Cambridge Entrepreneur Launches Marketing Company for Defense Industry

January 26, 2012 defpro.com

Company Focuses on Demand Creation; Answers Military's Call for Better Buying Power

CAMBRIDGE, Mass. | Sixthree Technology Marketing, LLC, a veteran-owned, Cambridge-based marketing firm that launched in September, is changing the way technology companies access and sell to the defense industry. Founded by Benjamin Dunay, 30, a former military officer and defense contractor, the company focuses on demand creation, and aims to make the military sales process easier for technology companies to influence. Sixthree markets to get companies pulled in to the defense sales stream, and out of the long line of other bidders.

"What I found over and over again working alongside the government," Dunay said, "was that the acquisition process could absolutely be influenced on behalf of the companies, if they simply knew how to present themselves, and if they had an advocate on the inside espousing their value. By marketing correctly, the government itself became that company's evangelist, and accessing the industry suddenly became a whole lot easier."

Now Dunay and Sixthree are serving a wider audience, and the firm's focus on demand creation is resonating with companies of all sizes, especially in the new budgetary environment. "Our services really are just a simple change of approach to selling," Dunay said, "and that is why they are so effective. Everyone understands the value of demand in a sales process, and every other industry markets to create it. We're just bringing this approach to an industry that is starved for some innovation and some smarter paths to success."

And given the government's push for innovation and better buying practices within the Department of Defense, the military is a willing audience. Better transparency on the supply-side invariably provides a better understanding of the technological landscape that awaits them in industry, and both sides succeed.

Companies looking for marketing assistance can contact Sixthree for a complimentary intake assessment through the end of February 2012. The firm is currently booking clients through November.