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Sales Call Analytics: A Complete Guide For Businesses In 2020

Before we jump into the main discussion, let's understand why data analytics plays such an important role. Well, analysis helps you to forecast the future, ...

 min. read
May 19, 2021

Before we jump into the main discussion, let's understand why data analytics plays such an important role. Well, analysis helps you to forecast the future, it shows real-time insights that will help you become a better version. 

Now, the sales call analytics can be defined as the collection of data from your CRM, call conversations, webinars, etc into an omnichannel platform and then use this data to forecast the activities is called Sales Call Analytics.

These can also be divided further into two segments. One is the activities and metrics that you get from the calls, and second is the analysis and measurement of the actual converts that happen over sales calls.

The sales call analytics can be used by sales reps, sales managers, senior leadership teams, and even the C-level executives of an organization. 

These insights from the calls and conversations that the sales team has made with customers, help the team to improve their performances, understand their mistakes, know about the market trends, forecast the future, and much more.

Companies have started using the sales call analytics for not only the sales department but for marketing and customer support too. Marketing teams can utilize analytics to optimize their campaigns. Customer support and success teams can be aware of the problems the customers are facing.

How Does The Process Of Sales Call Analytics Work?

Sales analytics fetches the data from different sources like the CRM, telephone calls, emails, any other integrated, etc and then, and then merges all this data in an omnichannel. Mostly when sales reps call their customers through a manual or a cloud call, they need to store these details into the CRM. 

Also, customer details like the company they represent, designation, prior history, size of the company, etc should be added in the CRM for further use.

Now once the call is made, the rep should take note of the important and contextual data like was the contact an inbound lead or an outbound one? Was the contact lead from any of the campaigns, ad, referral, affiliate partner, etc.

More Insights Should Be Recorded From The Call Like... 

  1. What was the source of the contact?
  2. Was it an inbound lead or an outbound?
  3. Was it the decision-maker of that company?
  4. What were the key takeaways from the conversation?
  5. When is the next follow up scheduled? 

These details should be entered automatically or else it will eat up a lot of your time and decrease productivity.

What Are The Insights That The Sales Call Analytics Can Provide?

There are hundreds of things that you can calculate and measure using the sales call analytics. But you want to take away only those details that are necessary and relevant at the moment for the company. Upon using the insights from the analytics, will help and boost your respective teams to scale their performance and improve efficiency too.

The Sales Call Analytics Can Help You With The Below Results:

  1. Call tracking: The total number of calls that were made by any sales rep.
  2. Time Tracking: The average time spent on the calls
  3. Response Rate: The ratio of calls dialed and calls responded.
  4. Conversion ratio: The number of calls dialed to the number of calls that converted.
  5. Voicemail Rate: Total calls made to the calls that went straight to voicemail
  6. Revenue Rate: The number of calls made to the number of calls that generated revenue.
  7. Call Duration: The total amount of time spent on the calls.

These are just a few of the important and used insights from sales calls.

Along with these, you can also fetch data that will tell you the keywords that the sales reps used during the call.

This will help you to analyze your sales pitch and try to A/B test to check which pitch works and which does not.

Advantages Of Using Sales Call Analytics

From the above discussion, it is clear that every organization needs to have a sales call analytics tool. It is an investment that you will make once but get returns for a longer time. 

Now let’s talk about the advantages.

  1. Achieving the Goal.
  2. Increase in revenue.
  3. More Visibility
  4. Ability to Forecast.
  5. Coaching

Let’s discuss in detail the above pointers.

1. Achieving the Goal

Be it the sales team or marketing team or any other department in the organization. The sales call analytics helps each of them. For the sales team, analytics helps them to understand the customer and provides a space for improvement thus increasing the sales. Marketing teams have to optimize the campaigns every month and to help them optimize their campaigns, analytics play an important role, It tells them to focus on inbound or outbound or PPC, etc. In this way analytics help to achieve the goal ultimately,

2. Increase in revenue

When you have all the results and data in one place, it surely helps you to know your mistakes. For eg sales team can learn that the number of calls that they made in the quarter has not converted into demo calls, thus they can improve their mistakes, and next time using the analytics to make a better plan and eventually increase the revenue.

3. More Visibility

Managers and team leaders provide the extra motivation and guidance that the reps need. But to do that they need data and more analysis of the activities. Sales Call analytics helps in creating more visibility. With the call records and activities that they have, it becomes easier for them to improve the areas in which the teams are stuck. 

Say marketing teams can analyze the call records and understand the customer’s interest. Accordingly, they can set their campaigns and get better visibility.

4. Ability to Forecast

Organizations are successful when they have a clear and defined vision. When the teams have no vision then they tend to fall apart. The management of the company always has to be a step ahead. Plan out things beforehand. Sales Call Analytics help them understand market trends, customer expectations, etc. The call activities and records show which product/service need more attention and which don’t. In this way predicting the future and forecasting becomes very smooth when you use the sales call analytics

5. Training and Coaching

Every team has a top performer and other average performers. To improve the performance of every team member, call activities and sales records can help here. Check the sales pitch of your team members, look out for the errors that they have made consistently in their calls. So when you have a detailed report, you only need to improve and coach them on those metrics.

Best Sales Call Analytics Tools Available In The Market

1. Convin

Convin unboxes the black box of the sales conversation and gives you insights about how impactful conversations can lead to better sales. It analyzes the sales call conversations and gives insightful data that will help teams scale their performances.

Widely used by sales reps, sales managers, team leaders, this conversation Intelligence tool makes the sales team take a backseat.

Integrations: Hubspot, Salesforce, Pipedrive, Freshsales, Zoom, Freshcaller, Aircall.

Pricing: Custom pricing

2. ringDNA

ringDNA is one of the best sales analytics tools that help to scale your revenue with AI technology. So along with the sales activities and records, it also helps in predicting the next steps for your team. 

A leading choice of salesforce users, ringDNA helps with sales coaching, sales performance, sales playbook execution, and sales insights.

Integrations - Twilio, Salesforce, Appirio 

Pricing: Custom pricing

3. CallRail

Compared to other tools, CallRail is focused more on marketing teams who depend on inbound leads. It helps them bring data from calls, chats, and other channels thus helping the teams grow faster. 

CallRail helps in tracking the calls and trace the traffic of that call. It has a lot of options for managing call flow, form and text tracking, etc at the same time keeping the dashboard easy and simple to use.

Integrations: WordPress, Wix, Unbounce, Slack, Stripe, Salesforce, Marketo, Mixpanel, etc.


  1. Call Tracking- $45 per month + usage.
  2. Conversation Analytics- $95 per month + usage
  3. Marketing Analytics- $95 per month + usage
  4. Analytics Suite- $145 per month + usage

4. Dialpad

Dialpad is a cloud-based communication platform that helps in bringing the teams together. Texting and calling are auto-linked and this feature helps to read and listen to data on calls. 

It helps to track real-time metrics on call volumes, leaderboards, and moments happening across your entire team. You can also check what is trending with customers with targeted Voice Intelligence keyword searches. Widely used by sales and customer teams 

Integrations: Outreach, Hubspot, Salesforce, Okta, Zapier, slack, Zendesk.

  1. Standard: $15 USD/mo/user (billed annually)
  2. Pro: $25 USD/mo/user (billed annually)
  3. Enterprise: Custom Pricing


Sales call analytics is an important part of every organization. It helps to increase your performance, optimize sales activities, and improve accountability. The sales team has a wide range of activities to focus on and operate in a fast-paced environment. Sales call analytics provides your team with focus and clarity so they can concentrate on doing what they do best.

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