Read here about G-Cloud Success, Analysed; Failure Explained (2018) the G-Cloud 10 edition and the 4-step G-Cloud Maturity Model, providing vendors with our critically acclaimed pathway to sales success on G-Cloud, the UK Government's marketplace for Cloud services.

G-Cloud Success, Analysed; Failure Explained (2018) - the G-Cloud 10 edition is now on sale!

Price £89 + VAT

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Application deadline

for G-Cloud 10 

5pm BST, 23 May 2018

G-Cloud Success, Analysed; Failure Explained

G-Cloud 10 edition

Lindsay Smith, FCA

This path-breaking, analytical work examines in detail the content of the UK Public Sector G-Cloud Digital Marketplace in respect of Software as a Service (SaaS) and maps it against sales success and best practice. Over £2.8billion of Cloud Services have been transacted through G-Cloud and £360million has been spent on SaaS – but only 217 out of 1,755 (12%) of SaaS vendors on the present G-Cloud 9 framework made sales on that framework in the 7 months to December 2017. G-Cloud 10 opened for submissions on 18 April 2018, Crown Commercial Service forecast that spending on Cloud services during the life of G-Cloud 10 will rise from its present rate of £1billion a year to almost £2billion a year by June 2019. We expect about half of this spend to go to UK SMEs, but only those who have invested a little in understanding how to address this market.

G-Cloud Success, Analysed; Failure Explained (2018) takes a fresh look at SaaS vendors’ sales performance and their offerings on the catalogue, highlighting crucial weaknesses, exemplifying successful strategies and providing an opportunity for teams to benchmark their applications on the Digital Marketplace.


  • Identifies 2 catastrophic errors that are disqualifying half of SaaS vendors from making sales consistent with the buyers' rules
  • The pathway to success: appreciate the rules of the game, get the basic moves, then polish and improve by learning how the pro's do it
  • How to be found in a catalogue of 6,500 products
  • Data analysis is half the story, interviews with successful vendors, buyers, CCS & GDS and successful experience selling on G-Cloud provide expert insight
  • Which attributes buyers appear to look for and discriminate against, we publish the tables
  • See if you are being eliminated by not having the attributes that 75% of the market measure up to
  • If you are new to public sector selling, we offer advice on how to structure the marketing plan that supports your G-Cloud presence


  • Access months of detailed analysis employing advanced techniques and applying 6-years in-depth G-Cloud experience
  • Clear guidance on how to remove toxic components from your next G-Cloud offering
  • Advice on short-term improvements to your offering that could align you better with those enjoying sales success
  • Benchmark your application, make your choices informed, ignore the myths – look at the data
  • Adopt the G-Cloud Maturity Model as your sales & marketing strategy template to project your offering into the magic-circle of winners
  • Understand why vendors can be commercially successful elsewhere yet not selling on G-Cloud. It has nothing to do with unfairness, bias or luck – the answers are hidden in full view

The Author

Lindsay founded the G-Cloud Special Interest Group at EuroCloud, the independent trade association for Cloud vendors, where he was Secretary General from 2012 to 2015. He has closely studied the evolution of G-Cloud since its creation, has a successful sales track record and is a firm believer in G-Cloud's benefit to the industry, the citizen, innovation and economic prosperity. Lindsay’s degree from Warwick University included the disciplines of mathematics, econometrics and statistics and he is a Fellow of the Institute of Chartered Accountants; add 30 years Board level experience in the IT (Software/SaaS) industry and you have the mixture of skills and experience necessary to make sense of the enigma behind G-Cloud success and failure. Lindsay is a successful freelance public sector sales & marketing contractor and UK Regional Director for The York Group an international marketing platform specialising in helping SaaS businesses flourish in new markets.

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