Using The Right Words — A Quick Intro to Improving Sales, Marketing and Customer Success with Call Analytics

September 20, 2018

Shawn Parrotte

There are plenty of tools for call analysis available on the market. Half the battle is choosing which one to go with. But once you do, how are you going to use your new tool to make great changes within your organization?

Here are some ways that you can begin to bring analytics to your customer conversations that will benefit multiple departments within your business.

1. Set Up Your Analytics #

In order to properly analyze your calls, the first step will be to set up an apparatus to record all of your conversations. Once that’s setup, you’ll need additional tools to capture your calls and analyze them. The most advanced tools on the market will be able to assign metrics to your calls, word for word, and perform semantic analysis. Tools like these are becoming tables stakes for leading go-to-market teams.

2. Separate Success From Failure #

For sales conversations, separate calls that have led to closed deals from ones that have led to closed losses. For account management calls, separate calls that have led to customer retention as opposed to churning. For marketing webinars, identify a benchmark of leads that you want to generate. Webinars that exceed the number of targeted leads should be marked as successful, while ones that fail to generate sufficient interest should be marked as unsuccessful.

3. Quantify Everything #

If you're dealing with purely qualitative data, analysis at scale is impossible. The first step in your journey will be organizing your call data so that you can start letting the analytics do their magic. Advanced call analytics solutions will help you identify various themes in both individual conversations and conversations happening across the company. In individual calls, metrics such as how much a rep vs prospect talk time can be quantified as well as the length of average speech durations. Collectively, themes that come up in conversations such as competitors and discounting can be quantified so that a manager can see at scale what their impact is on day-to-day conversations.

4. Human Analysis #

Look at the data with an unbiased lens. Sometimes teams create ‘keywords’ in their pitches that are actually less effective than the ways that top performers are describing a company’s value proposition.

5. Be Willing to Change and Adapt #

Once you’ve found words that are more associated with successful sales calls, it’s time to change your marketing material. After all, marketing is nothing more than written sales. This is the way the most successful advertisers of the 20th Century (from David Ogilvy to Claude Hopkins) view marketing.

If you’re curious about finding out which words are most linked to your sales and marketing success, take a look at our conversation cloud! Feel free to send inquiries to and we’ll get back to you in a jiffy.

Are You Ready to Experience Chorus?

Start driving tangible performance improvements in your Revenue Org today.