Dominating Your Marketing Goals with Call Tracking
3 min read
Successful businesses set goals. This observation is nothing new. Every productive person and every successful company has a purpose and both short-term and long-term plans to accomplish these.
They set revenue goals and set goals for business growth. But far too few businesses, even successful ones, set goals for their sales and marketing performance.
To be clear, I’m not talking about setting marketing budgets, pretty much everyone does that. Nor am I talking about setting sales quotas and goals because pretty much every company does that. What I am talking about is setting specific sales performance and marketing goals. Ideally, these goals are designed to improve performance. These goals should demand that you and your team actually deliver and stretch.
Regardless of all the digital connectedness we have, many businesses and service companies depend on inbound phone calls for new and continued revenue.
Because of this, you can use COnvirza to establish and monitor sales and marketing goals.
The key performance metrics we measure have been consistently shown to improve marketing and sales performance. They will hold your business accountable and manage your progress. We have included a helpful infographic below. Feel free to download and use it.
The following are four key goals that can be established and managed within the Convirza platform.
A campaign ROI goal allows you to track the revenue produced by any marketing campaign. This goal will show you how much each call is worth to your business. And then allow you to set revenue goals for specific campaigns.
Check out this webinar to learn how using call analytics can increase your return on marketing investment. This webinar caters to people who:
An exclusive feature of Convirza is Conversation Analytics® services. The call scoring platform allows you to measure the phone sales skills of your reps in real-live customer interactions. The phone skills goal will enable you to set goals to measure the progress of your phone agents’ ability to sell on the phone.
Convirza allows users to designate each call as a success or a failure. In other words, what outcome did you want out of that call and did that outcome happen? The Convirza call success goal measures the percentage of phone calls that are scored as a success. This ‘success’ doesn’t always mean a sale. Sometimes it means an appointment or a customer’s problem is fixed, or issue resolved.
The call quality goal is used to determine whether you are making the most of every customer interaction. It takes into account all scores from all users, and your call success rate to give you a call quality measurement. Convirza uses complex formulas to factor the relationship between call performance scores and desired call outcomes. For example, this goal allows you to see which specific call performance scores correlate with sales close rates or customer satisfaction.
And keep in mind, with any of these goals you can set up alerts to notify you when they are, or are not, met. These alerts will be sent to you via text message or email anytime you wish. For example, you could choose to be alerted when a marketing campaign reaches a specific ROI goal. Or when a certain rep fails to meet a sales skills goal.
Keep in mind that all successful businesses set goals. But traditionally those goals are big picture things like revenue or closed sales. Now, we are taking goals about 1,000 steps farther and actually set sales performance and marketing goals. These are not KPI’s about big picture things like revenue or closed sales. These are metrics that measure specifically how effective your marketing campaign is and how effective your calls are. Also, they need to include processes to constantly improve your ability to sell.
These are goals that will transform your sales and marketing performance.
Originally published in 2015 and updated on March 5, 2019.