Through a series of whitepapers Oracle Eloqua explores the five tenets of modern marketing. Number three is conversion.Because the majority of B2B buying decisions are made before a sales person ever gets involved, the role of marketing has changed. This evolution in buying behaviour demands a radical shift in how companies are aligning sales and marketing to maximise conversion rates. This whitepaper will demonstrate how modern marketers can use conversion data to gain insight into marketing efforts, trends, stage conversion history and other key metrics.