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Business meetings are here to stay. In fact, by 2027, the number of meetings is projected to grow by 34%.
While this inevitably means a staggering volume of information to tap into— most of it is lost as soon as the meeting ends. Key insights often never make it past the conversation. Poor note-taking, lack of documentation, too many disparate systems, and missed opportunities to capture and share this information, are just some of the reasons for this.
But there IS a better way to make the most out of meetings.
This is what conversation intelligence is all about. By turning conversations into searchable information and data-backed insights, conversation intelligence helps businesses make the most of their meetings and customer conversations. The best way to describe what conversation intelligence software brings to the table is this – it bridges the gap between what’s said and what’s done.
Conversation intelligence opens up a wealth of possibilities – data from all meetings can be captured and easily shared, business leaders can stay informed without actually attending every meeting, sales teams improve by analyzing performance from actual calls, but most importantly, teams can speak in a language that resonates with the customer.
In this article, we’ll explore
- What is conversation intelligence?
- Why B2B businesses need conversation intelligence - key benefits
- Conversation intelligence in action - how different teams across businesses use conversation intelligence
- What is the right time to invest in a conversation intelligence solution?
- How to operationalize conversation intelligence for maximum impact
Understanding Conversation Intelligence
Conversation intelligence is the technology that captures, transcribes, and analyzes business interactions using artificial intelligence (AI) and machine learning. Beyond just capturing insights and trends, conversation intelligence tools break down a conversation's tone and sentiment to help teams track and improve performance – especially in customer-facing contexts.
What is conversation intelligence software?
In addition to converting every meeting into searchable transcripts, the best conversation intelligence tools
- Surface key themes and hidden patterns,
- Highlight sentiment,
- Extract critical insights like competitor mentions, objections, or feature requests,
- Track metrics like engagement, interaction quality, listening duration, objection handling, rep performance, etc.,
- Provide data and insights for sales coaching and streamlining customer-facing operations,
- Integrate with existing tools to centralize and enhance conversational insights.
Why B2B Companies Need Conversation Intelligence Software
Conversation intelligence opens your business up to multiple ways to improve efficiency, performance, and decision-making. Here are six hard-to-ignore benefits of implementing conversational intelligence software (also called call intelligence software):
6 Benefits of Customer Intelligence Software
1. Increased productivity thanks to automated workflows
Given that conversation intelligence tools automate recording, transcription, and CRM updates, teams can prioritize high-impact activities. Whether it is next steps, status updates, or product requests, the right customer intelligence tool uses automation to help you identify what action to take – and when.
2. Improved sales performance
Conversation intelligence tools analyze call metrics such as talk-to-listen ratios, customer engagement levels, and customer sentiment to refine sales techniques. Sales reps receive objective data-backed feedback after every call while sales managers can track how sales reps are faring, without having to attend every call or find areas for coaching for each sales rep.
3. Data-driven marketing and positioning
Call intelligence software gives your go-to-market teams key insights to work given how they surface key customer pain points and trends, analyze customer responses, and capture the voice of the customer. This way, they have steady access to data they need to experiment with – and refine – positioning and messaging.
4. Alignment across teams
Conversational intelligence software establishes a common source of truth for sales, product, and marketing teams by centralizing customer insights. This can help you drive a unified approach to addressing customer pain points and driving product innovation – while speaking the same language as your customers.
5 Reliance on first-party and zero-party data
In a privacy-conscious world, you can benefit from data captured directly through conversations. This aligns well with regulations like GDPR and CCPA that recommend the usage of first-party and zero-party data.
6. Comprehensive visibility and centralized access
Conversational intelligence software provides leaders visibility into customer interactions and team performance. This visibility enables revenue leaders to refine strategies, improve forecasting, and deliver better business outcomes.
Conversation Intelligence in Action: Key Use Cases for Teams
To see exactly how conversational intelligence can be applied in the real world, here’s a quick look at some practical use cases for how this technology impacts different departments.
Conversation Intelligence in Sales
Besides capturing meeting context for a better understanding of customer needs and pain points, a conversation intelligence platform for sales can help:
Kisi, a leader in access management solutions, adopted MeetRecord’s conversation intelligence capabilities to implement and track sales processes more effectively. They used its AI coaching that focused on deal stages, helping identify top objections and providing targeted coaching for AEs. This approach enabled better feedback sharing and more effective sales process implementation. They were able to see a 3x improvement in objection handling, 25% faster implementation of sales processes, and a doubling of their deal closure rates.
Conversation Intelligence in Customer Success
After Sales, the Customer Success function stands to gain the maximum from conversation intelligence.
The right conversational intelligence platform can help CS teams:
The CS team at Fyle, a leading B2B expense management platform, saw a 3x increase in churn indicator detection, a 2x improvement in customer satisfaction scores, and a 50% reduction in churn rates when they adopted MeetRecord for their conversation intelligence needs.
Conversation Intelligence for Marketing & Product Teams
Pain points, needs, feedback, feature requests – there’s a ton of insight in customer conversations that can help marketing and product teams ensure that the product solves and addresses real-world challenges.
Conversation intelligence tools can drive better results across the board by:
Conversation Intelligence for Revenue Leaders
Conversation intelligence equips revenue leaders with a 30,000-foot view to help steer strategy while also giving them the granular insights they need to guide execution effectively. Here’s what a centralized approach to customer conversations can do for revenue leaders:
When Is the Right Time to Adopt Conversation Intelligence Software?
