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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.…