The Definitive Guide to Sales Call Tracking and Analytics
Call Tracking and Analytics Is More Important than Ever
In the age of post-COVID-19, authentic sales relationships are more important than ever. After more than a year of 100% remote selling, sales reps have a unique opportunity to place more wins on the board by harnessing the power of sales call tracking and call analytics to make more live connections.
In a typical sales organization, call activity data is generated by sales reps using a sales dialerthat is integrated within a sales engagement platform. In this way, all activity tracking data (calls, emails, texts, LinkedIn message/connection requests, etc.) can be aggregated together so reps can immediately access the engagement history with a prospect and pick up right where they left off. By integrating past knowledge of conversations with a prospect, you can greatly increase the likelihood of closing a deal.
Sales Calls Play a Critical Role in Building Relationships
Building relationships with sales calls is efficient and profitable in two important ways. First, very few new accounts are closed via cold emailing. People change jobs, create filters, and ignore their emails as the demands of work and life piles up. What’s more, salespeople are not always spending their time wisely, frittering away time on administrative tasks that could be spent on the phone nurturing leads and building pipeline.
According to Salesforce’s State of Sales Report, sales professionals spend just 34% of their time selling, and when they are making calls, 42% of salespeople have reported that they don’t have enough information about a lead before making a call.
This is where call analytics can have a huge impact, not only on the relationship between a salesperson and customer, but on the business as a whole. More accurate sales analytics is the foundation for a better relationship with prospects – especially those who may be looking for the most cost-effective option. Connecting with a person over the phone gives the rep the immediate opportunity to address budget concerns and share insights to build trust and increase the likelihood of closing a deal.
In this post we’ll discuss the important role that sales call tracking and analytics plays in helping sales teams better engage with prospects, understand pipeline, and create more orchestrated and integrated campaigns.
What is Sales Call Tracking and Analytics?
Before we dive into specifics, let’s take a look at what we mean by sales call tracking and analytics. For its part, call tracking captures the data points that each call generates, which can then be analyzed by the sales team to discern next steps in their sales process or funnel.
Call analytics uses that activity data to produce metrics such as call length, time of call, and call frequency. These insights can give sales reps a sense of where the prospect is in the buying journey.
Maybe they’re just researching. Maybe they’re ready to buy. The fusion of quantitative (number-based) data and qualitative (call notes) data is critical for sales success, and when leveraged properly, call analytics can reveal deep insights about customer behavior. For example, if a sales manager knows that most successful phone connections happen in the afternoons, they can adjust their reps’ schedules to make sure they are using their time most effectively.
Storing call activity data in a sales dialer makes it easy for a salesperson to not only have a more complete understanding of the prospect in front of them, but to also move a colder lead into a different automated flow to be contacted on a later date. In this way, reps can focus on calling leads that are more likely to lead to a sale.
Sales Call Strategies from Groove’s Head of Sales Development
“A dialer allows the rep to flag calls with pre-specified business outcomes,” said Patrick Jeter, Head of Sales Development at Groove. “For example, if it’s a bad number, if the contact requested more information, or if you were referred to another colleague, we can then build an automated Flow based on those outcomes. We can pull a contact out of a cold prospecting flow and put them into a flow that aligns with the initial conversation. This allows the SDR to put the appropriate personalized following actions into each contact and increase the likelihood of securing a productive discussion.”
Patrick also highlighted the value of being able to look at his sales team’s progress in real time, which lets him step in and intervene when necessary.
Call analytics provides me with a 10,000-foot-view into where my time should be spent coaching. – Patrick Jeter, Head of Sales Development at Groove
“Managers may want to do effective one-on-one coaching, but without accurate call analytics, these coaching sessions rely on anecdotal evidence,” Patrick continued. “Data is paramount. Without accurate data and analytics, a sales team is flying blind and can be making large-scale errors without even knowing it.”
Combining Call Tracking with Sales Engagement Data: A DrChrono Mini Case Study
Call tracking isn’t only for equipping sales teams with the most up-to-date call history or empowering sales managers. When call tracking data is combined with other sales engagement data, it can be turned into a workflow to ensure that reps follow through with the right steps at the right time. Call analytics are an important part of the engine powering that workflow. When a rep is able to make calls as part of a multi-touch flow, they increase their chances of turning a lukewarm prospect into a red-hot lead.
