Capture creates a responsibility to handle the request
Assign an accountable recipient and a clear handling path for each supported inquiry type. A record in a table has limited operational value if no one knows who should review it.
A lead-routing process defines who receives a usable inquiry, how assignment is confirmed and what happens if delivery fails. Marketing measurement is incomplete operationally when nobody owns the next step.
A worked example
A hypothetical form stores inquiries successfully but sends notifications to an abandoned inbox. Conversion counts look healthy while prospects receive no response. A labeled delivery test reveals a failure outside the visible page.
How to apply it
- Map each intake source to a responsible team or person.
- Test delivery, required context and exception handling with approved recipients.
- Record assignment and response status in the appropriate operational system.
What the result can establish
Measure successful routing and handling separately from inquiry generation. A notification sent is not proof that someone read it. Preserve existing recipient rules until an authorized change is approved.
Reference: W3C WAI: validating forms.
Supporting documentation
W3C WAI: validating formsGoogle Analytics: recommended eventsGoogle Analytics: measurement documentation