GTM Glossary · Compliance & Legal
B2G Sales
Selling to government and public-sector bodies, under procurement law rather than commercial negotiation alone.
[01]What It Means
B2G cycles are longer, criteria are published, decision-making is committee-based, and pricing is often fixed by the process. Security, accessibility, and data-residency requirements are qualification gates rather than preferences.
[02]Why It Matters
Public budgets are stable and contracts are long, which makes B2G attractive for companies that can wait. The same properties punish vendors who enter expecting commercial-style velocity.
[03]Where It Goes Wrong
Applying a commercial motion to a regulated buying process.No local entity or references when the tender demands both.Cash planning built on commercial payment terms.
[04]Related Terms