Hyperscaler marketplaces can speed government agency procurement

Rapid access to technology and valuable solutions can fulfill government needs

By Tara Franzonello, Program Development Manager

Hyperscaler marketplaces have recently emerged as important platforms for selling technology to the government.

With marketplaces, IT vendors gain exposure and access to many government buyers. Vendors can showcase their products and solutions to government procurement officers, and they can also show partners the value of those offerings and their ability to deliver the solutions that government customers are seeking.

Four reasons marketplaces are important to government customers

1. Streamlined procurement. Marketplaces make the slow procurement process faster. A centralized platform allows government buyers to browse, compare and purchase technology solutions. Many government contract vehicles are now part of a marketplace transaction.

2. Compliance and standardization. Products listed on government marketplaces meet specific standards and regulatory requirements. Buyers can have confidence that the products they choose comply with security, accessibility and operational standards. For IT vendors, having a marketplace listing demonstrates they meet essential criteria for selling to the government sector.

3. Faster adoption of innovation. Marketplaces facilitate quick adoption of the latest technologies by providing a platform for agencies to easily access innovative solutions. This is particularly important in areas like cybersecurity, cloud computing and AI.  Additionally, hyperscalers with marketplaces (e.g., AWS) can offer pricing agreements to their government customers, thus providing them with significant incentives for purchasing technology through marketplaces. 

4. Access to the technology ecosystem. Distributors, aggregators, resellers, MSPs and other solution providers all play a crucial role in the IT landscape and technology procurement in the public sector. Marketplaces now accommodate partners with different programs for favorable access to the technology government needs to fulfill their mission.

Four benefits of distribution in marketplaces 

1. Market entry strategy. Distributors can help IT vendors develop and execute a market entry strategy. This includes identifying target government segments, aligning offerings with market needs and positioning products to maximize visibility and appeal.

2. Operational support. Distributors can handle many operational aspects associated with listing and selling on marketplaces. This includes registration, managing product listings, pricing configurations and promotional strategies, and technical support. Additionally, public sector distributors can provide access to government contract vehicles.

3. Training and education. Distributors can provide essential education to vendors on best practices for successfully operating in marketplaces. For example, training can include technical services, sales strategies and customer engagement tactics.

4. Access to additional resources. Distributors can provide vendors additional resources, such as technical support and promotional credits.

Marketplaces are an opportunity. immixGroup can help vendors and channel partners navigate the marketplace experience as another go-to-market approach. Contact our team if you want to take the first step.

This article is adapted from a commentary originally published in Washington Technology. Read the full original commentary here.

Tara Franzonello is program development manager for immixGroup, the public sector business of Arrow Electronics. immixGroup delivers mission-driven results through innovative technology solutions for public sector IT. Visit www.immixgroup.com for more information.