Market Maps: Labeling Government Data with Palantir

Why Government Data Labels Are Broken

NAICS codes: Built for tax classification, not modern acquisition. A cybersecurity company targets the same codes as a policy consulting firm.

PSC codes: Generic product categories that miss the nuance of what you actually build. "Electronic equipment" covers everything from satellites to USB cables.

Keywords: Depend on exact terminology matching. Miss "unmanned aerial systems" if you searched "drones." Miss "cyber operations" if you searched "cybersecurity."

The result: Legacy government contracting tools force you to search with these archaic labels. You spend hours filtering irrelevant results. You miss opportunities from target accounts because they didn't match your exact keywords.

The data exists. But it's labeled so poorly that it's functionally invisible.

Reactive vs Proactive Labeling

The Old Way: Reactive

You guess keywords. You filter by NAICS and PSC codes. You manually sift through 500 results to find 5 that might be relevant. You repeat this process across 40+ portals.

This is reactive intelligence. You're searching for opportunities based on how the government labeled them, not based on what you actually do.

The New Way: Proactive

Usul hunts for you based on:

Capabilities you build: What you actually deliver, not generic categories. AI understands "small autonomous drones with ISR capabilities" vs "unmanned ground systems" vs "aircraft components."

Relationships you have: Target PEOs and offices you're pursuing. Surface opportunities from accounts your BD team is actively shaping.

Companies you compete against: Track their contracts to find adjacencies. If your competitor won a contract at a target PEO, you should know about it.

AI labels government data based on YOUR business, not 1930s tax codes.

Introducing Market Maps

Built in partnership with Palantir, Market Maps lets any company or government agency identify every government program with funding for their product in one click.

Defense companies can map their entire portfolio to federal budgets. Government agencies can finally track spending across siloed systems.

What was historically impossible is now automated.

How It Works

Step 1: Input your product. Select your business unit (autonomous air systems) and specific product (small drone).

Step 2: Palantir workflow triggers. AI finds every category of government funding relevant to that capability.

Step 3: Results delivered. Market Maps identifies every dollar the government spent on that capability, broken down by subcategories.

Step 4: Applied filters. Click into any subcategory (C2, UGS, UUV) and AI surfaces every government opportunity across those capability areas.

For companies: Find every program with money for your specific technology.

For government: Track every purchase of that product across all agencies, something that currently isn't possible.

Behind the scenes, Palantir Foundry processes $1T in annual government spending and labels it based on actual capabilities, not outdated codes. AI identifies categories that matter: aircraft aerospace parts, weapons and ammunition, C5ISR, autonomous systems, etc.

The Results

In one month, we launched Market Maps across 60 companies, analyzed $20 billion of their government contracts, and found over 100 new opportunities per company.

Total pipeline generated: $400 million in new contract opportunities.

Market unlocked: Fortune 500 technology companies and defense primes with broad product portfolios who couldn't map capabilities to federal budgets before.

Proactive labeling found opportunities reactive search missed.

What We Can Build Together

Market Maps is rolling out to Fortune 500 companies and government users over the next few months.

The goal: scale this capability across the entire US government in partnership with Palantir.

For defense companies: Map your entire portfolio to federal budgets instantly. Find every program with funding for what you build.

For government agencies: Track spending you couldn't see before. Audit across siloed systems. Know who your largest suppliers are for every capability.

For the ecosystem: Transparent, accessible government contracting where the best technology reaches the agencies that need it.

The future of government contracting isn't reactive searching with archaic labels. It's proactive intelligence that hunts for you.

And we're building it alongside Palantir.

Watch the Full DevCon Presentation