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Inside The K-12 Market
Practical ideas, proven strategies, and real-world lessons for education organizations looking to improve marketing performance, strengthen revenue growth, and better understand how schools and districts make purchasing decisions. Explore articles covering K-12 marketing, sales strategy, leadership, revenue growth, demand generation, and market trends.
Strategic Plan vs. Operating Plan vs. GTM Plan: What Education Companies Keep Confusing
Read more: Strategic Plan vs. Operating Plan vs. GTM Plan: What Education Companies Keep ConfusingMost education companies have a plan. What they do not have is three plans, and that is the actual problem. Every fall, a leadership team sits down, builds one document, calls it the plan, and then spends the next year confused about why the document does not answer the questions they keep asking it. The…
K-12 Sales Coaching: Build a System, Not a Habit
Read more: K-12 Sales Coaching: Build a System, Not a HabitMost K-12 sales leaders believe they coach their reps. What they actually do is inspect their deals. The weekly 1:1, the Thursday pipeline review, the forecast call: these feel like coaching, but K-12 sales coaching that develops sellers is a different activity entirely from the meetings that fill a manager’s calendar. The gap between the…
The Five Stakeholders Every K-12 Deal Has to Win Over
Read more: The Five Stakeholders Every K-12 Deal Has to Win OverA rep can have a warm, engaged champion inside a district and still lose the deal, because a champion is one seat at a K-12 buying committee that typically has five. Understanding who else is at that table, and what each of them actually needs to say yes, is the difference between a deal that…
What K-12 Demand Generation Actually Looks Like Before a Rep Ever Calls
Read more: What K-12 Demand Generation Actually Looks Like Before a Rep Ever CallsEvery K-12 company agrees that marketing should create demand before sales makes contact. Almost none of them can describe what that actually looks like week to week. K-12 demand generation gets treated as a strategy slide instead of a set of repeatable motions, which is exactly why the job keeps sliding onto a rep’s calendar…
Why Cold Prospecting Is a Marketing Job, Not a Sales Job, in K-12
Read more: Why Cold Prospecting Is a Marketing Job, Not a Sales Job, in K-12Cold prospecting is not a sales activity. It’s a marketing activity that a lot of K-12 companies have quietly handed to the wrong person on the team, and it’s costing them the year. Here’s the pattern behind most failed K-12 sales prospecting: a founder-led education company with eight or ten people, one or two reps…
The K-12 ICP Problem: You Know Who to Target. You Don’t Know How They Buy.
Read more: The K-12 ICP Problem: You Know Who to Target. You Don’t Know How They Buy.Most ideal customer profile frameworks were built for B2B SaaS companies with short sales cycles and single decision-makers. K-12 education companies have imported those frameworks wholesale, and are systematically misreading their own market as a result. The typical K-12 ICP describes a district: enrollment size, grades served, funding type, geography, poverty index. It’s a firmographic…
Outcomes-Based Contracting in K-12: What EdTech Vendors Are Learning and What’s Coming for Professional Development Providers
Read more: Outcomes-Based Contracting in K-12: What EdTech Vendors Are Learning and What’s Coming for Professional Development ProvidersDistricts are done paying for tools that don’t work. The question is whether the accountability model they’re building will actually measure what matters. Outcomes-based contracting (the practice of tying at least a portion of vendor payment to hitting agreed-upon student or program outcomes) has been growing steadily in K-12 for the past four years. As…