Wondering if it’s time for your organization to adopt conversation intelligence?
The truth is that there’s no “perfect time” to start—conversation intelligence software brings value at any stage of growth. In this section, we look at how organizations at different stages of growth and maturity are leveraging conversational intelligence.
Conversation Intelligence Software for Small and Early Stage Businesses
Given that companies in this stage need to experiment fast – and with limited resources, conversation intelligence software can help:
How Conversation Intelligence Helps Mid-Size Companies
As the business grows, so do the complexities of managing people, processes, and performance. Conversation intelligence helps companies stay agile and efficient, even as they scale, so they can
Further, sales managers can ensure smoother, more transparent operations as they scale by automating workflows, centralizing call data, and eliminating redundant tasks.
For instance, Hive, an event marketing platform, was able to speed up implementation time by 41% with the right conversation intelligence tool. With over 20 client reps handling 30+ calls per week each, the company needed to streamline the handover of client information and the smooth transitions of customer accounts from Sales to Customer Success. They use MeetRecord’s conversation intelligence capabilities to centralize call recordings in a searchable repository, keep track of their conversations with customers, and use the data for the smooth handover of accounts between sales and CS teams.
Conversation Intelligence Software Benefits for Enterprises
For enterprises, managing scale, complexity, and performance across distributed and large teams requires robust systems. Conversation intelligence tools offer enterprises the ability to:
Integrating Conversation Intelligence Software into Existing Systems
As powerful as conversation intelligence can be for companies of different sizes and stages, its efficiency really comes down to how well you operationalize it. You need an integration plan that focuses on minimal disruption and smooth adoption while ensuring quick results. Here’s a simple two-step approach to guide you:
Step 1: Technical Integration
To realize the full potential of conversation intelligence, your platform of choice needs to work seamlessly with the tools and systems your teams already use. The right conversation intelligence platform comes with
- Compatibility with major CRMs: Look for a solution that integrates smoothly with your CRM, with a two-way integration for automatic data syncing.
- Integration with multiple communication platforms: Ensure that the software is easy to integrate with platforms such as Zoom, Microsoft Teams, Google Meet, etc.
- Streamlined access: Make sure that your setup ensures data flows seamlessly across systems, but is accessible in one place. By ensuring that you have all communication in one place, your team can make faster, more informed decisions without wasting time switching between multiple tools.
Step 2: Operational Setup and Adoption
Beyond technical compatibility, you need to ensure it operationally aligns with – or anchors – your team’s processes. Your software should support and enhance your daily workflows. The key is to:
- Automate workflows: A comprehensive conversation intelligence workflow spans the pre-meeting, the meeting, and the post-meeting stages. For instance, before the meeting, the software syncs with the calendar, the communication tool, and the CRM to provide key customer data and context. During the call, real-time transcription and sentiment analysis can help track customer engagement. Post-meeting workflows should include CRM updates, summaries, action items, and follow-up tasks (including auto-generated emails for follow-up). In addition, set up dashboards or views tailored for different roles and needs.
- Use it for everything: The key is to ensure your teams see the tool as central to their work, not an additional task. Use it for everything – from capturing meeting insights to tracking pipelines to peer learning, and manager-led coaching.
- Gamify adoption and usage: Introduce an element of fun and competition, For example, if you use it for your sales team, offer rewards for achieving metrics like improved call scores, reduced monologue durations, higher engagement, etc.
How MeetRecord Meets Your Conversation Intelligence Needs
Intuitive by design, MeetRecord is easy to deploy and adopt, making it ideal for any organization looking to get started with conversation intelligence.
Its interface and user flow are designed to support teams of all sizes and stages of maturity. This means that enterprise-level companies have the customization they need and small and mid-market companies get the flexibility they need through integration with tools from the SMB-MM ecosystem.
It unifies all interactions, offers a balanced view of conversation pros and cons, and surfaces comprehensive insights and health metrics.
Since its AI is trained extensively for Mid-market and Professional Services use-cases like consulting, financial, law services, and IT, it makes it an ideal choice for companies across domains.
With MeetRecord, you get:
But it goes beyond conversation intelligence with features like integrated sales coaching and deal intelligence to create a robust revenue intelligence offering – without the steep learning curve or overwhelm that comes with similar enterprise offerings.
Managers gain real-time, end-to-end visibility into the sales pipeline, so they can track buyer engagement, identify deal risks and opportunities, and forecast better. In addition, it’s designed to help streamline and improve sales processes through features such as:
- Fully automated call scoring: To check for adherence to processes and call scripts. You can leverage pre-built scorecards based on popular sales methodologies such as BANT, MEDDIC, or SANDLER or create custom ones tailored to your unique business processes.
- Integrated AI-powered sales coaching: Use automated scoring, gap analysis, and tailored feedback to enhance performance and close more deals. Deliver coaching based on each member’s strengths and goals. Speed up ramp-up time for new sales hires with personalized training.
- Instant feedback for every sales rep: MeetRecord gives sales reps insights into their performance on every call through AI-powered call scoring, strengths and areas for improvement, insight on talk time, talk-to-listen ratio, filler words, longest monologues, and sentiments. They also get immediate support for the next steps with auto-generated follow-ups.
See all this in action with a 30-minute live MeetRecord demo with our experts.
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