The Cyber Go-To-Market podcast for cybersecurity sales and marketing teams Andrew Monaghan

Are you struggling to align your cybersecurity product with the market's demands? Do day-to-day disagreements in your team hinder overall progress? Are you pondering how to grow sales without diluting your company's focus or overspending? 

These common issues can be pivotal in either propelling a cybersecurity startup to success or leading it to an untimely plateau. This episode of the Cybersecurity Go-To-M  Podcast, featuring Roland Siebelink, dives into the nuanced strategies of scaling a tech business effectively.
In this conversation, we discuss:
👉 The critical balance between growth and cost-efficient scaling in tech startups.
👉 Prioritizing core business and customer satisfaction over rapid diversification.

👉 Different perspectives on making team decisions.
About our guest
Roland Siebelink, founder, and CEO of the Mid Stage Institute, is a seasoned entrepreneur, having scaled three companies to unicorn status. His expertise lies in guiding tech companies from the delicate stage of finding product-market fit to scaling effectively and sustainably. With his extensive background in market testing and building competitive sales teams, Roland offers invaluable insights to cybersecurity startups looking to leap from Series A to market dominance.
Summary
In this episode, Roland Siebelink shares his wisdom on fostering strong team dynamics, investing in go-to-market strategies, and scaling with precision. He discusses the crucial aspects of sales, marketing, and customer success vital to cybersecurity startups. Stay until the end for Roland's personal journey anecdotes that shaped his approach to business. Make sure to **listen in for actionable advice that can drive your company's revenue growth.**
Connect with Roland Siebelink:
- On LinkedIn 
- Mid Stage Institute 
Book a time to talk with me: 30-Minute Meeting 
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

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Have you ever felt that hyperbolic language in your cybersecurity messaging might be doing more harm than good? Are you looking for ways to improve your marketing approach to resonate with today's savvy buyers? How can your company's messaging inspire trust rather than skepticism in a crowded cybersecurity marketplace?
In this conversation, we discuss:
👉 The pitfalls of using hyperbolic language in cybersecurity marketing and its effect on customer trust.
👉 Effective marketing approaches like those of Panther and Lacework, focused on clarity and customer-centric benefits.
👉 Brinqa's nuanced use of emotional language and storytelling avoiding direct competitive bashing.

About our guest:
Scott Taschler shares his wealth of experience in cybersecurity, his transition from a technical sales background to product marketing, and his current dedication to helping companies with positioning and product marketing. His insights stem from past roles at industry heavyweights such as McAfee and Crowdstrike.

Summary:
Today's episode with Scott Taschler delves into creating customer trust through genuine marketing, avoiding hyperbolic pitfalls, and the art of differentiating products in a dynamic market. Tune in for a masterclass on cybersecurity marketing with actionable takeaways.
To connect with Scott Taschler, visit his LinkedIn profile.

Scott Taschler on LinkedIn

Book a 30-minute meeting with Andrew 
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.

Are you struggling to set your cybersecurity company apart in a crowded market? Do you find it challenging to communicate your product's unique value to the right audience? Are you curious how storytelling and personality can revolutionize your brand's image?
In this conversation, we discuss:
👉 Crafting a competitive edge and message in saturated cybersecurity markets.
👉 Leveraging CEO personality and company narrative to stand out.
👉 Importance of targeting and tailoring strategies to customer needs.

About our guest:
Shlomi Ashkenazy, a renaissance man with a vibrant past as a musician, has leveraged his diverse talents to become a trailblazer in cybersecurity positioning. With hands-on experience in repositioning over 60 VC-backed startups and forming 38 new market categories, Shlomi's expertise has become invaluable for companies like Cyber Donut seeking to sharpen their sales and marketing edge.

Summary:
Join us as Shlomi Ashkenazy delves into the nuances of cybersecurity marketing, emphasizing niche carving and emotional resonance with customers. Learn how to align your CEO’s energies with your brand and why nailing your narrative could be the key to accelerating growth. Don't miss out on this insightful conversation — tune in now!

