Marketing Automation provides reports to confirm recipients have received, opened and clicked on links in the content. MA does not however record if recipients have forwarded the content to any colleagues involved in the evaluation of potential solutions or the evaluation of potential vendors.
Sales Collateral downloaded from websites often only record a consumer email account which is given by users at the time of download, but cannot track who subsequently opens and reads these documents.
Sales people record information in CRM they receive from the contact sponsoring the opportunity, but this information can be wrong, inaccurate or misleading. Additionally Sales People are frequently blocked from talking with other people in the customers Decision Making Unit, which at best can stall the sales process and at worst the missing information allows competitors to gain traction and win sales.