The Cyber Go-To-Market Talk podcast for cybersecurity sales and marketing teams – Details, episodes & analysis

Are you curious about the ideal timing for bringing in a senior sales or marketing leader? Not sure the right profile to hire? Need insights on avoiding decision paralysis in hiring? Have you ever faced the dilemma of hiring in industry or someone from another one?

In this conversation we discuss: 👉 The benefits and challenges of hiring from competitors. 👉 The importance of a charismatic, proven leader in recruitment. 👉 Strategies for balancing thoroughness and timeliness in hiring decisions.

About our guest: Josh White is the Senior Vice President of North America for Intaso and a trusted advisor in the recruitment domain, particularly for cybersecurity startups. He brings extensive experience in hiring top sales and marketing talent to drive revenue growth.

Summary: Join Andrew Monaghan and guest Josh White as they delve into essential recruitment strategies for cybersecurity companies, specifically for Cybr Donut. Learn about optimizing hiring timelines, identifying the right leadership qualities, and aligning company needs with hiring decisions. Tune in to understand how Cybr Donut can achieve its ambitious growth targets through strategic hires. Listen now for actionable insights!

Connect with Josh White:

• Josh White on LinkedIn
• Intaso's Website

Book a 30-Minute Meeting with Andrew Monaghan

Cybr Donut Website

Support the show

Follow me on LinkedIn for regular posts about growing your cybersecurity startup

Want to grow your revenue faster? Check out my consulting and training

Need ideas about how to grow your pipeline? Sign up for my newsletter.

Like the go-to-market team at Cybr Donut, are you struggling to build a strong sales pipeline and wondering how to utilize events effectively? Do you want to know why your customers choose your products and leverage that to boost sales? Join us in this episode as we explore practical strategies that can help your sales and marketing teams hit your revenue targets faster.

In this conversation we discuss:

👉 Building a culture around champions rather than traditional customer advisory boards. 
👉 Strategies for collecting and leveraging customer discovery data to guide marketing investments. 
👉 Proactive event strategies to enhance face-to-face interactions and follow-up engagements.

About our guest

Joseph Barringhaus is the VP of Marketing at Sonrai Security. With an unconventional career transition from working in a church to cybersecurity, Joseph brings a wealth of experience in field and event marketing and is known for his innovative approach to pipeline generation and customer engagement strategies.

Summary

Join us as Joseph Barringhaus shares actionable insights into improving your sales and marketing alignment, optimizing event strategies, and utilizing customer data effectively. From leveraging social proof to creative out-of-home advertising, Joseph's expertise provides a roadmap for scaling your cybersecurity business. Don't miss out on strategies that can propel your company towards the $10 million ARR milestone. Listen now!

Links

• Joseph Barringhaus on LinkedIn
• Sonrai Security Website
• Book a 30-minute meeting with Andrew Monaghan

Support the show

Follow me on LinkedIn for regular posts about growing your cybersecurity startup

Want to grow your revenue faster? Check out my consulting and training

Need ideas about how to grow your pipeline? Sign up for my newsletter.

In this conversation, we discuss:

👉 How Mitiga addresses security gaps in cloud environments

👉 The importance of simplifying complex security operations data for faster response times

👉 Emerging trends in cybersecurity threats for 2024 and how companies should prepare

About our guest:

Ofer Maor, the CTO and co-founder of Mitiga, brings his extensive expertise in cybersecurity to the table. With a rich background that includes founding multiple successful companies and deep research into cloud security threats, Maor provides invaluable insights into developing effective security solutions in today's rapidly evolving digital landscape.

Connect with our guest:

Ofer Maor's LinkedIn

-Mitiga's Website

Support the show

Follow me on LinkedIn for regular posts about growing your cybersecurity startup

Want to grow your revenue faster? Check out my consulting and training

Need ideas about how to grow your pipeline? Sign up for my newsletter.

