Industry Articles

How Analyzing Phone Call Conversion Metrics Will Boost Your Marketing and Sales Performance

By Brian Handrigan on June 28, 2018 |


Transitions are often difficult in business. Moving from one phase to the next can present unforeseen logistical difficulties, and even the most synchronized organizations can experience trouble when transitioning from one project to another. To get more specific, many times companies find they have difficulty shifting leads from their marketing to their sales department. Fortunately, focusing on phone call conversion metrics can help bolster your marketing and sales teams’ performance while improving your bottom line at the same time. Here’s how:

What is a Phone Call Conversion? 

If you’ve been in business for a while, chances are you’re familiar with sales conversion, or sales conversion rate. In the same way, a phone conversion describes the act of a lead choosing to call your business as a result of marketing or advertising efforts. What’s key about a phone call conversion is that it provides the missing link between marketing and sales. When a customer makes a phone call, they’re basically finished interacting with your marketing materials; from there, every conversation they have with your team will likely happen within your sales department. So the more you understand about these phone calls, the better off your business will be as a result. 

Tracking Call Conversions 

Call conversions can occur in any number of ways. After all, a customer may decide to call your company after encountering a traditional desktop advertisement, a mobile-based ad, a blog, social media post, or another web page on your site. The point is, if you run a multi-faceted digital marketing campaign, odds are you draw in leads and phone calls from a myriad of sources. This either presents a problem or an advantage for a business. It’s a problem if a given business can’t figure out where their leads are coming from, and therefore can’t alter their advertising and marketing efforts to bring in more qualified leads. It’s a great advantage though, if a business can identify what content delivers good leads to its sales team. 

Improving Marketing and Sales Performance

The goal of a marketing department is to generate leads. The object of your sales team, then, is to convert as many of those leads into sales. Ultimately, marketing and sales is a simple game in that way. Call tracking software makes it possible to improve both facets of your marketing/sales process at the same time. Through phone call conversion tracking, marketers can discover which pieces of content are driving leads to their sales team. From there, marketers can devise better strategies to more effectively draw in a greater number of leads. But that’s not all. With the most advanced call tracking metrics, business owners can then view the sales conversion rates of their sales team (i.e. the result of every phone call) –– and identify which marketing efforts and campaigns are generating revenue as opposed to merely calls. In this way your marketing team can start creating content that improves their sales partners’ performance –– in hard dollars and cents.

Final Thoughts

Way too many businesses still struggle to accurately measure their marketing and sales performance. Companies that fail to properly handle this task will find it next-to impossible for their business to progress in a meaningful way. Fortunately, you can avoid that fate and get access to the finest call tracking technology on the market. Contact the Advocado team today to get started! Plus, for an in-depth look at how call tracking software can work for your company, make sure to download our free case study here:

call conversion tracking

Brian Handrigan

Written by Brian Handrigan

Co-founder and CEO of Advocado, Brian is a proven entrepreneur with a passion for expanding the intersection of technology and communication. He is a true innovator and has been a founder or co-founder of multiple startups. His talent to see “beyond the known” and identify the real opportunity has resulted in some of the most creative omni-channel solutions to date and was instrumental in inspiring the vision of Advocado. Brian has over twenty years of experience working leading companies such as TD Ameritrade, ADP, Walmart, WPP and major health insurance companies.