How are you tracking leads and customer relationships at your brokerage?

We've been reviewing some of our internal processes, and one thing that stood out is how little visibility we have into where new business actually comes from.

Right now, we mostly rely on Outlook and Excel to keep track of customers and conversations. It works well enough day to day, but we don't have a reliable way to see whether a customer originally came from a referral, our website, trade shows, or outbound outreach.

I'm curious how other brokerages are handling this.

• Are you using a dedicated CRM, or are spreadsheets still doing the job?
• Do you track where each customer originated?
• Has tracking that information changed how you spend time or budget on different channels?

Interested to hear what has worked in real operations rather than just vendor recommendations.