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Dont you have Lead and Contact fields mapped to Marketo Friendly fields to be used on forms?
We use Tasks for returning Known leads/Contacts filling out a 'Trial dwonload' or 'Contact me now' froms so that Reps action on them as if they are net new.
Leads created from form fills, trade show leads, content syncdiation downloads, paid and natural search, webinars, etc. are our unwashed masses. We evaluate their firmographic data and if it meets certain criteria, they are considered to be "In Profile" and are directed to our telemarketing team for further qualification. They then make the decsion to convert them to a Contact and possibly an Opportunity.
What are best practices for measuring leads and contacts in one report? I know you can't do this in salesforce, what is everyone else doing?
What type of measurement / metrics are you looking for? All the Marketo reports can provide metrics on both SFDC Leads and Contacts. In SFDC, the campaign reports can combine Leads and Contacts. And with a little intervention, you can combine Lead and Contact metrics in SFDC reports on revenue stage metrics (e.g. Prospects, MQLs, SALs).