If you’re running sales or growth at a startup or mid-sized company, you’ve probably heard a lot of hype about analytics dashboards. Most promise the world, but let’s be real: half of them just bury you in charts and call it a day.
This guide is for folks who want to actually use the Evecalls analytics dashboard to improve their go-to-market (GTM) strategy, not just stare at numbers and hope for the best. Whether you’re new to Evecalls or you’ve had it open in another tab for months, I’ll walk you through how to get useful insights—without wasting a whole afternoon.
1. Get Oriented: What Actually Matters in a GTM Dashboard?
First, let’s cut through the noise. GTM (Go-To-Market) strategy is about finding out who buys from you, why, and how to get more of them to do it, faster. When you open the Evecalls dashboard, you’ll see a lot of data: call counts, durations, conversation quality scores, conversion rates, and more.
Don’t fall into the trap of tracking everything. Here’s what’s actually worth your attention:
- Lead conversion rates: Are your calls turning into booked meetings or sales?
- Call quality metrics: Are your reps having good conversations, or just going through the motions?
- Objection trends: What’s actually stopping people from moving forward?
- Rep performance: Who’s crushing it, and who needs help (or a new script)?
Ignore stuff like total talk time or how many calls you made—unless you’re running a call center. More isn’t always better.
Pro tip: Before you start, jot down your real GTM goal for this quarter. Is it more demos? Higher win rates? Fewer no-shows? This will keep you from chasing vanity metrics.
2. Set Up the Dashboard for Your Actual Goals
Evecalls lets you customize the analytics dashboard, but the defaults aren’t always aligned with what you care about. Here’s how to make it work for you:
a) Choose the Right Metrics
- Go to the “Dashboard Settings” or “Customize View.”
- Drag the widgets you actually need (lead conversion, objection handling, etc.) to the top.
- Hide or move down the stuff you don’t care about—no one’s going to miss “average call length”.
b) Segment by What Matters
- Filter by team, product line, campaign, or even call type.
- Set up saved views for your most common needs (e.g., “Q2 Outbound Campaign”).
c) Set Up Alerts and Reports
- Don’t babysit the dashboard—let it ping you when things actually change.
- Set up weekly emails or Slack alerts for red flags (like conversion rates dropping).
What to skip: Ignore daily micro-movements in the data. Trends matter, not random blips.
3. Dig Into Conversion Data (But Don’t Get Tricked)
This is where most people get stuck. Evecalls tracks conversion rates at different stages: from call to meeting, meeting to opportunity, and so on. Some dashboards make these numbers look impressive, but context is everything.
a) Find the Bottleneck
- Look for where most leads drop off. Is it after the first conversation? After a demo?
- Compare reps—see if it’s a widespread issue or just a few people struggling.
b) Listen to the Calls (Yes, Really)
- Use Evecalls’ call recording and auto-transcription to check what’s actually being said.
- Pull up a few calls from both top performers and low converters. Don’t overthink it; 2-3 of each is plenty.
c) Spot Patterns
- Are objections handled differently by top reps?
- Are certain scripts or value props working better?
- Are leads ghosting after a specific question or demo section?
Don’t get fooled: If conversion rates look great but revenue isn’t moving, check for “false positives”—calls marked as successful that don’t actually lead to closed deals.
4. Use Conversation Analytics to Level Up Your Messaging
Evecalls does more than just track numbers—it analyzes conversation quality using things like sentiment, keywords, and objection handling. This isn’t magic, but it’s handy when used right.
a) Review Objection Trends
- Check the “Objection Analysis” section to see what’s coming up most often.
- Filter by product, rep, or campaign to spot patterns.
b) Update Scripts and Training
- If “price” comes up in 80% of lost deals, maybe your pitch is off.
- Use real examples from call transcripts in training, not just made-up scenarios.
c) Reality Check: Sentiment Scores
Sentiment analysis is often oversold. If Evecalls says a call was “positive” but the deal went nowhere, trust your own review over the algorithm. Use it as a guide, not gospel.
Pro tip: Run A/B tests on your pitch or script. Use the dashboard to track if version B actually improves conversion or handles objections better.
5. Coach Your Team with Real Data (Not Just Gut Feelings)
The best part of a tool like Evecalls is you can coach with facts, not just hunches.
a) Share Specific Examples
- Use clips of actual calls (good and bad) for team meetings.
- Highlight what worked and what didn’t—don’t just celebrate the big wins.
b) Set Realistic Targets
- Use median, not average, as your benchmark. High flyers can skew the numbers.
- Focus on moving the middle performers up, not just pushing top reps to “do more.”
c) Track Progress Over Time
- Don’t expect overnight change. Set checkpoints every 2-4 weeks.
- Celebrate small improvements—consistency beats one-off heroics.
Skip the leaderboard mentality: Friendly competition is fine, but avoid public shaming or stacking rank. Focus on learning, not just winning.
6. Use Insights to Refine (Not Reinvent) Your GTM Strategy
This is where dashboards actually pay off. Use what you’ve learned to make small, targeted changes to your GTM plan.
a) Adjust Your ICP (Ideal Customer Profile)
- Are certain types of leads converting way better? Double down on them.
- Drop segments that suck up time and never buy.
b) Refine Messaging and Offers
- If a particular pitch or offer keeps winning, roll it out more broadly.
- Tweak your emails, landing pages, or ads to match what’s working in calls.
c) Tighten the Handoff from Sales to Success
- If deals are closing but churn is high, look for disconnects in what’s promised vs. delivered.
- Use call data to align your GTM and Customer Success teams.
Don’t fall for “one dashboard to rule them all.” Evecalls is just one piece. Use it alongside your CRM, marketing analytics, and—most importantly—customer feedback.
Wrapping Up: Keep It Simple, Iterate Often
You don’t need to be a data scientist to use Evecalls effectively. Start with a clear goal, focus on a few key metrics, and use what you learn to fix real problems—not just make pretty charts for board meetings.
Stay skeptical of dashboard features that sound too good to be true, skip the vanity numbers, and revisit your setup every few months. The best GTM teams don’t overcomplicate things—they just use data to get a little better, week after week.
Now, shut the dashboard and go talk to your team. That’s where the real improvements start.