Defence Consultant in Melbourne, Australia

Positioning your Company with a Competitive Advantage… Stronger | Faster | Cheaper | Lighter

A Clear and Supported Path – to Winning Defence Sales!

Defence Industry Australia

 We understand you’ve tried…

…and are confused! 

There are indeed too many directions to go in – while tackling ‘getting familiar with’ the Defence Industry and relationships you need to succeed.

The Australian Defence Contracts framework is large and takes time to understand, let alone mastering sales and marketing into this unique environment.

…and you still don’t necessarily know what you need to do first – to help you most easily overcome these challenges and gain traction in the Defence industry and multi-tiered Defence Supply Chain.

Here’s what one of our customers says about us… 

The Defence market in Australia is complex… however, it doesn’t need to overwhelm you.

Think of us like an experienced and well rounded General Manager of Marketing & Sales for the Defence Industry.

We help you lay solid foundations to effectively Attract & Convert new and existing customers.

…start investigating if Defence is really a market for you!

Defence Contracts, in Australia

There are multiple ways to win Defence contracts in Australia, one is through a direct relationship with Defence however, this is usual not the correct way or statistically common way for SMEs.

Most SMEs work under/in the supply chain of a Defence Prime, or International Prime Contractor.

Now we help the Defence focussed SME community navigate the complexities of Defence Sales in Australia; helping you understand, plan and implement a strategy based on your specialities and the needs of the ADF.

Because we understand these things, we’ve gathered a number of really helpful tools and created some training courses to help you gain a better understanding of how to gain traction in Defence Sales.

We have compiled and created a number of tools to help you understand if you should pursue Defence as a market in the first place; and what you need to look into if you want to sell into the Defence Industry. 

Why don’t you come along to our initial training session on the Defence industry, particularly around sales (video with signup link above)?

Defence Procurement

Defence Sales and Procurement systems are confusing; however, from our collective experience working on the inside (in uniform) and the outside (with multiple Primes) winning $multi-million Defence contracts… we’ve got you covered.

ASDEFCON is the name for the suite of contracting templates that you need to become familiar with or get an expert to help you work through – when tendering for Australian Defence Contracts.

The Australian Department of Defence (DoD) uses mainly a platform called ‘Austender’ to approach the market for bids on projects that they need completed in order to provide the Australian Defence Forces (ADF) with what they need to ‘defend’ our nation.

Through Austender is the predominant method of procurement for major projects direct from Defence.

The DoD also has multiple other ways to procure what they need for the vast array of products and services they require each year. There is a fair amount to know… why don’t you come along to our initial training session on Defence sales = our “Cracking the Defence Sales Code” webinar (video with signup link above).

We often hear potential clients say things like…

We don’t know where or how to start selling into Defence

We’ve got a great product or service, but we can’t seem to cut through and get noticed 

We’ll be fine writing the tender by ourselves, so we don’t need help with it… OH NO, we lost it again!

Where are all the customers and opportunities I keep hearing about in Defence…?

Where do you turn… when you don’t know which direction to go or what to do now?

Defence Procurement

The Australian Government has recently increased the budget for Defence spending to over $500 billion for the next decade of acquisition and sustainment activities.

This has opened the door for more suppliers to participate and claim their stake in the large and lucrative Defence Supply Chain contracts. 

There is a lot of work that goes into becoming a Defence Supplier… but it is well worth the effort when you do become one.

Getting started takes time, considered effort and can be very frustrating and confusing… leading most companies to hire an external specialist to help them navigate getting into the Defence Supply Chain.

We are Defence Sales Experts

Our team (including partners) have worked in management and leadership with a number of businesses specifically targeting the Defence Industry; with $Billions worth of contracts signed globally.

As well as consulting and services we have also developed a number of assets to help our clients along their journey including a hybrid training and consulting program to help demystify the Defence Sales landscape and help you put together a sound strategy and assets to get you there.


  • Defence Marketing and Sales Consulting
  • Market Intelligence software tool (partner)
  • Assisted marketing software tool (partner)
  • ISO compliance consulting (partner)
  • DISP accreditation consulting (partner)
  • Marketing & Sales Automation Implementation (partner)
  • Defence Grants, Tenders and Contract writing

Now a force to be reckoned with we have also started another company called Alongside Defence Consulting, specifically targeting ‘Tenders and Contracts’.

Tender Responses and Contracts for companies wishing to make Defence Sales, keep their IP and make money for the long-term.

Alongside Defence Consulting is a partnership of experience and knowledge to bring the SME community in Australia a trusted advisory with the right experience at a reasonable rate.

Along the way we ensure that you’re fully informed about what’s going on, what’s happening next, and what you’re likely to experience along the way. That way both parties can ensure that any issues are managed in a way that minimises disruption to your business, and we can all keep our focus on the things that matter to you.

We help businesses who want to know how to start on the right foot.

You may notice that we talk about the Defence Industry more than just ‘Defence’, because most of the work Small to Medium Enterprise (SME) will win – is from Industry Primes – not directly with Defence. In fact there are many layers or tiers in the Defence Supply Chain (DSC)! 

SMEs contribute a massive amount to the DSC and also the entire Australian economy. SMEs make up 98% of all Australian businesses, produce one-third of the total GDP and employ 4.7 million people. SMEs can still be fairly large companies, as this classification is up to 200 staff and $50 million in revenue… however there have been some changes in the past year and it is best to qualify this with your accountant and ASIC to maximise your grant funding opportunities and tax breaks!

Many businesses try for years and fail at selling into Defence; and if they do manage it… have contractual delivery problems including loosing their IP.

Developing your proposition correctly will effectively help you to win in Defence and also make money as you go… success in Defence!

ABC Google Reviews

Here are a few quotes from people, after spending some time with us…

Cracking Defence Sales Webinar Review

“After the first consultation, I could land a commercial jet between what I learnt from team A.B.C. and everyone else who gave me advice and a quote.

Matthew has already identified some major gaps in our thinking and helped us focus on the right way forward – to lay the foundation we need to achieve results.
If you want a “no nonsense approach & the truth” about what you’re doing wrong and how to get going in the right direction… the team at A.B.C. will sort you out from concept to getting results!

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