Calls denote the quantum of interactions made with a customer. This could be a face to face meeting, telephone conversation, marketing campaign, conferences, roadshow etc. The number of Calls indicate the efforts made by sales team but it does not indicate effectiveness of the calls made. It is a preliminary measure that is used in conjunction with other KPI’s to provide insight into sales team effectiveness.

An organization categorizes customers based on various factors that is dictated by business process followed by sales teams. Irrespective of several classifications, one can bifurcate them as Potential Customers and Customers. Customer type sets the context based on which calls will be analyzed in detail.

From time context perspective, Calls are analyzed both with respect to single time-frame (e.g. Quarter to Date) as well as trends.