JavaScript 1.8: 66 characters
function a(p)Array.reduce(p,function(t,d)t*26+d.charCodeAt()-64,0)
Javascript 1.8: 72 characters
function a(p)(t=0,p.replace(/./g,function(d)t=t*26+d.charCodeAt()-64),t)
JavaScript 1.6: 83 characters
function a(p){t=0;p.split("").map(function(d){t=t*26+d.charCodeAt(0)-64});return t}
JavaScript: 95 characters
function a(p){r=0;t=1;l=p.length;for(i=0;i<l;i++){r+=(p.charCodeAt(l-1-i)-64)*t;t*=26}return r}
JavaScript: 105 characters
function a(p,i){i=i||0;l=p.length;return p?(p.charCodeAt(l-1)-64)*Math.pow(26,i)+a(p.slice(0,l-1),i+1):0}
Usage:
a("A") // 1
a("B") // 2
a("AD") // 30
a("ABC") // 731
a("WTF") // 16074
a("ROFL") // 326676