From Politics to Procurement: Strategic Navigation of Canada’s Government Market

In Canada’s federal landscape, procurement outcomes do not occur in isolation—they are the product of a deliberate process shaped by national leadership. The maxim that politics drives policy, policy shapes programs, and programs define procurement opportunities captures the sequence by which commercial access to the government market is created.

Understanding and operating within this sequence is essential for companies seeking to engage meaningfully with the Government of Canada. Whether in defence, critical infrastructure, cybersecurity, or advanced manufacturing, firms must demonstrate more than technical merit—they must align with national priorities, build institutional credibility, and engage consistently with political and government decision-makers. At Samuel Associates, we provide clients with the strategy, access, and influence needed to navigate this pathway from positioning to procurement.

The Canadian Government Marketplace: Strategic by Design

Government contracting in Canada is not simply transactional. It is strategic. Cabinet ministers and Members of Parliament define national objectives—from enhancing defence capabilities and modernizing NORAD, to achieving net-zero targets and strengthening Indigenous economic participation. These objectives are translated into policies, which subsequently generate departmental programs requiring procurement.

Departments such as the Department of National Defence (DND), Public Services and Procurement Canada (PSPC), and Innovation, Science and Economic Development Canada (ISED) are responsible for program execution—but those programs are always downstream of political direction and policy design. Recognizing this upstream dynamic is critical for any company that aspires to compete and win.

Consider Canada’s recent commitment to increase defence spending to 1.76 percent of GDP by 2029–30. This political commitment—made in the context of NATO obligations and growing geopolitical risk—is now informing the reorientation of Canada’s defence programs and upcoming procurement activity across land, air, maritime, space, and cyber domains.

Strategic Access, Not Just Technical Excellence

Success in the Canadian government market is no longer defined solely by cost competitiveness or performance specifications. Increasingly, it depends on:

• Alignment with National Priorities – such as domestic job creation, Canadian content, technology transfer, and alignment with broader foreign and defence policy objectives;
• Institutional Trust – established through consistent engagement, a transparent posture, and awareness of government expectations and sensitivities;

• Government Relationships – with elected leaders and senior departmental officials who influence program design, funding allocations, and procurement timelines.

The companies that prevail are those that understand not just how to respond to a Request for Proposal (RFP), but how to help shape the environment in which those RFPs are developed.

The Samuel Approach: From Positioning to Procurement

At Samuel Associates, we specialize in helping clients operationalize this understanding. Recognized as Canada’s top-ranked defence and public sector advisory firm by Canadian Defence Review Magazine in 2024, we offer an integrated engagement model that moves from strategic alignment to execution:

1. Strategic Alignment

We work with clients to define their objectives within the context of Canada’s evolving defence, innovation, and economic policy frameworks. We assess risk, identify opportunity, and shape messaging that reflects government priorities.

2. Access and Mapping

Our team provides facilitated access to key stakeholders, including cabinet ministers, deputy ministers, Chiefs of Staff, Canadian Armed Forces (CAF) leadership, and program sponsors. We also identify relevant industry alliances and prime contractors to support teaming and market integration.

3. Stakeholder Engagement

We establish our clients’ presence across the political, government, and industrial ecosystems through formal briefings, industry visibility, participation at CANSEC and CADSI events, and media positioning in publications such as Canadian Defence Review, FrontLine, and Vanguard.

4. Influence and Delivery

We remain engaged through the full business development lifecycle—supporting bid strategies, Industrial and Technological Benefits (ITB) planning, compliance with Indigenous participation objectives, and post-award advocacy for renewal and performance visibility.

Canada-Focused, Globally Connected

Our team includes retired flag officers, former senior government executives, and policy advisors with deep experience across Ottawa’s decision-making institutions. With operational offices in Ottawa and Washington, D.C., Samuel Associates is uniquely positioned to support both domestic and allied firms operating across the Canada–United States defence and innovation corridor. We also engage frequently with NATO, AUKUS, and Five Eyes stakeholders.

This dual-market reach provides our clients with the strategic insight needed to navigate defence procurement in Canada while remaining compliant with foreign ownership and control requirements and international security agreements.

Timing is Strategic

Canada is entering a pivotal decade. More than $73 billion in new federal defence and security spending is forecasted over the coming years, with procurement activity increasing significantly across DND, the Canadian Coast Guard, and other federal departments. At the same time, government expectations for social procurement, sustainability, Indigenous economic development, and sovereign capability are increasing.

Firms that understand these trends—and can demonstrate alignment—will be best positioned to secure partnerships, influence program design, and earn long-term trust within government.

The Bottom Line: Procurement is an Outcome, Not a Starting Point

Procurement is the outcome of a broader process driven by political choices, policy frameworks, and strategic programming. Firms that treat procurement as the entry point—rather than the destination—often find themselves misaligned and unprepared. At Samuel Associates, we help clients enter earlier, influence upstream, and compete more effectively.

By combining institutional access, policy insight, and a national network of government, defence, and industry leaders, we ensure our clients are present where decisions are made—not just where contracts are awarded.

If your company is ready to engage the Canadian government marketplace at a strategic level, we are ready to support your success.