Getting on G-Cloud Isn’t Enough – Strategically Turn Listings into Contracts

Don’t Just Sit on G-Cloud – Sell Your Way to Success

Are you a tech supplier listed on G-Cloud, yet wondering why sales aren't rolling in? You’re not alone. Many companies treat G-Cloud like a set-it-and-forget-it catalogue, expecting buyers to come knocking. But the truth is, success on G-Cloud comes from actively selling, not just passively sitting in the Digital Marketplace. In this article, we'll explore what G-Cloud is, why the public sector loves it, and how your organisation can turn a listing into real contracts by building relationships, staying engaged, and planning ahead.

What is G-Cloud?

G-Cloud is the UK government’s procurement framework for cloud-based technology. Think of it as a public-sector “app store” where approved suppliers list cloud hosting, software, and support services for government buyers. Since its launch, G-Cloud has gone through many iterations (G-Cloud 14 is live now, with G-Cloud 15 on the horizon). It’s open to any cloud services supplier, big or small, as long as you comply with the framework requirements.

The framework is managed by the Crown Commercial Service (CCS) and built on a catalogue called the Digital Marketplace. It’s divided into categories (or “lots”) like Cloud Hosting (infrastructure platforms), Cloud Software (SaaS applications), and Cloud Support (migration and managed services). When a buyer needs something, they can search or filter in the marketplace and see your offerings alongside your competitors’.

Why Public Sector Uses G-Cloud

Government and public bodies love G-Cloud for the simplicity and speed it offers. Instead of running a full procurement exercise from scratch, a department can use G-Cloud to find ready-made solutions. Buying through a framework is faster and cheaper than starting a custom tender. This matters especially for under-resourced teams like small local councils, schools or NHS units. They often have limited time and staff to handle procurement, so being able to pick from pre-approved services saves huge effort.

Other benefits for the public sector include:

• Standard contracts and terms: All suppliers agree to the same legal terms in advance, cutting down on lengthy legal negotiation.

• Transparent pricing: Services come with fixed rates and day-rates, making budgets easier to manage.

• Easy comparison: Buyers can quickly shortlist multiple services, see ratings or reviews, and make a direct award or run a mini-competition online.

• Faster delivery: Since services are largely “off-the-shelf” or well-defined, buyers often get working solutions sooner than a ground-up development.

It’s a win for both sides: the Government expects innovation and lower costs from more competition, and suppliers get access to a huge public sector market. In fact, the Digital Marketplace as a whole handles around £4-4.5 billion a year in cloud and digital services. G-Cloud alone is worth roughly £3 billion annually, with big departments like DWP, HMRC and the Home Office each spending significant amounts every year via this framework. Thousands of public organisations (from central departments to councils and schools) can buy through G-Cloud.

Why Listing Isn’t Enough: Sell, Don’t Sit

So you’ve successfully made it onto G-Cloud – congratulations! But your work has just begun. Simply being listed on G-Cloud does not guarantee sales. In fact, many companies find themselves on the marketplace with little to show for it. Only around one third of registered suppliers won any business. Ouch. The rest were essentially sitting idle.

The key reason is visibility and engagement. G-Cloud has thousands of suppliers (over 5,000) and tens of thousands of listings. In such a crowded field, buyers may not notice or choose you unless you stand out. You might have the best solution, but if your name or description is buried under generic listings, you won’t get picked for a contract.

Instead of waiting for buyers to find you, treat G-Cloud like any marketplace: you need to market your products, build trust, and fit into the customer’s buying journey. Think ahead: many buyers start their research before a contract opportunity is advertised, looking for potential suppliers and solutions. You want to be on that shortlist in their heads, not lurking unseen.

Tips for Proactive G-Cloud Selling

Turning your G-Cloud listing into sales requires a proactive approach. Here are some practical steps to get started:

• Reach Out to Buyers Early: Don’t wait for an invitation. Identify public sector procurement contacts, IT managers or Heads of Service who might need your services and reach out for a friendly introduction. Explain clearly what you do and how it solves their problems. Even a brief chat can make them aware of your name and service, so when a need arises, they remember you. Procurement teams value knowing what options exist ahead of time.

• Attend Sector Events: Industry conferences, user groups and local authority meetups are great for meeting potential customers. Many organisations host or attend events on digital transformation, cloud adoption or IT security. Speaking at these or even joining panels can raise your profile. You’ll often find procurement or project leads in the audience – that’s your chance to pitch in person. Look for events by NHS Digital, Socitm, UKAuthority or local government associations.

• Understand Public Sector Needs: Research what issues and priorities your target buyers face (budget cuts, service needs, new regulations) and tailor your messaging. For example, if councils need better online citizen services, highlight how your cloud software speeds development. If security matters, emphasise your compliance. Public sector organisations have strict budget and audit rules – show how your product or service saves time or money while meeting those requirements.

• Use Clear, Searchable Descriptions: Your G-Cloud service name and summary are searchable fields. Avoid overly clever or niche names. Instead, include key terms a buyer would use. Write your summary in plain English, focusing on outcomes (“securely handles 100,000 emails for a government team”) rather than jargon.

