Selling to Schools, Districts, and Universities

Selling to education institutions is slow, seasonal and political. Buyers are public bodies spending taxpayer and grant money under procurement law. The people who use the product usually do not control the budget, and the people who control the budget answer to boards, auditors and parents. Successful companies combine two motions: bottom-up adoption by teachers and faculty who find and love a tool, and top-down sales to the leaders who can fund it at scale.