Understanding Zoom IQ for Sales metrics

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Zoom IQ for Sales provides analytics and report data for numerous metrics, such as:

  • Talk-listen ratio
  • Talking speed
  • Filler words
  • Longest spiel (monologue)
  • Patience
  • Engaging questions
  • Next steps set up
  • Sentiment/Engagement analysis

This enables Zoom IQ end-users and managers to review these metrics across their team, providing potential insights into trends and issues of their conversation techniques. This article goes into more detail about the various metrics and analytics, so you can better understand and use this data.

Admins can configure Zoom IQ by assigning Zoom IQ licenses, creating and assigning Zoom IQ roles, creating teams, and configuring competitor and feature metrics for their specific needs. Zoom IQ users can review their own conversation recordings, adjust highlights, create clips to share with teammates, and rate conversations with scorecards.

This article covers:

Prerequisites for accessing Zoom IQ analytics

  • Assigned the Zoom IQ add-on

How to understand Zoom IQ conversation analytics

The sections below breakdown each available analytic for conversations.

To view conversation analytics:

  1. Sign in to the Zoom web portal.
  2. In the navigation menu, click Zoom IQ then Analytics.
  3. Click the Conversation tab.
  4. Select from the various analytics sections provided, with more detailed information about each analytic in the sections below.

Important note regarding Zoom IQ metrics

Metrics and analytics are provided for informational purposes and may contain inaccuracies. Results are not intended to be used for employment decisions or other comparable decisions. All recommended ranges for metrics are based on publicly available research.

Talk-listen ratio

The talk-listen ratio of each user allows teammates and managers to view the proportion of time the speaker is actively speaking in a meeting and also how well the speaker is able to engage the customer or prospect to participate. Using analysis of data across multiple sales reps, deals, and conversations, managers can get an ideal pattern of this talk-listen ratio, which can be used to adjust their strategies to improve the deal closing rate.

Our research indicates that this ratio fluctuates based on the type of information conveyed in addition to the role and relationship of the speaker to their audience. For example, while conversations involving a senior executive or a more technical topic can require more air time from the speaker, that’s not always the case. It is clear that higher ratios indicate that the speaker is not allowing enough time for their audience to voice needs, concerns, questions, and suggestions, which is critical to productive conversations.

Recommended range: A talk-listen ratio somewhere between 40-70%.

Talking speed

Each user’s rate of talking speed allows teammates and managers to determine whether the sales rep is talking too fast or too slow during meetings. Ideally the sales rep should keep the talking speed within a specific range to help keep the meeting moving while still being understood. Based on this data, the sales rep and managers can work to increase or decrease their talking speed to improve this meeting skill. Talking speed reports can be created for the user-level, individual conversation-level, or only part of an individual conversation.

Talking speed tends to drop when the speaker is conveying highly technical information to improve comprehension. Research also suggests that “listenability” also increases when a speaker takes more frequent and longer pauses on average. Even more reason to be sure you're breathing steadily when pitching to customers and prospects!

Recommended range: A talking speed between 110-160 words per minute.

Filler words

Filler words, such as ah, um, and hmm, can be an indicator that the sales rep is not familiar or confident with what they are saying. Interestingly, studies found that using filler words excessively, as well as not using any filler words, can diminish a speaker’s credibility. Managers can locate these meetings or sales reps who used too many filler words and work to improve their conversational or product confidence.

Zoom IQ tracks the number of filler words used every minute.

Recommended range: 0.6-3.0 filler words per minute (6-30 filler words per 10 minutes)

Longest spiel

A spiel, or monologue, is being the only participant speaking for a length of time, which can discourage others from participating in the conversation, impact listener comprehension, and cause fatigue. This data can help managers coach sales reps into being more aware of how much time they are speaking at once and creating pauses for questions or comments.

The recommended maximum for a monologue varies, depending on the topic you are presenting on or question you are answering, but recent research suggests that stopping intermittently to ask questions boosts overall learning and retention in the educational sector.

Recommended range: Avoid monologues that last more than 2:30 minutes to increase the interactivity of the call, promote engagement, and lead to better sales outcomes.

