution development](https://thesaleswhisperer.com/blog/topic/custom-ai-solution-development), [Sales Training](https://thesaleswhisperer.com/blog/topic/sales-training), [ROI of AI](https://thesaleswhisperer.com/blog/topic/roi-of-ai)
## [What You Feel and Think Is Your Reality](https://thesaleswhisperer.com/blog/what-you-feel-and-think-is-your-reality)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Jun 13, 2025
What You Feel and Think Is Your Reality
[Read more](https://thesaleswhisperer.com/blog/what-you-feel-and-think-is-your-reality)
[](https://thesaleswhisperer.com/blog/youre-too-weak-to-watch-ufc)
[custom AI solution development](https://thesaleswhisperer.com/blog/topic/custom-ai-solution-development), [Sales Training](https://thesaleswhisperer.com/blog/topic/sales-training), [ROI of AI](https://thesaleswhisperer.com/blog/topic/roi-of-ai)
## [The UFC Wins Because You're Weak](https://thesaleswhisperer.com/blog/youre-too-weak-to-watch-ufc)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Jun 13, 2025
You're being played.
[Read more](https://thesaleswhisperer.com/blog/youre-too-weak-to-watch-ufc)
[](https://thesaleswhisperer.com/blog/grumpy-positive-thinking)
[custom AI solution development](https://thesaleswhisperer.com/blog/topic/custom-ai-solution-development), [Sales Training](https://thesaleswhisperer.com/blog/topic/sales-training), [ROI of AI](https://thesaleswhisperer.com/blog/topic/roi-of-ai)
## [Grumpy Grumblers Are Never Gracious](https://thesaleswhisperer.com/blog/grumpy-positive-thinking)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Jun 13, 2025
Why are we so afraid of freedom?
[Read more](https://thesaleswhisperer.com/blog/grumpy-positive-thinking)
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