What matters
The contact channel and the source of discovery are not always the same. Keep known information separate from assumptions, and maintain the link between the inquiry and its eventual outcome.
Put it into practice
- Record available source information
- Distinguish unknown sources
- Preserve the source on the opportunity
An example in practice
A referred customer submits a website form. The record can preserve referral as the known origin and form submission as the contact method.
What to track
Track sales outcomes by recorded source.