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The Attendance Line Item Nobody Was Selling To: Reaching K-12 Student-Services Directors

About 22% of K-12 students were chronically absent in the 2024-25 school year — roughly 10.8 million kids — and in nearly half of large urban districts the rate topped 30%, according to RAND's American School District Panel. That number stopped being a compliance footnote years ago. Districts now fund attendance recovery as a standing line item, and the person…

Read NowThe Attendance Line Item Nobody Was Selling To: Reaching K-12 Student-Services Directors

The Fastest-Growing Budget in K-12: How to Sell Into Career and Technical Education

While core instructional budgets flatten, one line is expanding: career and technical education. About 8.6 million students took a CTE course in 2023-24, up from 7.5 million four years earlier, a 16% jump, and the number of concentrators, students going deep into one career pathway, grew 25%. Roughly 12 million students now rely on the $1.4 billion Perkins V program,…

Read NowThe Fastest-Growing Budget in K-12: How to Sell Into Career and Technical Education

Best Titles to Reach for Curriculum and EdTech Sales

Selling curriculum or educational technology to K-12 schools is rarely about reaching one person. A great product can still struggle if it lands in the wrong inbox. Many companies start by emailing principals or superintendents only. While those leaders matter, curriculum and EdTech buying decisions usually involve several people—each with different priorities. A curriculum director may focus on standards alignment.…

Read NowBest Titles to Reach for Curriculum and EdTech Sales

Districts Are Spending More on Professional Development, Not Less. Here’s Who Signs Off and When to Email Them

Four in 10 district leaders expect professional development spending to increase in 2026-27 — more than any other budget category, including devices, according to EdWeek Research Center surveys behind the Market Brief purchasing priorities report. While vendors crowd into shrinking instructional and technology lines, PD is one of the few places district money is moving up. Selling professional development to…

Read NowDistricts Are Spending More on Professional Development, Not Less. Here’s Who Signs Off and When to Email Them

Public Schools Are Crowded. The Private and Charter Goldmine Is Wide Open.

The vast majority of education vendors point their outreach at public school districts — and they're all crowded into the same inboxes. Meanwhile, roughly 30,000 private K-12 schools (about 4.9 million students) and some 8,000 charter schools (3.8 million students, an all-time high) get a fraction of the attention. If you sell into education, selling to private and charter schools…

Read NowPublic Schools Are Crowded. The Private and Charter Goldmine Is Wide Open.

Districts Are Cutting Vendors First Post-ESSER. Here’s How to Get Reclassified as “Essential.”

The federal stimulus is gone. The March 28, 2026 deadline to liquidate ESSER dollars passed with no further extensions, leaving as much as $3 billion in already-obligated contracts stranded across 41 states, and the 2026-27 fiscal year that began July 1 is the first fully stimulus-free budget K-12 has run since the pandemic. Selling to schools after ESSER funding ended…

Read NowDistricts Are Cutting Vendors First Post-ESSER. Here’s How to Get Reclassified as “Essential.”

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