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A lot happens when you're doing sales call reporting.

Then you've got the calls themselves—from the first hello, you have introductions, rapport building, practiced pitches, objections, rebuttals, and if you’re lucky, a follow-up meeting. But, unless you have an impeccable memory and excellent dictation skills, once that conversation ends there’s not much you can do with it. And if you apply that to several hundred or thousand calls, you start to see a pattern—there’s a lot of potentially valuable data that’s being burned into the ether.

That kind of information will not only help close more deals, it can also inform campaigns with the kind of customer insights that most marketers could only wish they had access to.

The good news? It’s very possible. And your Demand Generation team is going to love you for it. These are the people responsible for bringing an awareness to a product, filling the top of the funnel, and bringing those leads down into the bottom of it.

Using a modern VoIP phone system, you can get specific call analytics for conversations with prospects and customers, call recordings, voice transcriptions, keywords, sentiment analysis, and more. These data points reveal more about the prospect or customer and how the product is performing, than can be conveyed second-hand from sales reps—or even detected in the conversation, first hand.

Let’s break it down.

3 ways sales call data can transform demand gen

1. Keyword detection for stronger messaging

Demand Generation teams can pull call recordings and transcriptions to identify words that are said most often. These words can highlight how prospects and customers are talking about the product, and can be worked into marketing messaging for greater impact. Keywords can also reflect the names of new and existing competitors, which is priceless intel—especially in aggregate. Plus, using keywords gleaned from sales conversations into campaigns can help take the guesswork out of what type of language is compelling to prospects.

2. Sentiment analysis for campaign curation

A layer above keyword analysis is sentiment analysis, where mood and emotions are detected to create context. So while a prospect may be mentioning a certain product feature or competitor, context tells you if it’s in a positive or negative way. Are prospects praising how your product does something? Or are they telling you they prefer a competitor? That kind of insight gives your Demand Generation team the ability to create highly targeted campaigns.

3. Sales calling patterns for better internal alignment

Amazing things can happen when sales and marketing teams are working together and truly aligned. When analyzing the sales team’s calling patterns, recurring periods of downtime present great opportunities to meet up and make sure everyone’s on the same page.

The time can be used to generate new ideas, tackle shared obstacles, and reaffirm team goals. When you consider that these teams are targeting prospects from different communication channels and at different stages, this degree of alignment can tighten up the pitch on both sides of the equation.


Phone calls are still the leading business communication tool today. In fact, 92% of all customer interactions happen over the phone. So, the data from those calls are without a doubt just as important.