Even with all of today’s new technologies and marketing tools, the telephone continues to play a huge role in lead generation and conversion.

BIA Kelsey reported that 66% of sales managers view the telephone as their highest–quality lead source. And closing sales over the phone only becomes even more important if you’re selling expensive, complicated products or services in a B2B niche.

So interaction with a sales team over the phone is an essential component of building most businesses…

But until recently, these key interactions created an information gap. It was next to impossible for marketers to connect phone calls to specific marketing efforts or get a handle on their true ROI.

Call tracking helps fill that gap by attributing your phone leads to different marketing efforts, making it easier to allocate your marketing budget for the most impact.

That sounds great in theory. But you might be wondering how companies are using it in the real world.

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