How To Use Call Tracking For Sales and Marketing Alignment

Sales and marketing sectors need each other to stay steps ahead of their buyer base. One purpose of marketing is to coerce leads down the funnel quickly until they finally land on a salesperson. Accelerating that process is up to how well these two parties integrate, in order to do this the software stack needs to support both teams.

“A common complaint from marketing is that sales reps are not playing their part in contributing data that is vital to high-quality lead generation, the sales team often complains that marketing is not doing enough to attract the right types of leads that enable high-revenue conversions and long-term opportunities,” writes Internal Results.

Adapting call tracking systems into a tech stack can be a secret weapon for either party. Here’s how:


Call tracking reports contain heaps of useful data for both sales and marketing, all in one place and accessible by both teams. Stats like advertising channels, caller insights, reporting tags, missed calls, geolocation and more provide relevant information that can help marketers manage their ad spend and push leads forward quicker using keyword detection and campaign performance. Meanwhile, sales can better understand the context of every caller, rework their pitches based on new customer information and enable those high-revenue conversions.

Buying cycle visibility

After identifying patterns in how customers interact with a brand in both phone calls and website interactions, sales and marketing teams can explore a common meaning for a “qualified lead.” When this definition is out of balance, a lead whether it is an MQL or SQL is tossed back and forth between sectors until the prospect lags in a longer buying cycle or goes somewhere else. Stopping bottlenecks in their tracks is a goal both sales and marketing teams can agree on. A sign of total alignment is when the buying cycle is short and seamless. Call tracking software can shorten the cycle and offer visibility down to the user-level (in some cases) by plugging tracking data into their sales or CRM system. This can reveal the best response times for phone calls and channels for campaigns.

Closing the loop

A perfect scenario combines these aspects of call tracking technology and creates a closed loop strategy which provides visibility of the entire funnel from start to end for both sales and marketing teams. Sales can communicate with marketing about what worked to close a sale and what didn’t. The technology is there, but there is a perception that its too difficult and time consuming to implement. This isn’t the case, yes the Cloud has increased the number of leads coming in but sales and marketing can combine man and machine easily to create a seamless experience for both.

Want to know more about call tracking? Click here. 

Via: Internal ResultsHubspot