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Demand generation has helped build cohesive alignment between sales and marketing in enterprise business-to-business. Driving product demand while building the strategic ability to capture it. The demand generation model broke as time progressed, leading to running acquisition channels to capture the demand without trying to create it.

This led to a misalignment between the sales and marketing teams. Passing over poor quality leads expecting sales to waste their time converting them. While both teams are held accountable for mismatching numbers.

A few years later, they introduced account-based marketing (ABM). Now, marketing and sales can work on the account (company) level, identify the key players within that company, and run demand to them. In all reality, this was the same as what was created before the downfall of demand generation. We finally brought back a decade-old technique.

Account-based marketing puts marketers and sales on focus to the same companies. Having the ability to understand the needs and craft messaging appropriately. Both teams work together to drive awareness, engagement, actions, deals, and sales. Helping to eliminate wasted spend and increase deal flow.

But how can this help you if you sell to the government?

While the industries and sales processes differ, the overall strategy and framework are similar.

Target Market: B2B will go through the process to identify their TAM, ICP, etc., to understand who their product is a fit for, and then create a targeted list. For B2G, the target market would be the government agencies your products or services are needed for, thus creating a list.

Buyer Types: For the strategy to succeed, B2B needs to identify its buyers within the company. These champions and decision-makers need what they offer and will sign the check. With government, you still have the champs and decision-makers. They look different and fall more under procurement, contracting, and projects.

Research, Strategy, and Execution: This is where we see the difference between the two. And this is where the real fun begins.

In this series, we will go over how to research the market, build the strategy, and execute the plan—bringing both business development and marketing together strategically, helping you capture more contracts in fiscal year 24. While our focus will be business-to-government ABM, how we cover the topic will also be of value to business-to-business.

Next week, we’ll kick off the research phase!

The Space Development Agency (SDA) of the Pentagon is allocating a significant investment of $1.5 billion towards advancing a secure, extraterrestrial communications network. Two major aerospace corporations, Lockheed Martin and Northrop Grumman, have been selected for this groundbreaking endeavor.

Lockheed Martin has been granted a contract valued at $816 million, while Northrop Grumman has secured an award of $733 million. Under these contracts, each company will design, construct, and operate 36 innovative communications satellite prototypes.

In July, the Personal Consumption Expenditures (PCE) price index, a critical inflation gauge, rose to an annual rate of 3.3%, prompting speculation that the Federal Reserve may continue its interest rate hikes. While consumer spending increased by 0.8%, new jobless claims fell to a four-week low, signaling a complex economic landscape.

The Fed, slated to meet again on September 20th, had already raised its benchmark rate to 5.25% and 5.50% in July.

In a pivotal moment of hope and diplomacy on September 1, 1775, Richard Penn and Arthur Lee handed the Olive Branch Petition to the Earl of Dartmouth, seeking a peaceful resolution to the escalating tensions between the American colonies and Great Britain.

Crafted eloquently by John Dickinson, the petition was a direct appeal to King George III for reconciliation, stressing that the colonies had been forced into self-defense due to the inflexible policies of His Majesty's Ministers.

Despite the heartfelt plea for unity, King George III would not even receive the petition, sealing a fate that would soon erupt into revolution and the birth of a new nation.