The One Thing Government Reps Wish Small Tech Companies Did (And Almost None Get it Right)
If you’re a small business trying to break into the DOD, there’s one shift that can build momentum faster, open real doors, and shorten the long path to funding.
I’ve worked with hundreds of tech companies, from brand-new startups to mature small businesses, to some of the largest contractors in the world. and most of them have one thing in common when they start this journey:
They haven’t yet been shown how to speak to the DOD in a way that sticks.
TLDR:
Most small businesses stall in the DOD market because they pitch solutions without understanding the agency's mission. Leading to lost revenue, strained relationships, and a painfully long funding cycle. When you take time to research the right office, lead with a relevant value statement, and build real relationships, everything changes.
The DOD Is Huge, and Hard to Navigate But That’s Not Your Fault
The Department of Defense (DOD) is a massive organization, with an annual budget of $849.8 billion in 2024. It’s made up of hundreds of smaller offices and departments and like many large systems, internal communication isn’t always seamless.
That’s why even the most innovative companies can feel lost or stuck when trying to enter the DOD market.
Whether you’re just getting started or expanding your federal footprint, success starts with understanding one core truth:
You have to speak to the agency’s mission, not just your product.
(Or if you're short on time, hire someone who lives and breathes this stuff — shameless plug included.)
What Many Companies Haven’t Been Taught (Yet)
While leading industry days, attending PALTs, and supporting over 300 government events, I’ve seen one common pattern:
Many companies come in ready to pitch but haven’t yet taken the time to connect their solution to the agency’s current needs.
For example, at a reverse trade show with a Navy organization focused on software and hardware, I watched one company pitch janitorial services. Afterwards, the government rep told me it had already happened six other times that day.
There are parts of the Navy that need janitorial services. But this wasn’t one of them.
It wasn’t a lack of talent or passion. It was simply a mismatch in mission and that’s something you can fix.
Successful Companies Do This Instead
The companies that build traction aren’t always the ones with the flashiest tech. They’re the ones who do a bit of extra research, ask thoughtful questions, and lead with curiosity.
They:
Know who they’re speaking to
Understand the office’s role and pain points
Offer a value statement that feels specific, relevant, and timely
Respect every person in the room, not just the title-holders
And as a result, they walk away with insight, relationship seeds, and real opportunity.
So What Is a Value Statement — and Why Does It Matter?
Not your innovation. Not your patent. Not even your latest AI-enabled tool.
A strong value statement shows that you:
Understand who you're talking to
Know their mission, challenges, and priorities
Offer a solution that helps them meet those goals
It creates connection, clarity, and confidence and it's often the difference between a follow-up conversation and a polite “thanks for your time.”
Don’t just sell your solution. Connect it to their mission.
That’s when the real momentum begins.
What We Do at AGS (and What You Can Do Yourself)
When I work with clients, we don’t start with the product. We start with the agency.
We walk through:
What mission areas the company supports now
What new areas they want to grow into
What agencies are aligned
Which programs or offices are best to connect with
And what people inside those offices are most likely to care
Then we build a plan that includes a tailored value statement, capability alignment, competitive context, and an actionable outreach strategy.
What this looks like in practice
Our process includes:
Research on target agencies, offices, and programs
Capability alignment, including growth areas
Competitive analysis
Teaming partner strategies
Development of strong capability statements and quad charts
An actionable growth strategy for increasing DOD revenue
But it all starts with that one value statement.
3 Things You Can Do This Week
1. Pick one agency and research its mission
Go beyond headlines. Read their strategy docs, current solicitations, and small business office pages.
Let’s say you’re looking at DARPA,, whose mission is “to create technological surprise for U.S. national security by investing in breakthrough technologies and promoting innovation.”
Look at DARPA’s active topics, recent articles, events, and the role of their small business office. Ask yourself:
What problems are they trying to solve and why are they important to them?
2. Write one sentence that connects your capability to that mission
Focus on mission value, not tech specs. For example:
"We help warfighters in low-connectivity battle environments accelerate decision-making by reducing sensor data processing time by 75%, using predictive AI to eliminate lag."
If you have tested the capability, use that in the value statement.
"We help warfighters make accurate, lifesaving decisions 35% faster in low-connectivity battle environments. Our platform reduces sensor data processing time by 75% and uses predictive AI to eliminate lag and decision-making fatigue."
This kind of statement:
Speaks to DARPA’s priorities (speed, innovation, operational advantage)
Gives the rep a reason to talk to you
Frames your capability as enabling a mission outcome
Avoids unnecessary jargon while still sounding expert
3. Test it with someone outside your bubble
Find someone who doesn’t know your tech and ask:
“Does this make you want to learn more?”
If they say no, revise until it does.
Final thoughts
Breaking into the DOD doesn’t require perfection, it requires alignment, curiosity, and a commitment to learning how the system works.
If you’ve made this mistake before, you’re not behind. You’re learning and now that you know what government reps actually want to hear, you’re in a better position to lead with strength.
Need a second set of eyes? Or want support creating your own strategic entry plan?
I’ve helped over 200 small businesses build relationships, win funding, and grow in the DOD space. Schedule a free discovery call and let’s talk.