Sales Call Analysis is a Game-Changer. Here’s How to Make it Better

When Sarena Wing took on a new international sales territory, she was excited to get started. But she also knew she needed to get up to speed very quickly.

A few years back, someone in Wing’s position might have faced a long slog full of trial and error and manual research. Luckily for her, that era is over.

Wing was able to lean on ZoomInfo’s Chorus conversation intelligence solution and its ZoomInfo Sales platform to analyze successful deals and perform lightning-fast research on her new territory and team. The insights gave her a clear picture of the customer lifecycle, what approaches worked best in each region, and how certain deals were progressing.

“My life would be a nightmare without it,” says Wing, a ZoomInfo global sales manager who focuses on Europe, the Middle East, and Africa.

For sales professionals, conversations aren’t just about closing deals — they’re also about cultivating relationships. In a complex buying process, getting a full picture of these conversations, from pitch to purchase, is a key differentiator of sales success.

Conversation intelligence software like Chorus, which pulls rich data from sales calls in real time, is a powerful solution to build customer relationships and close more deals. But without an integrated, automated system, you’re barely scratching the surface of its potential.

Unlock the Full Conversation with Integrated Sales Tech

In a Forrester survey, 58% of respondents agreed that customer, prospect, and account data comes from too many sources. 

“When you’re trying to manage many types of accounts in different regions, it can be challenging to make sense of it all,” Wing says.

With an integrated tech stack, such as Chorus and ZoomInfo Sales, your teams can successfully:

  • Combine conversation and market intelligence to get a 360-degree view of your total addressable market.
  • Turn insights from prospect and customer communications into immediate action.
  • Automate activities across your entire tech stack.

Above all else, an integrated tech stack means greater visibility for key internal stakeholders at every step of the sales process.

In the Salesforce dashboard, Chorus displays all customer interactions and conversation insights like key topics discussed or deal risks.

More Visibility and Productivity with Automation

According to McKinsey, more than 30% of sales-related activities can be automated, including training and sales support — where conversation intelligence tools like Chorus can make a huge difference.

Whether you’re managing a handful of sales reps or a team of dozens, you need to monitor how pitch strategies are working, gauge trends in prospect feedback, and keep an eye on rep performance. And if you manage a distributed team that crosses international boundaries, you’re also juggling time zones and languages that make attending live calls difficult.

Automating call transcription in each local language is crucial for teams that need to understand what’s happening across territories and markets. Currently, Chorus supports nine languages: Chinese, Dutch, English, French, German, Italian, Japanese, Portuguese, and Spanish.

“It’s much easier to understand what’s going on across my team when I can watch the clips that matter most in between calls or listen on the go, no matter where they’re selling from,” Wing says. “Chorus allows me to automatically analyze the performance of my reps at scale and create opportunities for growth with playlists and snippets.”

Automating conversation intelligence is equally important for sales reps on live calls, as it helps them stay engaged with the prospect. After a call, they can review recordings and use the notes to swiftly follow up with prospects on any next steps. Reps can also enable Workflows to trigger automated next steps based on topics mentioned during calls.

Put Conversations in Focus with Chorus Inside Your CRM

ZoomInfo Sales and Chorus integrate directly into Salesforce and other popular CRM tools. Users can quickly see all of the associated CRM deal information, along with video snippets and conversion metrics. 

Automation features, like logging call activity and risk alerts, can lead to better account visibility and improved performance. Automation, along with seamless integration, means critical account and performance information gets consistently captured, collected, and unified.

“Chorus has really transformed the way not only my team operates, but also many of our customers,” Wing says. “When you’re trying to target many different markets at once, it’s a game changer.”