In a word - results. Your product managers should have a goal defined for the product you're supporting. It may not be the most realistic goal, but there should be a goal you can anchor to. Take that goal and break it down into bite size pieces. Think about what it's going to take to get a buyer from Attention to Acquisition (assuming a new customer goal).
Break a purchase into individual buying steps. Identify the buyers (on average) that influence a purchase and find out what they need. Then measure like crazy. Use my favorite - Win/Loss - to track as many deals as you can. Find out why they bought and why they didn't. Use that to refine your understanding of a buyer's journey.
If it's not a revenue goal but a retention goal, find out why they renew and why they don't. Then recommend a course of action to fix it.
I have a class on this to help you build a Buyer's Journey Decision Map (self-paced video). Take a look and if you have questions I'd be happy to answer them. --D