Strategic Storytelling in a Shifting Federal Market

By Kathy Stershic, General Manager of GovBoost, a W2 Communications Business

We are all living in an unpredictable government contracting environment. With fluid agency priorities, staff reductions and budget uncertainties, it’s a challenging time for those who have centered their business on federal service.

In the words of Dwight D. Eisenhower, “Pessimism never won any battle.” It’s more important now than at any period in recent years—perhaps even decades—to stay focused, do what you do best and not go dark. The government will continue to buy technology from trusted sources that demonstrate a  clear understanding of current information technology (IT) requirements and policies. IT acquisitions will likely increase once priorities are clarified. Technology will be essential to fulfilling agency service delivery requirements—not only for modernization but also to augment a reduced labor force. Service providers will still be needed to implement it.

The good news is there is tremendous focus on improving efficiency, which likely means more opportunity for and openness to transformative technology innovation. That’s encouraging for newer technologies and vendors, especially those integrating artificial intelligence (AI) in a meaningful, measurable way. The critical task is to develop and promote a compelling narrative that positions your company and its offering in the context of true mission requirements.

Demonstrating Knowledge and Proving Results
It’s important to double down on a positive message about how your solution benefits agency missions, but with some hard proof behind the claim. Credible testimonials, accurate metrics and demonstrated use cases will all support your story. Federal CIO Greg Barbaccia said last month that his office will only work with vendors who speak clearly to how their product or service addresses known problems and who build and deliver actual solutions.

Read the entire article in the Summer 2025 edition of Service Contractor magazine.
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