The real reason your best leads never make it into the CRM | MarTech

"A client shared their contacts, intent data, engagement data and-most importantly-sales email correspondence tied to active opportunities across more than a dozen accounts. The data covered hundreds of emails exchanged over a seven-month period. In some cases, we observed opportunities at inception; in others, we jumped in midstream and followed them through to close. We mapped the emails chronologically and tracked every individual included in the conversations."

"The visibility gap I've encountered this problem repeatedly when trying to map content consumption to the buying journey. Typically, we're only able to connect 10%-15% of sales contacts to any measurable marketing engagement, such as content downloads, event attendance, or other interactions. Recently, however, we had the opportunity to take a closer look under the hood. Dig deeper: A 5-step blueprint for CRM naming conventions"

Sales and marketing investments underperform primarily because sales reps withhold and do not record qualified, engaged contacts in CRM systems. Only about 10–15% of sales contacts link to measurable marketing engagement, producing a visibility gap between content consumption and the buying journey. Examination of hundreds of sales emails across multiple accounts showed many new contacts appear within deal-related correspondence as opportunities evolve. Chronologically mapping those conversations and tracking participants revealed that contact capture practices during deal progression, not technology limitations, drive incomplete marketing visibility and poor database input.

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