IN-PERSON GOVACADEMY SALES WORKSHOP AUGUST 27

From Vendor to Trusted Advisor

Leveling Up B2G Sales Conversations for a Changed Public Sector Market

An immersive, full-day workshop for experienced GovTech and GovCon professionals ready to deepen their understanding of government buyers, sharpen their account strategy, and lead more credible, mission-relevant public sector sales conversations.

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Event Details

FORMAT

An immersive, full-day in-person sales workshop

DATE & TIME

August 27, 2026
Masterclass from 9:00 a.m. - 5:00 p.m. Doors open 8:30 a.m.

LOCATION

Carahsoft Conference & Collaboration Center,
11493 Sunset Hills Rd #100, Reston, VA

DESIGNED FOR

Experienced GovTech, GovCon, BD, capture, and public sector sales professionals

Government buyers are navigating a changed environment. Your sales conversations need to change with it.

Government buyers are under greater pressure, operating within tighter constraints, and evaluating industry partners more critically than ever. Sellers who rely on generic messaging, title-based targeting, or outdated assumptions risk losing credibility before the conversation begins. This masterclass gives experienced B2G professionals the insight, discipline, and tools to identify the right opportunities, engage government buyers with greater credibility, and lead mission-relevant conversations that build trust and advance the sale.

UNDERSTAND THE BUYER

A stronger framework for understanding government buyers, identifying meaningful account signals, and leading more credible public sector sales conversations.

  • How government culture and risk shape buyer behavior
  • How to recognize stronger account signals and timing windows
  • How to identify practical influence beyond job titles
  • How to lead more credible, mission-relevant conversations

BUILD THE ENGAGEMENT PLAN

A focused engagement plan for a real public sector account, built around mission pressures, stakeholder influence, account signals, and stronger discovery.

  • Mission and operating pressures
  • Stakeholder map
  • Account signals and timing
  • First-conversation hypothesis
  • Discovery questions and proof points
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Meet the Experts

Mika Cross

CEO, Strategy @ Work

With decades of experience advising public- and private-sector organizations, Mika helps participants understand how government culture, risk, accountability, and organizational dynamics shape buyer behavior and decision-making.

Craig Bowman

SVP, Trellix, Author of CRAFT

Drawing on more than 25 years in software sales, cybersecurity, and government markets, Craig helps participants turn buyer insight into stronger account preparation, more credible engagement, and more effective public sector sales conversations.

James McKenna

Vice President, Leadership Connect

With 15 years of experience in the SaaS industry, James specializes in growing data- and analytics-focused software providers. After spending his early career growing financial technology and consulting businesses, James joined Leadership Connect to help its turnaround in late 2017.

Juliana Slye

CEO, Founder & Chief Public Sector Strategist, GBR
Founder, GovAcademy.io

Bringing more than 20 years of public sector growth experience, Juliana connects B2G strategy, marketing, sales enablement, and professional development to help teams build stronger, more effective government market programs.

The Day at a Glance

A full day of expert instruction, candid government insight, and hands-on application designed to change how you prepare for and lead public sector sales conversations.

8:30–9:00 | Arrival

Arrive, enjoy breakfast, and connect with fellow GovTech and GovCon professionals before the program begins.

Arrival, breakfast, and networking. 

Mika will examine how risk, accountability, oversight, and unspoken constraints shape government behavior. Participants will learn to read power and influence beyond job titles, interpret cautious or noncommittal signals, understand why common business language may land differently in government, and sound informed without sounding presumptuous.

Take a short break to recharge and connect with fellow attendees before the next session begins.

Craig will introduce the first two stages of CRAFT. Participants will be able to assess urgency, leverage, customer priorities, and timing, then look beyond titles to identify the people who hold real power and influence within an account.

Enjoy a catered lunch while continuing the conversation through lightly facilitated table discussions focused on government buyer expectations, credibility, trust, and effective follow-up.

James McKenna of Leadership Connect will bring current and former government leaders into a candid roundtable on what makes sellers credible, what causes buyers to disengage, which questions earn a stronger conversation, and how industry should interpret outreach, follow-up, and buying signals more carefully.

Take a short break to recharge before the afternoon sessions begin.

Craig will guide participants through the final stages of CRAFT. Attendees will learn how to earn the right to engage, frame stronger conversations, uncover meaningful motivations, and replace pressure with proof. 

Mika and Craig will guide participants through an applied lab to build a one-page Government Engagement Brief for a real target account. You’ll leave with a sharper account strategy, a stronger way into the conversation, and a clear plan for what to do differently the very next time you engage a government buyer.

Close out the day with drinks, conversation, and a chance to connect with fellow GovCon and GovTech professionals, workshop speakers, and sponsors. Continue the discussion, exchange ideas, and build new relationships in a relaxed setting.

Come prepared to work on a real account and leave with tools you can put to use on Monday.

YOUR TAKEAWAY TOOLKIT

• Government Buyer Culture Cheat Sheet
• FLOW Target Filter Worksheet
• Public Sector Stakeholder Map
• Government Conversation Do/Don’t Guide
• 90-Second Meeting Opener Template
• MINE Motivation Discovery Guide
• Government Engagement Brief Template
• Copy of CRAFT
• GovAcademy certificate of completion

COME PREPARED WITH

• One public sector account to work on
• Laptop with Wi-Fi access
• Mouse or mousepad
• Notebook
• Any existing research or notes related to your selected account

Your next government sales conversation should earn trust, not just attention.

Bring a real account. Leave ready to target smarter, lead stronger conversations, and move your next government opportunity forward.

JOIN THE INTEREST LIST

August 27 | Carahsoft Conference & Collaboration Center, Reston, VA | Space is limited