The Marketing Pivot
Having worked alongside enterprise sales teams for years, I've seen the same mistake made repeatedly: marketing to the public sector needs a genuinely different approach.
Like everything in this market, it seldom delivers an instant win. But it's essential. Thought leadership. Real presence in the market. Demonstrating genuine understanding. Ultimately, leading the debate rather than following it. That takes real expertise, thoughtfulness, and persistence to build.
This is the S in CASE: Sector differentiation. Public sector gets talked about as one market, but it isn't. Law enforcement's needs aren't remotely similar to education's. Your marketing has to differentiate by sub-sector just as much as your bids do.
More on this in Selling to the UK Public Sector: the full CASE framework and what a real public sector sales and marketing engine looks like in practice.