Activity capture

What is activity capture?

Activity capture is automatically logging emails, meetings and calls to the CRM so sellers do not have to record them by hand. These tools connect to email and calendar systems, match each message or meeting to the right contact, account or opportunity, and add it to the record's timeline. Microsoft's Dynamics 365 documentation says its auto capture feature simplifies logging customer-related activities.

Why it matters to a revenue leader

Manual activity logging is one of the first tasks sellers drop when they get busy, so dashboards built on it measure discipline more than engagement. Captured activity gives a manager a factual record of buyer engagement on each deal, independent of what the seller remembered to type in. It also raises questions to settle up front, such as which messages stay private, who can see captured email content and how long it is kept.

A utility services company with 18 sellers turns on activity capture. Within a month, the captured record shows that 30 of its 75 late-stage opportunities have had less recent customer contact than the sellers' own notes suggested. Managers talk those deals through with the sellers who own them, and the forecast is revised.