For Commercial Firms Looking to Enter the Federal Market, This is the Time to Act
Insights and Takeaways from our Webinar “GovCon Made Easy”
For decades, entering the federal market required patience, insider language, and a tolerance for red tape. But for the first time in recent memory, the federal government is actively redefining how it buys—and who it buys from.
Between the ongoing modernization of the Federal Acquisition Regulation (FAR) and the federal mandate to explore commercial solutions first, commercial companies are now walking into a dramatically different landscape than the one traditional contractors have spent years navigating.
In partnership with Procurement Sciences and Crowley, BTW & Co. hosted GovCon Made Easy, a webinar to break down what this shift means, how AI is changing the pursuit process, and how commercial businesses can step into federal contracting with confidence—not confusion.
As Marcia Watson, Co-Founder and CEO of BTW & Co., opened the discussion:
“This is an evolving moment for our industry. The government is more open than ever to commercial solutions, but it requires a different approach and a different language.”
So how do commercial businesses begin? Below are some insights from the webinar:
The FAR Is Changing — And It Favors Commercial Innovation
The Federal Acquisition Regulation (FAR) — the government’s rulebook for how federal agencies buy goods and services — is undergoing significant revision, and the new language is reshaping priorities:
- Commercial solutions are now preferred over custom-built federal-only systems
- Contracting officers have increased authority to make streamlined commercial purchases
- Faster procurement pathways are emerging for capabilities already proven in the private sector
These changes open the door wider for commercial firms bringing modern technology, AI-enabled solutions, and scalable offerings into the federal market.
Bruce Feldman of Procurement Sciences captured the magnitude of this shift:
“If you have a commercial solution, you are coming in at exactly the right time.”
Further, contracting officers now have greater authority to buy faster and with simplified requirements — representing a significant cultural shift from long procurement cycles and rigid evaluation rituals.
For commercial firms, this eliminates the belief that federal requires “building a special government version” of everything. Often — it doesn’t.
AI Is No Longer a Trend; It’s the New Standard of Competitive Execution
AI is not replacing business development; it is becoming a baseline expectation for it.
As Thomas Skrobacz of Crowley shared:
“AI is replacing nothing, but enhancing everything.”
Crowley’s journey adopting AI-driven proposal and capture workflows revealed notable outcomes:
- Proposal drafting in hours — not weeks
- Higher quality early drafts
- Better validation of strategy and differentiators
- Deeper competitive clarity than manual research alone
And perhaps most surprising:
“AI is actually increasing the value of human relationships. The better the tech gets, the more connection matters.”
Agencies are using AI, too — which means vendors must be prepared for AI-influenced evaluation, scoring, and speed.
Standing still is no longer neutral; it’s disadvantageous.
You Already Know More Than You Think, But You Must Adapt How You Sell
Commercial firms often assume federal is a completely different universe.
It is — and it isn’t.
Discovery, solutioning, value articulation, and customer stewardship are all familiar. But the systems, language, and compliance expectations differ.
Theresa Thomas, Co-Founder and Chief Operations Officer of BTW & Co., put it simply:
“You’re already successful — this is about refining, not reinventing.”
The biggest mindset shift?
Federal buying is problem–first, solution–second. Federal buyers must justify:
- Why you
- Why now
- Why this approach reduces risk
- Why the taxpayer benefits
The reward for clarity is immense: reliable revenue, longer contracts, and customers that renew for decades.
Partnerships Are Not Optional; They Are a Pathway
You can enter the federal market as:
- A prime
- A subcontractor
- A technology partner
- A specialized component of a bigger solution
For many commercial startups, subcontracting is the fastest, most strategic route in. The right teaming partner:
- Already has the vehicle
- Already speaks the language
- Already has access to the customer
As Skrobacz shared:
“Even large companies enter new markets by subcontracting. It’s not a step back, it’s the strategy.”
The Future Belongs to the Prepared — and the Adaptable
Federal procurement is entering a period defined by:
- Compressed timelines
- Commercial-first preferences
- AI-enabled evaluation
- Continuous modernization
Businesses that build readiness now — knowledge management, messaging infrastructure, AI-enabled workflows, and disciplined qualification — will move faster, reduce cost, and outperform competitors who wait for “perfect timing.” Waiting is no longer a strategy.
Ready to Explore Your Federal Strategy?
If the federal market is on your radar but still feels out of reach, this is the moment to get intentional.
BTW & Co. helps:
- Translate commercial success into federal readiness
- Develop infrastructure, processes, and AI-ready content
- Build a pipeline fueled by discipline and qualification
- Pursue opportunities that align with capacity and return
- Respond faster — with stronger positioning
You already have the solution. We’ll help you build the path to win. Schedule a strategy call with the BTW & Co. team to explore where you fit, what’s realistic in the next 6–12 months, and how to put AI and structure to work for you.