Too many companies are getting it wrong: they’re evangelizing their product, not the problem. When you focus on the problem it solves, you might just revolutionize your approach to the market. 

Shifting your sales and marketing tactics to address your clients’ pain points positions you as an empathetic, human-centered company–and draws in more business. In this episode, I’ll discuss how sales teams can translate the excitement for a new product by establishing what problem it solves and figuring out how to evangelize it to prospects.

I’ll walk through an example of how you can put this technique into practice and what kind of language to use. Join me to learn how to differentiate your company as an expert on the industry, not just your product.

You’ll Learn:

• What it means to evangelize the problem
• The key role the sales team plays in this effort
• How not to “vendorsplain”
• Examples of how to put this strategy into practice
• What language to use in a solution-oriented approach

Support the show

Follow me on LinkedIn for regular posts about growing your cybersecurity startup

Want to grow your revenue faster? Check out my consulting and training

Need ideas about how to grow your pipeline? Sign up for my newsletter.

What’s the first thing that comes to mind when you hear endpoint security? Is it “crowded market, little differentiation?” Syxsense is in that market and building impressive traction. Find out how in today’s episode featuring Ashley Leonard, CEO of Syxsense.

Syxsense has perfected a tool that unifies the security and management of endpoints. It’s the ideal solution for midmarket companies who don’t have a large cyber security team or the budget to buy multiple tools and then learn how to make them work together. 

Join us as we explore what Syxsense does, what’s in their secret sauce, and how they’ve invested in their marketing team to help themselves stand out in a crowded market.

You’ll Learn:

• What endpoint security is, and Syxsense’s unique approach for mid-market companies
• The current challenges of patching, even for big companies like Microsoft
• How investing in marketing can help you differentiate yourself in a crowded market
• Tips on how to scale and hire for your sales team
• Why unifying disparate tasks can make you an attractive option for clients

Support the show

Follow me on LinkedIn for regular posts about growing your cybersecurity startup

Want to grow your revenue faster? Check out my consulting and training

Need ideas about how to grow your pipeline? Sign up for my newsletter.

In the early stages of a start-up, it’s tempting to keep hiring for your sales team. You might make the assumption that adding more heads and assigning more quota will lead to higher productivity.

But there’s a little more nuance to it than that. Every company is different, which means every company requires its own individualized model. In this episode, I give you the lowdown on deciding when and how to scale your sales team depending on your business. I’ll show you three concrete things to look at to decide whether or not to hire: your calendar, the velocity of deals coming down the pipeline, and your process for setting new hires up for success.

These questions can help you determine if it’s time to add to your sales team or if you should dig deeper for further analysis first. Join me as I demystify this complex and sometimes confusing process.

You’ll Learn:

• Why it’s tempting to expand your sales team early, but why that’s not right for everyone
• Three ways to analyze your company’s current hiring needs
• What your team’s calendar can tell you about hiring
• Ways to make your current team more productive
• How to evaluate the velocity of deals coming down the pipeline
• How you can set a new hire up for success

Support the show

Follow me on LinkedIn for regular posts about growing your cybersecurity startup

Want to grow your revenue faster? Check out my consulting and training

Need ideas about how to grow your pipeline? Sign up for my newsletter.

In this episode, Christian Torres, CEO at Kriptos, joins us to talk about all things data classification. He walks us through how he created his business, why and how to classify data, and who needs it. 

We dive deep into the challenges of data classification, including where to find the data and how to assess it. Torres also shares Kriptos’ strategy for scaling their business and how they navigate the complicated world of sales. We dig into what it means to rise above the noise in the industry and how to get your business noticed.

Lastly, Torres describes his vision for Kriptos and data classification services in the future. If you’re interested in this exciting branch of cybersecurity and learning how to scale your business, this episode is for you.

You’ll Learn:

• What data classification is, how it works, and who uses it. 
• How to generate leads and identify the people who need your cybersecurity services.
• The challenges data classification presents, and how to overcome these challenges.
• How to scale a sales team effectively and communicate the fine details of your services as your team grows.
• What lies in store for the future of data classification.

