Some Markets Cannot Be Entered From a Distance
Most overseas technology companies try to enter Australia's hardest markets from a distance, without the local knowledge or relationships to do it well. Connect2Effect helps established UK and US companies understand the landscape, who to talk to and how decisions are really made, so they get to market faster and enter it the right way the first time.
What Connect2Effect Does
Three things determine whether you enter the Australian government market properly. Getting these wrong will cause you problems before you even begin:
Market Context
Trusted Access
Market Approach
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FROM THE PEOPLE WE WORK WITH
Connect to Effect has been instrumental in supporting Everfox as we established our presence and credibility in Australia. Liesl was originally engaged by Garrison, a UK defence technology SME, and provided valuable client engagement across time zones into the Australian Federal market. This support enabled us to quickly build and strengthen senior‑level relationships with both government customers and industry partners. Liesl is highly regarded by clients, reflected in a consistently strong network and reputation. Following Everfox’s acquisition of Garrison in 2024, we chose to retain Liesl, who continues to provide our in‑country team and the Everfox ELT with strategic insight and trusted advisory support.
David Cole
“Connect to Effect has been invaluable helping us understand, evaluate and plan an entry to the Australian market. As a direct result, we’ve been able to reduce our cost of entry, quickly build our presence and translate our offering for best value. Liesl’s sophisticated expertise has guided our business plans, opened and built influential relationships and connected us with an early network of potential partners. She’s worked tirelessly in our interests. We were invited to submit a multi-$M outline tender by an important potential customer within six months, an outstanding result."
Toby Jones
Built on relationships that took decades to earn.
I founded Connect2Effect after thirty years across government, defence and the international security community. Too often, the companies that needed genuine, practical guidance were instead being handed long reports by firms that understood the problem but didn’t know the solution.
I work differently.
I only ever take on a small number of clients at any one time. The advice is direct, the introductions are real, and the work is shaped around what each company actually needs.
I am the Australian Network Partner for 2020 Partners, a private invitation-only network of former senior US, UK, EU, ASEAN and Australian government cyber and national security professionals. I am also a board member at the National Spy Museum. Both extend what I can offer clients well beyond what a small, independent advisory could otherwise reach.
Simple steps, no extra layers
Get in touch
Get clear on the landscape
Enter the market properly
The work, and who it's for
I work with UK and US technology companies with an established product and a real reason to enter Australia. Some have early interest from the region and want to follow it up properly. Others want to know, before they commit, whether the opportunity is worth their time.
Either way, what they need is straight advice from someone who already knows the landscape. Most find me through a referral, which usually means we start from a place of trust.
Frequently Asked Questions
What does working with Connect2Effect actually look like?
Usually it starts with a conversation about your technology, where you are in your thinking, and what you are trying to achieve in Australia. From there, I help you get clear on the landscape, the policy and regulatory settings, the likely buyers, partners and decision-makers, and whether the opportunity is worth pursuing. If there is a fit, the work is then shaped around what you actually need, whether that is market entry strategy, stakeholder engagement, or the right introductions to help you enter the market credibly and at the right pace.
What's your background?
I have spent more than three decades working across government, national security, multilateral organisations and the private sector. That has included international postings in New Delhi and London, including work with the Australian High Commission in London on complex security issues and coordination with UK and Five Eyes partners. I now lead Connect2Effect from Canberra, advising technology companies and institutions working at the intersection of defence, security and national interest, and I also serve as a Senior Fellow with ASPI and on the board of the National Spy Museum Australia.
What is 2020 Partners, and how does it fit in?
2020 Partners is a private invitation-only network of former senior US, UK, EU, ASEAN and Australian government cyber and national security professionals. My role there extends the reach of what I can offer clients, because it creates a trusted environment for strategic dialogue, frontline insight and cross-sector connection across government, industry and national security communities. It is separate from Connect2Effect, but complementary to it, giving me access to perspectives and relationships that are valuable when clients need context, credibility and the right conversations around complex market entry decisions.
What kinds of companies do you typically work with?
I typically work with established UK and US technology companies that have a credible product, a serious reason to be looking at Australia, and a need to understand the defence, security or intelligence landscape before they commit. Some already have early interest or traction in the region and want to follow it up properly. Others want honest advice on whether there is a real opportunity and how to approach it without damaging credibility on the way in.
Do you offer fixed packages or pricing?
No, not in a rigid sense. The work is usually tailored to the stage your company is at, the complexity of the opportunity, and what would actually be useful. Some clients need a focused piece of strategic advice at the start. Others need longer support across market entry, stakeholder engagement and relationship building. I keep the model flexible because the work is specific, and I only take on a small number of clients at any one time.
How do I get in touch?
The simplest way is to reach out through the contact form, LinkedIn, email or phone. If you send a short note on what your technology does and what you are hoping to do in Australia, I can quickly work out whether there is a fit and whether a conversation makes sense. Most of my work comes through referrals and trusted networks, but I am always happy to hear from companies that look like a genuine match for this kind of work.
