10 LAWSOF GOVERNMENT SALES AND MARKETING.

with @DustinHaisler

THE LAWS

BUILDING ON

bit.ly/iwantinsaneroi

Content Marketing

Foundation Elements 10LAWS

1Governments do business with companies they know and trust.

A Formula for Trust?

Government Trust = Brand Awareness + Traction + Point-of-View

Content Events Marketing

These Elements Must Be Embedded In Your

PROOF

PROOF

2 Government buyers expect you to understand their unique environment- Know their challenges, speak their language and be relevant.

What’s in an ‘Environment’?

EXTERNAL VARIABLES - OUTSIDE OF GOVERNMENT

INTERNAL VARIABLES - INSIDE GOVERNMENT

FOUNDATIONAL - THINGS THAT WON’T CHANGE

ENVIRONMENT

EXTERNAL VARIABLES - OUTSIDE OF GOVERNMENT

Macro-Trends Media

INTERNAL VARIABLES - INSIDE GOVERNMENT

Local Government

Local Government Priorities State Government Priorities

INTERNAL VARIABLES - INSIDE GOVERNMENT (CONT’D)

Regional Priorities (Extracted From DGS Agendas)

INTERNAL VARIABLES - INSIDE GOVERNMENT (CONT’D)

Council Priorities (Extracted From Annual Budget)

FOUNDATIONAL - THINGS THAT WON’T CHANGE

Organization Structure Purchasing Rules

3 Government buying decisions are made by groups — don’t neglect the multiple points of purchasing influence in the procurement process.

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

Agency Director CFO CIO/CTOElecteds SpecialistsUnit Managers

Identify Multiple Roles Involved In Buying Process

Agency Director CFO CIO/CTOElecteds SpecialistsUnit Managers

Identify Multiple Roles Involved In Buying Process

Agency Director CFO CIO/CTOElecteds SpecialistsUnit Managers

Identify Multiple Roles Involved In Buying Process

Develop Personas For Each Buyer Role

Develop Personas For Each Buyer Role

Role Problem Awareness

Problem Recognition

Problem Definition

Identify Options Evaluate Recommend Approve/

Fund Implement

Mayors/Elected Officials

XCity

Manager XCity

Attorney CIO

X X

CIO/CTO * X X X X X XCity

Secretaries X X

Analysts X X X X* In Centralized Information Technology Shops

Map Standard Buyer’s Journey

Identify Critical PathRole Problem

AwarenessProblem

RecognitionProblem

DefinitionIdentify Options Evaluate Recommend Approve/

Fund Implement

Mayors/Elected Officials

XCity

Manager XCity

Attorney CIO

X X

CIO/CTO * X X X X X XCity

Secretaries X X

Analysts X X X X* In Centralized Information Technology Shops

Identify and Map Content/Messaging to RolesRole Problem

AwarenessProblem

RecognitionProblem

DefinitionIdentify Options Evaluate Recommend Approve/

Fund Implement

Mayors/Elected Officials

XCity

Manager XCity

Attorney CIO

X X

CIO/CTO * X X X X X XCity

Secretaries X X

Analysts X X X X

Webinar Briefing Technical Customer Case Study Executive Summary Implementation Checklist

Personal contact matters. Prior to any procurement, be part of the conversations defining both the problem and solution to government’s challenges.4

Your Solution/Service

Problem Awareness

Solution Awareness

Your Solution/Service

Problem Awareness

Solution Awareness

Your Solution/Service

PROBLEM AWARENESS

SOLUTION AWARENESS

5Government 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.

Contract Vehicles

How Government Agencies Buy

Bids

Shared Services

Partners/Resellers

SubscriptionPilots/Discretionary Spending

Identify The Right Combination of Channels To Remove Friction From The Buying Process

& Constantly Adapt

State ContractPartners/Resellers Subscriptions

TIP

www.governmentnavigator.com

6 Follow the Money. Know the budgeting cycles and funding dynamics of the governments you plan to do business with.

State Procurement Cycles

Source: Center for Digital Government (2016)

Local Procurement Cycles

$11,888.21 Discretionary Spending

Average Discretionary Spend Maximum For Top 100 Cities/Counties Source: Center for Digital Government (2016)

7Poise 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.

Pre-Sales

Partnership Elements

Post-Sales1. Understand Landscape

2. Identify Champion

3. Activate Champion

1. Establish Regular Dialogue

2. Be A Resource

3. Joint-Market Successes

Sale

PROOF

https://www.g2gcloud.com/

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.

$3 TRILLION DOLLARS IN SPENDING

24 states in the Fortune 1001. Wal-Mart $482California $265 2. Exxon Mobil $246 8. General Motors $152New York $152 18. Amazon $107Texas $10633. Anthem $79Pennsylvania $79Florida $76Ohio $68

Illinois $6551. Intel $55Michigan $53New Jersey $51North Carolina $50Massachusetts $49Virginia $48Washington $4562. Coca-Cola $44Georgia $44Maryland $41

Arizona $40Minnesota $37Wisconsin $3585. American Exp. $34 Tennessee $33 Oregon $33Indiana $31Kentucky $30Alabama $29Louisiana $28100. Northwestern Mutual $28

Source: Fortune 500; Center for Digital Government

Administration& Finance

Health & Human

ServicesEducationPublic Safety

& Justice Transportation Public WorksEnvironment

& Natural Resources

2016 Actual GovTech IT Spend

$8.7 Billion

$26.4Billion

$10.3 Billion

$7.6 Billion

$7.6 Billion

$23 Billion

$7.4 Billion

2016 ACTUAL SPENDING ON TECHNOLOGY/IT SERVICESSTATE AND LOCAL GOVERNMENT

SOURCE: CENTER FOR DIGITAL GOVERNMENT (2017)

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

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.

TIP

Don’t Just Target Agencies Based On Size & Population.

NEW MARKET SEGMENTSLARGE MARKET JURISDICTIONS

MID MARKET JURISDICTIONS

SMALL MARKET JURISDICTIONS

CITIES COUNTIES25,000-499,000 50,000-999,000

POPULATION POPULATION

MID-MARKET SEGMENT

MID-MARKET SEGMENT

CITIES COUNTIES$10 BILLION DOLLARS IN COLLECTIVE IT SPEND

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)

9 Team Up. Don’t neglect building and managing “the channel” and having the right industry partners as you go-to-market in government.

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

10 Take the Long View. Real success in government means being in the market for the long haul.

Take the Long View.

bit.ly/governmentlaws

Dustin Haisler Chief Innovation Officer dhaisler@erepublic.com

Any Questions?

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