Episode 9: Winning federal business with small agencies
April 27, 2018 1:39 pm
2 min read
This content is provided by Government Marketing University.
Welcome to Market Chat! – “Bringing Clarity to the Clutter in Government Marketing” with hot topics, best practices, exciting guests and innovative ideas.
Market Chat! is an ongoing series that provides an open and collaborative interaction between government and industry to ensure that listeners walk away empowered with greater knowledge on how to better market to their targeted federal, state and local audiences.
While most federal marketing efforts are focused primarily on the 24 Cabinet level, CFO-Act agencies, did you know that there are roughly 100 small agencies? Learn what you need to know about the “non-CFO Act” small agencies aka the “smalls.” A typical Cabinet-level department (Interior, Justice, State) may have tens of thousands of employees, small agencies have under 6,000 employees and micro agencies typically have under 50 people. Altogether though, the “smalls” employ about 50,000 Federal workers and manage many billions of dollars.
In this episode of Market Chat! you will learn about the Small Agency Council a voluntary management association of sub-Cabinet, independent Federal agencies, established in 1986. Does your marketing program resonate with decision makers in small agencies? Apply what you’ll learn from Market Chat to make better decisions and increase your company’s visibility among small agency decision makers.
We’ll cover key areas of insight when selling and marketing to a small independent federal agency:
What are small agencies and why should government sales and marketers market to them?
What makes them different from larger federal agencies?
What are the advantages and disadvantages of marketing to small agencies?
What are marketing best practices when working with small agencies?
Understanding these insights is a must for federal government sales and marketing professionals. Apply what you’ll learn from this Market Chat to make better decisions and increase your company’s government win probability with small agencies.
Kimberly Hancher is a tech-savvy executive with an impressive record leading government IT organization. She was Chief Information Officer at the Equal Employment Opportunity Commission (2008-2015), Deputy CIO at the Federal Communications Commission (1998-2008), and Branch Chief at the VA (1987-1998). She has expert capabilities in strategic sourcing, technology leadership, program management, relationship building, strategic/tactical planning, project management, and IT service management. She was Vice-President of the Government IT Executive Council (GITEC), Chair of the ACT-IAC Excellence.gov Awards, and is a frequent speaker at IT events. She was a trail blazer in establishing one of the first Federal "Bring Your Own Device" programs and a key contributor in publishing the Federal BYOD Toolkit and Guidance.
Senior executive with verifiable year-after-year success achieving revenue, profit, and business growth objectives within small, medium, and large business environments. Senior executive with more than 30 years’ experience in business development, operations, and consulting in both the public and private sectors. Extensive understanding & experience in running operating groups to include building value-added solution offerings, managing budgets, P/L, investment, and employees. Highly successful in building relationships with upper-level decision makers, seizing control of critical issues, and delivering on customer commitments. Experience in identifying key strategic partners, investment, and acquisition opportunities.
Chief Content Officer, Government Marketing University
Steve Watkins is Chief Content Officer at Government Marketing University, an innovative learning platform that applies a collaborative, community-based approach toward knowledge sharing and skills development in the field of public sector marketing.
He launched Watkins Communications in 2015, providing a variety of tailored communications and consulting services to clients in the federal marketplace and offering expertise in all varieties of content platforms, including live events, webcasts, white papers, video, social media, bylined articles, blogs, and issue briefs.
Prior to launching Watkins Communications, Steve served 15 years as the editor of Federal Times, a leading media brand serving the federal management community, Congress and contractors. Under Steve’s leadership, Federal Times won more than three dozen national and regional peer-reviewed awards for journalism excellence in the categories of investigative reporting, news analysis and government coverage. He is a frequent speaker and moderator at events focused on federal management and technology. As editor, Steve transformed the Federal Times editorial brand from a legacy subscription-based publication into a modern business-to-business model focused on the federal management community. Steve repositioned Federal Times to become a robust digital brand with an emphasis on federal modernization and a platform for thought leadership on federal management issues. During Steve’s tenure, Federal Times consistently ranked No. 1 or No. 2 nationally as the “Top Federal Publication Read” by Market Connections Inc., which began conducting federal market research studies in 2011.
Founder and President, Government Marketing University
Lou Anne Brossman has over 30 years of public sector government marketing leadership experience gained while working for some of the leading companies in the market (Juniper Networks, immixGroup, EMC). She is a customer-centric, solution-oriented marketer. She has in-depth knowledge of product and services branding, communications and strategic planning and is committed to increasing client's competitiveness, market share and profitability.