On November 7, 2010, the American Association of Collegiate Registrars and Admissions Officers (AACRAO) hosted a national executive forum during its annual strategic enrollment management conference. Titled "The College Rankings Debate and Future Implications: Assessing the Value of an Institution's Undergraduate Experience," the executive forum was designed to stimulate thoughtful discussion of and consensus building around how best to provide the public with meaningful data about institutions' dedication to, and success at, student learning. Thus, the desired outcome was a clear set of principles for college assessments that would lead to meaningful reforms of current ranking programs. The discussion leaders and whitepaper authors were George Kuh, Chancellor's Professor of Higher Education at Indiana University and Director of the Center for Postsecondary Research and the College Student Experience Questionnaire Research Program; John Pryor, Director of the Cooperative Institutional Research Program (CIRP) and Managing Director of the Higher Education Research Institute (HERI) at UCLA; Watson Scott Swail, CEO of the Educational Policy Institute (EPI); Jay Goff, Vice Provost of Enrollment Management at Missouri University of Science and Technology; Bob Bontrager, Senior Director of AACRAO Consulting and Strategic Enrollment Management Initiatives; and Jason Lane, Assistant Professor and Senior Research, Institute for Global Education Policy Studies (IGEPS) at SUNY-Albany. Approximately 75 practitioners participated in the forum. Participants were asked to discuss the challenges of college and university ranking programs. This article provides an overview of the executive forum's primary areas of discussion. The concluding principles are intended to help guide development of an assessment system that would better aid students in the college selection process.