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

Master the MQL–SQL balance to build a stronger, more effective B2G pipeline. 

Panel Moderator: Alison Mitsuhashi, Principal 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

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, sustainable pipeline. But where should you focus your resources, and how do you strike the right balance between the two? This session will explore the key strategies that today’s B2G marketers use to navigate this challenge. Learn how to optimize your pipeline by aligning marketing and sales efforts to drive conversions and long-term growth.

This course was presented at GAIN 2024, the premier B2G Marketing Conference hosted by GovExec in the DC Metro area each fall. (For more information on GAIN, please visit: https://www.govacademy.io/GAIN.)