CallTrackingMetrics is a digital platform that utilizes call tracking intelligence to inform contact center automation, resulting in a more personalized customer experience. Pulse 2.0 interviewed CallTrackingMetrics co-founder and CEO Todd Fisher to learn more.
Todd Fisher’s Background
During the early days, Fisher personally developed the initial software for CallTrackingMetrics, and even today, as the CEO, he remains deeply involved as a driving force behind the technical aspects of the company. And Fisher said:
“Before establishing CallTrackingMetrics, I had the opportunity to co-found SimoSoftware, which was later acquired by RevolutionHealth in 2005. Another venture I had the pleasure of being part of was Captico LLC, founded in 2009, where we provided online software solutions to empower small businesses to boost their marketing and online presence. These experiences have been pivotal in shaping my journey and contributing to the success of CallTrackingMetrics.”
Formation Of CallTrackingMetrics
How did the idea for CallTrackingMetrics come together? Fisher shared:
“During the inception of CTM, my wife Laure and I were deeply involved in consulting work with various businesses across diverse industries. It quickly became evident that irrespective of the sector, all our clients shared a common requirement – the ability to link phone calls with their paid advertisements. Through numerous conversations with our clients, the demand for a comprehensive call tracking and marketing attribution solution became crystal clear. Thus, CallTrackingMetrics was born.”
“We started our 100% self-funded global conversation analytics company as a passion project, working diligently in our basement, just steps away from our newborn’s crib. Now, 12 years later, CallTrackingMetrics has evolved into a thriving enterprise, generating over $25 million in revenue each year and providing employment to a dedicated team of more than 70 talented individuals.”
Challenges Faced
What challenges have you faced in building CallTrackingMetrics? Fisher acknowledged:
“Unlike our competitors who heavily relied on venture capital funding for growth and innovation, we chose a different path, one that demanded determination and ingenuity.”
“Growing a business with no external funding proved to be a challenging endeavor. However, we were resolute in our commitment to prioritize the customer experience above all else. As we continued to expand, we relentlessly refined our product to meet the evolving needs of our users. Additionally, we explored new communication channels to offer companies even more comprehensive answers and insights.”
Core Products
What are CallTrackingMetrics’s core products and features? Fisher explained:
“CallTrackingMetrics offers a comprehensive suite of core products and features designed to optimize marketing analytics and communications for businesses. At the center of our offerings is the name of the game — call tracking, which allows users to gain insights from every conversion and confidently make data-backed advertising decisions.”
“Our platform provides modern call tracking features that empower teams to perform like high-powered contact centers. Additionally, users can benefit from proactive lead management features, tracking lead sources and optimizing lead distribution. With robust reporting capabilities, including call volume, quality and conversions, users can fuel a truly data-backed marketing strategy. The platform also supports communication across various channels, consolidating data for analysis and lead nurturing.”
Evolution Of CallTrackingMetrics’ Technology
How has CallTrackingMetrics’ technology evolved since launching? Fisher noted:
“As with any technology company, our product has evolved over time to fit the needs and expectations of our customers and the natural progression of innovation in our society. We’ve expanded our integrations over the course of the last twelve years and are now seamlessly integrated with the platforms used by companies every day — think Zoom, HubSpot, Google, Salesforce, Snapchat, Gong, etc.”
“The natural course of innovation has now brought us generative AI. We recently announced our generative AI integration AskAI. In these ever-evolving economic times, businesses must seek ways to work smarter rather than harder. Through Ask AI, organizations can harness the potential of automation to achieve precisely that. Powered by Open AI’s Chat GPT, AskAI empowers businesses to make data-driven decisions that optimize efficiency, drive revenue growth and elevate customer experiences.”
Significant Milestones
What have been some of CallTrackingMetrics’s most significant milestones? Fisher cited:
“Over the last 12 years, we’ve had plenty of significant milestones. The first one that comes to mind is our placement on Inc.’s List of Best Places to Work, which we were named in 2023 for the third year in a row. At CallTrackingMetrics, we take immense pride in our exceptional team of handpicked and talented individuals who fuel a vibrant and dynamic culture within the company, so to be rewarded for our culture is always something that stands out.”
