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3 Ways the Right CRM Technology Can Enhance Your Sales Funnel editorial staff, writer
Aug 22, 2017
> Technology

Computer telephony integration can save your sales team time and provide new insights.

A sales funnel is a visual metaphor that represents every step prospects take on their journey to becoming buying customers. If you're selling a product or service, creating a funnel can earn more conversions by strengthening the relationship between potential customers and your business.

To optimize a sales funnel effectively, you need total visibility over everything that happens across your sales department. Computer telephony integration (CTI) solutions that offer easy integration with existing CRM systems, plus a range of other features, such as automatic dialing, can help businesses increase efficiency, effectiveness and insights.


Take a second to imagine how many calls your sales team receives and makes. Then consider how much time it takes to manage tasks, move leads through the appropriate stages of the sales pipeline, coach sales reps and perform other sales-related admin duties. Chances are, there are a lot of actions you could simplify.

For example, time spent punching in every phone number adds up over time. CTI solutions that offer click-to-call-functionality give your reps more time to research prospects before hitting Dial. Stats indicate that 8 percent of sales reps get 80 percent of the sales, so ensuring your team has the time it needs to flourish will pay off in the long run.

Additionally, having a solution that easily integrates with your CRM system means all of your customer data is accessible at the touch of a button. Your sales reps will be able to get the information they need without switching between applications. Instantly, researching and understanding the context of each call becomes easier and so does converting colder prospects into hotter leads.


There's no such thing as the perfect sales funnel. That said, doing everything in your power to ensure your sales team makes the most of every opportunity can quickly increase your conversion rates.

CTI solutions allow you to create and prioritize call lists based on the CRM data that matters to your business. This means you can segment and target contacts that are the most likely to become customers. In highly competitive markets, focusing on the hottest prospects will help you maximize resources for the best possible returns.

Driving continuous improvement

It doesn't matter what you want to achieve, practice and coaching are the only way you'll get there. The world of sales is no different. CTI solutions that automatically record every call that goes through the software will allow you to listen and learn from your sales reps. This will enable you to drive continuous improvement through targeted training that makes a real difference to specific areas within your sales funnel.


Data drives action. Consequently, improving both the volume and quality of the information provided to management is a surefire way to improve decision-making and strategy. Many CTI solutions simplify the job of making those all-important conclusions by performing the following actions:

Simplifying historical reporting

CRM solutions (such as Salesforce) come preloaded with powerful reporting tools. However, by combining these capabilities with CTI, your historical reporting becomes simpler. Instead of switching between systems and pulling reports from multiple databases, the tech does the heavy lifting for you. Making sense of your data is more straightforward and so is the decision-making process that comes afterward.

Providing real-time insights at the click of a button

Creating a single platform for your sales team to use and communicate through provides a wealth of powerful performance data. Configured into real-time dashboards, this gives you valuable insights into how your team is performing at any given time. At the click of a button, you can gauge which tactics are working and which are not before adapting your approach accordingly.

Streamlining performance analysis

Because the introduction of a CTI solution integrated into your Salesforce environment simplifies measuring team performance, it's never been easier to understand your sales team's productivity. From individual call stats to idle durations, everything you need to make important decisions is streamlined. In turn, you benefit from laser-focused intel that can be used to introduce improvements in the small areas that will make the biggest difference.

For more information about gaining the insights you need to smash your sales targets, you can download NewVoiceMedia’s white paper, "Improving Sales Conversion Rates." editorial staff editorial staff
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