Case Study · GovTech / Public Sector
Public Sector GTM Strategy for a GovTech Platform
The Challenge
A well-funded GovTech company had built a strong product but was struggling to translate commercial GTM success into public sector pipeline. Their sales team was experienced in commercial enterprise sales but had limited federal procurement knowledge. Win rates in federal were below 20%, and the sales cycle was averaging 18 months with no predictability.
Our Approach
Public Sector GTM Audit
We began by mapping the full federal procurement landscape for the company's product category — contract vehicles, competitive landscape, teaming opportunities, and the specific agency contacts and decision-making processes relevant to their solution. We found that the company was pursuing the wrong agencies and using commercial sales tactics that didn't fit the procurement environment.
Agency Targeting and Prioritization
We rebuilt the target account list from scratch using contract data, agency budget cycles, and strategic fit analysis. We reduced the target list from 47 agencies to 12 high-probability targets with current-fiscal-year funding and clear alignment to the product's core capabilities.
Federal Sales Motion Redesign
We redesigned the federal sales motion to align with how agencies actually buy — including a contract vehicle strategy (working toward a GWAC vehicle), a teaming partner program with three established systems integrators, and a revised discovery and proposal process tuned for federal procurement requirements.
BD Function Build
We helped the company hire and onboard a Head of Federal Business Development and built the enablement program, prospecting playbook, and agency relationship strategy for the new hire. We remained engaged for 90 days post-hire to ensure knowledge transfer and early pipeline success.
The Outcome
Eight months after the engagement began, the company's federal pipeline had doubled, win rates had improved from 19% to 41%, and the average sales cycle had compressed from 18 to 11 months on the highest-priority target accounts. The company closed its first $2M+ federal contract six months into the engagement.
“Their understanding of federal procurement and commercial GTM in the same firm is rare. They helped us double our pipeline in the public sector channel.”
— VP Business Development, GovTech Company
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