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Which parts of the funnel a system writes to
The middle column is the whole argument: a stage is measured when a system owns it, and the seam is owned by nobody.
| The interval | Which system owns it | What gets recorded |
|---|---|---|
| Campaign to lead | Marketing automation | Volume, source, cost |
| Lead to first human action | Neither | Nothing, in the stacks I have worked in |
| First action to qualification | Sales, informally | An outcome, not a duration |
| Qualification to opportunity | CRM | Stage, date, owner |
| Opportunity to close | CRM | Everything, in detail |
| Close to renewal | Customer success | Increasingly, everything |
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Reference & Evidence
Source: Author's own classification. Not a finding of any cited paper.