Patience

Patience reflects how much time between a question and the respondent’s answer. This can indicate how much patience is given to potential clients, which can affect the deal’s overall progress and outcome. This can be reviewed and coached to help sales reps improve their ability to control the pace of conversations.

Zoom IQ measures patience in seconds.

Recommended range: Waiting between ½ and 1.5 seconds for the customer to respond.

Engaging questions

Engaging questions posed by the sales rep can keep customers interested in the deal, or conversely lead to a higher abandonment rate of potential customers. Teammates and managers can use this data to track the sales reps that use fewer good questions during meetings and deals, to suggest more engaging questions to use.

Zoom IQ measures the level of meaningfulness of questions by the response duration, meaning a longer response to a question is indicative of a more engaging question.

Recommended range: 3-8 engaging questions per conversation

Next steps

An effective meeting should have clear next steps with action items or conclusions. A lack of a next steps plan may cause a disconnect between the sales rep and potential customers. Sales reps can use this report to ensure they set up next steps from their meetings, or review to catch any missed next steps from their personal notes. Managers can use this to coach sales reps on effective next steps planning.

This is displayed as a percentage of next steps set up for each meeting.

Sentiment and engagement

Sentiment provides sales reps and managers a way of assessing the customer's sentiment. This is based on the entire meeting’s analysis and mainly focuses on the sentiment of the conversations, with higher scores indicating a more positive affect and scores around 50 indicating a neutral sentiment.

Engagement is based on various factors, including talk-time ratio, response time lag, and frequency of speaker changes. These are used to estimate how engaged a customer or prospect is throughout the entirety of the conversation.

The sentiment and engagement scores range between 0-100, with higher scores indicating a higher engagement or sentiment.

Recommended range: A sentiment score greater than 61 and an engagement score greater than 50.

How to understand Zoom IQ deal analytics

The sections below breakdown each available analytic for deals, combining deal data from Salesforce with meeting metrics.

Note: Salesforce data is synced once every 24 hours.

To view deal analytics:

  1. Sign in to the Zoom web portal.
  2. In the navigation menu, click Zoom IQ then Analytics.
  3. Click the Deals tab.
  4. Select from the various analytics sections provided, with more detailed information about each analytic in the sections below.

Number of conversations per deal

This data analysis can show the best pattern for a deal and determine whether to have too many or too few meetings for specific types of deals. Based on the analysis, managers can adjust their strategies to provide a better sales experience and improve the deal close rate.

Your default view consists of data from the past 3 months for your team, and ranks the number of conversations logged per deal, sorting them from highest to lowest. Other filters can be applied to change the data you are reviewing.

Duration of conversations per deal

This data analysis tracks the length of meetings (too long or too short) for a specific type of deal and can be used as insight to improve their deal closing rates. Based on the analysis, managers can adjust their strategies to optimize their sales reps workload and time management.

Your default view consists of data from the past 3 months for your team, and ranks the sum of conversation needed for each deal. Other filters can be applied to change the data you are reviewing.

How to understand Zoom IQ market analytics

Zoom IQ admins can configure keywords to track mentions of features and competitors, providing insight into what potential customers want from a product or service and which competitors are often discussed.

To view market analytics:

  1. Sign in to the Zoom web portal.
  2. In the navigation menu, click Zoom IQ then Analytics.
  3. Click the Market tab.
  4. Select from the analytics sections provided, with more detailed information about each analytic in the sections below.

Competitor mentions

This data analysis tracks how often each competitor is mentioned during the conversation. The report may indicate the companies that are their biggest competitors on deals, or perhaps companies actively losing customers to competitors such as you. Based on the analysis, managers can adjust their strategies to optimize their strategies and talking points to adapt.

Your default view consists of data from the past month for your team, and ranks the number of mentions per competitor, sorting them from highest to lowest. Other filters can be applied to change the data you are reviewing.

Feature mentions

This data analysis tracks how often particular features are mentioned during the conversation. The report may indicate the features that are currently most sought after. Based on the analysis, managers can adjust their strategies to optimize their strategies and talking points to adapt.

Your default view consists of data from the past 3 months for your team, and ranks the number of mentions of each feature, sorting them from highest to lowest. Other filters can be applied to change the data you are reviewing.

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