Sales Calls Analysis

High Level Design

Overview

For some organizations, mostly global companies, the majority of the selling process takes place via phone callsonline meetings. In the last few years a few companies have been established for one purpose – to allow those organizations to analyze their sales calls with prospects in order to find opportunities to improve their sales data analysis process. Within the available data we can find there several covariates that can massively influence the chance to close a deal. These could include factors such as the amount of words that had been spoken during the call, the seniority of the call’s organizer, the number of participants from the selling side, amount of participants from the prospect side, the number of times pricing was mentioned, etc. Once those covariants are founded, they can lead to insights and takeaways regarding ways to improve the sales process and increase win rates.

Goals

Increase win rate by finding the major elements that most affect the probability to close a sale opportunity and implement insights gleaned from the dashboard to improve the sales process.

Objectives

  • Understand the current performance of the sales team in terms of win rate.
  • Identify which covariate has significant impact on the probability to win a deal.

KPI Architecture

Objectives KPIs Measures Data Source
Understand the current performance of the sales team in terms of win rate. Win Rate Count(Opportunity ID w/ Status now = Won deal)/Count(Opportunity ID) Gong (Calls recording system)
# of leads Count(Opportunity ID) Gong
# of unique calls Count(Call ID) Gong
Identify which covariate has significant impact on the probability to win a deal Win rate per dimension Average(Win Rate) per dimension’s value Survey Results; Client; Account Manager

KPI Architecture

# Source Table Name Table Details (Type, # of Rows, Key field/s)
1 Gong Calls Transaction Table – Contains all calls’ details, Key = Call ID
2 SalesForce Organizer Dimension Table – Contains organizer’s details, Key = Organizer Email Address

Data Modeling (Elasticube Design)

Suggested data model for sales call analysis

Implementation
Kit

The following resources will enable you to design your dashboard and data model with sample data and then apply it to your own data. Note that you will need to have a previously installed version of Sisense (you can use the free trial version if you’re not a customer).

Sample data and dashboard examples (direct download)

Documentation