AiThority Interview with Laure Fisher, Co-Founder and COO at CallTrackingMetrics
Hi Laure, please tell us about your current role at CallTrackingMetrics and how you reached here?
I am the Chief Operating Officer and co-founder of CallTrackingMetrics and work closely with customers across a variety of industries helping them translate conversations into impact and drive conversions.
Prior to CallTrackingMetrics, I was working in management consulting –– managing commercial teams and traveling every week. But, after I had my first child, I resigned and wanted to regroup. A few years later, my husband, Todd and I started CallTrackingMetrics in our basement. Todd had a day job at that point, so we began working on CTM at night and did that for about two years. Eventually, we moved out of our basement and got an office, and have grown the company to about 50 employees.
Could you tell us how working with large tech companies are scaling their call analytics stack for marketing, sales and customer support?
Call tracking is more important than ever for marketers and company leaders to gain deep insights and effectively adapt to customer needs. Through call tracking, teams have access to insights such as when leads call, where they are calling from and if the call results in a sale. Additionally, a successful call tracking strategy takes into account what customers are saying about the company, their strengths, weaknesses and questions, allowing marketers, sales leaders and customer support teams the ability to improve based on insights from those that matter most –– the customers.
How have call centers evolved through the pandemic months? What kind of challenges did you meet in these months in your revenue generation tactics?
The pandemic has transformed technology and business forever. Call centers had to suddenly be 100% remote in many cases and were differentiated in their ability to leverage technology to keep themselves connected to their team and to their customers. I talked to many business leaders who were shocked by how well their call centers performed remotely and what stood out was that these companies had already invested in cloud-based tools that made the transition much easier.
We had to immediately shift the tone in our lead gen tactics, ensuring that we balanced empathy and awareness with the sales pitch. We were well-positioned in the pandemic because our software was directly helping call centers operate virtually but we still had to be very sensitive to the challenges that most of our customers were going through. We found that the flexibility and empathy we showed to customers in those first few months have led to even stronger relationships post-COVID.
Your personal milestone for 2021 in a still male-dominated B2B tech industry:
I’m personally working hard this year to develop my brand as a leader –– not a manager, a leader. There is a difference. I come from a background of being extremely good at producing results within existing frameworks and I’m evolving myself to focus more on the “why” and to challenge the status quo. I am not shying away from the tough problems this year. I am working hard to ensure that my (and my company’s) results are making a real difference.
Your predictions on the role of call analytics tools in B2B tech for 2021:
Conversation analytics technology is getting much more sophisticated and there is an increased demand for coupling communication tools with marketing attribution data to be able to drive more qualified leads and create better sales experiences on the front end- and scale your service operations more efficiently on the back end. For those enterprise businesses who want to be able to connect the dots of the customer journey, you need a single tool that does both really well.
In 2021, we will see an increase in companies using Automated Speech Recognition. With ASR, companies can see transcribed conversations and trigger specific actions based on that data to improve customer experience, including things like automated sentiment and tone detection.
Conversational AI and the use of voice bots and virtual assistants will continue to play a big role this year, as companies look for vendors with advanced learning technology to mine conversations for patterns and produce a true human-like response.
Which technologies influence the evolution of demand gen centers:
Technologies that successfully push demand gen centers further are the ones that encourage connection. Connection between teams. Connection to data. Connection to the customer at any part of their journey.
The evolution of demand gen centers is driven by technology that paints a clear picture of the complete customer journey. Then takes it further to connect the data to paths of execution. Bringing Sales, Marketing, and Customer Support closer together, and allowing them to collaborate, automate personalized outreach, and make decisions based on the same information.
Demand gen centers require technology to gather and house data, analyze and report on findings, and facilitate personalized outreach. The tech that influences the evolution of demand gen can combine those elements, and enhance cross-team collaboration at the same time.
A piece of advice for every young female professional looking to build a career in B2B Tech industry:
While we are very proud of our gender ratios at CallTrackingMetrics, it’s not always the case that a young female going into a technology company will find women well represented in the company. Leverage the fact that you may stand out for being different. Use that differentiation to create a brand for yourself internally that is unique to you. I also always encourage young females to do what they do best. Don’t try and downplay what makes you “you”, and don’t shy away from the communication and management strengths that many females have. And finally, make sure that there is something every week on your calendar that makes you a little nervous, that is pushing you out of your comfort zone. Take on those opportunities in your company that gives you the opportunity to do new things.
Thank you, Laure! That was fun and we hope to see you back on AiThority.com soon.
Laure Fisher is a Co-Founder and COO at CallTrackingMetrics
CallTrackingMetrics is the only digital platform that uses call tracking intelligence to inform contact center automation—resulting in a more personalized customer experience. Discover which marketing campaigns are generating leads and conversions, and use that data to automate call flows and power your contact center. More than 100,000 users around the globe trust CallTrackingMetrics to manage communications for their marketing, sales, and service teams.