Pursuit Marketing: Leveraging a Data-Driven Approach to Market the Deal

Win more strategic GovCon deals by turning marketing into a competitive advantage throughout the pursuit lifecycle.

Presenter: Frank Salatto, Head of Marketing, US Public Services, SAP

In high-stakes GovCon pursuits, marketing can no longer operate separately from sales and capture teams. Winning complex deals requires targeted engagement, stronger alignment, and a data-driven understanding of the agency, the buyer, and the competitive landscape long before the final proposal is submitted.

In this session, Frank Salatto explores how pursuit marketing helps organizations strategically support critical opportunities through closer collaboration between marketing, sales, and capture teams. Learn how mission data, buyer intent signals, relationship intelligence, and competitive insights can strengthen positioning, shape messaging, and improve an organization’s “right to win.”

You’ll also discover how marketing teams can adapt their role depending on the timing and complexity of the pursuit, creating measurable impact through intentional engagement strategies that support deal acceleration and long-term growth. This course was delivered at GAIN 2025. GAIN is the premier B2G Marketing Conference, presented by GovExec.