The Federal Market - Maximize Your Investment



  • How to Accelerate Sales Efforts in The Federal Market

    Pre-registration for this event is no longer available.
    Please register at the door.


    A Joint Event With Information Technology Association of America

    Information Technology Association of America (ITAA)



    Sharyn Pensmith (bio), Principal, Candia Communications

    Tanya Candia (bio), President, Candia Communications

    This seminar will outline how to achieve the results you have been looking for in the Federal Market. In two hours, you will hear the truth about this unique market: what it takes to win, why so many companies fail, and how to follow seven basic steps to success. We will explore several of the steps in some detail. You will walk away with a good understanding of our time-tested approach, along with several worksheets and templates to help you implement what you have learned.


    How You Will Benefit

    • Learn what tools your salesmen need to be successful
    • Learn how to target opportunities – and avoid wasted activities
    • Take advantage of the power of industry best practices
    • Determine when and how to choose the right consultant or specialist
    • Find resources to help accelerate sales and market presence
    • Take back sample worksheets and templates to help implement your ideas

    Who Should Attend

    • Vice presidents, directors and managers from startup companies attempting to break into the Federal Market
    • Sales and executive management from companies with a Federal presence, who have been disappointed by lack of traction
    • Companies contemplating working with consultants in the Washington area

    Seminar Outline

    • Top differences between the commercial and federal markets
      • Market analysis
      • Application scenarios and target marketing
      • Evaluating the competition
      • Prioritizing the targets
    • Product marketing
      • Positioning and messaging
      • Pricing in the Federal Market
    • Marketing communications
      • Appropriate, targeted collaterals
      • The marketing mix
    • Overview of sales support, planning and budgeting

    Special Discount For Attendees

    Attendees will have an opportunity to purchase the newly-published guidebook The Federal Market: Maximize Your Investment at a special reduced rate. This hands-on, tutorial-style book provides solid guidance and accompanying worksheets to take the guesswork out of technology marketing to the Federal Government. The result is early and noticeable increases in revenue, ensuring that your investment yields quick, significant results. List price: $995. SDForum/ITAA special: $895.


    Speaker Bios

    Sharyn Pensmith and Tanya Candia are principals in Candia Communications, a firm that is focused on providing marketing and sales experience to IT companies and high-tech startups. Our years of experience span nine startups, three IPO’s five mergers and a few unfortunate experiences from which we learned valuable lessons. Our books, marketing tools, workshops and limited consulting engagements bring this knowledge to a practical level, enabling even the smallest startup to achieve remarkable results in a short period of time.

    Anchor Sharyn Pensmith has over 30 years of outstanding achievement in government sales experience, having sold all aspects of technology to the federal market. From the largest corporations, including AT&T and CSC, to medium-size firms including CACI and Government Services Inc, to startups such as Global Crossing and Sigaba, Sharyn figures out how to find a niche and win major sales. She has documented her proven methodology in The Federal Market: Maximize Your Investment.

    Anchor Tanya Candia has worked in high tech companies for almost 25 years. She worked in software development and management for Ford Aerospace and Memorex, then began her career in marketing with ASK, and took Unison Software and F-Secure public. Her work in streamlining the product line, defining the value proposition and building markets led to publication of her first two books, Hit the Market Running and Build Market Momentum. In collaboration with Ms. Pensmith, she has brought her expertise to bear on government marketing in The Federal Market: Maximize Your Investment.

    Event Logistics


    8:30–9:00am Registration and Continental Breakfast

    9:00-11:00am Program



    SDForum Center

    111 W. Saint John, Suite 200

    San Jose, CA 95113


    Cost(includes continental breakfast)

    $45 SDForum & ITAA Members*

    $55 Non-members

    ITAA Members, please phone 408-494-8378 to register at the $45 rate if you do not have the discount code. A discount code is required to receive the member rate for on-line registration.

    Pre-registration for this event is no longer available.
    Please register at the door.