Winning state and local government contracts is a powerful way for government vendors to grow their businesses and secure long-term revenue. But selling to government agencies is complex and requires strategic sales and marketing approaches. In this blog, Adam Zucker, CEO and co-founder of Cloverleaf AI, shares lessons from his journey on The Growth Focus Podcast with host Gary Lafferty. His insights will help government contractors targeting state and local governments build a scalable sales pipeline and an effective marketing funnel.
Build a Strong Sales Team for State and Local Government Contracting Success
After raising a seed round about 15 months ago, Cloverleaf AI quickly hired three account executives to expand sales. They thought they could “find another Jeremy” — their star sales leader and co-founder — to replicate his success. Adam reflects on why this was a mistake:
“No one’s going to just come in and be the founder. No one’s going to have the years of market experience and product knowledge and passion.”
For government contractors pursuing state and local contracts, this highlights a key sales hiring insight: you cannot rely on a single superstar. Instead, you must build a team that collectively carries the expertise and energy needed to navigate the government contracting process. Adam calls this “building Jeremy in the aggregate,” which creates a more resilient and scalable sales pipeline critical for success in government procurement.
Master the Marketing Funnel for State and Local Government Sales
Adam emphasizes that many startups make the error of treating marketing as a simple two-step process: run an ad, close a deal. The truth for state and local government contractors is more complicated. He explains:
“How can we first determine if we’re targeting the right people? How do we know we have the right messaging? Where are we falling off in the funnel?”
Tracking and optimizing each stage of the marketing funnel — from ad engagement and lead capture to discovery calls and demos — is essential. By measuring conversion rates at every step, contractors can identify where potential government buyers drop off and adjust their messaging and targeting accordingly. This data-driven approach is vital for winning government contracts where sales cycles are often longer and require trust-building.
Be Patient but Intentional in Growing Your Government Contracting Business
Selling to government agencies requires patience. Adam shares the lesson he learned about balancing urgency with realistic timelines:
“It’s better to take a little bit more time but actually be plotting along that path than fits and starts and trying to jump to the end.”
Government contracting sales cycles can be lengthy due to procurement regulations and multiple stakeholder approvals. Vendors must be intentional in pacing their marketing and sales efforts, focusing on building steady momentum rather than rushing to close deals prematurely. This approach reduces costly failures and improves long-term growth in the state and local government market.
Set Realistic Revenue Goals and Adapt Your Vision Over Time
Adam’s company aims to reach $3 million in revenue by the end of the year while preparing for a Series A funding round. He highlights the importance of evolving your business vision as you grow:
“Your growth vision changes over time. What looked like a success at 1 million is different at 5 million. You have to continuously grow your vision.”
For government contractors, regularly revisiting and adjusting revenue goals and strategies is critical to stay competitive and scale successfully in the dynamic public sector environment.
Advice for Government Contractors Stuck at Growth Plateaus
Facing a growth plateau? Adam’s advice is simple but powerful:
“Nothing changes if nothing changes. If you’re stuck, try something new. Test your assumptions one at a time and move forward with the decision that serves the moment.”
Innovation and iteration are vital to overcoming obstacles in the government contracting space. Vendors must be willing to experiment with new sales tactics, messaging, and market segments to reignite growth and win more contracts.
Listen to the Full Podcast for More Insights on Government Contracting Growth
To hear more about Adam Zucker’s experience building a thriving business in the state and local government space, listen to the full episode of The Growth Founders Podcast with host [Podcast Host’s Name]. Get actionable tips for growing your government contracting sales and marketing efforts and scaling your business.
Final Thoughts
Growing your business through state and local government contracts takes focus, patience, and strategy. By building a strong sales team, mastering your marketing funnel, pacing growth intentionally, adapting your goals, and embracing change, your company can succeed as a government vendor in a competitive marketplace.
Want to learn more?
Check out the full podcast episode here and start building your government contracting success story today. Ready to see what Cloverleaf can do for your growth? Schedule a demo today.
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