• Polish Your Service Definition: G-Cloud requires a Service Definition document. This is your chance to shine. Make sure it’s clear, concise, and avoids jargon. Lay out exactly what’s included: features, support levels, migration help, etc. Explain how the service works in practice, not just in theory. For example, describe a typical onboarding process or training session. If possible, include a brief case study or screenshot. The goal is to give buyers confidence that they know what they will get.

• Be Responsive and Agile: Public sector buying can be surprisingly fast once a need is defined. If a procurement team reaches out (or posts a notice), reply quickly. They often work to tight timelines. If you need clarification, ask promptly. Also be flexible: if they suggest a different bundle of features or contract length, consider accommodating it. Quick, helpful communication shows you understand their needs and are easy to work with – a big plus in Public Sector deals.

• Stay Competitive on Pricing: Budget matters. Look at what other similar services are priced at on G-Cloud. If your rates are much higher, be ready to justify why (perhaps you offer extra support or enhanced features). If they’re too low, buyers might doubt your quality. Offer clear pricing: daily rates for services, license fees for software, and highlight any volume discounts or flexible licensing. Clear pricing can be a deciding factor.

• Use Case Studies and References: When talking to buyers, mention relevant success stories. If you’ve helped other public bodies (even small ones) or big private organisations in a similar niche, share that experience. Evidence of past performance builds trust. Even if you can’t name exact customers, you might say, for example, “our software is already used by several county councils” or “our solution met all of HMRC’s security requirements in a trial”. Anecdotes about similar wins reassure buyers.

• Keep Your Listing Fresh: Whenever your service changes or improves, update the listing. Added new features or a case study? Post a headline update in your description. When a new G-Cloud round opens, apply early and add any new offerings. You can list relevant services in multiple lots (e.g. a software product and a support package), increasing visibility. Updates signal to buyers that you’re active and committed.

• Follow Up After Delivery: After you win a contract, continue nurturing that customer. Happy customers often buy more or give good references. Strong performance reviews and case studies from these projects can feed back into your sales efforts on G-Cloud and beyond.

Understanding the Market Opportunity

If you think G-Cloud is small scale, think again. The UK public sector spends billions on cloud services. G-Cloud’s annual spend was around £3 billion, which is a huge market for tech suppliers. Central government accounts for about half of that spend, with the rest spread across local authorities, health trusts, education and others. Departments like Work & Pensions, the Home Office and HMRC each spent well over £100 million through G-Cloud in one year. And don’t forget local councils and schools – thousands of public bodies can buy through this framework.

There’s also a focus on SMEs and innovation. Out of all G-Cloud suppliers, over 4,500 are SMEs (small and medium businesses). That was the plan: help more agile firms win government work. In practice, SMEs won about 45% of the spending in earlier years. So as a medium-size supplier, you’re in good company. The flip side of this competition is that buyers appreciate diverse suppliers – if you highlight what makes your offering unique, you have a chance to stand out.

Keep in mind: G-Cloud is now a proven route for procurement. There have been many “calls for competition” on this framework, meaning buyers actively browse for solutions on the marketplace. Staying active on G-Cloud keeps you in the game for these opportunities, rather than forcing them to look somewhere else.

Benefits for Both Sides

The magic of G-Cloud is that it helps suppliers and buyers alike.

• For suppliers: It’s an easier way to reach Government customers. You avoid much of the paperwork of normal public tenders, and you get a level playing field to show your strengths. Even as a mid-size or small company, you can compete with big players as long as your solution and price stand out.

• For buyers: They get access to a wider range of services and providers. More competition in theory drives innovation and better value for taxpayers. Also, if one department figures out how to use a supplier, others can often follow suit, so work doesn’t have to start from scratch each time.

This competition has led to better results for all. G-Cloud was partly created because some large incumbents weren’t always delivering ideal outcomes. Now hundreds of newer firms offer cutting-edge solutions on the marketplace. The public sector gets more choice and innovation, and you as a supplier get the chance to prove yourself.

In Summary: Take Action!

Listing on G-Cloud is just the first step. To really succeed, actively engage. Treat G-Cloud as one tool in your sales toolbox: attend relevant events, keep your marketing focused on public sector needs, and communicate clearly on the platform. Keep your offering up-to-date, make sure your price and support are attractive, and above all, be responsive and helpful to prospects.

If you do all that, G-Cloud can be a powerful avenue for growth. Given the multi-billion-pound spend and government focus on digital services, it’s a huge market opportunity. By selling proactively – not just sitting on a listing – you can tap into it and grow your public sector business.

Ready to give your G-Cloud sales a boost? Start by reviewing your listing today: check your keywords, sharpen your description, and reach out to a few target buyers. Over time, you’ll build the relationships and reputation that turn a framework listing into real contracts. The potential is there – now it’s your turn to seize it!

This article reflects Nexus Procurement Solutions’ professional perspective on current procurement developments and does not constitute formal advice.