We advocate effectively by presenting evidence-based arguments that align client interests with public policy objectives.

Through trusted relationships with political and senior policymakers, we position our clients as key contributors to advancing national security and economic priorities.

Our team enhances this approach with stakeholder mapping and tailored strategies, ensuring every interaction is purposeful, productive and impactful.

For companies looking to succeed in Ottawa in the defence market, it is essential to:

1. Understand Canada’s defence procurement landscape and align your offerings with national priorities like NORAD Modernization, the Arctic, and the development of a sovereign manufacturing industry across a range of dual-use technologies.
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2. Build relationships early with key political leaders, senior policymakers, civil servants, industry associations, and other businesses.
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3. Present solutions and offer tangible outcomes that contribute to Canada’s economic prosperity and national security interests, rather than simply selling products.
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4. Stay proactive by aligning your business strategies with evolving political priorities, regulatory frameworks, and emerging policy trends. Our approach helps clients anticipate future opportunities and challenges, positioning them where the puck will be rather than where it was – to borrow a classic hockey analogy.
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5. Strive to become a “Strategic Partner” to the government rather than merely a “Vendor or Supplier.”

Budget 2025 makes it easier for Canadian firms to compete by strengthening the domestic procurement preference. This means that if you can demonstrate Canadian production, Canadian-controlled IP, local employment, and credible domestic supply chains, your proposals will be viewed more favourably than before. Being a Canadian company or working with one is no longer a “nice to have”, but a strategic advantage.

The creation of the Defence Investment Agency changes how major contracts will be planned and awarded. The DIA is intended to bring the military, government procurement, and industry together. This means firms that are ready to show prototypes, timelines, and production capacity early in the process will be in a position to influence program requirements before formal tenders are released. Early engagement is now a feature of the process, not a side door.

The budget also includes meaningful capital and commercialization support for SMEs working in defence and dual-use technology. This includes new financing capacity from the Business Development Bank of Canada and targeted funding for areas such as advanced manufacturing. These programs are designed to help firms grow quickly enough to supply major defence procurements. In this environment, the firms that secure early financing and partnerships will position themselves as major partners for the next generation of Canadian military capability.

Samuel Associates can help you navigate this changing public sector environment. From identifying the most relevant funding streams and building your marketing strategy, to positioning your for for early engagement with the Defence Investment Agency and prime contractors, we can elevate your government relations strategy and deliver results where it matters most.

To learn more about fiscal changes in Canada’s 2025 Federal Budget, read our assessment here.