Cybersecurity Purchases: Beyond CISO Control
Henry Kogan
Amateur cybersecurity marketers often make a critical mistake: targeting only the Chief Information Security Officer (CISO) as the ultimate decision-maker. This approach is fundamentally flawed and overlooks the intricate dynamics of modern enterprise technology procurement.
The myth of the “cybersecurity final boss” is based on a very narrow subset of technology purchase outcomes.
Yes, if you have 20-year relationship with a CISO you can probably fast-track a sales cycle. But not always.
CISOs are not isolated decision-makers who can unilaterally approve significant technology investment. Instead, purchasing decisions now involve diverse buying teams with multiple stakeholders and influencers. Technical users play a crucial role in the evaluation process. These are the directors, managers, and team members who will use the product day-to-day.
Never neglect these critical screeners. They are the ones thoroughly vetting potential solutions to ensure they meet practical operational needs. Their input carries significant weight, often determining whether a product moves forward in the selection process. Successful vendor strategies must adopt a two-pronged approach:
- Engage C-level executives and their peers
- Develop targeted content for technical users
CISOs operate within niche professional communities like CyberEdBoard, where they collaboratively explore innovative solutions for problems they face. They’re not interested in aggressive product pitches but rather in understanding how technologies can strategically transform their organization.
Sales cycles in cybersecurity are inherently long and complex. CISOs must be focused on strategic, long-lasting organizational changes. Disrupting existing systems requires careful consideration and consensus-building across multiple organizational levels. To effectively influence CISO decisions, vendors must:
- Create comprehensive content for technical evaluators
- Build relationships across different organizational levels
- Demonstrate persistent value through multiple touchpoints
- Understand that technical users significantly influence platform selections
The key is persistent, multi-level engagement.
When multiple influencers are consistently highlighting a solution’s value, CISOs are more likely to take notice and consider the technology.
Ultimately, successful cybersecurity technology adoption is a collaborative process. It requires understanding the ecosystem of decision-makers, not just targeting a single executive. Vendors who recognize and adapt to this complex landscape will find more success in their sales and marketing efforts.