Positioning a company effectively to pursue and win government business is one of the most interesting and sometimes the most challenging initiatives a communications professional can undertake.

This is not a post on how to get on a GSA schedule or how to navigate the government contracting process. This is a post on five things to consider to effectively position a company in front of government agencies to win business:

1.The government market is highly segmented. Some companies approach marketing and communicating to the government as if “the government” is a single entity. The reality of it is that each government agency has its own challenges and mission requirements that need to be addressed. A one-sized fits all approach in the federal sector will not get you very far. Instead, it is better to target a specific agency or agencies for your products and services, presenting a customized solution for their needs. Continue reading →