CTM shows how to turn customer conversations into useful content, better-qualified leads, stronger advertising signals, and clearer product-demand insights.

Your call reports can tell you which campaign made the phone ring. The conversation itself can reveal what the buyer needs, which questions your content has not answered, and whether that call became a worthwhile opportunity.

In A New Place To Look: Where Your Next AI Citations & Clicks Come From, CTM’s Lisa Salvatore, Sr. Manager of Integrated Marketing, and Brian Barranger, Sr. Account Executive III, explained how to put those insights to work across marketing, sales, and product teams.

Their starting point was not another dashboard. It was a shared definition of lead quality and a repeatable way to learn from the conversations a business is already having.

Marketing can celebrate a rising lead count while sales struggles to find suitable prospects. Salvatore described that disconnect as the MQL treadmill: without agreement on quality, the two teams optimize toward different goals.

Her recommended first step was to have both teams review a representative group of calls. Look for the traits of a qualified conversation: a relevant need, a service the business can provide, buying intent, or an appointment booked.

Turn that agreement into scoring criteria that can be applied consistently, manually or with automation. The score is useful when it informs a decision, such as refining campaign targeting or coaching call handling, rather than becoming another number to report.

Calls and transcripts capture how customers describe a problem in their own words.

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