Better business through smarter cybersecurity

Better business through smarter cybersecurity

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How to Get a Prospect to Test Your Security Product

How to Get a Prospect to Test Your Security Product

David Spark -
“I’ve never met a harder sale than cybersecurity to the IT team,” admitted a security vendor. “The challenges are unique at each firm and they…
Best Responses to “15 Ways to Make ‘First Contact’ with a CISO”

Best Responses to “15 Ways to Make ‘First Contact’ with a CISO”

David Spark -
CISOs universally agree that relationship selling is more effective than traditional marketing. How then do you form that initial relationship with a CISO? Here are…
15 Ways to Make ‘First Contact’ with a CISO

15 Ways to Make ‘First Contact’ with a CISO

David Spark -
“Relationship selling is 1000x more effective than direct marketing,” argued Eric Cowperthwaite, a former CISO and now a director, information security at Esterline (from LinkedIn). “I couldn’t agree…
Best Responses to “How to Uncover Security Concerns When Customers Won’t Tell You”

Best Responses to “How to Uncover Security Concerns When Customers Won’t Tell You”

David Spark -
Most often a CISO won’t tell you their security concerns, but here are seven techniques you can use to figure out what they are. Here…
How to Uncover Security Concerns When Customers Won’t Tell You

How to Uncover Security Concerns When Customers Won’t Tell You

David Spark -
“What are your security concerns?” It’s the one question all security vendors want to know from potential customers. It’s also the one question potential customers…
Best Responses to “Should you Market to the CISO’s Direct Reports?”

Best Responses to “Should you Market to the CISO’s Direct Reports?”

David Spark -
Who within an organization should a security firm select to pitch their product? Should they go to the top of the food chain, or start…
Should you Market to the CISO’s Direct Reports?

Should you Market to the CISO’s Direct Reports?

David Spark -
I challenge the argument that the best targets for security marketing are CISOs and CSOs. Sure, CISOs are making business decisions, but are they the…
Best Responses to “The ’15 Minutes of Your Time’ Request”

Best Responses to “The ’15 Minutes of Your Time’ Request”

David Spark -
The request of “15 minutes of your time” is seen as a gamble hoping that the CISO/CSO will be “nice to you.” Maybe that’s not…
The “15 Minutes of Your Time” Request

The “15 Minutes of Your Time” Request

David Spark -
As I mentioned in the first issue of this series on the CISO/security vendor relationship, almost all B2B security vendors want to reach CISOs and CSOs…
Best responses to the article “Do CISOs Fall for Obvious Sales Ploys?”

Best responses to the article “Do CISOs Fall for Obvious Sales Ploys?”

David Spark -
Should security vendors use the same fear tactic on a CISO that they use to scare my mom? Here is my feedback to your feedback…
Do CISOs Fall for Obvious Sales Ploys?

Do CISOs Fall for Obvious Sales Ploys?

David Spark -
Every time I engage with a new security client, I always ask, “Who do you want to reach?” Inevitably, I get the obvious answer, “We…
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