Customer Success Stories
Upon asking Fisher about customer success stories, he replied:
“Stackmatix, a leading startup growth partner, successfully bridged the gap between brand perception and market reality for their client, Tutor Doctor, by employing CallTrackingMetrics advanced call tracking and recording solutions. This enabled them to address the challenges faced by Tutor Doctor effectively.”
“With the help of CallTrackingMetrics, Stackmatix achieved impressive results for Tutor Doctor, including:
1.) Accurate Conversion Attribution: Stackmatix accurately attributed 40% of conversions to Google Ads. As a result, Tutor Doctor experienced a 95% increase in accurate attribution data for their Google Ads campaigns, providing valuable insights into their marketing performance.
2.) Decrease in Unqualified Callers: Tutor Doctor reported a significant reduction in the number of unqualified callers. Thanks to the precise call tracking data, prospects were less likely to misunderstand price points or the subjects serviced, resulting in fewer unproductive calls.
3.) Improved Sales Strategies and Close Rates: The insights gained through call tracking and recording allowed Stackmatix to identify effective sales strategies. They shared these learnings across Tutor Doctor’s network of franchises, enabling all of them to enhance their sales tactics and increase their close rates.
Overall, Stackmatix’s implementation of CallTrackingMetrics proved to be a game-changer for Tutor Doctor, helping them align their brand messaging with market perception and achieve remarkable success in their business growth.”
Funding
After asking Fisher about funding, he revealed:
“CallTrackingMetrics is 100% owned by Laure and me as the founders, and the company has been profitable since its inception.”
Total Addressable Market
What total addressable market (TAM) size CallTrackingMetrics is pursuing? Fisher assessed:
“CallTrackingMetric’s primary focus lies in supporting businesses engaged in phone-based marketing or sales activities, primarily operating across the regions of the US, Canada, and Europe. Our services cater to businesses of all scales and industries that heavily rely on phone calls as a vital communication channel to connect with their customers or potential clients.”
“With the rapidly expanding market, the Global Call Tracking Software Market is projected to experience substantial growth. It is expected to increase from $4.6 billion in 2020 to $7.5 billion by 2028, at an impressive Compound Annual Growth Rate (CAGR) of 8.2%. This surge in the market underlines the growing significance of call tracking software in empowering businesses to optimize their phone-based marketing and sales strategies while enhancing customer engagement and overall performance.”
Differentiation From The Competition
What differentiates CallTrackingMetrics from its competition? Fisher affirmed:
“CallTrackingMetrics stands out as a comprehensive platform that combines integrations, marketing attribution and communications all in one place, complemented by open and flexible APIs. Among the competition, our integrations with GA4 and Google Ads are particularly exceptional, providing a seamless and efficient user experience.”
“One of our standout features is our commitment to offering local, live support, which ensures customers receive personalized assistance and timely solutions to their queries. This customer-centric approach sets us apart from others in the industry, fostering strong relationships with clients and enhancing overall satisfaction.”
“Another core differentiator is that we are 100% founder-owned and we do not take funding. Instead of pursuing extensive team growth, we prioritize organic growth and emphasize quality over quantity by assembling a select group of top-notch professionals. This streamlined approach enables us to maintain agility and outperform competitors, consistently taking the lead in introducing groundbreaking innovations to the market.”
Future Company Goals
What are some of CallTrackingMetrics’s future company goals? Fisher concluded:
“At CallTrackingMetrics, we have set our sights on a compelling vision for the future, backed by ambitious goals to drive our company forward. We aim to enhance our automation tools, ensuring more efficient call tracking and analytics for increased productivity. We also plan to create seamless virtual agent experiences, improving customer satisfaction through natural interactions. Additionally, we’re looking to expand our ecosystem of integrated partners to deliver actionable data wherever needed. Doubling down on the customer experience is also a top priority, with a strong emphasis on providing exceptional support.”