Links for more insights:
Connect with Shlomi Ashkenazy on LinkedIn
Explore Cybellum's approach to cybersecurity
Book a session with me to dive deeper into your cybersecurity startup's potential. 
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.

Are you leveraging your personal brand to boost company revenue? How effective is your intent data in driving targeted marketing efforts? And are you fully capitalizing on opportunities at trade shows like RSA to enhance sales and networking potential?

**In this conversation, we discuss:**
👉 The underestimated power of personal branding in sales success.
👉 Making the most out of trade shows without blowing the budget.
👉 Leveraging intent data efficiently to align sales and marketing.

**About our guest:**
Gianna Whitver is a thought leader in cybersecurity marketing, co-founder of the Cybersecurity Marketing Society, and host of the "Breaking Through in Cybersecurity Marketing" podcast on the Cyberwire network. With the remarkable growth in her Slack community and successfully bridging the gap from real estate to cybersecurity marketing, Gianna offers a unique perspective on brand building and revenue generation strategies.

**Summary:**
Join us as we discuss the strategic role of branding, the powerful use of intent data, and the dynamic approaches for trade show success with Gianna Whitver. Her insights promise valuable takeaways for enhancing your cybersecurity sales and marketing efforts. Tune in now and transform these strategies into revenue!

**Connect with Gianna:**
- Gianna's LinkedIn
- Cybersecurity Marketing Society


Book a meeting with Andrew
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.

Summary
In this episode, Andrew interviews Alan Sanderson, a fractional sales leader with over 25 years of experience in software sales and sales leadership. They discuss the changing buyer's journey in the cybersecurity industry and the importance of an online presence. They also explore strategies for building personal pipelines, crafting value-based messages, and capturing and communicating business value. Additionally, they highlight the need for collaboration between sales and marketing teams and discuss how cybersecurity startups can stand out in a crowded market. The conversation explores various aspects of sales and marketing in the cybersecurity industry. It discusses the importance of getting attention in the market, the evolution of the market, the impact on sales teams, the changing buyer's journey, qualification and discovery, the emotional side of buying, and being disruptive in sales.
Takeaways
Having someone in the organization who can be a loud and compelling voice is crucial for getting attention in the market.The success of a new approach or service often relies on the initial customers and evangelists who can vouch for its value.Sales teams need to adapt to the changing buyer's journey and the increased scrutiny on deals.Qualification and discovery are essential in understanding the customer's pain points and desired outcomes.Understanding the emotional impact of a solution and asking impactful questions can differentiate a seller and build credibility.Being disruptive in sales means asking tough questions and being different from other vendors. 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.

**Thought-Provoking Questions:**

- How can investing in your employees during challenging times impact your company's long-term success?

- What key decisions have shaped your company's direction, and how have they contributed to your revenue growth?

- Are you prioritizing long-term partnerships in building your sales channels, and what challenges have you faced in doing so?

**In this conversation, we discuss:**

👉 Investing in employees during challenging times to foster loyalty and ownership.

👉 Key decisions that shaped Silverfort's direction, including their unique approach to the market.

👉 The importance of long-term partnership strategies in building sales channels.

**About our guest:**

Hed Kovetz is the CEO and co-founder of Silverfort, a cybersecurity company. He emphasizes the significance of investing in employees and shares insights into the key decisions that have shaped Silverfort's direction, contributing to its revenue growth.

**Summary:**

In this episode, Hed Kovetz, CEO of Silverfort, discusses the impact of investing in employees, key decisions shaping the company's direction, and the importance of long-term partnership strategies. Gain valuable insights into nurturing company culture and strategic decision-making. Tune in and learn how to grow your cybersecurity sales and revenue faster.

Connect with Hed Kovetz on LinkedIn and learn more about Silverfort on their company webpage(Silverfort).

Book some time to further discuss cybersecurity sales strategies [here](meeting-link).


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.