Capture failure
Capture failure is the in-event failure mode of in-person GTM, in which the context of booth and hallway conversations disappears before it reaches the CRM, leaving a name with no record of what the buyer said.
It’s the second of 3 failure modes across an event, between coordination failure before the show and follow-up failure after it. It causes the event capture gap.
Between 65% and 95% of what buyers tell your reps at the booth never reaches your CRM.
How does it show up?
- A badge scan that records a name, a title, and nothing about the conversation.
- Your reps typing on phones while the buyer stands in front of them.
- Notes your reps write from memory that night, or never.
- Executive conversations that vanish: one company lost a CRO’s conversation with a strategic prospect between the hallway and the CRM.
“Like, oh my gosh, none. The conversation itself, definitely not.”
A head of marketing at a B2B software company around $25M ARR, on how much of a booth conversation reaches the CRM
What drives it?
Your results move with booth staffing, with whether a manager enforces capture, and with whether one experienced operator is on the floor. Loud halls and weak signal add to the loss.
Where do you find it in FieldXM?
Your reps scan badges and business cards, or enter leads by hand, in the FieldXM mobile app. When they record a conversation, the transcript streams on the phone and the lead’s fields and notes fill themselves in from what the buyer says.
If the signal drops, the app holds each capture and syncs it when the signal returns. See how it works in FieldXM’s universal lead capture.
Related terms
- The event capture gapThe event capture gap is the difference between the substantive conversations a company has at events and the share of them that reach the CRM with useful context, a loss that varies with staffing and enforcement.
- Conversation captureConversation capture is the practice of preserving what a prospect said in an in-person sales conversation as structured lead context, such as pain points, product interest, and next steps.
- Badge scanA badge scan reads an attendee's contact details from the printed badge or its barcode at an event and gives the rep a record of who stopped by in a few seconds.
- Coordination failureCoordination failure is the pre-event failure mode of in-person GTM, in which sales and marketing fail to agree on which accounts matter, who should engage them, and what the plan is before the show.
- Follow-up failureFollow-up failure is the post-event failure mode of in-person GTM, in which event leads sit unworked until they go cold, or reps work them outside the process and they vanish from the event's record.
See it in FieldXM
- Universal lead captureYour reps keep talking while the FieldXM mobile app writes the notes and fills in your own qualification questions. They scan any badge at any show.
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