Are your technical buyers unresponsive? Try this

Remember the time when an Oracle VP called cold outreach “spam”? It sparked a wave of backlash against sellers. But let’s be honest, many of us have been guilty of focusing on features and buzzwords rather than genuine solutions.

 

Sellers are so proud to push their products but about 98.9% of the time if you were to challenge a cybersecurity seller (or any sales rep) about the problems they solve, they could not tell you a core business problem- and that is the problem with revenue today.

 

When it comes to cybersecurity vendor sellers, they  just list features and will probably throw in a Gartner quadrant nod or “AI something something.” That is my issue with cybersecurity sales as it stands today- we are teaching sellers to look at ICP and features, not problems. I will also be the first to admit that I was GUILTY of this when I first began selling cyber solutions.

 

But what changed? I began to get curious about my buyer’s problems and completely forgot about my solution.

 

I’ve interviewed over 200 technical buyers, from CTOs to CISOs- allll the way down to their direct reports, to uncover the truth about what they care about. The results were eye-opening. It turns out, they’re not impressed by AI-powered this and that. They want solutions that address specific problems and integrate with their existing systems.

 

In this blog post, we’ll dive into three crucial tips to help you break through the noise and connect with your technical buyers.

 

Just like you cannot get in the car and drive if you do not know where you are going, you can’t send a random templated email to an organization and hope that someone gives a rip. So rule number one:

 

Identify and understand the different systems within cyber and what role they play + who reports to who

This one is a doozy, but let me tell you: when you learn to stop pinning the risk on the CISO, your life gets much easier as a seller.

 

I know that I have missed some (don’t bark at me!!!) but below are some of the key areas in cybersecurity, what they are responsible for, who they report to, and what tools they are likely to buy. I have also included some key roles within each area (you’re welcome):

 

Core Areas of Cybersecurity

1. Network Security:

• • Firewalls: Protect network perimeters from unauthorized access.
  • Intrusion Detection Systems (IDS): Monitor network traffic for malicious activity.
  • Intrusion Prevention Systems (IPS): Block malicious traffic in real time.
  • Virtual Private Networks (VPNs): Secure remote access to networks.

 

2. Application Security:

• • Web Application Firewalls (WAFs): Protect web applications from attacks.
  • Secure Coding Practices: Minimize vulnerabilities in software development.
  • Penetration Testing: Identify and exploit security weaknesses.

 

3. Endpoint Security:

• • Antivirus and Anti-Malware: Prevent and remove malicious software.
  • Endpoint Detection and Response (EDR): Monitor endpoint activity for threats.
  • Patch Management: Keep systems and applications up-to-date.

 

4. Cloud Security:

• • Infrastructure as a Service (IaaS) Security: Protect cloud-based infrastructure.
  • Platform as a Service (PaaS) Security: Secure cloud-based platforms.
  • Software as a Service (SaaS) Security: Protect cloud-based applications.

 

5. Data Security:

• • Data Encryption: Protect data confidentiality.
  • Data Loss Prevention (DLP): Prevent sensitive data from being lost or stolen.
  • Data Backup and Recovery: Ensure data availability.

 

6. Identity and Access Management (IAM):

1. • Access Controls: Restrict access to authorized users.
   • Single Sign-On (SSO): Simplify user authentication.
   • Multi-Factor Authentication (MFA): Add layers of security to user accounts.

 

7. Cyber Threat Intelligence:

• • Threat Hunting: Proactively search for threats.
  • Threat Intelligence Feeds: Stay informed about the latest threats.

 

Emerging Areas of Cybersecurity

• Internet of Things (IoT) Security: Protect interconnected devices.
• Artificial Intelligence (AI) and Machine Learning (ML) in Cybersecurity: Leverage AI and ML for advanced threat detection and response.
• Blockchain Security: Secure blockchain networks and smart contracts.
• Quantum Computing and Cybersecurity: Prepare for the quantum computing era and its potential impact on cybersecurity.

