What Sales Managers Need to Know About CTI

September 21, 2015
min read time
Sam Aparicio
Sam Aparicio
Co-founder & CEO,
What Sales Managers Need to Know About CTI

What are the most important tools your reps have for growing skills and closing deals? If your team is like most, then your CRM and telephony system will be near the top of the list. Integrating CRM and telephony is one of the best ways to improve performance, and the process is simpler than you might think. Read on to learn more about CTI (Computer Telephony Integration), and what it can do for your business.

It’s More Affordable Than You Think

In the past, integrating your telephony and CRM could be an expensive, time-consuming process. Before getting everything up and running, you’d have to invest in custom development, high-end equipment, and complex setup procedures.

To say that today’s CTI is easier to set up would be a massive understatement. If you use a popular CRM platform like Salesforce or Zoho, you can integrate your CRM and telephony in a few simple steps, without worrying about steep costs for development, setup, and equipment.

CTI Unlocks Valuable New Data

Data for phone calls has long been a blind spot when compared to email and other online activity. When you launch an email campaign, it’s easy to harvest valuable data like open rates, reply rates, and the success of your CTAs. CTI allows you to get the same level of detail with call data, which provides you with more insight into coaching and evaluating your team.

With CTI, you don’t just find out the number of calls your team has been making. Basic activity metrics are important, but you also get information on who your team is calling, along with the outcome of each call. Developing a deeper understanding of your team’s call performance is one of the keys to improving your sales process over time.

Simplify Coaching With Detailed Analytics and Reporting

Consistent success on the phone doesn’t happen overnight. It’s a process of constant improvement, requiring a real commitment from your reps and the team leaders who help grow their skills. All of the data your CTI generates will help immensely when it’s time to train new reps, and grow the skills of current team members through targeted coaching.

When a team member is struggling, identifying the root cause of poor performance is the first step to turning it around. Is the rep making enough calls? Are they calling the right people? When they do connect, how long do their calls last? CTI arms you with the data you need to answer those questions, and focus your coaching on the areas where it will be most beneficial.

Fit Your Technology to Your Sales Process

One of the challenges of adopting any new tool is figuring out how it will impact your existing sales process. Efficiency gains from new technology are great, but only if they don’t cause efficiency losses in other areas of your process. CTI is versatile, and your system can be customized to meet the unique needs of your team.

That’s true even if your team does most of its business through tools like Skype or Google Voice. CTI allows your team to work directly through your CRM, and enjoy all the benefits of a streamlined system. With CTI your solution is customized to your workflow, not the other way around.

In the end, CTI allows you to maximize the benefits of your CRM and telephony system. Your reps get a centralized place where they can learn about prospects, make calls, and evaluate their own performance over time. You get robust coaching tools, and the data you need to truly understand the performance of your reps.


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