How to create a quad chart that speaks to defence decision-makers

Clarity and precision are non-negotiable in the defence sector. That’s why the quad chart has become a standard tool used by suppliers and buyers in defence procurement. It distils complex information into an easily digestible format, and Primes, procurement teams, and government agencies expect it. This isn’t just a formality. It’s a way to communicate your technical value clearly and position your business as the best-fit contender in an often-crowded marketplace. If you can’t communicate your value proposition, your ability to set and negotiate prices for your products or services will suffer. A well-crafted quad chart bridges the gap between the expertise your company offers and the value a defence industry buyer is looking for. 

Why quad charts matter 

Procurement in the defence sector relies on suppliers being clear, compliant, and capable. In a sector that is characterised by technical complexity, arcane language, and convoluted buying processes, organisations that demonstrate clarity of purpose, fit to need, and delivery capability have a greater chance of selection by buyers.  

A quad chart helps companies distil their core value proposition in the form of a one-page chart designed specifically for defence industry procurement. It breaks your offer into four key areas: 

1. Mission and core focus: what problems do you solve and who do you solve them for. 

2. Key capabilities and differentiators: what do you do and how do you do it differently? 

3. Proven success stories: what relevant experience do you have? 

4. Next steps and contact: how can stakeholders engage with you? 

This structure isn’t arbitrary; decision-makers reviewing multiple submissions need to quickly identify the businesses that meet their specific needs and those that don’t. A quad chart forces businesses to clarify their value proposition and align their messaging with the defence procurement needs, including capabilities, compliance, and Sovereign Defence Industrial Priorities (SDIPs). 

Steps to create a compelling quad chart 

Building a quad chart is a strategic process that requires focus, clarity, and precision. Here’s how to do it: 

1. Define your value proposition 

Before you can begin building an effective quad chart, your business needs clear, consistent messaging. Even the most professionally designed quad chart will fall flat without it. This isn’t just about word choice; it’s about aligning every part of your organisation around a single, unified narrative that speaks directly to defence stakeholders. Defence Primes and government procurement teams expect clarity and consistency, and mixed messages can undermine your credibility before you’ve even had the chance to compete. 

The first step toward clarity is conducting a key message workshop. This involves bringing together leadership, sales, technical experts, marketing, and any team involved in defence engagements to agree on the core ‘why’ of your business. These workshops help distil what your company stands for, what problems you solve, who you solve them for, and why defence customers should care. A unified message keeps everyone in your organisation aligned with the same priorities, whether it’s a salesperson speaking to a procurement team or a technical lead explaining your delivery methodology. 

Inconsistent messaging across different teams weakens your value proposition. For example, if your technical team focuses on cutting-edge features while your sales team is pushing cost savings, the disconnect can confuse stakeholders and weaken your case. A key message workshop prevents these gaps by aligning your internal and external communications. It sharpens your positioning and delivers a value proposition that is clearly articulated in every interaction with defence customers, from industry events and formal bids to informal conversations. You can distil this into one or two concise statements to include in your quad chart once your messaging is consistent. However, taking the first step will make your quad chart more than a one-pager; it will become a reflection of a cohesive business strategy aimed squarely at securing defence contracts. 

2. Highlight key capabilities 

The second step, and quadrant, will showcase your technical capabilities in plain language. Defence decision-makers aren’t always technical experts, so they need to understand how your solution aligns with their priorities rather than the science behind your solution (initially). You can be assured that technical questions will come once you progress past the initial long-listing process.  

This section should highlight what sets you apart from the competition. However, it’s not enough to list features. Instead, you need to articulate why those features matter in a defence context. Think about how your solution meets specific challenges or aligns with government priorities and make that clear so that you can de-risk the decision-making process for government stakeholders. 

3. Use real-world examples 

You will need to support your claims with case studies or past performance. Demonstrating your experience with similar projects builds trust and credibility, showing that your solution will deliver real outcomes. Case studies, previous contract experience, or project outcomes should be concise yet compelling.  

