The Cyber Go-To-Market podcast for cybersecurity sales and marketing teams
304 episodes - English - Latest episode: 17 days ago - ★★★★★ - 8 ratingsThe podcast for sales and marketing teams that tackles the question:
How can cybersecurity companies grow sales faster?
We talk with cybersecurity CROs, CMOs, CEOs, as well as sales and marketing experts.
Listen in, and you will get proven strategies to
- help you get more leads
- win more customers, and,
- create your killer go-to-market growth engine.
If you are a seller, marketer, leader, CEO, or founder at a cybersecurity company, you are in the right place.
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Episodes
89: Jeff Lauer CRO at Standard Custody on why CROs don't last longer
November 18, 2021 14:00 - 45 minutes - 31.2 MBThe average tenure for a CRO right now is around 18 months. Sales leaders and sellers don't have much time to make a difference and deliver. In this episode CRO Jeff Lauer talks about his experiences, why this might be, and what to do about it. Support the show
88: 3 tips to connect better with prospects
November 16, 2021 16:00 - 17 minutes - 12.4 MBSometimes it feels like we have very little connection with a prospect. There is little rapport and not much commitment to change. Sometimes we think too logically about what we are doing and a little emotion can lead to a deeper connection and deals with more momentum. This episode gives 3 tips on how to get that deeper connection. Support the Show. Follow me on LinkedIn for regular posts about growing your cybersecurity startup Want to grow your revenue faster? Check out my consult...
87: John Mayhall Chief Revenue Officer at CyberGRX on what to do when you take on a new role, at a new company, in a new market
November 11, 2021 12:00 - 39 minutes - 27.3 MBWhen making a career move to cybersecurity you have to educate yourself in a new market, a new world, and new terminology. This episode gives you an in depth explanation on why a market strategy is so important, what it takes to walk in on day one and be successful quickly, and how to balance all of it. 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 abo...
86: You product training is hurting your sales team
November 09, 2021 12:00 - 21 minutes - 14.7 MBMost product training that is done is really hurting and not helping the sales team. This episode gives you three ways that we can help our sellers get more focused on customers and prospects and their needs, as opposed to just always defaulting to talking about our product. Resources mentioned:- Podcast: CISO / Vendor Relationship Podcast Podcast: Virtual CISO Podcast Podcast: CISO Secrets Podcast Podcast: Defense in Depth Podcast Youtube channel: Dr Eric Cole, Secure Anchor Youtube chan...
86: Product training hurts your sales team
November 09, 2021 12:00 - 23 minutes - 16 MBMost product training that is done is really hurting and not helping the sales team. This episode gives you three ways that we can help our sellers get more focused on customers and prospects and their needs, as opposed to just always defaulting to talking about our product. Resources mentioned:- Podcast: CISO / Vendor Relationship Podcast Podcast: Virtual CISO Podcast Podcast: CISO Secrets Podcast Podcast: Defense in Depth Podcast Youtube channel: Dr Eric Cole, Secure Anchor Youtube chan...
86: Your product training is hurting your sales team
November 09, 2021 12:00 - 21 minutes - 14.7 MBMost product training that is done is really hurting and not helping the sales team. This episode gives you three ways that we can help our sellers get more focused on customers and prospects and their needs, as opposed to just always defaulting to talking about our product. Resources mentioned:- Podcast: CISO / Vendor Relationship Podcast Podcast: Virtual CISO Podcast Podcast: CISO Secrets Podcast Podcast: Defense in Depth Podcast Youtube channel: Dr Eric Cole, Secure Anchor Youtube chan...
85: Dan Parelskin, VP WW Sales @ Axis Security on getting the first customers and intentionally creating a sales culture
November 04, 2021 11:00 - 42 minutes - 29.2 MBOne of the things that is always impacted as teams grow rapidly is culture and the values that you want to instill in the team that you think will drive success. In this episode, Dan Parelskin talks about getting the first customers and how to intentionally create a sales culture. 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 pipe...
