At ASTD 2010 in Chicago, three of the biggest names in measurement and evaluation - Jack Phillips of the ROI Institute, Jim Kirkpatrick of Kirkpatrick Partners, and Robert Brinkerhoff of Western Michigan University - joined together to discuss what learning professionals need to do to be respected, appreciated, and valued as business partners. The panel impressed upon the group the importance and urgency of maximizing business value. This is an excerpt from that panel discussion.