It's not about B2B, lead gen, or demand gen, its about Demand-to-Sale (How about D2S)

If are really interested in the ROI of your marketing, you have to think about the user flow, touch points and metrics of conversion at each touch point. Whether it be a page, a form, it's just as important as getting them to the top of the funnel at the very beginning. You lose if you just think about share of voice or click through rates, or even CPC. Be accountable for every link when you are part of any marketing program. Even of the webmaster supposedly owns forms. Even if your boss suggests it's all about getting the most traffic to the site. Get on it man.