Completely agree with Lauren. In some early campaigns, they contained educational content and at the end there was pressure to generate leads. At the last minute the measure of success was changed to generate leads without changing the content or the approach. You then have the challenge of having enrollments (interest) that some want to count as leads. Common terms and definitions that are documented will be a step in the right direction.
The other place I see this is in reporting. Start with what the stakeholder is trying to measure and what business choice they would make based on the results.
