The definition of a call tracking system is a system that allow marketers to measure the value of inbound calls driven by their marketing efforts. The technology enables companies to instantly and cheaply provision local or toll-free phone numbers, then associate those numbers with ads, web pages, search keywords or any effort. The results are then tracked and measured, typically in a CRM. When call tracking data is captured within a CRM tool, call tracking data can then be shared in real time with inside sales reps taking inbound calls. That data can be used to communicate the buyers’ intent and help reps have more intelligent conversations. When call tracking data is integrated with a routing system, then caller intent data can be used to route calls to product specialists automatically.