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How Cloud Technology has Optimized Sales Calling
Blog / Sales Management / Jul 7, 2017 / Posted by Augustus Franklin / 6099

How Cloud Technology has Optimized Sales Calling


Most businesses rely on one of two systems to power their call center. The first being the on-premise call center solution that houses your communication hardware, software and infrastructure within the confines of your office. The second system is the cloud-based call center solution which is hosted in the cloud–that is, computing services are brought to you over the internet. This article talks about cloud technology and the different ways it has optimized the sales calling process.

Data synchronisation

Cloud contact centers come with custom integrations that enable the seamless flow of data between multiple applications. For example, sales agents making calls can fill in customer details on the call dashboard which are then immediately accessible within the customer relationship management (CRM) software. Integrations allow for automated workflows which let you streamline unstructured tasks into continuous flows. This lets agents avoid the need to manually manage data across multiple devices. A few use cases for workflow automation are:

  1. Customer leads can be automatically added to separate phonebooks based on their behavior and position in your sales funnel.
  2. Any new leads entering your system can be automatically greeted with a voice broadcast.
  3. You can set call dispositions as triggers for further automated action. For example, leads marked as “busy” can be automatically added to separate phonebooks, or leads marked as “negative engagement” can trigger a follow-up email asking for feedback.


Application integrations let users import lead data from the customer relationship management software directly onto the calling dashboard. Sales agents making calls can now access information about lead behavior on the calling screen making agents better informed about the requirements of the lead and result in more personalized conversations. Cloud telephony solutions like CallHub let’s agents use custom field tags to import data from their CRM as well as allowing for personalized scripting. Agents can use custom tags inside their calling scripts which are automatically populated with lead information from the CRM.

Distributed Outreach

Sales agents working from key phones linked to the communication server inside the office have to be at their desk every day to make calls. This limits the geographical and timing flexibility for your agents. Cloud solutions allow agents to work remotely and share information across all users in real-time. With just a web browser, a headset and a good internet connection, agents can log in from anywhere to make calls. This also gives businesses the flexibility to hire part-time sales agents who can make calls from home to handle periods that require a high call volume.

Local Presence Dialing

A 2011 study found that answer rates for sales calls improve consistently when people receive calls from a local number compared to a toll free number. When your contact list has leads spread across multiple locations, using the same number (as would be the case if you are using a PBX system) is less efficient than using the local number for the region to reach out to them. Cloud telephony solutions are capable of analyzing your phonebook through the feature commonly known as Dynamic Caller ID and allowing businesses to rent blocks of numbers within areas where the leads reside. When calls are made, the closest area code is automatically chosen as the caller ID allowing sales agents to project a local presence no matter where they are calling from.

Final Thoughts

If a cloud call center sounds like a good match for your business activities, the next step is to sign up for a call center software service and experiment with the different features the platform has to offer. Cloud solutions come with a pay-as-you-go pricing model which lets you start out small, experiment on what works best for you sales process, and then scale up based on results.

Pipeliner CRM empowers salespeople to precisely tailor communications to leads and opportunities. Get your free trial of Pipeliner CRM now.

About Author

Augustus is founder and CEO of CallHub, a Voice and SMS service company bridging the communication gap for political campaigns, advocacy groups, nonprofits, and businesses. When he is not working, he is either making toys with his kids or training for a marathon.


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