 

Key Roles in Cybersecurity

Now that we have covered the core areas of cybersecurity, it’s time to outline the key roles that lie within each of the above:

 

Network Security Engineer

• Responsibilities:
  • Designing, implementing, and maintaining network security infrastructure.
  • Monitoring network traffic for threats and anomalies.
  • Responding to network security incidents.
  • Configuring firewalls, intrusion detection systems, and VPNs.
• Reports to: Chief Information Security Officer (CISO) or Network Security Manager.
• Tools: Wireshark, Nmap, Nessus, SIEM tools, firewall management tools.

Application Security Engineer

• Responsibilities:
  • Identifying and mitigating vulnerabilities in web applications.
  • Conducting security code reviews and penetration testing.
  • Implementing secure coding practices.
  • Configuring web application firewalls.
• Report to CISO or Application Security Manager.
• Tools: Burp Suite, OWASP ZAP, SonarQube, code analysis tools.

Endpoint Security Engineer

• Responsibilities:
  • Deploying and managing endpoint security solutions.
  • Investigating and responding to endpoint security incidents.
  • Patching and updating endpoint devices.
  • Configuring antivirus, anti-malware, and EDR solutions.
• Report to CISO or Endpoint Security Manager.
• Tools: Endpoint security platforms (e.g., Microsoft Defender ATP, CrowdStrike Falcon), vulnerability scanners.

Cloud Security Engineer

• Responsibilities:
  • Secures cloud infrastructure and applications.
  • Configures cloud security controls, such as access controls, encryption, and network security.
  • Monitors cloud environments for threats.
  • Implements cloud security best practices.
• Report to CISO or Cloud Security Manager.
  • Tools: Cloud security platforms (e.g., AWS Security Hub, Azure Security Center, Google Cloud Security Command Center), cloud configuration management tools.

Data Security Analyst

• Responsibilities:
  • Protects sensitive data from unauthorized access, use, disclosure, disruption, modification, or destruction.
  • Implements data encryption and data loss prevention (DLP) measures.
  • Conducts data risk assessments and audits.
  • Responds to data breaches.
• Reports to: CISO or Data Security Manager.
  • Tools: Data loss prevention tools, data encryption tools, and data governance tools.

Identity and Access Management (IAM) Engineer

• Responsibilities:
  • Manages user identities and access privileges.
  • Implements multi-factor authentication (MFA) and single sign-on (SSO) solutions.
  • Enforces access controls and monitors user activity.
  • Conducts regular identity and access reviews.
• Reports to: CISO or IAM Manager.
  • Tools: Identity and access management platforms (e.g., Okta, Azure AD, Ping Identity), password management tools.

Security Analyst

• Responsibilities:
  • Monitors security systems and logs for threats.
  • Investigate security incidents and conduct forensic analysis.
  • Responds to security alerts and coordinates with other security teams.
  • Performs threat hunting and vulnerability assessments.
• Reports to: CISO or Security Operations Center (SOC) Manager.
  • Tools: SIEM tools, security orchestration, automation, and response (SOAR) platforms, and threat intelligence platforms.

Security Operations Center (SOC) Manager

• Responsibilities:
  • Oversees the day-to-day operations of the SOC.
  • Develops and implements security policies and procedures.
  • Manages security teams and incident response processes.
  • Monitors security alerts and investigates security incidents.
  • Collaborates with other security teams to ensure effective threat response.
• Reports to: CISO
• Tools: SIEM, SOAR, threat intelligence platforms

Cyber Threat Intelligence Analyst

• Responsibilities:
  • Collects, analyzes, and disseminates threat intelligence.
  • Identifies emerging threats and vulnerabilities.
  • Develops threat models and scenarios.
  • Provides actionable intelligence to security teams.
• Reports to: CISO or SOC Manager
• Tools: Threat intelligence platforms, open-source intelligence tools

