Front-end commercial leadership — building market presence, access, and pipeline in complex, relationship-led sectors
Role: Chief Relationship Officer [Commercial, Market Access & Positioning]
2023 Full-time until Nov 2025 → transitioned to fractional
Context
EXTAG is a configurable asset management platform proven in mining and oil & gas.
The challenge was market position — positioning EXTAG’s unique value in a crowded asset management landscape, and how it was understood, trusted, and prioritised in new sectors like defence and broader mining ecosystems, where decisions are slow, risk-sensitive and relationship-led.
Role & Mandate
Lan Tran led EXTAG’s front-end commercial strategy — shaping how the company shows up in new markets, not just opening them.
Following her full-time role as Chief Relationship Officer until November 2025, Lan continues with EXTAG in a fractional capacity focused exclusively on managing its relationship with Babcock and progressing opportunities arising from that engagement.
During her full-time tenure, her mandate was to:
• Architect EXTAG’s go-to-market strategy, brand and narrative
• Build market access, senior relationships, and a pipeline from scratch in new sectors
• Position EXTAG as a credible voice in industry conversations
• Create the conditions for long-cycle opportunities to emerge and progress
What Was Delivered
Market Access & Pre-Sales Environment
Opened pathways into mining, defence and government ecosystems from a standing start
Established senior relationships and early-stage positioning in priority conversations
Shaped how EXTAG is perceived before opportunities formally exist
Led the relationship development and stakeholder engagement that secured partner-sponsored trials across three Defence sites while EXTAG had not yet pursued Defence Industry Security Program (DISP) membership.
Led EXTAG’s progression through selection and participation in the Defence Trailblazer programme, securing over $200,000 in grant funding to support its defence market entry, alongside structured courses, strategic introductions to Defence personnel and a showcase in Canberra.
Brand & Go-To-Market Architecture
Designed EXTAG’s sales narrative, positioning and commercial collateral
Reframed EXTAG from a software platform into an operational capability aligned to industry priorities
Positioned EXTAG within higher-value problem areas:
ageing infrastructure, sustainment, AI readiness, future of work
Leadership Positioning & Market Signal
Established EXTAG’s presence through consistent representation across key industry forums
Platforms included the Peruvian Australian Global Mining Alliance (PAGMA), Women in Defence Association (WiDA), Women in Mining and Resources WA (WiMWA), Women in Resources Asset Management (WiRAM), Assets Management Professionals (AMP), The Australasian Institute of Mining and Metallurgy (AusIMM), Women in Technology WA (WiTWA), World Commerce & Contracting (WCC), and Rio Tinto forums
Convenor of the Defence Trailblazer alumni network, strengthening engagement and access within the defence ecosystem
Mentor: Energy Club WA, CORE Start, VentureUWA, Women in Defence Association (WiDA)
Increased visibility and recognition, accelerating credibility
Commercial Focus & Market Discipline
Explored agriculture and health, then qualified and deprioritised based on commercial signal
Focus directed toward defence and mining where:
budgets exist
problem intensity is high
long sales cycles are justified
Human-Centered Differentiation
Integrated workforce behaviour, data integrity and operational discipline into EXTAG’s positioning
Differentiated EXTAG from purely technical vendors in digital transformation discussions
Impact
Secured partner-sponsored trials across three Defence sites while EXTAG had not yet pursued DISP membership, converting relationships into practical opportunities to demonstrate the platform’s capability.
Led EXTAG’s progression through the Defence Trailblazer programme, securing over $200,000 in grant funding to support its defence market entry. The value extended beyond funding: structured courses sharpened EXTAG’s commercial readiness and understanding of Defence requirements and procurement pathways; the Canberra showcase built visibility and credibility; and introductions to Defence personnel opened relationships that helped EXTAG test its relevance, understand operational needs and progress opportunities towards trial and adoption.
EXTAG was selected as one of nine WA SMEs for Babcock’s inaugural, fully funded 12-month commercial capability programme delivered by World Commerce & Contracting, strengthening readiness for Defence and export opportunities.
Accelerated time-to-relevance in defence and mining ecosystems
Established EXTAG as a credible, recognised brand beyond its original sectors
Positioned EXTAG within digital transformation and future of work discussions
Opened defence and government pathways from a standing start
Built a relationship-led pipeline from a standing start, orchestrating multi-stakeholder engagement and progressing opportunities to late-stage positioning across defence and mining
Reduced market entry risk by focusing on sectors with stronger commercial conditions
Key Insight
In mining, oil and gas, and Defence—where sales cycles are long and complex—opportunities begin well before a formal procurement process.
Relationships create access. Relevant positioning gives stakeholders a reason to engage. Consistent follow-through builds the confidence needed to progress.
For EXTAG, this translated into site trials, funding, capability development and external recognition—creating a stronger foundation for sustained commercial growth.
Testimonial
❝ Lan played a key role in how EXTAG entered and positioned itself in new markets.
She shaped our go-to-market approach, how we present, and how we’re understood across mining, defence and government. That included building the right relationships, getting us into the right conversations, and establishing a visible presence in the industry.
Just as importantly, she helped us test where we should focus. In long-cycle markets, that clarity matters. Her work built a pipeline and level of access that informed where we’re now doubling down commercially.
Since moving into a fractional capacity, Lan continues to represent EXTAG in our engagement with Babcock, providing continuity and maintaining the trust and relationships she helped establish.❞
Gabe Alves | EXTAG Co-Founder & CTO
❝ Lan represented EXTAG as a participant in Defence Trailblazer’s original Innovation Program in 2024. She stood out as an exceptional networker and connector, helping us to build an incredibly cohesive and supportive cohort of 23 participating ventures.
Lan completed the 18-month program culminating in our High Growth Incubation Program in 2025. Throughout that time, Lan supported other ventures helping them to navigate the Defence Trade Shows and connecting them to potential customers and partners. In doing so, she built real credibility with people throughout the defence innovation ecosystem.
In recognising Lan’s ability to build constructive relationships, I have invited her to present to subsequent cohorts on Maximising Outcomes from Trade Show Participation and Relationship Selling and she has been an important contributor to the success of our program.
Further, Lan volunteered to curate our DTB Alumni and she has managed communications and coordinated catchups with founders that have been through each of the three iterations of the program.
I can’t speak highly enough of Lan’s skill in building meaningful relationships that have ensured that she is seen as a genuine network entrepreneur within the defence industry. This has opened doors that would otherwise be closed in an industry that is notoriously opaque – an industry where trusted relationships unlock opportunity. Her advocacy for others and her generosity of spirit is legendary.❞
Paul Daly | Defence Trailblazer Innovation Program Manager