Wednesday, November 20, 2019

Four Questions During Cyber Sales Pitches


If tools are the bones of cyber defense, then cyber security services comprise some of the connective muscle. As cyber leaders, we get pitched all of the time - bones, muscle, and a lot of filler . 




A fair number of organizations seem to be attempting to resolve complex cyber security issues by simply throwing money at potential solutions. Many vendors have pitches that reflect this reality.  

Some pitches simply make no sense. 


Part of our job as cyber leaders is have a process that balances the value of our time with the value that a pitch might provide.  We do this by asking questions that quickly establish the value add for getting further down the sales cycle. 


Mine include the following: 


What gap does this cyber security solution being pitched fit?  Determine what the tool actually does, not what the marketing says that it does. This means cutting through the buzzwords. It also means determining what functions today versus what is “on the roadmap”.  The difference might radically change the gaps that the solution solves for today. 


Is there a match between that gap the tool fits and a prioritized need to fill that gap in my organization?  There are lots of tools and lots of gaps. Not all of the tools will match the program gaps and not all gaps are prioritized enough to be filled this year. Time has value too. Don’t waste it on shiny things that you don’t need.  


What is the business value of this solution to our organization in compelling non-technical terms? You’ll need to some forward thinking about how to frame the business value in non-technical terms to the business leadership. Even if those don’t have a role in approving the buying decision, their teams will likely be impacted by its use.  The bland text that the sales team will likely offer to provide probably isn’t compelling enough. Thogh there are exceptions, sales professionals often have never sat in your seat and likely can’t determine the level of true business value inside your organization. Only you can. 


What additional resources will “getting to done” require in terms of implementation, process development, friction reduction, training, and metrics? The license is only a small part of being successful with a security solution.  You’ll need to align resources and timelines to begin providing value as quickly as possible. You’ll start thinking through these requirements during the pitch so that you can ask pertinent additional questions.


Be wary of sales teams that aren’t trying to determine the answers to your questions. Some simply have no interest in your organization at all.  They’ll work to convince you that you need an “X” regardless of whether you need it or already have a different brand of “X”.  Some just want to sell the license and move on to the next customer.


You own getting the solution from “purchase” to “providing value”. They don’t.

There is an opportunity cost for solutions that don't provide the intended value.


Use your time wisely. 


Follow me on Twitter for discussion and the latest blog updates: @Opinionatedsec1. Or, start your own discussion using #crazygoodcyberteams on twitter or Linkedin and I'll read it.


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