84: 3 ways to improve the effectiveness of your sales deck
November 02, 2021 11:00 - 20 minutes - 13.8 MBYour company has given you a great sales deck to use, but you just know that your prospects don't always enjoy hearing you talk all the way through the deck. How can you improve the way you use your deck in these early-stage meetings. 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.
83: David McKeough, CRO at Trusona talks about being creative in how and when you describe what you do
October 28, 2021 11:00 - 39 minutes - 27.3 MBDavid McKeough has been in cyber security sales for over 15 years starting as an individual contributor and now is the CRO at Trusona. He had stints along the way at Dyntek, McAfee, Digital Guardian, and Crowdstrike. David talks about how simple reframing of how you think about and describe the solution you sell can yield huge results. And a great story about the big impact of perseverance. Support the Show. Follow me on LinkedIn for regular posts about growing your cybersecurity star...
82: 5 steps to ramp new sellers when you have no enablement and no time
October 26, 2021 11:00 - 16 minutes - 11.7 MBThe good news is you have headcount to grow the team and have some great sellers lined up. The bad news is that you don't have any enablement help to ramp them quickly. you know what needs to happen but you just don't have the time to do it yourself. Making things worse, there are many in the company watching to see how good the new sellers are and how effective they are selling this product and company. This episode gives you 5 tips to ramp the new sellers quickly without needing a ton ...
81: Differentiate by being human with Mark Small, multiple time VP of Sales
October 21, 2021 11:00 - 33 minutes - 23.1 MBThis is an interview with Mark Small a multiple-time VP of Sales at cybersecurity companies, both large and small. He talked about how to stand out from the crowd when you are a seller at an early stage company and the 3 legs of the stool that need to be in place to succeed. 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? ...
80: 3 questions to ask to know if you are at the right company
October 19, 2021 11:00 - 11 minutes - 8.25 MBAfter you join a startup and the honeymoon period is over doubts can set in about whether you are at the right company. Things are usually not as good as you thought they would be and you need to decide whether to stay or go. Here are 3 questions to help you make that decision. 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 pipeli...
78: 5 ways to run a better team meeting
May 08, 2020 16:00 - 15 minutes - 10.8 MBGet the sense that your B2B sales team is bored during your regular team meetings? As a sales manager, here are 3 ideas to get them re-engaged 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.
77: Set a big goal for your team to rally around
May 06, 2020 19:00 - 13 minutes - 9.61 MBFind your team drifting apart and just focusing on quota and numbers? Change the dynamic by setting a big hairy audacious goal that will bring the team together and rally them around a common cause 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.
76: 3 ways to use ancient philosophy to run your sales team more effectively
May 05, 2020 20:00 - 14 minutes - 9.68 MBPeople have been studying life and humans for millennia. and despite all the advances we have made as a species, the basics of human behavior and life are pretty much the same. So how can this help us be more effective sales leaders? Find out in this episode. 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...
75: How To Create a Culture of Accountability In Your Sales Team
April 17, 2020 16:00 - 11 minutes - 8.1 MBB2B sales teams are one of the most highly measured teams in an organization, but our accountability towards those metrics, our plans, and our commitments is often weak. If you want to create a culture of accountability in your B2B sales team, what do you do? 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 ne...
74: How to build your bench
March 13, 2020 11:00 - 20 minutes - 14.4 MBIt's easy to say "you need to build a bench", much harder to do well and consistently. Find out 4 steps to take that you can do in under 2 hours per week in this episode. 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.
73: 4 Steps to follow if you are called a "Micro Manager"
March 11, 2020 11:00 - 14 minutes - 9.73 MBThere is no worse thing to be called as a sales leader than "micro manager"... so what do you do if that's what happens? 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.
72: Top 8 reasons why great sales people leave
March 09, 2020 11:00 - 16 minutes - 11.1 MBTop sales talent is rarely on the market... so what is it that causes them to leave? 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.
