How Cybersecurity Buyer and Seller Behaviors Evolved in the Past 5 Years (And What You Can Do to Drive Change)

Today, as a cybersecurity seller, being a technical and a business person is very relevant. But in order to keep up with the pace of change, the technologies, the dynamic market and aggressive growth goals, you have to be an active listener and to be present.When you understand your customer’s goals and challenges, then you can bring a technical enough team to the table that could actually get buyers answers effectively and efficiently.You drive change by leaning from the front and it's not only on the sales and marketing folks to do that. The C-Suite is equally responsible as well.Brutally honest insights from Chris Federico, Head of Global Cloud Security Sales of Check Point and Chris Roberts, CISO and Senior Director of Boom Supersonic. In this conversation, Dani Woolf had a conversation with Chris² about:How solutions and behaviors in the cybersecurity space changed over time both from the buying side and also from the sales and marketing sideBundling and unbundling of solutions over time - what’s the deal?How the scenery at the cybersecurity vendor expos has changedWhat is REAL differentiation and why is it so crucial in this market?What can actually help to build and gain the trust among buyers and vendors?What are the old b******t tactics that companies still use that just won’t fly anymore today?How to successfully identify customer needs and challengesHow boards of directors evolved in the cybersecurity industryThe steps that can be taken to start affecting change within the organization and among the buyer and the salespeople community to allow for more successful collaborationThis episode was sponsored by Check Point Technologies, a leading provider of cybersecurity solutions to over 100,000 corporate enterprises and governments globally. Check Point Infinity's portfolio of solutions, protects enterprises and public organizations from fifth generation cyber attacks with an industry leading catch rate of malware, ransomware, and other threats. To learn more about checkpoint and its infinity portfolio. Visit checkpoint.com. Join Audience 1st Newsletter TodayJoin 1300+ cybersecurity marketers and sellers mastering security buyer research to better understand their audience and turn them into loyal customers: https://www.audience1st.fm/newsletter This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit audience1st.substack.com