Build your US public sector sales and marketing program with KSG training.

What the training is

The US public sector is thousands of separate buyers. The U.S. Census Bureau counted 91,438 local governments in 2025, alongside 50 state governments, federal agencies, tribal governments, public universities and thousands of utilities, each with its own budget, procurement rules and decision makers. Companies that enter without a plan often spend their first year talking to the wrong buyers at the wrong time.

KSG's training starts with live virtual workshops for your team, built around your products and the US markets you want to enter. After the workshops, KSG coaches your team while you launch: reviewing your target lists, messaging and outreach, and helping you work through real conversations with US buyers. The workshops and coaching are delivered in English, and we agree the schedule and scope with you on a first call.

What it covers

1. How the US public sector buys. Federal, state and local government, K-12 and higher education, healthcare, tribal governments, special districts and utilities: how each one budgets, which procurement methods they use and who decides.
2. Choosing your first segments. Picking the buyer types and regions where your product fits best, sizing the market and building a target account list.
3. Registrations and compliance. SAM.gov and NCAGE codes, state and local vendor registration, the Trade Agreements Act and Build America, Buy America, and the certifications your buyers will ask about.
4. Marketing to government buyers. Positioning and messaging for public-sector buyers, and the trade publications, conferences, associations and content that agencies trust.
5. Outbound sales development. Building a sales development function: call and email sequences, respectful outreach that follows procurement rules, and how to qualify meetings.
6. Pipeline, buying paths and your US team. Direct sales, resellers, cooperative contracts and prime contractors; the pipeline metrics to track; and when and whom to hire in the US.

Who it's for

• Founders and executives responsible for growth in the US
• Sales and marketing leaders building a US public sector plan
• The people who will prospect, run marketing or manage partners in the US
• Companies that sell to government, schools or utilities at home and want to repeat that success in the US

Choose your country

Each country page explains the training in the local language, along with the country's US trade agreement status and time difference. The linked country guides, in English, cover registrations and buying paths in more detail. See also the TAA designated countries list.

Americas

Europe

Asia-Pacific

Middle East and Africa

Why learn from KSG

Kensington Sales Group has run outbound sales development for companies selling to US government and utilities since 2016, booking more than 10,000 qualified meetings for clients. If you'd rather have KSG build the pipeline for you, see our US market entry service.

General information, not legal advice. Confirm requirements for your products and contracts with qualified advisers.