When the Message Changes, But the Mission Doesn’t

Federal priorities change, but agency missions endure. Learn how to adapt B2G messaging to shifting policies and priorities without rebuilding your strategy from scratch.

Presenters: Samantha Hermes, Director, Marketing, Carahsoft Technology; Martha Dorris, Founder & CEO, Dorris Consulting International

Federal priorities shift with every administration, budget cycle, and policy change, but the underlying missions of government agencies often remain the same. How can B2G marketers keep their messaging relevant without reinventing their value proposition every time the language changes?

In this GAIN 2026 session, Samantha Hermes of Carahsoft Technology and Martha Dorris of Dorris Consulting International explore how to distinguish meaningful policy changes from shifts in terminology. Drawing on the evolution of Customer Experience (CX) marketing in the federal market, they share a practical approach to reframing existing messages, aligning with current agency priorities, and adapting go-to-market strategies while maintaining a consistent brand story.

This course was delivered at GAIN 2026. GAIN is the premier B2G Marketing Conference, presented by GovExec.

Distinguish meaningful federal policy and priority changes from shifts in terminology.
Identify enduring agency mission outcomes that should anchor B2G messaging.
Apply a repeatable framework for aligning existing value propositions with evolving government priorities.
Refresh campaign messaging without unnecessarily rebuilding established positioning.
Use agency communications, procurement language, and market intelligence to validate messaging decisions.
Understand how Customer Experience marketing evolved into broader federal modernization and service delivery initiatives.