Breaking into U.S. K-12: 3 GTM priorities for edtech companies

Breaking into U.S. K–12 education isn’t just about having a great product. Today, leaders at U.S. school districts, or a group of schools organized and managed by a central office, face increasing pressure to deliver instructional value, protect student data, and reduce the lift on teachers—all at scale. For edtech companies, this means rethinking go-to-market (GTM) strategies to align with how districts actually buy, implement, and evaluate tools.

Below are three big takeaways from powering secure accounts and access for over 1,150 application partners and 95 out of the top 100 U.S. districts.

1. Earn trust by meeting privacy and security expectations 

Today’s district buyers view data privacy as a non-negotiable baseline. Compliance with FERPA, COPPA, and state laws isn’t a competitive edge—it’s required.

But privacy isn’t just about paperwork. District leaders want to know how vendors show up as trustworthy, transparent partners—especially when student data is involved. Learn more about how CIOs at U.S. districts think about protecting student identities.

What district leaders expect from edtech companies:

• A signed DPA aligned with the Student Data Privacy Consortium (SDPC)
  
• A third-party review or internal audit
  
• A responsive, named contact for privacy and security issues

2. Pathways to purchase: Know who buys—and how fast they need to use it

U.S. districts differ in size, procurement processes, and decision-making structures. Some follow formal Request for Proposals (RFPs); others lean on pilots, education service agencies, contracts, or direct purchases. But across the board, one trend is clear: time-to-instruction is now a top buying driver.

In this instance, time-to-instruction is measured by the time it takes between purchasing and implementing the edtech program into the district tech ecosystem and getting it in the hands of the end-user – usually students, educators, or staff. 

Understanding procurement pathways is table stakes. What wins trust is helping districts move quickly from purchase to teacher use—with minimal friction.

What district leaders expect from edtech companies:

• A fast, low-lift onboarding process that shortens time-to-instruction
  
• Clear, role-based onboarding steps for IT, teachers, and support staff
  
• Flexible buying options: RFP-ready, education service agency eligible, or pilot-supported

3. District readiness & pilots: Co-own the outcomes

Pilots aren’t just product demos—they’re tests of trust and alignment. Can your team provide the support, clarity, and outcomes that districts need to justify a full rollout?

District leaders are watching for early signs of success: Is onboarding smooth? Are teachers using it without extra professional development or technical support? Are we seeing real engagement and learning within weeks?

Many of our partners who simplified access (e.g., auto-provisioned accounts via Secure Sync paired with Clever SSO) have experienced an increase in adoption and usage, making it easier for both the district and partner to focus on what matters: student learning.

What district leaders expect from edtech companies:

• Success metrics and dashboards are established before the pilot begins
  
• Early usage and engagement data to assess impact in real-time
  
• Training and support that reduce—not increase—teacher burden
  

Read stories of how leading edtech companies have integrated district expectations into their go-to-market strategies, powering scaled implementations and growth. 

Breaking into the US K-12 market for the first time? Book a meeting to discuss your GTM goals and needs with a Clever specialist.