Key takeaways
- GWI describes WaterData as market intelligence for the global water sector, with forecasts plus thousands of utility, treatment plant and company profiles.
- GWI's WaterData forecast projects US municipal water capital spending to surpass $100 billion a year by 2030, built from municipal budgets.
- Market data shows where money is going. Someone still has to reach the general manager, engineer and consulting engineer behind each project.
- Utilities are a core KSG market. Our SDRs turn water market intelligence into qualified meetings.
What GWI WaterData does
Global Water Intelligence (GWI) describes WaterData as a market intelligence platform for the global water sector, covering market metrics, dynamics and access, with forecasts by market, technology and product type.
GWI's April 2026 announcement lists more than 6,500 utility profiles, more than 60,000 water and wastewater treatment plants, about 20,000 company profiles, water M&A activity back to 2000, a global tariff survey and country intelligence for more than 35 countries. The same release introduced a state-by-state forecast of US municipal water capital spending through 2030, which projects spending to surpass $100 billion a year.
GWI has also partnered with the Water Environment Federation on the Water Investment Navigator, which the two describe as a platform that organizes public North American water sector documents such as capital improvement plans, State Revolving Fund applications and municipal decisions, and maps contract awards to winning bidders.
Based on GWI's public announcements and its partner WEF's description of the Water Investment Navigator, as of November 1, 2026.
What water market data can't do on its own
WaterData can tell you which states are growing capital spending and which utilities run which plants. It can't tell you that a specific utility's general manager is frustrated with its current vendor, or that its consulting engineer is writing the specification next month.
- It can't have the conversation. Utility leaders and engineers buy from people they trust, and trust is built by talking with them.
- It can't confirm project timing. Capital plans slip. Only the utility can say when design, bidding and construction will really happen.
- It can't find the specifier. Many water projects are shaped by outside consulting engineers. Finding them and getting your product considered is human work.
- It can't qualify the funding. Whether a project depends on a State Revolving Fund loan, a grant or a rate increase often comes out only in conversation.
- It can't follow up for months. Utility purchases move through boards, councils and procurement. Someone has to stay in touch until the timing lines up.
5 plays to turn WaterData insights into meetings
- Turn forecasts into a target list. Use state and segment forecasts to choose where to focus, then build a list of specific utilities in those states.
- Use plant and utility profiles to prepare. Before each call, know the utility's plants, size and treatment processes so the conversation starts with their situation.
- Call about capital plans and SRF applications. When a utility's capital plan or funding application includes a project in your category, ask the engineering or operations lead about scope and timing.
- Reach the consulting engineer. Ask the utility who is designing the project, then reach that engineering firm to get your product into the specification.
- Follow awards and board approvals. Track contract awards and upcoming board votes, and time follow-up around them.
Market intelligence only a conversation can collect
Market data describes the water sector as a whole and what utilities have published. The most valuable intelligence comes from asking a specific utility what's next, who decides and what would change their mind.
| What the data shows | What a conversation reveals |
|---|---|
| A capital project is in the plan | When design and construction will really start, and what could delay them |
| A utility applied for State Revolving Fund money | Whether the project depends on the loan, and when the funding decision lands |
| A contract was awarded to a competitor | Whether the utility is happy with the result and when it plans to revisit it |
| A utility profile lists its plants and size | Who decides, which consulting engineer shapes the spec and how the utility buys |
| A market forecast shows growth | Which specific utilities are ready to act this year |
How KSG works alongside GWI WaterData
Utilities are one of KSG's core markets. If you use GWI WaterData, our SDRs can start from the states, utilities and projects it highlights, reach general managers, utility directors, engineers and consulting engineers by phone, and qualify timing, funding and fit. Every conversation adds intelligence that no market database can hold.
- Utility specialists: utilities are one of KSG's core markets, from municipal water and wastewater to public power, co-ops and investor-owned utilities. See utility sales.
- Phone-led outreach to general managers, utility directors, engineers, operations leads and consulting engineers, backed by email and LinkedIn.
- Qualified meetings booked onto your account executives' calendars, with notes from every conversation.
- Market intelligence gathered by phone: project timing, funding, specifiers, incumbents and objections. See market intelligence.
- Proof: market research with more than 1,000 water agencies for Kamstrup, and 2,500+ utilities contacted with 70 qualified meetings for Siemens.
Playbooks for other platforms
Starbridge · NationGraph · Deltek GovWin IQ · GovSpend · HigherGov · GovTribe · Bloomberg Government · Citylitics · Pursuit · Pavilion · Civic IQ · Leadership Connect · BidNet Direct · Marketplace.city · Why government sales data still needs people
Sources: GWI WaterData US municipal water capex forecast release (April 2026); WEF on the Water Investment Navigator.
Kensington Sales Group is not affiliated with, endorsed by or a partner of Global Water Intelligence or GWI WaterData. Product names are trademarks of their owners. Descriptions are based on public information as of November 1, 2026 and may change.