An 11-chapter framework adapted for the specific realities of
selling and marketing to the public sector; procurement cycles,
multi-stakeholder buying, and the evidence standards that
commercial tactics can’t meet.
aimco Consulting has released the Public Sector Edition of its AI-Driven SaaS Marketing Playbook, a free strategic guide for technology vendors targeting UK central government, local authorities, the NHS, and education institutions.
The UK public sector spends £19.6 billion a year on technology (Tussell, 2023–24). Most vendors approach that market with marketing frameworks built for commercial B2B sales cycles. The Public Sector Edition was built because that mismatch is costing vendors deals they should be winning.
Every chapter of the core playbook has been adapted for public sector buying dynamics: procurement cycles of 12 to 24 months rather than 90-day funnels; buying groups that include procurement officers, policy leads, frontline champions, and senior responsible owners — each with different questions and different evidence requirements; and the role of framework memberships, peer validation, and compliance credibility in building the
trust that commercial marketing tactics can’t manufacture.
Each chapter includes a Public Sector Data Lens, a practical callout with sector-specific tactics, data, and compliance considerations alongside the core strategic framework.
“The public sector is one of the most stable and visible technology markets in the UK. The contract data is public. The procurement timelines are predictable. The problem is that most vendors are using the wrong marketing framework for it. This playbook is the
right one.”Adrian Mills, aimco Consulting
The playbook is free to download at aimco.uk.
