Does your organization need a call analytics platform?


More and more enterprise marketers are using call analytics platforms to collect, analyze, and act on the growing volume of caller data currently captured from the billions of incoming calls to businesses. These tools provide a basic skill set that automates and scales call tracking, recording, scoring, routing, and fraud prevention.

But deciding whether or not your business needs a call analytics platform requires the same assessment steps involved in any software adoption, including a comprehensive self-assessment of your organization’s business needs, staff capacity, management support and financial resources.

Before you get started, gather your team and answer these 10 questions to help you decide if these platforms are right for your organization.


Explore platform capabilities from vendors like CallRail, Invoca, CallSource, DialogueTech and many more in full MarTech Intelligence Report on enterprise call analytics platforms.

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Are we optimizing inbound phone calls as a sales or lead generation channel?

The telephone continues to play a vital role in communicating with customers, especially as more and more consumers work and shop from home. An Ipsos report commissioned by Google found that 70% of mobile searchers have used direct call features to connect with a business.

How much of our revenue (if any) do we allocate to inbound phone leads?

If the revenue you already attribute to incoming calls is more than the cost of the platform, it makes sense to invest in a platform. For example, if you work in the automotive, financial services, or telecommunications industries, your customers have a high propensity to use the phone to qualify “thought buying” decisions.

What is our process for analyzing incoming phone conversations?

What type of data can we extract from calls? Call analytics platforms use AI-based speech analytics and machine learning and natural language processing to provide robust insights into call quality, especially sentiment, tone and intent of the caller.

What call analytics capabilities does our organization need?

Prioritize available call analytics features based on your most pressing business needs. For example, do you need to get familiar with basic call tracking data? Or send reports to clients (if you are an agency)? Are call conversions, missed opportunities, or other call metrics most important? Or are pre-call tools, such as smart IVR and call routing, more critical to your goals? The answers will help your organization choose a vendor that can help you achieve your goals.

Who will use the platform? At what level of the organization will it be managed?

C-suite adherence and proper staffing are critical to the effectiveness of any call analytics platform. Increasingly, martech platforms such as call analytics are managed by the CMO – not the CTO or CIO. Either way, without the proper resources in place, the platform can end up becoming an expensive reservoir of untapped data with untapped potential to increase revenue and improve your customer experiences.

How much training will we need?

Different platform providers offer different levels of customer service – from self-service to full-service – and strategic advisory services. It is important to have an idea of ​​where you fall on the spectrum before interviewing potential partners. Training is essential. If your organization chooses not to hire internal staff, consider whether you need to use a certified platform partner to effectively use the system.

Can we successfully integrate a call analytics system with our existing martech or ad tech systems?

Many companies work with different partners for email, e-commerce, CRM, social media, paid search, SEO, and display advertising. Investigate the systems the call analytics vendor integrates with – either natively or through the API – and find out if they offer transparent reporting and/or execution capabilities with them.

What are our reporting needs?

What information do your marketing, sales, customer support teams and IT departments need to improve decision-making? You want to know the specific gaps in your current reports that will be filled with additional functionality and, more importantly, you want to be sure that this additional information derived from call analytics will lead to better decisions.

What is the total cost of ownership?

Enterprise call analytics platforms use on-demand pricing, which means customers pay a monthly subscription that varies based on usage. The majority of providers featured in this report charge for both phone numbers and minutes. Some have platform and integration fees, some don’t. Consider your feature needs carefully, as modular pricing models mean that vendors vary in their inclusion of certain features as standard or as add-ons.


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About the Author

Pamela Parker is Research Director in Third Door Media’s Content Studio, where she produces MarTech Intelligence reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she held the positions of Content Manager, Editor-in-Chief, and Feature Editor. Parker is a respected authority on digital marketing, having reported and written on the subject since its inception. She is a former editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master’s degree in journalism from Columbia University.

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