This is episode 777.
Read the complete transcript on the Sales Game Changers Podcast website here.
In this episode of Marketing for Selling Effectiveness, a sub-series of the Sales Game Changers Podcast, host Fred Diamond and co-host Julie Murphy of Sage Communications welcome a powerhouse guest. Zhenia Klevitsky, Chief Growth Officer at ITC Federal, appears on today's show.
One of the key messages that the Institute for Effective Professional Selling (IEPS) strongly communicates is that Sales and Marketing must work stronger together today more than ever before. With two decades of experience in government contracting, Zhenia shares real-world strategies for aligning sales and marketing to win complex, high-stakes federal deals. She explains why the old silos between BD and marketing no longer work and how modern GovCon growth teams must act as a unified revenue engine.
You’ll learn:
✅ Why mission-first messaging is essential in federal sales
✅ How account-based marketing (ABM) shapes perception long before the RFP
✅ The power of community involvement in building trust with government buyers
✅ Why thought leadership beats traditional capture in today’s market
✅ How AI, automation, and shifting buyer expectations are changing the rules Zhenia also shares a detailed case study on how her team successfully embedded into a tight-knit local community in New Mexico and won a major contract through a bold mix of philanthropy, targeted marketing, and authenticity.
Whether you're a B2G sales leader, a marketing strategist, or an executive navigating the federal buying landscape, this episode will challenge you to rethink your approach and embrace true collaboration.
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