72: Top 8 reasons why great sales people leave
March 09, 2020 11:00 - 14 minutes - 9.9 MBTop sales talent is rarely on the market... so what is it that causes them to leave? Support the show (http://www.unstoppable.do)
71: Why you should hire lines not dots (and what the heck that means!)
March 06, 2020 12:00 - 9 minutes - 6.89 MBDo you hire the best person you can find at that point in time (a dot) or do you hire someone you've got to know over time and seen them grow and progress (a line)? Too often we do the first when it makes much more sense to the second. find out more in this episode. 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 ...
70: The first 3 things a newly promoted manager should do
March 04, 2020 12:00 - 9 minutes - 6.61 MBYou get promoted to run a team and the firehose starts. Everything comes at you from all sides and it is easy to become overwhelmed. But not if you follow these 3 steps. Support the show
70: The first 3 things a newly promoted manager should do
March 04, 2020 12:00 - 11 minutes - 7.84 MBYou get promoted to run a team and the firehose starts. Everything comes at you from all sides and it is easy to become overwhelmed. But not if you follow these 3 steps. 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.
69: Moving from reactive to proactive in hiring
March 02, 2020 12:00 - 12 minutes - 8.43 MBOpen territories can cost you between $0.5m and $1.5m in lost bookings over 2 years. We can avoid that by being proactive and not reactive in hiring. 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.
68: Why you need to ask one question at a time
February 14, 2020 12:00 - 8 minutes - 6 MBGreat questions yield the best answers unless you screw up when asking them! Find out how to avoid one common mistake in this episode. 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.
67: How are your reps motivated?
February 12, 2020 12:00 - 13 minutes - 9.36 MBVery few people are truly motivated by money. and I count salespeople in that statement. So what are salespeople motivated by? 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.
66: What would this look like if it were easy
February 10, 2020 12:00 - 10 minutes - 7.43 MBOne way to simplify complex tasks to save you a ton of time and get to a deeper, different course of action. 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.
65: Stop asking rhetorical questions dressed up as coaching
February 07, 2020 12:00 - 9 minutes - 6.4 MBYou want to coach your team member but you know what they should be doing. In fact, it's burning a whole in your head. Many of us offer advice dressed up as a question. Right or wrong? Find out in this episode. 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.
64: The least rewarding job in the company
February 05, 2020 12:00 - 13 minutes - 9.36 MBThe 1st line manager in a B2B sales organization is the least rewarding job in the company. This episode is the start of helping you be great. 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.
63: Serve dessert first ... it will make you more successful in B2B sales
February 03, 2020 12:00 - 10 minutes - 7.27 MBEver find your prospects switch-off when it's your turn to talk? Maybe you have the menu in the wrong order. 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.
62: How to build trust by showing your hands
January 31, 2020 12:00 - 7 minutes - 5.1 MBHow can you better build trust with your prospects? Joe Navarro gives us a tip in his book What Every Body is Saying 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.
61: Protect the golden hours of B2B selling
January 30, 2020 12:00 - 8 minutes - 5.72 MBNeed a quick reminder that you need to use your selling time wisely? Jeb Blount lays it on us very bluntly in Fanatical Prospecting 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.
60: B2B sales: When is the best time to talk to C-level executives in the buying process?
January 29, 2020 12:00 - 11 minutes - 7.68 MBEver get frustrated about not getting access to the senior decision-maker or economic buyer during your sales cycle? Read and Bistritz explain all and when best to engage with them in their book Selling to the C-suite 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.
59: The best way to convince a B2B sales prospect to take your meeting
January 28, 2020 16:00 - 9 minutes - 6.85 MBDo you want to improve the chances your prospect will take your meeting? Anthony Iannarino gives us some pointers in the Lost Art of Closing 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.
58: In B2B sales, different is better than better
January 27, 2020 18:00 - 15 minutes - 10.4 MBWe live in a noisy B2b world where getting attention is tough. Bring a "be different" mindset to your selling motions to stand out. 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.