Alex Hehir, Sales Development Manager from DrChrono, a digital health technology company, explained it this way.
“How are you spreading the butter?” Alex asked. “If leads are your piece of toast, and the butter is your outreach. If you have a really big piece of toast, and you spread the butter really thinly, it’s not gonna taste that great. But if you spread the butter more evenly, the toast will taste better. That metaphor gets you thinking about the balance of your outreach. It makes less sense to call 1,000 leads with one call per lead than to call 200 leads and reach out with three to five calls each.”
Alex is a big advocate of setting up automated flows powered by call analytics. This strategy allows him to not only track how many calls his sales team are making on a weekly basis, but it shows him if and whether sales representatives are keeping up with their workflows.
If a salesperson is struggling, it’s almost certain that they are behind on their workflows, which can result in sending out follow-up emails late, missing touches, and not sending out LinkedIn messages. Conversely, sales representatives that complete 70% of their workflows are consistently on the sales leaderboards.
“Someone can be busting their hump making all these calls, but understanding the experience each lead should have, and tracking the experience each lead should have, helps me give our sales development reps the data on how to succeed and improve,” – Alex Hehir, Sales Development Manager, DrChrono
In addition to coaching reps, Alex relies heavily on sales call tracking and analytics to guide decision-making and properly allocate resources for his sales team.
“Your flows enable you to look deeper into the call tracking and understand the outreach that’s being given to each lead,” said Alex.
Best Practices for Leveraging Call Tracking and Call Analytics
Jumping into a new type of sales process can be intimidating, which is why it’s important to have a plan before you embark. Here are some best practices for leveraging call tracking data and analytics.
- Measure your engagement. This is one of the most important steps you can take with call tracking analytics. Who is answering calls? What time of day? How long are these calls lasting? What content is being used in successful and unsuccessful calls? It’s no longer enough to know how many calls are being made by a sales representative. Understanding the content of those calls can bring a salesperson that much closer to a deal.
- Dig as deeply as possible. It’s just as important to understand why something isn’t working as it is to understand what isn’t working. Are certain job titles less likely to respond positively? Are certain types of prospects picking up more in the afternoon than in the morning? Once there’s a complete understanding of the problem, it’s easier to create a solution.
- Make adjustments in real time. Don’t wait until weekly or monthly manager check-ins to make a change. If there’s a tweak that can be made in real time, make it. Waiting too long can cost your team thousands of dollars in wasted resources and opportunities.
- Automate as much as you can. Creating automated workflows can save precious time and energy while also focusing your energy in the right places. Automated workflows can lay out the next steps in a sequence to ensure consistent follow-up. For example, if a sales representative made a call before a long weekend, once they log in to their dashboard three days later, they know that the next step would be to send a follow-up email or LinkedIn request. This eliminates the need for manual tracking and decreases the likelihood of a lead falling through the cracks.
- Integrate tightly with Salesforce. One really effective way to ensure that your call tracking and sales data are always up-to-date is to make sure the sales engagement platform providing the sales dialer functionality is tightly integrated with Salesforce. In this way, the call tracking data and analytics can work hand in hand with other relevant data from the sales platform. The result is a holistic picture of prospects and leads, not pockets of isolated data that don’t communicate with each other.
The Time to Embrace Sales Call Tracking and Call Analytics is Now
Sales teams live and die by numbers: number of calls, number of meetings, number of opportunities, number of deals closed. But in order for a sales team to be successful, they need to move beyond surface-level data to understand what kinds of connections sales representatives are making with leads and prospects on a granular level.
Call tracking data enables both sales representatives and managers to have a deeper understanding on what strategies are effective. With this data in hand, sales teams can adjust tactics in real time to ensure that the most relevant leads are given the most attention.
If you’re interested in learning more about tracking sales activity and leveraging call analytics, please drop us a line. We’d love to help.
Check out our Definitive Guide to Sales Engagement Platforms for more information on sales dialers, call tracking, and other complementary sales tools typically found in an enterprise platform.