Performing customer discovery within the Department of Defense (DoD) is a unique and complex process that requires understanding the intricate web of stakeholders and navigating the bureaucratic landscape. Unlike traditional customer discovery, where a single decision-maker may be the focus, the DoD involves multiple players, each with distinct roles and influences. This article will guide you through the essential steps of customer discovery in the DoD, leveraging stakeholder relationships, reviewing budgets and past spending, and adopting best practices for effective government outreach.

Understanding Stakeholder Relationships

In a previous article, "Breaking Down Your Government Customer: Who Should You REALLY Be Talking To?"​​, I highlighted the four key roles within the DoD customer network: the User, the Funder, the Buyer, and the Requirer. Understanding these roles is crucial for effective customer discovery.

1. The User: This individual or group that will directly use your solution. Their feedback is vital for user-centered design and ensuring your product meets operational needs.
2. The Funder: This is the entity with the financial resources to support your solution. They may be within the same organization as the User or a separate funding office.
3. The Buyer: The person or team authorized to make purchases on behalf of the DoD. Engaging them early can streamline the contracting process.
4. The Requirer: This role often involves defining and authorizing the need for your solution within the broader context of defense priorities and budgets.

Reviewing Budgets and Past Spending

To identify opportunities, a thorough review of DoD budgets and past spending can provide some meaningful insights. Here’s a step-by-step approach:

1. Research Budget Documents: Go to the DoD Comptroller website (https://comptroller.defense.gov/) to take a look at the current budget material documents.  To get a top down look at spending, you can check out the budget overview. To look more deeply at specific relevant program spending, the Justification books are often your best resource.  
2. Analyze Past Spending: Look at past procurement data and spending trends. Websites like USAspending.gov and fpds.gov provide detailed information on DoD contracts and expenditures. Identifying patterns can highlight areas with consistent funding and potential gaps your solution can fill. Comparing spending actuals with details of past years budget materials can also help you understand misalignment between leadership objectives and program execution, and help inform your strategy.
3. Identify Key Programs and Initiatives: Focus on programs that align with your solution. This might include established programs of record or emerging initiatives highlighted in recent budget requests.
4. Engage with Program Managers: Program managers have a deep understanding of current needs and future plans. They’re also the ones with budget! Building relationships with them can provide insights into where your solution might fit within existing budgets.
5. Engage with Users & Beneficiaries: Depending on what you’re selling, it may be critical to speak directly with users and beneficiaries to gain the traction you need to connect with the right program and requirement teams.  Do your research beforehand so that you can ask for the introductions or advocacy that you need if your calls go well. 

Best Practices in Government Outreach

Effective government outreach requires a strategic approach, patience, and persistence. Here are some best practices to follow:

1. Build Relationships Early: Start building relationships with key stakeholders early in the process. Attend industry days, conferences, and other networking events to meet potential users, funders, and buyers.
2. Tailor Your Communication: Each stakeholder has different priorities and concerns. Tailor your pitch to address the specific needs of the User, Funder, Buyer, and Requirer. For example, Users care about usability and effectiveness, while Buyers may be more focused on the technical details and overall mission impact. 
3. Learn the Vernacular: It’s common for federal and commercial parties to talk past each other through a whole conversation and have no clue. This is especially true for acquisitions, where the same program terms carry very different connotations. Make sure you understand the vernacular of whomever you’re speaking with. If you don’t, bring someone to the table who does, and don’t be afraid to ask for clarification.  
4. Leverage Existing Programs: Programs like the Small Business Innovation Research (SBIR) and Small Business Technology Transfer (STTR) can provide a foot in the door. Winning an SBIR/STTR award not only provides funding but also validates your technology within the DoD context​​​​, and can streamline future acquisitions.
5. Be Prepared for the Long Haul: Government sales cycles are long. Be prepared for a lengthy process involving multiple rounds of reviews, approvals, and potential revisions.
6. Utilize Government Tools and Resources: Entry programs like the Defense Innovation Unit (DIU), The Tradewinds Solution Marketplace, DARPAConnect, Army XTech, and AFWERX CSO offer pathways for commercial technologies to enter the defense market. Engage with these organizations to increase your visibility and credibility.

Performing customer discovery in the DoD is a multifaceted process that requires a deep understanding of stakeholder relationships, a thorough review of budgets and past spending, and strategic government outreach. By building strong relationships, tailoring your communication, and leveraging existing programs and resources, you can effectively navigate the complexities of the DoD and position your solution for success. Remember, persistence and adaptability are key in this challenging but rewarding market.

Keep at it!

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