Calls 2 Conversions: Caller Metrics

A common hurdle for business owners who want to analyze performance of their inbound calls and sales team is their analysis must be complicated and convoluted. The truth is you only need to know the numbers that show you where your sales calls have been and where they are going

This means you must separate out the health metrics from your success metrics. That becomes a lot easier when you understand what you need to measure and have a marketing tool that captures the data you need to do so.


call metrics conversions

Calls 2 Conversions: Metrics That Mean Success

Health metrics help you understand the general trend of your calls; they are the overall numbers that give an idea of performance but do not reliably tell you how

Success metrics, on the other hand, are the numbers that show tangible increases or decreases that impact the bottom line of your business.

Examples of success metrics in terms of your inbound sales calls can include:

  • Calls to conversion ratio
  • Converted call source
  • Call ratio over xx minutes — typically a length of time you know is required to filter out unsuitable prospects
  • Relative call conversion ratio to other lead sources
  • Highest conversion level across sales staff
  • Dollars spent across different call numbers or campaigns

Return on investment (ROI) is an immediate consideration for most owners as the numbers are being crunched. This is an important example of a common success metric, which most likely has several health metrics factored into the calculation. The most effective way to get to ROI is to define business objectives you expect your inbound calls to drive, from which you can track back to calculate which numbers and campaigns are contributing most.

A vanity number with call tracking features is one of the best ways to achieve this and saves you a lot of time extrapolating the call factors that most contribute to your conversions.