Europe to US · Defense & Dual-Use
Defense and dual-use companies entering the US market: where to start
European defense and dual-use companies enter the US most effectively through partners, commercial dual-use buyers and targeted program offices, not by bidding on large federal contracts from day one. The US market is huge but relationship-driven, compliance-heavy and slow. A local senior presence that can build relationships with primes, integrators and innovation units shortens the path.
Last updated October 27, 2026 · By Miika Mantyvaara, Chief GTM
Who is this guide for?
- From
- Europe, especially the Nordics and DACH
- To
- United States
- Industry
- Defense & Dual-Use
- Company stage
- Growth stage, proven with home governments
What problem are you facing?
Proven with European customers, but the US defense market feels closed.
- “We don't know who actually buys our technology in the US.”
- “ITAR, export controls and compliance feel overwhelming.”
- “Large primes ignore our outreach.”
- “Events are expensive and we leave with business cards, not deals.”
- “Our home-government references don't translate.”
Why does it happen?
Who buys defense and dual-use technology in the US?
Primes, integrators, innovation units and commercial buyers.
Early revenue often comes through subcontracting to established primes or integrators, innovation programs such as DIU or service-branch innovation units, and commercial customers for dual-use applications.
Why is the US defense market hard to enter?
It runs on trust, compliance and long relationships.
Buyers favour vendors they already know and who understand export controls, security requirements and US procurement rules. Foreign companies must show they will be present and compliant.
Do we need a US entity?
Eventually, often yes.
Many defense opportunities require a US entity, and some require mitigation for foreign ownership. Start with partners and commercial dual-use sales while you get legal advice on structure.
Why do events underperform?
Because meetings are not booked in advance.
Shows like AUSA or Sea-Air-Space pay off only when you arrive with targeted meetings and follow up in person afterwards.
What is the 90-day playbook?
Phase 1
What should happen in the first 30 days?
Map the buyers and the compliance path.
- Map 20–30 relevant primes, integrators and program offices.
- Get export control and entity advice from US counsel.
- Separate commercial dual-use targets from defense targets.
- Prepare a US-specific capability statement.
Phase 2
How do you build relationships in days 30–60?
Through partners and in-person meetings.
- Approach primes' supplier and innovation teams with a specific capability gap you fill.
- Engage your embassy's defense attaché and trade office for introductions.
- Book meetings at one major US defense event.
- Pursue commercial dual-use buyers in parallel for faster revenue.
Phase 3
What does progress look like at day 90?
Active partner conversations and a first pilot path.
- At least two partner or teaming discussions underway.
- One pilot, demo or evaluation scoped.
- A clear decision on US entity structure.
- A 12-month US relationship plan.
Free download
Defense & Dual-Use US Entry Checklist
10 steps you can work through with your team this week.
How does Chief GTM solve this?
Chief GTM provides an experienced sales executive on the ground in the US who builds relationships with primes, integrators and buyers in person, at the events that matter. We start with a 90-day starter scope, then continue in 6 to 12 month engagements on a fixed monthly retainer. Compliance and legal advice stays with your specialist counsel.
Book a 30-min callFrequently asked questions
See what your first 90 days could look like
A 30-minute call to map your route, your buyers and your first meetings.
Book a 30-min callRelated guides
Miika Mantyvaara, Chief GTM
25+ years in enterprise sales and market entry across the US and Europe. Last updated October 27, 2026.