Episode 11.12 - The will to market is weak in cyber training niche

The genesis of this podcast was a convoluted pitch that was three steps removed from the client. A marketing company working for the client hired a PR agency to distribute a press release, who then farmed out the pitching to a freelancer. I tried to get some clarity on the pitch from the freelancer and it became apparent that she had never talked with the client. Luckily, I had already met with the CEO of the client company a couple of times so I bypassed the rep and went directly to the source. She explained she had never heard of the rep or the agency she seemed to work for.All of this culminated in a story about how the cyber training industry, AKA human risk management, was trying to change and expand the scope of training so it would actually work... and how they are working against themselves.