CTM Rebrands, Aims for Enterprise with AI Conversation Technology

MILLERSVILLE, Md. – January 12, 2026 – Conversation analytics leader CallTrackingMetrics today announced a significant corporate rebrand, officially adopting the name CTM. The change, accompanied by a new visual identity and website, marks a strategic pivot from its roots in call analytics to a broader, more ambitious role as an AI-driven communications intelligence platform. This move signals the company's new phase of innovation aimed squarely at enterprise growth and the complex challenges of modern customer interaction.

The rebrand formalizes a name that many customers have used for years but, more importantly, it reflects the deep evolution of the company's product. CTM is positioning itself beyond simply tracking marketing attribution for phone calls and toward a future of interpreting and optimizing every customer conversation, regardless of the channel.

"Our evolution to CTM reflects the reality of what the platform has become," said Todd Fisher, CEO and co-founder, in a statement. "We help businesses understand what's happening in their conversations and use that intelligence to target better, support customers faster and remove complexity from operations."

A Strategic Pivot to AI-Driven Intelligence

At the core of CTM's transformation is a heavy investment in artificial intelligence. The company's vision extends far beyond basic transcription and keyword spotting. The goal is to provide deep, actionable insights from the unstructured data locked within daily customer interactions. To that end, the fourth quarter of 2025 saw the rollout of several advanced, enterprise-grade AI capabilities.

Enhancements to its Voice AI now allow the platform to automatically identify conversation topics, surface customer intent, and even answer complex questions about patterns emerging from interactions. New "guardrail" features were also introduced to help businesses monitor and guide conversations, ensuring compliance and consistent quality. This technology is designed to turn raw conversational data into a strategic asset for sales coaching, customer service training, and product development.

This push is backed by tangible investments in personnel. CTM has been strategically expanding its product and engineering teams, including the notable addition of a dedicated AI Engineer. This role is focused specifically on accelerating the company's AI roadmap, which prioritizes advanced conversation intelligence and workflow automation.

The long-term vision, as articulated by Fisher, is particularly ambitious. "As AI continues to reshape how people interact with software, we're building toward a future where users can simply tell CTM what they want and the system configures itself," he stated. This concept of a self-configuring system points to a future where the platform's complexity is masked by a simple, natural language interface, dramatically lowering the barrier to entry for sophisticated data analysis.

Courting the Enterprise Market

While CTM maintains that its platform remains accessible to organizations of all sizes, the recent product enhancements and strategic messaging clearly target the lucrative enterprise sector. Industry analysts note that enterprise spending on AI applications is projected to grow by 20-35% in 2026, and CTM is positioning itself to capture a piece of that market.

A key component of this enterprise strategy is the new integration with Adobe Analytics. This allows large organizations to merge CTM's rich conversation intelligence with Adobe's comprehensive campaign, web journey, and performance reporting. For a global corporation running multifaceted marketing campaigns, this ability to connect a specific digital ad or web interaction to a subsequent high-value phone call or chat conversation is critical for calculating true return on investment.

The company also launched a redesigned V2 Mobile App, designed to give distributed enterprise teams real-time access to call management and conversational insights while on the go. This focus on enterprise-grade features is shaped directly by CTM's most significant clients. The company has stated that its top 500 customers play a central role in guiding its enterprise-focused product strategy, a common and effective approach for SaaS companies moving upmarket.

Unifying the Customer Journey for Marketers

Despite the enterprise focus, the platform's evolution offers significant benefits for marketers across the board. A core strength of the CTM platform has always been its ability to provide clear attribution, and the recent changes amplify this capability. By unifying fragmented interactions from calls, texts, web forms, and live chats into a single, actionable view of the customer, CTM tackles one of the biggest challenges in modern marketing: data silos.

This unified view allows a marketing team to see the entire customer journey, from the initial ad click to the final sales call, all within one system. The platform’s deep integrations with major marketing, advertising, and CRM platforms further streamline this process, enabling teams to align data and results more effectively. For businesses of any size, this means greater clarity on which campaigns are driving valuable conversions and where to optimize every customer touchpoint.

Co-founder and COO Laure Fisher emphasized that this shift is an expansion of the company's mission, not a departure from it. "Customers have known us as CTM for years, and the new brand gives us room to grow into the broader problem-solving platform we've become," she said. "Our focus has always been community, learning and impact, and the rebrand reinforces that." This messaging aims to reassure its broad user base of over 100,000 that the core values and utility of the platform remain intact.

Navigating a Competitive Landscape

CTM's pivot places it firmly in the highly competitive conversation intelligence market, alongside established players like Gong, Chorus by ZoomInfo, and a growing number of AI-powered analytics tools. To stand out, CTM is banking on its unique combination of multi-channel data unification and its forward-looking, user-friendly AI vision.

The company's recent industry accolades provide external validation of its strategy and execution. In 2025, the company won "Best Digital Social Media Campaign" at the 40th MX Awards and was named to Inc.'s Best Workplaces List for the fifth consecutive year. These awards highlight not only the company's marketing prowess but also a strong internal culture, which is often a leading indicator of sustainable growth and innovation.

With a clear vision, a renewed brand identity, and a product roadmap heavily invested in AI, CTM is making a bold statement about its future. The company is betting that as businesses become inundated with customer interaction data from more channels than ever, the platform that can provide the clearest, most actionable intelligence will ultimately win.