As the Pentagon navigates political pressure, global instability, workforce burnout, and  AI transformation, defense-focused BD and sales teams face an increasingly complex buyer environment. Defense decision-makers are under unprecedented scrutiny, and their sentiment toward industry is shifting in visible — and candid — ways.

Research tools — like reputation and customer perception tracking, market opportunity analysis, and persona development — give teams a way to quantify that mindset. They measure your organization’s reputation in the market, what buyers believe about you, and what matters to them most. This knowledge gives you an edge

Download your free Defense Research Toolkit today to learn more about how to use data to win in 2026.