Telesales Team Data Center

Conversion, lead, and call information is scattered, so managers need to trace results back to the sales process.

Telemarketing management involves several kinds of information at once: how many leads advertising generates, who those leads are assigned to, how many calls employees make, and which calls ultimately result in conversions. Looking only at conversion figures makes it difficult to tell whether the issue is lead quality, contact rates, or sales activities.

I organized these day-to-day management challenges into a single workspace. Outcome data answers “What happened?”, calls and recordings show “What was the process like?”, and the sales SOP captures practices worth learning from.

Starting from the telemarketing team's workflow, I designed and developed five feature areas: ad spend and conversions, knowledge capture, data dashboards, sales SOPs, and analysis of the public lead pool. In mapping the workflow, I focused on distinguishing the outcomes managers need to see, the actions taken during the sales process, and the materials to revisit during reviews.

• Organize business information such as employee conversions, lead assignment, and ROI.
• Design a summary dashboard for viewing call data by day, week, and month.
• Use user accuracy and completion of sales activities in call recordings as two analysis dimensions.
• Bring analysis of exemplary calls and comparison of leads in the public pool into the same workflow.

Bring business data, call reviews, and sales insights together in one management workspace.

The project organized features ranging from business data displays to call recording reviews: it retains summary metrics and trends while providing access to details such as employee sales and lead assignments; teams can review call processes and document successful sales practices.

Teams can spot changes in summary data, then return to employee details and call recordings to discuss the reasons and turn successful sales practices into an SOP. This is my approach to bringing data, processes, and experience into one workspace based on management needs.

This project made me pay closer attention to how metrics relate to one another. The same sales outcome may stem from different lead quality and sales processes. Bringing data together is only the starting point; users also need to know when to review recordings and when to hold a retrospective.

One area worth improving next is the connection between metric definitions and action entry points, so that when teams spot an anomaly, they can more easily return to the specific call and business action.