A Tale of Two Cities
Monday, March 8th, 2010In the government market research study Market Connections released today at the GITEC Summit, Federal IT decision-makers liken their agencies’ speed of technology adoption to that of a Model T. But those cars belonged to another era, and were driven in a city none of us live in anymore. As the pace of change continues to gather speed, the digital divide between government and the rest of the country will only grow, to the detriment of Federal agencies’ relevance, authority and ability to protect the nation’s information and citizens. We need to look strategically at this issue, and soon.
There is an irony to life in the Washington DC region: We are home to the most technologically advanced workforce this side of Silicon Valley. This wealth of knowledge, paired with a highly competitive culture, has long fueled a relentless and highly successful drive to stay ahead of the technology curve. It has made our region’s high-tech firms the envy of much of the world, and the DC Metro area itself an ever stronger magnet for Fortune 500s looking to tap into this energy and expertise. And yet this success stands in stark contrast to the seeming inability of the area’s oldest residents – the federal agencies – to adopt new technology solutions at anything close to the same pace. Read the rest of this entry »
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Posted by Dave Glantz in Government, Market Research 
Each year the Sales & Marketing SIG brings together a panel of senior marketing and government executives to discuss key trends and best practices in marketing and to the Federal government. We’re at it again, but this time the view is through a different lens: our 2009-10 Federal Media and Marketing Study.
Some government contractors mistakenly assume that their winning go-to-market strategy in one sector will perform equally well in another. For example, a prospect recently shared his company would soon launch a new set of solutions for defense agencies – an audience they had never really served. Based on their success in federal civilian and commercial sector markets, management felt they knew which strengths to leverage when they targeted the defense market. 
Yes, we’ve been around the world. We’ve done research on 6 different continents, and often advise our clients to understand and appreciate the cultural differences that may affect acceptance of their offerings. And we make sure that we are culturally sensitive as we design and conduct the actual research.![iStock_000008002627XSmall[1]](http://marketconnectionsblog.com/wp-content/uploads/2009/12/iStock_000008002627XSmall1.jpg "iStock_000008002627XSmall[1]")
order to better align with the major transitions in the federal government’s priorities and contracting processes. Market research can help with identifying, validating, and prioritizing these changes.
Few organizations have come through the past two years untouched by the recession. Even in the government market – one of the more stable sectors of the economy – spending is being more closely watched. Changes to the contracting process mean that established relationships with agencies are not a guarantee of future business. Equally important, competitive landscapes are in flux, as many companies struggling in their core commercial markets vie for a presence in more lucrative government markets.
Research companies can typically submit a relevant and thoughtful proposal without delving into detailed background on the project or the intricate details on implementation strategies. But, once it’s time to get underway on the research, they’ll require a much deeper information dive at the kick-off meeting in order to structure an effective program.