Why most revenue stacks leak at Capture

Every team we audit has a Capture problem. Not a Generate problem. Not a Convert problem. Capture.

The reason is structural. Generate and Convert have owners — outbound is owned by sales, conversion is owned by sales ops. Capture sits between marketing and sales, and nobody wakes up on Monday thinking about it.

So forms route to inboxes. Calls go to a tracking number with no owner. Chat is on a tab someone closed last week. Attribution breaks at the first redirect.

By the time a lead reaches the rep, the source is gone, the timestamp is wrong, and the rep treats it like any other inbound — slow.

The fix is unglamorous: one schema, one source of truth, one router. Forms, calls, chat, bookings all land in the same row in the same table with the same first-touch and last-touch fields. Routing rules sit on that table. Reporting sits on that table.

It is the cheapest layer to fix and it returns the most revenue. We start there on most engagements for that reason.