Phone Calls as High-Intent Leads Still Underrated?

Hey everyone,

I’ve been looking at lead quality across different marketing channels, and one thing keeps coming up: phone calls still tend to be some of the highest-intent leads, especially in service-driven or high-ticket businesses.

What’s interesting is that many teams obsess over clicks, CAC, and form fills, but phone leads often don’t get the same level of attribution or analysis. Once you actually track call source and outcomes, the ROI picture can look very different.

Curious to hear from people here:

• Are phone leads still relevant in your industry?
• Do firms actually factor call data into performance and ROI analysis, or is it mostly ignored?

Would be great to hear how others are thinking about this.