How Marketplace.city Built a Smarter Outbound Motion for B2G Growth

Hector Santacruz
13 minutes ago
2 min read

Selling to government isn't like traditional B2B sales.

Longer sales cycles, multiple decision-makers, changing contacts, and complex procurement processes can make reaching the right person—and having the right conversation—a challenge.

For Marketplace.city, a B2G platform helping governments source, validate, and procure technology and services, scaling outreach meant finding a smarter way to approach these challenges.

That’s where its partnership with Tendril came in.

The Challenge: Scaling B2G Outreach

Marketplace.city had a strong solution and a growing market opportunity, but its sales development process wasn't keeping pace.

Its SDR team was averaging around 40 cold calls per day and typically booking only one to two meetings per week. At the same time, keeping government contact information accurate was difficult as people changed roles and organizations evolved.

The challenge wasn't simply making more calls.

It was creating more opportunities for salespeople to actually talk to the right decision-makers.

The Solution: Technology + People

Marketplace.city partnered with Tendril to strengthen several parts of its growth strategy.

With Tendril Connect Premium, the company combined agent-assisted dialing with nearshore sales talent. Tendril's agents handle IVRs, gatekeepers, and voicemail, transferring live conversations directly to sales representatives so they can focus on selling rather than dialing.

The partnership also addressed data quality through Tendril Enrich, helping Marketplace.city reach more relevant and up-to-date government contacts.

And with HubMX, Marketplace.city gained access to nearshore technical talent without taking on the full complexity of international recruiting and employment.

The result was a more connected approach to growth:

Better Data → More Conversations → Greater Sales Capacity → Scalable Growth

Watch the Marketplace.city Story

Want to hear directly about the experience?

In this conversation, Chris Foreman, CEO of Marketplace.city, shares how the company approached its B2G growth challenges and how Tendril became part of its sales and operational strategy.

Watch the full conversation below:

https://www.youtube.com/watch?v=nrbLcjbHsU4

The Bigger Lesson for B2G Sales Teams

Marketplace.city's experience highlights an important point: scaling sales isn't always about adding more people or making more calls.

It's about removing the friction that keeps salespeople from having meaningful conversations.

Accurate data, smarter dialing, trained sales resources, coaching, and the right operational support can work together to create a more efficient path from prospect to conversation to opportunity.

That's what sales acceleration should ultimately do:

Give your team more time to sell—and more opportunities to connect with the people who matter.