Conversation intelligence helps sales teams identify insights from cold calls and actual sales meetings. Conversation intelligence is growing in popularity because it allows sales leaders and sales people to improve their overall processes and quality of customer calls.
This voice data can unlock coaching problems and opportunities while also allowing customer facing teams and departments to track multiple market trends and changes in customer behaviors. While conversation intelligence can be used to drive the overall sales output and process in an organization, many successful B2B teams use the same platform to align sales-marketing efforts, to drive product marketing plans and even product roadmaps as well as aligning processes across the leadership.
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Here is a quick dive into why Conversation Intelligence is Good for Sales and Great for the Organization as a Whole!
Drives Product Marketing and Growth
Many sales leaders often throw light on the importance of having marketing teams participate in sales calls (even if as a silent attendee) for them to understand actual customer/prospect conversations and pain points. This information can help marketers drive better marketing campaigns and messaging to power better drip or other marketing outreach or nurture campaigns.
Marketing teams can in fact use the data from the conversation intelligence solution to look for certain key phrases in recorded prospect calls and use those insights to plan future lead generation plans too.
Influences the Product Roadmap
What are the features that will benefit future growth and adoption of your product? How can marketers and salespeople use actual customer and prospect conversations to drive these insights and influence the product roadmap with a more data-driven model?
The answer can lie in a team’s conversation intelligence: marketers and product teams can use their conversation intelligence platform to breakdown customer preferences while tracking what prevents a prospect from finally buying into your product: is it a capability that another platform has, is it due to pricing, do prospects want something else along with the current suite?
Understanding this data can allow product teams to add capabilities and plan the product roadmap to suit real-time buyer needs.
Better Alignment Among Sales/Marketers and Other Business Units
It is important for every function in a company to have their ready sets of tech stack (martech/salestech/revtech/other) in place to power daily tasks and optimize processes. But to avoid silos, especially along departments that need better coordination and collaboration, identifying which of these platforms among the tech stack will be an overlap between sales and marketing for instance (to unify data/to unify core corporate campaigns/etc).
A CDP or CRM is a type of solution that should typically be used by both sales teams and marketers of the same company to drive alignment and collaborate on future campaigns or to even centralize key documents and deal info.
Besides these foundational tools, knowing how to use solutions like conversation intelligence to connect data and customer insights and further deepen alignment here can improve output at a business level.
Conversation intelligence is valuable to sales teams in many ways, but can also drive overall organizational growth if used correctly. As with any salestech or martech tool, ROI does not only lie in what tool you choose to have as part of your tech stack but how you use it to drive team goals, business goals and better transparency and unification of the business data.
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