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Learning Lab: From Lead to Client: Mastering Lead Qualification & Lifecycle Management

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July 24, 2025 @ 1:00 pm - 2:30 pm EDT

Course Overview: 

This training program provides a step-by-step approach to qualifying Sales Qualified Leads (SQLs)—those who proactively reach out via phone or submit a “Contact Us” form. By focusing on high-intent inquiries, participants will learn best practices for qualifying, identifying, tracking, and nurturing leads using a balanced mix of technology and personal interaction.

The course emphasizes seamless collaboration across departments, structured communication, and robust qualification frameworks to ensure that only truly qualified and engaged prospects advance to firm leaders.

What you will gain:

  • Understand the difference between a prospect, lead, a marketing qualified lead (MQL) and a sales qualified lead (SQL)
  • Learn to structure an effective SQL qualification process to prevent unqualified leads from reaching firm leaders.
  • Understand the role of business development and marketing in the sales cycle.
  • Discover how to leverage technology (CRM, automation, and robust forms) to streamline lead tracking and communications.
  • Improve responsiveness and engagement to boost conversion rates.
  • Techniques for nurturing qualified leads
  • Create scalable processes for firms of different sizes.
  • Identify key metrics and tracking strategies to measure lead conversion and marketing effectiveness.

Speaker

Stacy Dreher | Chief Growth Officer, James Moore & Co.

I began my journey in professional services sales and marketing in 2006 in the legal industry, where I led a growth team at a boutique nationwide firm responsible for bringing in all new business. In 2014, I transitioned into public accounting as a marketing manager and have since grown into multiple roles, now serving as the Chief Growth Officer. In this role, I oversee marketing, business development, and segment growth initiatives, driving firm growth while ensuring that our strategies align with the firm’s long-term vision.

My approach to leadership focuses on turning challenges into opportunities—whether that’s enhancing our competitive position, leveraging technology, or refining sales and digital marketing strategies. By working closely with firm leadership, I strive to ensure we not only meet but exceed our growth objectives by building a high-performing team, driving strategic initiatives, and adapting to the ever-changing landscape of the accounting industry.
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The Association for Accounting Marketing (AAM) is an association of accounting firm professionals who impact a firm’s growth and sustainability. Members include marketers, business developers, CPAs, firm administrators and businesses that serve the accounting industry. Through industry-leading networking, educational resources and thought leadership, AAM elevates the stature of practice growth, focusing on growing people and, hence, the accounting practices that employ them.