GAIN 2024: Managing the Pipeline: MQL vs SQL in Growth Marketing

This course was delivered at GAIN 2024. GAIN is the premier B2G Marketing Conference, presented by GovExec. It happens in the DC Metro area each Fall. For more information on GAIN, please visit: https://www.govacademy.io/GAIN.

Abstract

In today’s growth-driven landscape, managing the transition between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) is critical to building a strong pipeline. But where should you focus your resources, and how do you balance your investments across the two? This session will explore into the key strategies that today’s B2G marketers use to navigate this challenge. Discover how to optimize your pipeline by aligning marketing and sales efforts to drive conversions and long-term growth.

Panel Moderator: Alison Mitsuhashi, Principle Marketer, Government Business Results, LLC

Panelists:

• Darci Hunt, Marketing Director, U.S. Public Sector and Healthcare, CrowdStrike
• Josie Smoot, Senior Director, U.S. Public Sector Marketing, Zscaler
• Molly Tomevi, Director of Marketing, Carahsoft