Increasingly, marketers are shifting focus from awareness and image to business outcomes such as increasing revenue, customer acquisition and value, cash flow and shareholder value. But how do marketers prove that "we mean business" when only 18 percent of the leads generated in business-to-business companies end up in the sales pipeline… and more than 60 percent of leads never receive sales follow up? What's the meaning behind the metrics? Are we generating poor quality leads? Is sales delinquent in their follow up? What's happening and why? Furthermore, do we marketers have the evidence to demonstrate all we do to grow the top-line?