As the quarter draws to the close, many marketers are turning to the same task: metrics. We’re all seeking to report how well our marketing programs have gone this quarter or explain why a certain campaign may not have performed as well as we anticipated. To that end, determining how many leads were generated due to those programs is just one piece of the puzzle. How many of those leads were qualified? How long did it take to convert those qualified leads into opportunities? A sale is a story and the lead is just the beginning. If we don’t know the whole story, we will never know if it had a great ending.