Ask me what the biggest challenges are for solution providers targeting government and I could give you many responses -- long sales cycles, reduced margin, contract administration ... the list goes on. The answer I wouldn't think to give is a company's name, but a group of solution providers made me realize that can actually be a deciding factor in contract awards.

Actually, it's not so much the name a solution provider does have, but the name a solution provider doesn't have, as in the top five to 10 systems integrators that arguably own the market. Lorne Shakelford, director of sales at Insight Public Sector calls them the "IT insurance companies."

There is a lot of truth in that, and not because the Northrop Grummans and Lockheed Martins of the world aren't good at what they do; they didn't become synonymous with government IT contracting without reason. Those companies evoke confidence in government customers, at times without the benefit of both parties actually working together. That leaves nameless, small solution providers with more to prove.

Naturally, all markets have their major players. But government -- particularly federal, though these days more often at the state and local level as well -- glaringly can play favorites based on trust, not a proposal. Is that fair? Not really, though sometimes it can work in reverse: Some public-sector customers, particularly in local government and education, will pass over a big name if it means the chance to get more personalized attention and perhaps avoid a drawn-out state-funded procurements.

This is still a market built on relationships. Present a reality that eliminates the preconceived notions.