You’ve launched ads, you’re watching your CPM, CPC, CTR — everything seems on track… and then — radio silence. The client clicked and vanished. What happened next? Did they call? Did a manager answer? How long did it take to respond? Did the sale even happen?
That’s where things often break down. Without a proper CRM + IP telephony setup, you’re only seeing half the picture. Great advertising with poor lead handling is like turning on a faucet and forgetting to put a bucket underneath.
This article covers 5 metrics that speak plainly: is your CRM with telephony actually doing the job — or just pretending? If the numbers look good — the system brings in money. If not — it’s time to fix it before the whole budget leaks away.
1. Lead Response Time: If You Don’t Answer in 5 Minutes — You Might as Well Not Answer at All
In a digital world, speed is currency. Once a client submits a lead, you’ve got five minutes to respond. Not ten. Not “sometime today.” Five. Any longer — and your chances of closing drop dramatically. People don’t wait. They move on.
Lead Response Time isn’t a box to tick in a CRM report — it’s a real indicator of how alive your sales team is. A slow reply doesn’t just mean the team is sluggish — it means you’re losing money for no reason.
How to fix it:
-
Set up auto-alerts in your CRM so leads don’t vanish into the void
-
Automatically assign leads to a manager the moment they appear
-
Use A1 Telecom’s IP telephony to log inbound call times and see who’s actually calling back
Why it matters:
-
Fast reaction = higher client trust
-
Fewer leads slipping away
-
More deals closed — with the same ad budget
Think about it: You can have perfect CPM and CTR, but if your managers are sipping tea instead of answering — you’re paying for silence.
2. Missed Calls: You’re Paying for Leads — and Losing Them to a Dial Tone
This one’s often overlooked. But it’s simple: you pay for ads, someone calls… and no one picks up. That person is gone. The budget is gone. You won’t get them back — they already found someone else.
Missed Calls Rate isn’t “oh well, it happens.” It shows how well you’re handling demand. If it’s over 10–15%, your sales funnel has a hole — and your money’s draining through it.
Find the problem:
-
What hours have the most missed calls?
-
Which managers “miss” the phone most often?
-
How quickly do you call back — or do you at all?
The fix: With CRM + cloud PBX (like A1 Telecom), every call is tracked, saved, and analyzed. You’ll see who called, when, how long, and whether someone answered. You can automate callbacks, send alerts, and even monitor manager response rates — who’s on it and who’s just sitting next to the phone.
Bottom line:
You don’t need more sales if you’re not answering the ones you already have. First — pick up the phone. Everything else comes after.
3. Lead-to-Sale Conversion: How Many “I’m Interested” Become “Where Do I Pay?”
You can generate all the leads in the world — dozens, hundreds, thousands. But the question is: how many of them actually pay? If your CRM and IP telephony are set up right, you’ll know. If not — you’re guessing in the dark.
Lead-to-Sale Conversion Rate is the heartbeat of your entire funnel. The client clicks your ad, leaves a request, a manager calls them back… and from there it’s either a sale or a polite “I’ll think about it.”
Why it matters:
-
Shows whether marketing and sales are actually working together
-
Helps pinpoint bottlenecks — if leads are coming in but deals aren’t happening, something’s off
-
Tells you which traffic sources bring not just leads, but paying customers
What to do: Segment. Don’t lump everything together. Facebook traffic isn’t the same as site calls. Maybe Google traffic costs more, but converts better. Maybe Instagram’s cheap — but worthless. Just because it shines doesn’t mean it’s gold.
And the kicker:
When CRM is integrated with telephony, you’re not just staring at numbers — you’re following the entire client path, from click to call to close, with every step logged. Without this metric, the rest is guesswork. With it — you’re in control.
4. LTV (Lifetime Value): How Much Each Client Brings Over Time
If you’re not just after a one-time sale but want clients to return again and again — you need to know your LTV. This shows how much one person brings in during their entire relationship with your business.
CRM tracks every interaction: purchases, calls, emails, repeat orders. Telephony adds even more detail — when they called, how often, what they asked. Together, it paints a full picture.
Example:
If a client spends ₴2,000 every three months and stays with you for two years, their LTV is around ₴16,000.
Now ask the right questions:
-
Is it worth spending ₴500 or even ₴1,000 to acquire them?
-
How can you make them stick around longer?
-
What influences repeat purchases?
The answers are already in the data. Integrating CRM and IP telephony lets you analyze loyal client behavior, spot triggers, and act with precision. This isn’t just sales anymore — it’s a controlled revenue system.
5. Call CPA: What You’re Really Paying for a Contact
Call tracking isn’t some trendy plugin — it’s a tool for counting money. It tells you how much each call costs, and more importantly — whether that call was even worth it.
This isn’t some fuzzy CPM from banner ads. This is real: someone called, talked, and either bought — or didn’t. The numbers hit different.
Say this happens:
-
You spent ₴10,000 on ads
-
Got 100 calls
-
20 turned into sales
So:
-
Call CPA = ₴100
-
Sale CPA = ₴500
Now you’ve got more than a report — you’ve got a benchmark. You’ll know which channels perform and which ones are just burning cash. If Facebook gives you calls for ₴80 and Google for ₴250 — you know where to push.
And if your CRM + telephony show that your team drops half the calls — the problem’s not in the ads. It’s the sales team. The numbers don’t lie — and they let you manage instead of guess.
CRM + Telephony = From Raw Data to Real Control
These metrics aren’t for reporting. They’re for making decisions:
-
Too many missed calls? Add an A1 Telecom SIP trunk and scale your lines
-
Slow responses? Automate lead assignment and notifications
-
Don’t know where leads come from? Plug in call tracking and CRM tagging
This setup is like a surveillance system for your sales funnel: it spots weak points, gives you feedback, and helps you act — not react.
CPM and clicks are just the surface. Business needs metrics that track all the way through — to the call, the sale, and the repeat purchase. CRM + IP telephony + call tracking = your clear sales system, where every step is measurable.
If you’re ready to clean things up and finally see how your sales department is performing — A1 Telecom’s team can help integrate CRM, telephony, and analytics into one streamlined system. No blind spots. Just data, clarity, and control.