Penetration Tester

• Responsibilities:
  • Conducts penetration testing to identify vulnerabilities in systems and applications.
  • Exploits vulnerabilities to assess the impact of potential attacks.
  • Provides detailed reports on findings and recommendations.
  • Collaborates with development teams to fix vulnerabilities.
• Reports to: CISO or Application Security Manager
• Tools: Penetration testing tools (e.g., Metasploit, Kali Linux), vulnerability scanners

Digital Forensics Analyst

• Responsibilities:
  • Collects, preserves, and analyzes digital evidence.
  • Identifies and recovers digital artifacts.
  • Reconstructs timelines of events.
  • Provides expert testimony in legal proceedings.
• Reports to: CISO or Digital Forensics Manager
• Tools: Digital forensics tools (e.g., EnCase, FTK Imager), data recovery tools

Security Architect

• Responsibilities:
  • Designs and implements security architectures.
  • Evaluate security risks and develop mitigation strategies.
  • Collaborates with other security teams to ensure alignment with security policies and standards.
  • Stays up-to-date with emerging security technologies.
• Reports to: CISO
• Tools: Architectural design tools, security frameworks (e.g., NIST Cybersecurity Framework, CIS Controls)

 

I do not have time to outline all of the specifics here but understanding this graph above can help you understand who actually will give a riff about the competitive advantage of your product- just be sure to understand their problems first and what systems need to be in place before solving the problem holistically. 

 

Speaking of problems……

 

2) You have GOT to understand what has to happen FIRST at the SYSTEMS level for your product to come in. The example that I am going to use here is XDR and the core basics that every rep must understand before selling it to an organization:

 

• Robust Network Infrastructure: A well-structured and secure network is essential to facilitate data collection and analysis. A good question to ask here is how they store and manage their data. The key indicator here is if they are currently working on migrating their data to a data center, they will probably not use XDR services.

• Endpoint Security Solutions: Effective endpoint security solutions (e.g., antivirus, EDR) are crucial to protect endpoints from threats. Making sure that companies have this in place before you start serving up the idea of XDR is critical.

• Data Collection and Logging Capabilities: The IT department must implement systems to collect and log relevant security data from various sources (e.g., network devices, servers, endpoints). By understanding this- you can identify gaps in where XDR can come in to assist with data collection within the organization- gaining a holistic view of the company’s security posture.

• Incident Response Plan: A well-defined incident response plan to guide the organization’s response to security incidents. If an organization does not have this in place first, the benefits of XDR are going to be low as well as the value. If I were a rep, I would wait until this is developed and would work on building trust with the key decision-makers of companies that match this profile.

 

3) Most CISOs prefer to do business in person.

Did I say that? Yes, I did. Remember what I said about understanding your buyer’s problem environment? Well in my opinion (and according to 198 out of 215 CISOs that I polled), the best way to understand a buyer’s problem environment is to learn from them and become a peer in their space.

 

Do you mean that pulling a random Gartner or industry report doesn’t do the trick anymore? As cyber becomes more agile, buyers are looking for companies that can provide them with ways to have a “backup for the backup.”

 

It’s puzzling to me that many cybersecurity vendors believe that isolating their sales teams and restricting in-person interactions will somehow lead to better sales outcomes. This approach often hinders relationship-building and limits the ability of salespeople to truly understand their customers’ needs.

 

Instead of relying on automated outreach, consider empowering your sales team to connect with buyers in person. By attending industry events, participating in local meetups, and engaging in one-on-one conversations, salespeople can build stronger relationships, gain valuable insights, and ultimately close more deals.

 

Can I be the first to say that we need to stop with the volume shit if it is not working? Allowing sellers to become peers of their buyers will not only allow them to gain trust and referrals. How is that for a quick sales cycle?

 

So if you have an AE or a BDR who wants to learn from those who they sell to, what is the harm? And no, you do not need them to enroll everyone they exchange air with in an automated email sequence. Just stop.

 

Selling is about understanding and trust and cybersecurity is one of the toughest industries to crack because we are consistently teaching sellers to do the opposite.

 

So before you complain about another CISO marking your email as spam, give the above tips a spin. If you see any major improvements, I would love to hear about them!