This thought leadership initiative aims to address the evolving dynamics of B2B marketing, where traditional success metrics like MQLs are being re-evaluated. Marketing leaders are tasked with aligning their efforts more closely with sales objectives, this shift necessitates new approaches to quantify marketing's contribution beyond lead generation, towards metrics that reflect engagement and influence. We will gather insights on evolving success measures that align marketing and sales teams more effectively. This research will highlight practical methods and innovative practices for measuring marketing's impact on revenue generation and pipeline development. We hope to uncover actionable strategies for marketing leaders, enabling them to demonstrate their strategic value in an increasingly account-focused marketing landscape.