Executive Summary for Business Leaders
Most CRMs record where a deal ended. Very few record where it began — and 6sense's 2025 B2B Buyer Experience research found that 61% of the buyer's journey is already complete before your team ever makes contact. If your CRM's only record of that journey is a single "Lead Source" field, you are managing sales and marketing with more than half the picture missing.
Key Insights Inside the Whitepaper:
- The One-Field Problem — Why a standard CRM's Lead Source field can only ever hold one answer, and what happens to the other nine touches that built trust before it: they are overwritten, not recorded.
- Permanent Interaction Records — How Lead Investigations captures every touch — expo visits, form fills, calls, website and social activity — as its own permanent record, automatically linked to the same person, so the full path from first contact to close stays visible to both marketing and sales.
- Roll-Forward Attribution — Why crediting only the last click before a sale routinely misdirects marketing budget away from the channels that actually opened the deal, and how attribution that rolls forward through the whole journey corrects it.
Why Download This Executive Briefing?
This whitepaper is written for business owners, and sales and marketing managers who are ready to stop guessing which activity is actually winning deals. It sets out, in plain terms, what a typical CRM is quietly discarding, what Lead Investigations keeps instead, and how Delivio implements it inside the Zoho CRM you already run — without asking you to bolt on a separate analytics platform to see it.