Do We Still Need Sales Reps in the B2G Playbook?

Rethink the role of sales in a buyer-led, AI-driven B2G marketplace.

Presenter: Greg Herbold, Principal Consultant, Herbold Strategy, LLC

Today’s government buyers are more informed, more independent, and more digitally driven than ever before. With AI-powered content, self-service research, and increasingly buyer-led journeys reshaping how decisions are made, many organizations are asking a provocative question: Do sales reps still play the same role they once did?

In this session, Greg Herbold explores how the relationship between sales, marketing, and the buyer journey is evolving across GovTech and GovCon markets. Through practical frameworks, real-world examples, and buyer journey analysis, this session examines where sales teams still create value, where marketing and AI are reshaping engagement, and how organizations can better align around the modern government customer experience.

You’ll learn how to identify critical buyer interactions, uncover gaps in your go-to-market strategy, and rethink how sales and marketing collaborate in increasingly complex purchasing environments. This course was delivered at GAIN 2025. GAIN is the premier B2G Marketing Conference, presented by GovExec.