Selling to teachers, schools, districts, and universities is extremely hard, and there are many strategies that have been deployed to crack the market and reach customers. The range of customers in edtech requires a more personalized approach for each group. This panel aims to provide a framework for developing a G2M strategy in edtech. Panelists: MJ Linane, Founder of GuildWay Glen McCandless, Founder of Selling to Schools Amin Kazi, Founder of Unizin Table of Contents 4:30 - Marketing versus sales 8:15 Top down versus bottoms up sale 17:00 Top down versus bottoms up at the university level 20:01 - What are some concerns with teachers signing up for product license? 23:50 - Privacy and data concerns for teachers 24:50 - Paywalls and freemium models 31:20 - Is there an earnest money effect? Should you require teachers to put some money on the line? 36:10 - In a top down model, how do you decide who to sell your product to? 40:00 - Inside sales versus outside sales 46:05 - Better or worse times of the year to sell to K-12 57:25 - School board first sells options 59:15 - Vendor Pre-screening Cooperatives 1:03:50 - Tips for Shortening Sales Cycle