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Call Scoring in the Hands of Sales and Marketing Boosts Revenue

Call scoring helps organizations and teams to incorporate insight into sales and marketing outreach that reaps big benefits in many ways.

Every organization is looking for more leads, increased conversions, and ultimately increased revenue. The better that sales and marketing teams work in concert, the higher the chances that all of these occur. Call scoring can be an essential part of aligning sales and marketing. But researchers and business leaders alike regularly reflect on what they can do to synchronize sales and marketing–two critically important departments.

One of the ways organizations can achieve sales and marketing alignment is through call scoring and looking at organizations that engage with customers and prospects over the phone. This is where effective call scoring from real-time conversations is a tremendous asset for aligning sales and marketing efforts.

Gathering Crucial First-Party Data for Better Call Scoring

Call scoring helps organizations and teams to incorporate insight into sales and marketing outreach that reaps big benefits in many ways. And, even a little improvement here will go a long way, considering that only a measly 13 percent of customers say that salespeople understand their needs.

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When sales and marketing teams are able to get information directly from their customers and prospects, they can use this first-party data in several ways.

First, let’s clarify some differences between call scoring and lead scoring, which is already regularly used by marketers. Lead scoring puts a value on steps along the customer journey. It assigns scores to identify the best methods to lead prospects through the sales funnel. Call scoring also sets predetermined metrics to assess the customer or lead interaction, but can also leverage a wide range of additional insight on the demographics and behaviors of callers. It can incorporate callers’ locations, income levels, job titles, decision-making levels, purchase intent, persona fit, conversion outcomes, and more. All this valuable data for sales and marketing teams shows precisely how well their messaging reaches customers and whether it resonates with them.

And, call scoring is first-party data that’s more powerful than intelligence gathered through third-party cookies–a marketing tool that’s phasing away.

3 Ways Call Scoring Helps Sales and Marketing Teams 

Call scoring gets to the heart of information that sales and marketing can turn to gold:

Adds detail to stages of buyers’ journey

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Call scoring identifies exactly where the customer is on their journey, allowing the company to shape the best path forward to build on that engagement. It gives sales and marketing insight to personalize content for all future interactions. This insight goes beyond driving awareness and nurtures customer relationships, builds loyalty and grows sales.

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Highlights ad campaigns that drive calls and conversions

Keywords in conversations pinpoint the exact influence that’s generating calls and service.

Call scoring allows marketers to track, monitor, and report on those campaigns and adjust them on the run if necessary. They can fix a problem if call scoring shows a campaign is going off the rails or use the data as leverage to reallocate budgets to support what’s working best. Scoring calls gives sales and marketing a detailed look into what is selling and why!

Alerts recurring questions, objections, and pain points

Information obtained directly from the customer is indispensable–call scoring delivers it in droves. Scoring calls with intelligence tools like transcriptions and keyword spotting reveal changes in questions or complaints and their frequency. It gives marketers the insight to create new or revised messages and quickly reduce or eliminate problems–even help convert prospects into customers and build satisfaction.

Call scoring is much more than just a tool for improving call center service and customer experience. When its metrics are shared among teams, they can guide sales and marketing to create or enhance communications for target audiences. This improves team efficiency and drives sales by making content that speaks directly to the customers and their needs. It also puts another layer of intelligence into the omnichannel mix that sales and marketing are charged with turning into revenue. It gives those teams deep insight into the people who consider their products and those already buying them.

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All these attributes in the hands of talented marketers and salespeople boost their performance and grow revenue.

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