CTM Helps Businesses Measure Whether Advertising Leads Actually Intend to Buy, Podcast

“The number one metric should be: did the person calling you have the intent to buy?” In this Technology Reseller News podcast, Todd Fisher of CTM discusses how businesses can connect advertising activity to actual phone-call conversions and better understand whether their marketing dollars are producing qualified buyers. CTM is a call tracking and attribution platform designed for businesses where phone calls remain an important part of the sales process. The platform helps companies identify which ads generated calls, what happened during those conversations and whether the caller actually intended to purchase. Fisher says traditional metrics such as call volume and duration often fail to answer the most important question. “If they wanted to buy your product, then the ad probably did its job,” Fisher says. “What happens after that may be something you need to look at internally.” CTM uses AI to analyze calls and answer specific questions about each conversation. Businesses can determine whether a caller had buying intent, whether they were qualified, whether they had the right insurance or service requirements, and how effectively the sales team handled the opportunity. That creates value for organizations of almost any size—from large contact centers to local HVAC companies, medical practices and other small businesses that depend on inbound calls. The platform can also help companies improve advertising efficiency by identifying campaigns that generate serious buyers rather than simply more calls. Fisher says AI is making this level of intelligence available to smaller organizations that previously could not afford the labor required to manually review thousands of conversations. CTM also offers voice AI that can answer calls, book appointments and connect with calendars and CRM platforms, giving small businesses another way to capture leads when employees are unavailable. Companies can work with CTM directly or through advertising agencies and other partners that bundle the platform into their services. Visit CTM.com to learn more.