To the account and contact, with an explicit early-stage container — not held until an opportunity exists. Activity that only attaches to opportunities makes every pre-pipeline motion invisible, which is exactly the part of the funnel most companies are trying to measure.
Decide the rule once for the three common cases: outbound conversations before qualification, event leads, and partner intros. Conversation-intelligence tooling reaches about half of high-growth stacks, so the capture usually exists — the gap is the object it lands on.
Every claim above comes from work LeanScale published. These are the sources.