Sales & Marketing: It’s Time to “Socialize” Together

Photo of Allan RubinI hear a lot of marketers express mixed feelings on their social media and content marketing programs. They’re excited by what they’ve produced but frustrated by the difficulty in measuring any meaningful impact from their efforts.

One area that is critical to success is closer collaboration between marketing and sales. In a previous blog post I wrote about how reliant marketers are on their colleagues in sales to distribute content and marketing materials. I explored this in greater depth in a new guest blog post I wrote for Federal Marketing Insights and I wanted to share it with you.

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3 Areas Big Data is Booming for COTS Vendors

Stephanie Headshot 65x85by Stephanie Meloni, Senior Analyst

Big data and Big Dataanalytics is predicted to be a hot spot in terms of budget growth in the federal IT market. According to a recent report from the Department of Commerce Economics and Statistics Administration, the government’s principal statistical agencies spend on average 2.3 billion dollars a year gathering, processing, and disseminating data. Based on internal analysis conducted by the immixGroup Market Intelligence team, the compound annual growth rate (CAGR) of big data and analytics is estimated at 5.85% from FY14-FY17. This is due to the fact government will need to rely more on data analytics as a way to achieve their mission — with reduced budgets and staff.

Following in the footpath of some early adopters, the rest of the federal government is beginning to make investments and use big data analytics. The interest in using big data analytics for more and more applications keeps growing exponentially. For COTS vendors outside of analytics tools, big data and analytics offers many more opportunities.

Here are three other areas vendors should consider:

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DHS’s Lessons Learned from Heartbleed

Tomas OKeefe_65x85

by Tomas O’Keefe, Senior Analyst

Virus DetectedAt a recent Washington Post event on cybersecurity recognizing National Cybersecurity Awareness Month, Deputy Secretary of Homeland Security, Alejandro Mayorkas, spoke of DHS’s “dire need” for cybersecurity legislation that better enables cyber threat information sharing and helps recruit top cybersecurity talent. While the sky isn’t falling in on Deputy Secretary Mayorkas and DHS, the failure of Congress to pass updated cybersecurity legislation has hindered the department’s ability to meet the rapidly shifting landscape of cyber threats.

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DOD RFI Invites Cloud Vendors into Federal Data Centers

Rick Antonucci_65x85

by Rick Antonucci, Analyst

Cloud Vendors into Federal Data CentersLast week DISA released a Request for Information exploring ways for cloud service providers (CSPs) to use DOD-owned data centers to provide private cloud services for the military. One option DISA is contemplating is allowing private providers to lease rack and server space in their data centers to provide the cloud services through their Data Center Leasing Model (DCLM). CSPs selected to provide these services would undergo the required security vetting necessary to operate inside DOD data centers.

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Tips for Selling into the DOD Health IT Market

Lloyd McCoy_65x85by Lloyd McCoy Jr., Consultant

I recently wrote an article for Washington Technology on reforms in military
health IT and I thought I’d share some highlights with you. In case you didn’t know, the Department of Defense (DOD) consolidated much of its health IT responsibilities into the Defense Health Agency (DHA); which celebrated its first birthday on October 1st. My article explores several key opportunities stemming from this major overhaul of DOD’s outdated military health system.

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Federal Cloud in FY15: Old Roadblocks, 3 New Opportunities

Photo of Chris Wiedemannby Chris Wiedemann, Senior Analyst

The Government Accountability Office Here is A Snapshot of Cloud in FY15(GAO) recently released a report tracking the progress of seven agencies’ in achieving their cloud computing implementation goals; unfortunately parts of it made for quite a nostalgic reading. The report profiled seven agencies – including HHS, Treasury, and USDA – and noted while each of these agencies increased their cloud spending between FY12 and FY14, the grand total of agency-reported cloud investments was only $529 million (averaging 2% of evaluated IT budgets). In other words, despite the 25 Point Plan instituting a Cloud First policy in 2011, federal agencies appear to have made very little progress in meeting their cloud goals; some reasons cited for slow adoption sound awfully familiar as well – with security concerns and cultural resistance to cloud computing coming up yet again.

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Is Content King in B2G Marketing? (Part 2)

Photo of Allan RubinAs I discussed in my last blog post, new research from Starfleet Media summarizes the importance of content, social media, and sales/marketing collaboration in the business-to-business (B2B) marketing world. What conclusions can business-to-government (B2G) marketers draw from these stats? Do government audiences consume content in the same ways as B2B buyers? What types of content work well in the B2G world, and how can we measure their effectiveness?

I’ll dive much deeper on these topics on November 20 at the Government IT Sales Summit. Until then, consider the following facts.

Market Research firm Market Connections surveyed 3,700 government employees and found that federal employees are more likely to seek out information online, with government decision-makers accessing information in increasingly complex and fragmented ways. In reviewing a summary of their 2014 Federal Media and Marketing Study, these data points jumped out at me:

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