Showcasing measurable results, such as improved efficiency, cost savings, or enhanced security will demonstrate that your business has delivered results in environments similar to the one your target customer operates in.  

Focus on outcomes that align with the priorities of defence Primes and government agencies. For example, if your solution has improved situational awareness, enhanced mission readiness, augmented command and control capabilities, or contributed to sovereign capability development, you should make those outcomes clear.

Be specific where you can; vague success stories won’t resonate with stakeholders who need concrete evidence of your capabilities. Startups with no previous contracts will rely on the experience and knowledge of personnel and a bigger focus on the problems you’re working to solve for defence buyers. 

A well-chosen example should reinforce your value proposition and differentiate your business from competitors. Obviously, classified information mustn’t be shared except according to the relevant security classification.

4. Create a clear call to action 

A quad chart should drive action. Every quad chart should make the process easy for procurement teams, whether that’s booking a meeting, starting a formal tender process, or initiating compliance checks. Decision-makers need to know exactly what to do next and whom to contact if they’re interested in working with your business. Provide clear contact details, relevant security certifications and accreditations (like DISP or ISO), and a specific path forward for engagement, such as direct contact details. Removing ambiguities makes it easier for procurement teams and defence stakeholders to engage with you.

5. Invest in a clean and professional design 

A quad chart only has four quadrants; however, there are five steps to make it count. Your presentation matters as much as your content, so it’s important to take the time to put your best foot forward and present your information in an effective way. A cluttered or poorly designed quad chart can undermine the impression you’re trying to make.  

Use a clear layout with consistent formatting so decision-makers can read and digest your information easily. Incorporate high-quality visuals that complement your message and showcase your solution. Imagery can be powerful, though you shouldn’t sacrifice word count to an image that doesn’t add any value to your quad chart. A picture of someone welding in a workshop might not be as powerful as an image of your product mounted on a military vehicle. 

How to move beyond the basics 

A good quad chart meets the standard expectations. A great quad chart goes further by anticipating the needs of decision-makers and proactively answering their unspoken questions. Ask yourself: 

• Does this solution align with government defence priorities? Your messaging should reflect an understanding of sovereign industrial capabilities and operational requirements while demonstrating that you can contribute to Australia’s defence readiness. 

• Can the business deliver results at scale? You should address your capacity for scalability and compliance with industry regulations upfront to de-risk procurement decision-making. 

• How does this solution reduce risk? Highlight how your offering mitigates operational, security, political, social, or financial risks for the buyer. Buying important, high-value, technical solutions is never just about price. It’s about value, and value increases when actual and perceived risks are reduced. You can have the best product in the world; however, if it also appears to be a high-risk purchase, you are unlikely to land a contract. Don’t forget to show your relevant accreditations to de-risk this decision. 

Answering these questions within your quad chart will increase your chances of standing out in a competitive market. 

Why urgency matters and how you can stay ahead of procurement expectations 

Defence procurement processes are becoming increasingly rigorous, and a quad chart is an expected piece of the puzzle. Failing to meet this baseline standard signals a lack of preparation or understanding of the procurement process, putting your business at a disadvantage before the evaluation even begins. 

However, the urgency isn’t about rushing the process. It’s about preparing your business for when opportunities arise. A strong quad chart should be ready for use in multiple scenarios, whether you’re responding to a request for tender, attending an industry event, onboarding new employees or upstream suppliers, or meeting with peer suppliers. 

If your internal team doesn’t have the resources or expertise to build an effective quad chart, Sovereign can help. We specialise in quad chart copywriting and design, as well as key message development for businesses operating in the defence sector. Our team works with you to clarify your messaging, design visually compelling layouts, and align your quad chart with procurement expectations. 

Our in-house experts are ready to help whether you need to refine your messaging, design a high-impact chart, or develop complementary marketing materials.  

We offer end-to-end support that bridges the gap between technical capabilities and commercial outcomes. 

Contact the team to discuss how we can help your business craft a quad chart that delivers clear, actionable value, and helps you win more defence contracts.

News & Resources