Gartner Research

Market Trends: U.S. Federal Buying Cycles Are Evolving — Adapt or Face Increasing Commoditization

Published: 25 January 2016

ID: G00293214

Analyst(s): Katell Thielemann


The traditional U.S. federal IT acquisition process is no longer adequate to support agency digital technology buyers, and emerging acquisition practices threaten vendors that don't adapt. We provide marketing leaders with key information to position for success as the federal IT "DigiFlip" unfolds.

Table Of Contents


Market Trend

  • Federal Buying Cycles Are Evolving
  • Key Trends to Watch
    • New Decision Makers and Influencers
    • Dynamic Market Research
    • Renewed Focus on Acquisition Training
    • Evolution of Contracting Approaches
  • Vendor Implications
    • Address the Threat of Commoditization With New Business Models and Contract Mechanisms
    • Recognize That Your Digital Presence Now Trumps All Other Marketing Channels
    • Refresh Your Approach to Segmentation and Positioning

Contrarian View

  • If Complexity Continues to Be Introduced and Protests Impact New Efforts, These Trends Change

Vendors to Watch

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