What the New Fiscal Year Means for Defense Marketing
- Kim Ruvolo
- Sep 29, 2025
- 3 min read
When September rolls around, everyone in the defense world knows what’s coming: the “use it or lose it” scramble. Program managers are racing to obligate dollars before the fiscal year closes today, September. For marketers, that means positioning around speed, readiness, and contract vehicles — helping decision makers get solutions in place before funds expire.
But October 1 is just as important. It’s the starting line for the new year’s funding cycle. Fresh budgets, refreshed priorities, and the beginning of requirement-setting all open up opportunities for companies that know how to market strategically.
So what should you be thinking about as FY26 kicks off?
1. Map to New Priorities
Budgets reset and strategies shift. Align your messaging to the Defense Budget Request, NDAA, and service-level roadmaps. Make it clear how your offerings directly support this year’s mission areas — whether that’s resilient space architectures, cybersecurity, or force modernization.
2. Shape Requirements While They’re Fluid
The early fiscal year is when RFPs are scoped and acquisition strategies are debated. Thought leadership, industry days, and advisory positioning matter most now. This is the time to influence, not just respond.
Related: 4 Things I Suggest You Build into Your Government Marketing Budget, by Tim Solms, CEO Slingshot Aerospace
3. Build Pipeline, Not Just Quick Wins
October isn’t about chasing leftovers; it’s about building your FY26 pipeline. Arm your sales team with messaging kits tied to new priorities, highlight past performance that proves your mission impact, and launch campaigns that establish trust early. This is a good time to make sure your messaging is nailed including what makes your different or unique to your competitors. Differentiate on speed, security clearances, niche domain expertise, or partnerships with primes — don’t assume technology alone will carry the sale. Image and brand still matter, even to the government, so make sure your positioning and identity is buttoned up.
Related: Why Aerospace Marketing is Different
4. Highlight How to Buy From You
Make it easy for government buyers. Promote your presence on GSA, SEWP, or IDIQs (hey government, can you hire us to update these websites?) or look at SAM to find proposal opportunities and register your entity. Showcase partners and subcontractor opportunities. Position yourself as “procurement-ready” from day one. If you aren’t procurement-ready, now is the time to get there. The Startup Springboard is a good option for companies that have less than two years of corporate experience or financial statements.
5. Invest in Visibility & Thought Leadership
The fall calendar is stacked with key defense events — AUSA, MILCOM, I/ITSEC. Don’t just show up, show thought leadership. Pair event presence with content campaigns and product milestones that position your company as part of the national defense conversation. Need a little more time? Here are some Winter and Spring shows you’ll want on your radar.
November 19-21, 2025
National Harbor, MD
February 23-25, 2026
April 13-16, 2026
Space Symposium
The Broadmoor, Colorado Springs, CO USA
May 3-6, 2026
Gaylord Rockies Resort & Convention Center, Aurora, CO
Bottom line: September might have felt like a sprint, but October is the marathon. The companies that show up early, speak the language of FY26, and invest in shaping requirements are the ones closing contracts next spring and summer. Now’s the moment to check your FY26 marketing plan. Is your team ready to influence, not just react? Email us to help craft your strategy at hello@thespacemarketers.com.
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