From Harbor to Horizon: Keeping Your Marketing Strategy & ROI on Track Through Unpredictable Waters

Learn how to align marketing, strategy, and data to drive measurable ROI in unpredictable B2G environments.

Presenter: Lesley Rogers, CEO LMR Strategies, LLC

In today’s government market, marketers are facing constant change, growing pressure to prove impact, and increasing operational complexity. When sales, marketing, operations, and leadership are not aligned, organizations risk losing efficiency, visibility, and valuable pipeline opportunities.

In this session, Leslie Rogers shares practical strategies for helping marketing teams stay focused, adaptable, and accountable in unpredictable environments. Drawing from more than 20 years of experience in government technology marketing, she explores how marketers can strengthen alignment with business leadership, improve lead tracking and reporting, and build stronger collaboration across teams to drive measurable ROI and business impact. You’ll also learn how owning your data and advocating for smarter processes can help transform marketing into a stronger strategic growth driver.

This course was delivered at GAIN 2025. GAIN is the premier B2G Marketing Conference, presented by GovExec.

How to identify operational and alignment gaps that reduce marketing ROI
How to align marketing strategy more closely with business growth objectives
How to improve collaboration between sales, marketing, and operations teams
How to use data and reporting to strengthen accountability and prove marketing impact
How to advocate for process improvements that improve lead flow and conversion rates
How strategic marketing leadership can drive stronger pipeline and organizational performance