If you lead or support a go to market (GTM) team, you know the drill: pressure to hit numbers, endless sales calls, and everyone guessing at what’s actually working. It’s noisy. There’s never enough time. You want facts, not opinions. That’s where tools like Vocal come in: they help you track, analyze, and (if you use them right) improve how your GTM team performs, using real data from actual conversations.
But let’s be honest—analytics can eat up your time or mislead you if you’re not careful. This isn’t about buying magic software. It’s about using call data to make better decisions, faster. Here’s how to cut through the hype and actually use Vocal analytics to move the needle on your GTM strategy.
Why Bother With Vocal Analytics?
Before diving into “how,” let’s get clear on “why.” Here’s what Vocal analytics can actually do for you (if you use them right):
- Spot what separates top reps from the rest. See what winning calls actually sound like.
- Find bottlenecks in your pipeline. Figure out where deals are getting stuck—no more guessing.
- Coach with evidence, not vibes. Give feedback based on real calls, not just gut feelings.
- Track messaging in the wild. See if your team’s actually saying what marketing wants them to say.
- Get early warning signs. Spot when deals or reps go off track, before it’s too late.
What Vocal analytics won’t do: turn bad reps into stars, write your sales scripts, or fix a broken product. It’s a tool—not a silver bullet.
Step 1: Set Up Vocal Analytics Without Drowning in Data
Let’s not overcomplicate things. You want Vocal analytics to help you make decisions, not just pump out dashboards. Start here:
- Integrate with your call platform. Connect Vocal to Zoom, Teams, or whatever you use. If it takes more than an hour, something’s wrong.
- Tag your calls. Make sure calls are clearly labeled (demo, discovery, renewal, etc.). Garbage in, garbage out.
- Limit initial metrics. Don’t try to track everything at once. Start with 2-3 metrics that actually matter (more on those in a sec).
Pro tip: If you’re spending more time setting up reports than listening to actual calls, you’ve gone too far. Keep it simple.
Step 2: Pick the Metrics That Matter (And Ignore the Rest)
Vocal will tempt you with all sorts of analytics—talk ratios, keyword clouds, sentiment, AI “objections detected.” Here’s what’s worth your attention (and what isn’t):
What Works
- Talk-to-listen ratio: Reps who talk less and listen more usually win. Aim for a 40/60 split.
- Next steps mentioned: Are reps clearly setting next steps? Track this.
- Questions asked: More thoughtful questions usually equals better discovery.
- Objection handling: How often do objections come up, and does the deal progress after?
What’s Overhyped
- “Positive sentiment” scores: These are often just word clouds. Customers can sound happy and still not buy.
- Keyword stuffing: Just because a rep said “value” doesn’t mean the prospect cares.
- AI “deal health”: Trust your own review of calls over black-box scores.
Honest take: Pick 2-3 things to track. Review them every week. Ignore the rest until you see a clear pattern.
Step 3: Actually Listen to the Calls—Don’t Just Stare at Charts
No analytics tool replaces human judgment. Use Vocal analytics to find the right calls, then listen to them yourself (or with your team).
- Flag outliers: Look for calls where the data is way off (e.g., a rep talked 90% of the time).
- Sample successes and failures: Listen to a few wins and losses side by side.
- Coach with clips: Use real call snippets to show what “good” or “bad” sounds like.
Pro tip: Schedule a weekly review session where you play back a few calls as a team. Keep it practical, not punitive.
Step 4: Use Analytics to Pinpoint and Fix GTM Problems
Here’s where the rubber meets the road—using what you’ve learned to fix what’s broken.
If You’re Losing Deals Early
- Are reps rushing discovery?
- Are they missing pain points or skipping qualification questions?
- Use Vocal to spot trends, then retrain on discovery basics.
If Deals Stall Midway
- Are next steps clear at the end of calls, or are things left vague?
- Is pricing or competition coming up and killing momentum?
- Use Vocal’s objection data to zero in on what’s derailing deals.
If Messaging Isn’t Landing
- Are reps actually using the new pitch deck or value prop?
- Are they getting tongue-tied or reverting to old scripts?
- Use Vocal to compare top reps to the rest—and share what’s working.
Don’t: Use analytics to micromanage or nitpick every call. Your team will hate it, and you’ll lose the forest for the trees.
Step 5: Create (and Stick to) Simple Feedback Loops
The best teams use Vocal analytics as a regular part of their GTM process—not as a one-off project or quarterly report.
- Weekly check-ins: Review a handful of calls every week. Look for patterns, not just one-offs.
- Share learnings: Let the whole team see what top reps are doing differently.
- Iterate messaging: If something isn’t landing, tweak it fast. Don’t wait for the next big sales kickoff.
Honest take: You’ll see more improvement from small, steady tweaks than from one giant overhaul.
What to Ignore (At Least For Now)
There’s a mountain of features in most analytics tools. Most of it can wait. Skip these until you’ve nailed the basics:
- “AI-powered” coaching bots. They’re rarely as good as a real manager listening to a call.
- Sentiment scoring dashboards. Fun for execs, not actionable for reps.
- Every possible integration. You don’t need to sync with fifteen systems to get value.
Focus on the core: listen, measure, coach, repeat.
Common Mistakes (And How to Avoid Them)
- Drowning in data. Don’t track 20 metrics. Pick a few and go deep.
- Weaponizing analytics. If reps see this as “big brother,” you’ll get fake behavior. Use it for coaching, not policing.
- Ignoring context. Metrics are clues, not verdicts. A bad call doesn’t mean a bad rep—or vice versa.
- Skipping the actual calls. Don’t just read reports—listen to the voices.
Keep It Simple and Iterate
Vocal analytics can give you the truth about what’s happening in your sales process—if you use it with clear eyes and a healthy dose of skepticism. Start small. Listen to your calls. Measure what matters. Rinse and repeat. The goal isn’t to be perfect; it’s to get a little better, every week.
Remember: The tech is only as good as the questions you ask and the action you take. Keep it practical, and you’ll actually see results.