Support the show

Follow me on LinkedIn for regular posts about growing your cybersecurity startup

Want to grow your revenue faster? Check out my consulting and training

Need ideas about how to grow your pipeline? Sign up for my newsletter.

In this episode, I sit down with Ayal Yogev, CEO and Co-founder of Anjuna to discuss confidential computing and their role in creating additional layers of protection in the cloud. 

We also dig into how Anjuna were able to look into the market, recognize the gaps in cloud-based security systems and provide one that filled in the blanks and upleveled existing solutions. 

Ayal looks at where cloud-based computing is heading, including a vision of a hybridized cloud system where users can work across various cloud platforms at once. 

You’ll Learn:

• Why distribution is the key to success in the cybersecurity market, and how to ensure yours is dialed in. 
• The problems faced by companies who move their workload into the cloud, and how hardware vendors built a solution to prevent that. 
• A security loophole that allowed Apple to turn down the FBI’s request for full access to their data catalog. Hint: They don’t have the data to begin with. 

Support the show

Follow me on LinkedIn for regular posts about growing your cybersecurity startup

Want to grow your revenue faster? Check out my consulting and training

Need ideas about how to grow your pipeline? Sign up for my newsletter.

On today’s episode, I sat down with Wias Issa, CEO and founder of Ubiq Security, to discuss the genesis of his product and how he has tailored both the product itself and its messaging based on listening to what his consumers were asking for. 

Wias is a great example of someone who listened to his customers and developed a solution they were asking for in a market that sorely needed it. 

When cybersecurity gets technical and complicated, Wias brings it down to earth and simplifies the process, showing you what to focus on, what to ignore, and how to find the best engineers, product developers and team members to make your product the best it can be. 

You’ll Learn:

• Why a Killer Story for one group may work for one group but not another, and how to tailor it for the audience you’re targeting. 
• How to simplify your messaging to feel more accessible to the average consumer you serve. 
• The importance of listening to your consumer in order to tailor your messaging so that they ask less questions and understand quickly what you are about. 
• What makes an innovative, in-demand prospective engineer or product developer, where to find them, and how to vet them and hire the best people. 

If you are a sales leader at a startup, or you're in the sales team, and you're searching for your repeatable scalable sales process to grow sales faster, then please get in touch with me at andrew@unstoppable.do or you can also go to my site at www.unstoppable.do.

Sign up for our newsletter (https://www.salesbluebird.com)

We want your questions and topic suggestions for future episodes. Send them to  andrew@unstoppable.do or send us a voice/video at https://zipmessage.com/unstoppable

Support the show

Follow me on LinkedIn for regular posts about growing your cybersecurity startup

Want to grow your revenue faster? Check out my consulting and training

Need ideas about how to grow your pipeline? Sign up for my newsletter.

Two more companies answer the question “What does your company do?” We break down their responses and offer ideas for how they could have answered the question better.

We are asked about it a lot. “What does your company do?” Unfortunately, too many times our answers are less than stellar. Too many times we use buzzwords and bore our audience. Too many times we confuse our prospect and when that happens we miss a prime opportunity to rise above the noise and be memorable.

But, the good news is there is a simple framework to use that works. The other week we went over the framework of answering these questions, and in this episode we are going over real examples to show how effective it can be.

You’ll Learn:

• The critical question your “What I do” statement must answer if you want to hold your audience’s interest. 
• Why it’s essential that this statement strikes a balance between the customer problem and solution—and how to do that. 
• How to take the question mark out of your customer’s mind when you describe your product, and how this helps conversion and engagement. 
• Where to find more emotional words that you can add to your marketing, and why it’s essential that you do. 

Support the show

Follow me on LinkedIn for regular posts about growing your cybersecurity startup

Want to grow your revenue faster? Check out my consulting and training

Need ideas about how to grow your pipeline? Sign up for my newsletter.