In today’s government marketplace, features and functions don’t drive decisions — mission does. And the only way to earn trust with federal buyers is to speak directly to that mission.
That was the central takeaway from a compelling session led by Caitlyn Lewis, Director of Market Research at Carahsoft, and Katie Hanusik, Executive Vice President at REQ, during a recent panel exploring how missional-aligned storytelling is transforming how vendors engage with the public sector.
Instead, Lewis encouraged marketers to think of their relationship with government buyers as a trusted partnership—one that starts by understanding what’s keeping them up at night: shifting regulations, budget changes, evolving tech mandates, and public scrutiny.
Mission-Centric storytelling, as she explained, isn’t just about what your product does. It’s about why that matters—to them.
“Show up. Pay attention. Be thoughtful. That’s how trust is built, and that’s how you align with the mission.”
Beyond Buzzwords: Credibility Comes from Substance
Hanusik, a longtime strategic PR advisor to tech firms, issued a warning to vendors: “Too many companies water down their story to appeal to everyone—and end up saying nothing.”
Government buyers, she explained, are trained to be skeptical. What they want is substance, clarity, and proof you can do the work. That means avoiding superficial claims and instead leaning on:
- Case studies and specific use cases
- Plain language (ditch the acronyms)
- Press releases backed by actual outcomes
- Strategic messaging tied to real-world mission outcomes
And critically—don’t claim capabilities you can’t deliver. Integrity matters more than ever in a high-scrutiny environment.
What Stories Are Working Right Now?
Lewis and Hanusik shared examples of narratives that are currently resonating with government decision-makers:
✅ Cybersecurity readiness in a resource-constrained environment
✅ Operational tech modernization for national security
✅ State and local implementation of federal AI policy
✅ Emergency response enablement
✅ Citizen and workforce impact outcomes
Hanusik highlighted campaigns from clients like Intel (OT security in DoD), Axonius (managing cybersecurity with fewer staff), and Ask Sage (a bold CEO perspective on AI policy missteps) as examples of storytelling with teeth—clear opinions, real relevance, and no fluff.
So How Do You Build a Story That Lands?
Caitlyn Lewis offered a roadmap that begins with research. Great storytelling requires empathy and insight—and there’s no shortage of sources:
- Agency Strategic Plans = their roadmap
- GAO Reports = their pain points
- Budget Justifications & USAspending.gov = where money is going
- SAM.gov = what they’re actively soliciting
- Policy-shaping programs like Carahsoft’s Technology by Policy = how your tech maps to mission
Lewis’ team even creates custom reports for vendors that synthesize these sources into usable strategy and content. “We’ve read the thousands of pages so you don’t have to,” she said with a smile.
Executive Visibility = Trust at the Top
Both speakers closed by underlining the importance of executive visibility in government-facing storytelling.
Buyers—including CIOs and political appointees—research you before you reach them. If they can’t find your leadership, your POV, or how you support their mission in under 30 seconds, you’ve already lost their attention.
“Executives should be out in the world,” Hanusik said. “On panels, in thought leadership, and in working groups—not just to sell, but to solve.”
Final Thought: This Isn’t a Campaign. It’s a Commitment.
Mission-aligned storytelling isn’t just a better marketing strategy—it’s the only one that works in today’s public sector landscape.
As Caitlyn Lewis reminded the audience: “Government buyers don’t want a sales pitch. They want a solution. Be that.”
Want help building your government-aligned narrative or executive visibility strategy?
Show & Tell helps growth-minded vendors shape the stories that matter—through insight, brand clarity, and strategic positioning. Let’s connect.