SalesTech Star

Call Analytics Platforms Can Drive Overall Sales Performance: Exploring a Few Top Benefits

In today’s digitized selling environment where sales teams have to constantly juggle between cold emails, cold calls and even cold outreach via social media, it is becoming more crucial for sales teams to use better data to drive overall sales performance.

This is where sales leaders can step in to put in place proper parameters that help identify what kind of data can be used to drive overall goals and sales effectiveness. The right data can tell you a lot more about your customer’s immediate or future buying needs, their problem areas, their intent to buy besides also providing valuable insights into your overall sales team’s performance and ability to drive fruitful sales conversations with key prospects.

The data from call analytics technologies can help your entire go-to-market and sales team improve prospect conversations to help drive purchases. In fact, most sales leaders recommend using call analytics tools to gain a better understanding of prospect meetings, to breakdown notes and key triggers from those meetings and to provide better guidance to salespeople to help them close deals.

Call analytics platforms today are not only used to transcribe prospect calls and meetings but to also gain insights into prospect buying behavior, their sales-readiness, including where and how the sales rep handling the account or prospect can use certain triggers to induce a faster purchase.

In short, a comprehensive call analytics tool can help sales teams gather data and valuable insights into call durations including buyer sentiment. Today’s AI powered call analytics platforms empowers sales reps by providing an additional layer that allows the platform to listen to certain keywords while also recommending the next-best step the rep should take to help the prospect make a purchase.

Call tracking platforms are also often used to improve marketing-sales alignment because these tools can gather attribution data and act as reference to provides both teams insight into the source of the lead or the success of a marketing or sales campaign. This information can then be used by sales and marketing leaders to optimize their future goals and campaigns.

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Call analytics systems are proving to be beneficial not just to marketers but also sales teams the world over. Some of the top benefits to sales teams;

  • Boosts the power of real-time recommendations: Sophisticated business intelligence and intent data can tell you about your prospect’s intent to buy or their overall buying readiness, but it is only through an actual meeting or conversation that sales people will be able to identify their real-time issues and pain points. Call analytics tools can then allow sales people insight into these problem areas and provide recommendations based on what the prospect should buy (which product/service) and why. These markers can especially come handy for enterprise sales teams who have to handle large volumes of calls on a day to day basis.
  • Improves sales rep coaching abilities: Without actionable insight into how your sales reps perform during prospect calls, sales leaders don’t have the ability to identify lags in the system or their sales team’s ability and this can hold back training and coaching initiatives. The data gathered from actual prospect calls through call analytics tools can empower sales leaders with the information they need on which sales reps have a strong hold over prospect conversations and which sales reps need more training to help drive prospects to closure.
  • Enhances personalization in sales: In today’s B2B sales and marketing environment, personalization is key to driving business success. If you don’t know enough about your prospects, you are losing out on sales opportunities. Call analytics platforms can fuel sales people with the relevant insights into every individual prospect’s need and buying behaviour, allowing sales reps to tailor each message to suit each potential buyer’s need.
  • Centralizes sales call data: Most better-known call analytics software integrate easily into existing CRMs or lead capture platforms like Salesforce or HubSpot allowing sales teams and marketing and sales leaders to have a more unified source of truth regarding each prospect’s buying journey and call status.

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Call analytics and customer experience go hand in hand today

Enough has been said about the importance of building out enhanced end-to-end customer journeys and customer experiences. For sales and marketing leaders to ensure this can be done seamlessly across all stages of the buying journeys, businesses need to listen carefully to the actual needs of their prospects and understand their expectations. Contact centres and customer support teams have access to large amounts of information in the form of calls and incoming customer queries. This data can hold the secrets to discovering how you can speak to your target audience in a way that will generate better sales and stronger business outcomes.

Choosing the right call analytics platform based on your need

There are a multitude of call analytics software in the market today, from Gong’s systems to Dialpad, CallRail, ringDNA, each platform sports its own set of capabilities. Sales teams and sales leaders need to form a consensus on the kind of call data they want to track in order to identify the best-suited call analytics platform that can suit their specific business need.

Call analytics platforms, when used optimally can provide endless insight into the performance of sales and marketing strategies. From helping to quality inbound calls and leads, it can help drive conversions and improve or reduce the frequency of calls needed to close deals.

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