Introduction
It’s G-Cloud season again in the public sector. Suppliers and Crown Commercial Service are getting ready for G-Cloud 14, the fourteenth iteration of the framework, where public sector organisations will be able to search a marketplace for and buy cloud computing services, including hosting, software, and cloud support, from an exclusive list of pre-approved suppliers.
This is one of the most significant frameworks for technology suppliers and, as there is every iteration, there is a huge emphasis across the market for suppliers to be ‘G-Cloud ready’ to ensure they are successfully listed on the framework.
And, the pressure is justified. G-Cloud 14 places successfully listed suppliers directly in the eyes of major public sector players looking to invest in their digital estate and dramatically streamlines the procurement process of doing so.
But, while G-Cloud is one of tech's most favoured routes to market, it has its drawbacks. The framework not only requires suppliers to have a high degree of resource and infrastructure to be ‘ready’ to apply in the first place, but they also need to be strategically ready to see value and utilise their G-Cloud listing to its full potential.
Stotles framework intelligence
G-Cloud 14 and other frameworks offer unparalleled routes to market, and diving into the data around them can inform your GTM and the role frameworks like G-Cloud 14 could play within it.
The Stotles frameworks intelligence module hosts contract data for all 365 awards on G-Cloud 13, and 1650 awards on G-Cloud 12 and earlier iterations all in one place.
Seeing an accurate representation of historical G-Cloud activity in one place activity can inform decisions to not only choose a framework, but to inform how that framework fits into your holistic public sector sales strategy.
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Pros of listing on G-Cloud 14
G-Cloud is favoured by tech suppliers as one of the most efficient and direct routes to the public sector market. When used in partnership with a robust sales strategy, frameworks like G-Cloud can be the most effective source of business for supplier.
1. Exclusive and direct market access
G-Cloud-listed suppliers have access to a significantly larger market of suppliers, with fewer obstacles and interfaces.
The marketplace catalogue format of G-Cloud means that buyers looking to procure cloud-based products and services see a pre-approved lot of suppliers who meet their needs. This creates a streamlined route to call-off contracts and longstanding partnerships with buyers through direct awards, exclusive mini-competitions, framework-only call-offs, and a direct interface with the buyer for suppliers.
Concrete tactic: Sign-up to the Frameworks waitlist for early access to historic G-Cloud call-off data to assess the opportunities you could be missing.
2. Gaining a competitive edge
Exclusive market access granted by a G-Cloud listing means potentially having a route to market that your competitors might not have.
G-Cloud is a great opportunity to have your products and services considered by buyers away from the noise of the market in a closed framework environment. Don’t miss out on the opportunity for exclusive call-offs, direct awards, and the ability to close deals faster than your competitors.
Equally, if none of your competitors and partners are using G-Cloud, you might be looking at the wrong framework!
Concrete tactic: Research G-Cloud 13 call-offs involving your competitors, to understand which frameworks your competitors are using - sign up for early access to our Frameworks tool.
3. Streamlined sales process
G-Cloud 14 pre-approves suppliers for working with the public sector, from compliance and security accreditation to commercials, and bypasses the lengthy processes normally associated with tendering.
Pre-approval allows you to avoid red tape and focus on the things that matter within the sales process like building a strong relationship with buyers, gaining a deep understanding of their challenges, and how you’ll deliver your products and services
Suppliers using G-Cloud are able to use the time spent with buyers to gain valuable feedback from public sector buyers to refine their offerings and better meet their needs. This, in turn, strengthens relationships with the public sector and strengthens suppliers’ market positions.
Concrete tactic: Use our Stotles AI-powered ‘Outreach Builder’ to find the individuals you need to build relationships in buyer organisations and reach out and understand their needs and challenges before a procurement takes place on G-Cloud.
4. Visibility and credibility
Being listed on the G-Cloud framework increases your visibility among public sector buyers who trust the framework as a source of pre-vetted, secure, and compliant services.
This enhances your credibility and positions your business as a trusted supplier to the public sector, both on the framework and, following G-Cloud awards, in the wider market.
This supports SMEs and businesses who are new to the public sector to compete alongside larger suppliers for public sector contracts, based on the quality and value of their services rather than their size or brand awareness in the market.
Concrete tactic: See which frameworks have a high 'Signal Score' and are most aligned with your signals including keywords, competitors, buyers, and industry.
