From click to call to conversion: Fixing the leaks in your sales funnel

Marketers need to show value at every stage of the customer journey, including what happens after someone picks up the phone. For call-centric industries, calls are often the clearest sign of buying intent. But unless you can track the full journey from click to call to conversion, you’ll struggle to show the true impact of your spend.

The challenge? Calls drop out of the digital journey. You can see the click that drove the lead, but once the conversation starts, visibility fades. Without that intel, high-intent leads can slip away, cost per lead (CPL) climbs, and return on ad spend (ROAS) suffers. To fix these gaps, you first need to map your sales funnel and identify where the leaks are.

Are there leaks in your sales funnel?

A sales funnel should guide prospects seamlessly from discovery through to purchase. In reality, many funnels leak. You can invest heavily in generating high-intent calls, but if those leads fail to convert, you’re wasting budget.

A leaky sales funnel means prospects are dropping out before taking the action you want them to, like buying, booking, or signing up. It often happens when marketing and sales teams can’t connect the dots between the online journey and the offline conversation. If you’re only measuring digital activity, you’ll never see the real reason why calls don’t convert.

The impact is twofold: Wasted spend and missed opportunity. The good news is that fixing a leaky funnel isn’t about throwing more budget at acquisition. It’s about making the most of the high-intent leads you already have.

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How to fix a leaky sales funnel

Sales and marketing must be aligned

CRO works best when marketing and sales are on the same page. That means consistent messaging, smooth handovers, and regular feedback loops. When marketing sees what’s happening on calls, they can refine campaigns. When sales understand which messages resonated online, they can have better quality and tailored conversations.

Refine your lead scoring model

Misaligned definitions of MQLs and SQLs are a common cause of funnel leakage. If marketing and sales aren’t aligned on what qualifies as a lead, the numbers won’t add up. Reviewing your lead scoring model ensures you’re measuring the right things and passing leads at the right stage.

Create more personalized experiences

Today’s buyers expect relevance and personalization. With visibility into what’s driving high-intent calls, marketing can tailor campaigns to real buyer needs and relay insights back to sales. On the flip side, sales teams with access to call intelligence can personalize conversations based on what a prospect was browsing before they picked up the phone. This makes interactions more aligned, efficient, and impactful.

Make the most of tools and tech

The right technology can bring sales and marketing closer together. For example, automated optimization tools like Infinity’s Smart Outcomes use call intent and outcomes data to build high-value audiences and improve bidding performance. When combined with real-time insights from calls, teams can close the loop between online and offline activity and fix leaks faster.

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Which tools help ramp up call-to-conversion rates?

One of the biggest blind spots for marketers is what happens on calls. Call intelligence tools shine a light on this. They reveal why high-intent calls don’t convert, where prospects drop out, and what steps you can take to fix it.

This is where Conversion Barriers comes in. It analyzes real call data to detect common blockers, whether that’s stock issues, unclear messaging, poor lead handling, or targeting mismatches. It then provides prioritized recommendations, so you know exactly what to fix first. With this intel, you can stop wasting leads, refine campaigns, and improve both CPL and ROAS.

Driving clicks and generating calls isn’t enough. To prove ROI and deliver sustainable growth, you need to understand what’s happening during call-to-conversion journey. By aligning sales and marketing, refining processes, and using tools that give you visibility into real conversations, you can plug funnel leaks and turn missed opportunities into big wins.