Haus Advisors

The Create-Capture Gap

Your software credits the last click it can see, while buyers credit the work that actually won them over.

Chart: The Create-Capture Gap. Your software credits the last click it can see, while buyers credit the work that actually won them over.
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The mechanism

The chart puts two witnesses back to back for the same closed deals. The software gives web search 79 percent of the credit because it's the one thing it can track, and scores the podcast at zero. Buyers themselves point to word of mouth and community - the quiet stuff with no click to log - at 98 percent, and say the podcast had the highest close rate of all. Software credits where a deal was caught; buyers credit where it was created, and those are rarely the same place.

Part of Publishing. Credibility and demand before the sales conversation.