WEBINAR: How do top suppliers use G-Cloud to their advantage?
We’re hosting a webinar for cloud-based products and services suppliers, from G-Cloud veterans right through to those who are weighing up whether it’s the right framework for them, to understand how leading suppliers use G-Cloud to work better with the public sector and secure contracts.
G-Cloud, and frameworks more widely, are not ‘won and done’ platforms and the best public sector suppliers use them as a part of their wider sales and GTM strategies.
Cons of listing on G-Cloud 14
There are substantial benefits to becoming a G-Cloud 14 supplier, but a framework listing isn’t a silver bullet and will not guarantee success. Successfully making it onto G-Cloud yields different benefits to different types of suppliers, depending on the strategies they use to support their listing.
1. High-resource requirement
The process of getting listed on G-Cloud 14 is time-consuming. Suppliers must meet specific criteria, including security and compliance standards, which can require significant preparation and a strong understanding of the public sector’s needs. This can be particularly daunting for smaller businesses or those new to public sector procurement.
And, if you make it onto G-Cloud, maintaining your listing, keeping service information up to date, and responding to opportunities can be administratively intensive. It requires a dedicated effort to manage your G-Cloud presence effectively, which could be a strain on resources when managing a public sector presence beyond the framework.
Concrete tactic: Partnering is a way to avoid the operational overhead of listing on G-Cloud for smaller or less experienced businesses. Look for an experienced listing partner who can list services or products on your behalf as part of a private commercial agreement.
Find partners who was listed on G-Cloud 13 to understand who could act as your route to market for this iteration.
2. Standing out in a static landscape
G-Cloud 14 lists an array of suppliers, which means your business will be one of many vying for the attention of public sector buyers. Standing out in a crowded marketplace requires not just a clear and persuasive offering, but effective sales and engagement strategies tailored to the buyers you want to target.
Achieving a listing on G-Cloud 14 is not a ‘won and done’ guarantee of success. With so many services listed, there's a risk that unique aspects of your offering may not be noticed or considered against factors like price, causing you to lose out on opportunities.
Outside of G-Cloud 14 you need to be proactively engaging with the market to anticipate and create opportunities through research and relationships to ensure your offering is known to buyers when the time comes.
Concrete tactic: Don’t wait for buyers to come to you, track buyers and competitors to see when opportunities are expiring and where you can build relationships to replace incumbent suppliers.
3. Getting frozen in time while the market shifts
The technology and services marketplace, particularly in cloud computing, is fast-evolving. The fixed and frozen nature of G-Cloud listings means that rapidly adapting to market changes or innovating your service offerings in real-time can be challenging, potentially putting suppliers at a competitive disadvantage outside the framework.
Don’t rely on behaviour within G-Cloud as your only source of truth, pay attention to shifts in the market and the ever-changing priorities and policies of buyers. This intelligence should inform both your product and service offerings and your commercial approach outside of the framework so that when G-Cloud 15 goes live, you’re in as strong a position as you are today.
Concrete tactic: Sign up to a Stotles Growth plan and request a Stotles account briefing to stay up-to-date on your target accounts and ensure you’re up-to-date on the latest priorities of your target buyers.
4. Limited interaction with buyers
G-Cloud operates on a catalogue-based procurement model, which may limit direct interactions with potential buyers until they are ready to purchase. This can make it challenging to build relationships, understand specific needs, and tailor offerings accordingly, which are crucial elements of working with the public sector.
While G-Cloud 14 provides a more direct interface with public sector buyers, relationships with decision-makers and an understanding of public sector organisations and their challenges still need to be prioritised. A framework listing won’t do this for you, so make sure you’re using relationship-building to enhance your position in partnership with a G-Cloud listing.
Concrete tactic: Use our Stotles AI-powered ‘Outreach Builder’ to find the individuals you need to build relationships in buyer organisations and reach out and understand their needs and challenges so that, when the time comes, you’re front of mind as the supplier of choice.
Don't miss our G-Cloud 14 sales strategy webinar
Our webinar 'G-Cloud 14: How do top suppliers use it to their advantage?' is taking place from 9:30-11am on Tuesday 20th February to ensure that when the G-Cloud 14 ITT goes live, you're ready to position yourself as one of the leading suppliers in the public sector.
Don't miss out, register now👇