By: Courtney Marshall
Federal agencies are operating in increasingly complex environments, where success depends not just on sharing information, but on ensuring it is understood, applied, and acted on.
That is where the intersection of training and engagement becomes critical.
For years, training and events have been treated as separate activities. Training programs focused on knowledge transfer, while events were often viewed as logistical exercises. Today, that distinction no longer reflects how federal programs operate or succeed.
The most effective agencies are designing experiences that combine both.
At Rainmakers, we see this every day in our work supporting federal health programs. Whether it is a national conference like the CMS Quality Conference or a structured training program like the Acquisition Development Workshop (ADW), the goal is the same: create environments where people can learn, engage, and apply what they have gained.
This shift requires a different approach.
Training must move beyond content delivery. It must be designed around real-world application, incorporating scenarios, interaction, and reinforcement to improve performance and reduce time to proficiency. Effective training reflects the environments in which federal employees operate, ensuring that what is learned can be immediately put into practice.
At the same time, events must move beyond logistics. They must be intentionally structured to foster participation, dialogue, and learning. From speaker preparation to session design to facilitation, each element plays a role in how effectively audiences engage and retain information.
Hybrid and virtual environments have further emphasized this need. Expanding access is essential, but access alone does not guarantee engagement. Successful programs require thoughtful design, strong facilitation, and the right technical execution to create meaningful experiences across both in-person and virtual audiences.
Emerging technologies, including AI, are also beginning to shape how agencies approach both training and events. In training, adaptive learning models and data-driven insights are helping tailor content to different audiences, improving comprehension and retention. In events, data captured through registration platforms, session participation, and digital engagement tools is providing agencies with a clearer understanding of what resonates and where improvements can be made.
The value of these capabilities is not in the technology itself, but in how they are used to support better outcomes. When applied thoughtfully, they enable more personalized learning, stronger engagement, and more informed decision-making across programs.
Across federal agencies, successful strategies at the intersection of training and engagement often share a few defining characteristics:
- They are designed for application, not just awareness. Participants leave with a clear understanding of how to apply what they have learned in their roles.
- Engagement is built into the experience from the start. Interactive sessions, facilitated dialogue, and well-prepared speakers drive participation and understanding.
- Data is used to continuously improve. Insights from participation and engagement help refine both training and event design over time.
- Learning is integrated into convenings. Conferences and stakeholder events reinforce key concepts rather than simply presenting information.
- Accessibility and hybrid delivery are intentional. Programs are designed to engage audiences regardless of how they participate.
When done well, the combination of training and engagement can significantly strengthen federal programs. Teams leave not only informed, but better equipped to perform their roles. Stakeholders become more connected to the mission. And agencies are better positioned to translate policy into practice.
This is where we focus our work.
By bringing together training expertise, event execution, and a deep understanding of federal environments, we help agencies design experiences that support their mission and drive real results.
Courtney Marshall is a Principal at Rainmakers Strategic Solutions and leads the company’s Event Planning & Training portfolios.
With more than 15 years of federal contracting experience, she specializes in helping federal agencies create impactful learning, training, and engagement experiences.
She also leads delivery of the CMS Quality Conference, CMS’s largest annual conference.