57: In B2B sales, how to tell someone you agree with them without using words
January 24, 2020 15:00 - 10 minutes - 7.23 MBYour torso is a powerful tool in non-verbal communications. Find out how and why from Joe Navarro in What Every Body is Saying 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.
56: For B2B sales leaders: The question that works really well to start ad hoc coaching moments
January 23, 2020 12:00 - 8 minutes - 5.83 MBImagine someone walks into your office or calls you randomly ... you're short on time and you're a bit apprehensive about why they want to talk with you. This simple question from Michael Bungay Stanier is your best friend. 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.
55: For B2B sellers, can you show me your target account list... right now?
January 22, 2020 13:00 - 11 minutes - 8.01 MBA quick challenge for you... in the next 10 seconds, can you show someone your current target account list? Find out why answering "yes" to this question is important in this episode. 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.
54: In B2B sales, why are prospects not ready to buy?
January 21, 2020 12:00 - 12 minutes - 8.38 MBYou just KNOW that your prospects would be in amuch better place with your solution, but they don't seem to care.... what the heck is going on? Anthony Iannarino explains all in The Lost Art of Closing 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.
53: Product is a 4 letter word
January 20, 2020 12:00 - 13 minutes - 9.38 MBIs the curse of product knowledge holding you back? Find out how in this episode. 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.
52: It's all about the success of others
January 17, 2020 12:00 - 8 minutes - 6.18 MBA quick check for you..are you starting the year self oriented or buyer oriented? One way will win out over time according to Mahan Khasla and Randy Illig in their book Let's Get Real or Let's Not Play 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.
51: Why you need to pay attention to someone's feet
January 16, 2020 17:00 - 8 minutes - 6.19 MBDon't pay so much attention to someone's face, instead concentrate on their feet... so says Joe Navarro in his book What Every Body Is Saying 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.
50: Think like a buyer - a letter from IT ops leader
January 15, 2020 18:00 - 9 minutes - 6.71 MBWhat does a senior executive at your biggest target think about you and what do they want you to know. In this episode we have a "Dear Salesperson" letter from a real senior executive, from Keenans book Gap Selling 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.
49: What C-levels want from a Trusted Advisor
January 14, 2020 13:00 - 14 minutes - 9.94 MBEveryone seems to want to be a trusted advisor, some even think they are one.... but what do executives at your prospects think a trusted advisor is? Find out in this episode. 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.
48: Get even more from 2019
January 13, 2020 12:00 - 14 minutes - 10.1 MBOasis sang "Don't look back in anger" ... how do you feel about your 2019? Learn a great framework to get even more from what happened to you in 2019. 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.
46: Why it's a good sign if someone crosses their legs
December 20, 2019 12:00 - 10 minutes - 7.34 MBCross your legs to show confience and comfort..find out why from Joe Navarro in his book What Every Body is Saying 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.
45: Focus on the next Yes
December 19, 2019 12:00 - 7 minutes - 4.91 MBDo you feel like too many of your opportunities slow down or stall? Most of us have lived through that. Keenan gives his perspective in Gap Selling. Support the show
45: In B2B sales, focus on the next Yes
December 19, 2019 12:00 - 8 minutes - 6.14 MBDo you feel like too many of your opportunities slow down or stall? Most of us have lived through that. Keenan gives his perspective in Gap Selling. 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.
44: Cut the fluff and ask the question
December 18, 2019 08:00 - 8 minutes - 5.88 MBEver had someone give a huge preamble before asking you a question? Ever done that yourself? Don't do it says Michael Bungay Stanier in The Coaching Habit 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.
43: What does it mean when someone strokes their neck?
December 17, 2019 12:00 - 10 minutes - 7.2 MBHave you seen someone stroke their neck, or their chest .. and wandered what it means? Joe Navarro tells us all about Pacifying Behaviours in his book What Every Body Is Saying. 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.