Case Study: CallRail
CallRail people

Who is CallRail?

CallRail develops a marketing analytics application that’s used by over 65,000 companies and agencies around the world. They help businesses grow by giving them insight into which marketing channels are driving results through attribution of inbound sales leads. Their product is set apart from competitors by its intuitive UI, flexible pricing, and the the use of machine learning for Conversation Intelligence. They also have a pretty neat office.

Before Targetprocess, CallRail used a tool that was essentially just a bulletin board and a task list. It became clear that a central point for data and collaboration was needed. Their CTO had some experience with other tools, but found that Targetprocess was the only solution that could both reflect their custom workflows and scale with the company as they grew and processes changed.

Development, QA, UX, design
teams use Targetprocess
Customer facing teams
use Service Desk for free
Kanban and Scrum
65,000 customers
across North America
Agora school photo
Agora school photo

How they use Targetprocess?

CallRail made the switch to Targetprocess in 2016. They now have eight cross functional teams working in the system. Customer facing teams, such as Support, Marketing, and Sales, use the Service Desk to submit bugs and feature requests to development.

Bryan Elder, Product Director at CallRail, is pleased with how well everything has come together:

Targetprocess was the only solution that could both reflect their custom workflows and scale with the company as they grew and processes changed.
Targetprocess is the central point for our product development process. All our information is in one place. We have developers, designers, product owners, QA engineers, all looking at it. And I love the Service Desk; I’ve cut out 4 regular meetings just by using it. It was easy to set up, and someone who’s not engineering minded can easily use it.
Bryan Elder
Product Director
Old Callrail board

CallRail’s main process for handling work involves a mix of Scrum and Kanban. Typically, a User Story is added to the backlog from an incoming request or an existing roadmap item. Every 2 weeks, the CEO and CPO move priority work from the backlog into the “Planned” state, without assigning it to a team. They then meet with Product Owners to look at team bandwith, and assign teams.

Every week, Bryan holds a company-wide product catch-up meeting where he shares and reviews what’s currently in development. To prepare for this, he has written an API that asks Targetprocess to upload data into a Google spreadsheet in a nice, clean format.

For the rest of the company, the most commonly used view is a Kanban board that’s been customized to reflect CallRail’s process. Teams use filters so that everyone can just view their own work.

Old Callrail board

The benefits

One of the key benefits for CallRail is the time that their teams have saved. There’s nothing that gets in the face of developers and distracts them from their work. Targetprocess is integrated with Slack, so important notifications can be seen right from CallRail’s central communication hub.

Bryan is particularly pleased by the cross-team unification that Targetprocess has enabled. Customer facing teams now have a central place to communicate with developers and track information that’s important to them -- without having to waste time exchanging inquisitive emails or Slack messages.

Our feature request process is something that’s drastically improved within the last 6 months. As our company has grown, we’ve gotten more and more requests, and we look at every single one because we care about our customers and want to build value for them. So now it’s easy to filter and prioritize requests immediately
Bryan Elder
Product Director

Recommendations for other companies

For companies that are looking for the right tool, Bryan recommends careful research and an open mind.

Find a tool that fits your needs, but offers enough flexibility to grow along with your business process — rather than a tool that’s a burden on developersy
Bryan Elder
Product Director


  • We have been using Targetprocess for more than three years by now and still been surprised when our teams find news ways and work areas to use it...
    It is really so flexible that we can nearly model and effectively use in each workflow we need. New departments request me from time to time to show them "that tool you have with nice cards :-)
    Jorge Rivero Sanchez
    Innovation Director
  • I love how adaptable and flexible Targetprocess is. It meets the various needs of so many different departments within our organization. We manage all of our IT, creative and legal workflow through Targetprocess. It's helped create a centralized location for our cross-department needs – as well as providing a history of our work.
    Katie MacCabe
    Assistant Director
  • I used Targetprocess at some very large multi-team multi-program clients and had a consistently good experience.
    I've got a lot of experience of Jira, Rally, PivotalTracker, Trello, Mingle and open source agile lifecycle management tools. I like Targetprocess better - it covers a lot more ground, the information architecture is really consistent, it's solid as a rock and fast too. Best of breed.
    Peter Merel
    CTO and Agile Coach