What Cybersecurity Sellers Need Before the Next Call
A sales representative can memorize every product feature and still enter a CISO conversation underprepared. The missing information may concern the buyer’s priorities, the way the market sees the vendor, or how to explain a complex position clearly. Those problems need attention before the next pitch.
Two separate CyberTheory engagements addressed different versions of this challenge. One enterprise technology vendor needed a more engaging way to train a global sales force. Another needed to understand weakening CISO brand perception and decide how to respond.
Making expertise usable for sellers
For the sales enablement engagement, CyberTheory produced five reusable video battlecards. Subject-matter expertise and ISMG audience data informed the content.
The choice of video gave the vendor a format for demonstrating how to communicate a message. A useful battlecard needs to help a seller understand the argument, not simply remember a list of claims. Reusability also gave the material a role beyond a single training session.
Across the featured advisory work, syndication also generated 165 SoftBANT leads. That activity added a demand-generation result alongside the reusable enablement assets, showing another application of the content and audience expertise available to the vendors.
Understanding the audience before changing the message
In the separate perception engagement, CyberTheory conducted a multi-layered CISO study. The findings informed a response across portfolio positioning, messaging and go-to-market recommendations.
That work addressed a more fundamental question than which asset to produce next. A vendor experiencing weaker relevance needs to understand how the audience interprets its current position. Otherwise, a new campaign can repeat the same argument with more expensive production.
Together, the engagements show two useful applications of cybersecurity market intelligence. Research can help a company decide what needs to change. Content production can help its sellers explain the resulting position in a form they can use.
For marketing leaders, the lesson is to identify the source of the communication problem before ordering another deliverable. A knowledge gap, a training problem and a perception issue may surface in the same sales conversation, but each calls for a different response. CyberTheory connected the appropriate work with the need in each engagement.