13. 2
Government buyers expect you to
understand their unique
environment- Know their challenges,
speak their language and be relevant.
14. What’s in an ‘Environment’?
EXTERNAL VARIABLES - OUTSIDE OF GOVERNMENT
INTERNAL VARIABLES - INSIDE GOVERNMENT
FOUNDATIONAL - THINGS THAT WON’T CHANGE
ENVIRONMENT
20. 3
Government buying decisions are
made by groups — don’t neglect the
multiple points of purchasing
influence in the procurement process.
21. Mapping The Buyer’s Landscape
IDENTIFY ROLES INVOLVED IN BUYING PROCESS
DEVELOP PERSONAS FOR EACH ROLE
MAP STANDARD BUYERS JOURNEY
IDENTIFY CRITICAL PATH
1
2
3
4
22. Agency Director CFO CIO/CTOElecteds SpecialistsUnit Managers
Identify Multiple Roles Involved In Buying Process
23. Agency Director CFO CIO/CTOElecteds SpecialistsUnit Managers
Identify Multiple Roles Involved In Buying Process
24. Agency Director CFO CIO/CTOElecteds SpecialistsUnit Managers
Identify Multiple Roles Involved In Buying Process
29. Identify and Map Content/Messaging to Roles
Role
Problem
Awareness
Problem
Recognition
Problem
Definition
Identify
Options Evaluate Recommend
Approve/
Fund
Implement
Mayors/
Elected
Officials
X
City
Manager X
City
Attorney
CIO
X X
CIO/CTO * X X X X X X
City
Secretaries X X
Analysts X X X X
Webinar Briefing Technical Customer Case Study Executive Summary Implementation Checklist
30. Personal contact matters. Prior to any
procurement, be part of the conversations
defining both the problem and solution to
government’s challenges.
4
36. 5
Government purchasing is controlled by
specific rules and regulations. These vary by
jurisdiction and product. Ensure your contracting
avenues are in place before you close the deal.
38. Identify The Right Combination of Channels
To Remove Friction From The Buying Process
& Constantly Adapt
State Contract
Partners/
Resellers
Subscriptions
44. 7
Poise to Partner. Treat your government
relationship, whether informal or formal, as
a partnership. If you provide value for
government, they will provide value for you.
47. 8
Government is a big market made up of
distinct submarkets. Start by prioritizing
your high probability jurisdictions and
opportunities and use your successes to
scale into new government submarkets.
49. 24 states in the Fortune 100
1. Wal-Mart $482
California $265
2. Exxon Mobil $246
8. General Motors $152
New York $152
18. Amazon $107
Texas $106
33. Anthem $79
Pennsylvania $79
Florida $76
Ohio $68
Illinois $65
51. Intel $55
Michigan $53
New Jersey $51
North Carolina $50
Massachusetts $49
Virginia $48
Washington $45
62. Coca-Cola $44
Georgia $44
Maryland $41
Arizona $40
Minnesota $37
Wisconsin $35
85. American Exp. $34
Tennessee $33
Oregon $33
Indiana $31
Kentucky $30
Alabama $29
Louisiana $28
100. Northwestern Mutual $28
Source: Fortune 500; Center for Digital Government
50. Administration
& Finance
Health &
Human
Services
Education
Public Safety
& Justice
Transportation Public Works
Environment
& Natural
Resources
2016 Actual GovTech IT Spend
$8.7
Billion
$26.4
Billion
$10.3
Billion
$7.6
Billion
$7.6
Billion
$23
Billion
$7.4
Billion
2016 ACTUAL SPENDING ON TECHNOLOGY/IT SERVICES
STATE AND LOCAL GOVERNMENT
SOURCE: CENTER FOR DIGITAL GOVERNMENT (2017)
51. State & Local Government Is an Industry.
There are over 89,000 local government agencies across the country that are
composed of cities, counties, townships and special-purpose government agencies.
50
# of States
State
Governments
6,919
# of State Agencies
State
Agencies
52. State & Local Government Is an Industry.
There are over 89,000 local government agencies across the country that are
composed of cities, counties, townships and special-purpose government agencies.
57. MID-MARKET SEGMENT
CITIES COUNTIES
$2.6 MILLION
AVERAGE IT BUDGET
$5.7 MILLION
AVERAGE IT BUDGET
(NUMBER OF MID-MARKET CITIES 1,860) (NUMBER OF MID-MARKET COUNTIES 900)
58. 9
Team Up. Don’t neglect building and
managing “the channel” and having
the right industry partners as you go-
to-market in government.
59. DEVELOP A CHANNEL STRATEGY TO REMOVE
FRICTION FROM THE BUYING PROCESS, AND
INCREASE YOUR ABILITY TO SCALE.
REGIONAL CHANNEL PARTNERNATIONAL CHANNEL PARTNER
INTEGRATOR
SOLUTION PROVIDER
RESELLER
60. 10
Take the Long View.
Real success in government
means being in the market for
the long haul.