A strong marketing campaign can deliver the right leads every day. But the moment the phone rings, everything depends on what happens next.

Did someone answer? Did the caller get clear next steps? Was an appointment booked, or did the opportunity die in silence?

Until now, agencies couldn’t see what happened after a lead connected with a human. The Sales Call Handling Report changes that. It brings full visibility into how sales teams handle calls, where revenue gets captured, and where it slips through gaps like slow response times, unclear communication, or mishandled inquiries.

It’s the missing link between marketing performance and real revenue outcomes.

Why This Matters for Agencies

Agencies often find themselves stuck in an unfair loop:

You deliver high-quality calls → client mishandles those calls → revenue suffers → marketing gets blamed.

This report breaks that cycle.

With clear visibility into how calls are answered, booked, and converted, agencies can finally:

• Surface where good leads die on the sales side
• Show clients how call handling impacts ROI
• Position themselves as revenue partners—not just lead generators

When clients see how much revenue is recoverable simply by improving call handling, they become far more willing to increase—and protect—marketing investment.

Inside the Sales Call Handling Report

The report is organized into nine parts:

• Sales Call Handling Funnel
• Call Handling Score
• Key Sales Call Metrics
• Hourly & Daily Distribution
• Handled Calls
• Booked Calls
• Missed Calls
• Value & Spend Metrics
• Sales Team Call Handling Performance

To keep this product update focused and easy to digest, we’re spotlighting the four sections agencies rely on most, followed by a short summary of the remaining insights.

1. The Sales Call Handling Funnel (Received → Answered → Booked)

This view shows how far each incoming call makes it—and where the breakdown happens. It’s often the first place agencies discover the real bottleneck.

Example

A plumbing company saw 500 incoming calls in a month. Only 250 were answered, and just 100 became booked appointments.

Marketing wasn’t the problem. Unanswered calls were.

What Agencies Do With It

• Identify exactly where the revenue drop-off occurs
• Recommend coverage adjustments for peak hours
• Show clients the revenue they were losing before the report existed

The fastest way to grow booked jobs isn’t always more leads—it’s capturing the leads you already have.

2. The Call Handling Score

The Call Handling Score evaluates the quality of conversations using five factors:

1. Professionalism & tone
2. Understanding caller needs
3. Accuracy and clarity
4. Ability to resolve concerns
5. How well next steps are explained

It condenses complex interactions into a single, easy-to-understand number.

Example

A law firm noticed their score drop from 76 to 62. Reviewing recordings, they discovered reps often ended calls without giving clear next steps.

What Agencies Do With It

• Surface hidden quality issues that impact revenue
• Recommend simple fixes like wrap-up scripts
• Help clients improve booking consistency

One small shift—like clearly confirming an appointment—can dramatically raise booking rates.

3. Sales Team Call Handling Performance

Call outcomes vary widely from one rep to another, and this section makes those differences impossible to ignore. It compares agents across answer time, quotable rate, call duration, handling score, and even common keywords used by callers.

It’s a transparent look at how individual behavior drives—or drains—revenue.

Example

A law firm noticed one rep’s Call Handling Score surged by 15 points in a single month. When they investigated, they learned that rep started ending every call with a confident next-step confirmation—“Here’s what happens next.”

Bookings across the rep’s consultations jumped immediately.

What Agencies Do With It

• Identify high performers and turn their calls into internal training material
• Spot agents who consistently lose opportunities
• Recommend coaching backed by objective, call-level data

This section gives agencies something rare: proof of how human behavior impacts the client’s bottom line.

4. Hourly & Daily Distribution

Patterns matter. Some hours overflow with urgent calls. Others go quiet. This section reveals when high-value calls spike—and when missed calls quietly pile up.

It’s often the cleanest way to align staffing with real customer demand.

Example

A roofing company saw a surge of emergency calls between 6–8 p.m.—right when the office typically shut down. Weekends told a similar story: plenty of inbound calls, but minimal booking activity.

Marketing did its job. Availability didn’t.

What Agencies Do With It

• Recommend extended coverage during peak call windows
• Add overflow answering services during narrow high-value blocks
• Adjust ad scheduling to avoid driving traffic when no one can answer

This view often reveals the simplest and cheapest fix for increasing booked revenue.

Additional Insights You Can Explore

These sections provide valuable detail around the core story:

Handled Calls

See who answers calls, what types they receive, and how different customer segments are handled.

Booked Calls

Identify which reps are consistently converting conversations into appointments.

Missed Calls

Reveal exactly where missed calls originate—by city, channel, keyword, or landing page.

Value & Spend Metrics

Connect call handling directly to ROI: total quote value, total sales value, cost per incoming call, and wasted spend.

Key Sales Call Metrics

Get essential call metrics like answer rate, quotable rate, average answer time, and average call duration.

How Agencies Use the Sales Call Handling Report

Agencies use this report to:

• Diagnose sales bottlenecks before clients blame marketing
• Quantify the revenue impact of answering the phone
  Recover wasted spend from missed and mishandled calls
• Improve booking rates without increasing ad spend
• Strengthen client relationships by guiding operational improvements

This report makes it clear: generating leads is only half the battle. Capturing them is where revenue is won.

Getting Started (30 Seconds)

1. Go to Reports → Sales Call Handling Report
2. Start with the Sales Call Handling Funnel
3. Review the Call Handling Score and team performance
4. Add quote and sales values to unlock revenue visibility

Once values are added, the report connects sales behavior directly to ROI.

Turn Sales Performance Into Revenue Clarity

Great marketing brings the right people to the phone. Great call handling turns those people into booked jobs, cases, and appointments.

The Sales Call Handling Report gives agencies the visibility they need to protect budgets, uncover lost revenue, and drive better outcomes from the leads they already generate.

Ready to see where revenue is being won—and lost?

Book a 20-minute demo or start your 14-day free trial now!