“Markets are conversations.” Regis McKenna, 1985
In 2025 the conversation around cybersecurity is louder, faster and far more sceptical. Perimeters have dissolved, AI now writes both code and exploits, and regulators redraw the map almost monthly. The vendors that win will do so not by shouting but by proving openly, quickly and repeatedly that they can be trusted.
Zero Trust: the entry ticket
Castle-and-moat thinking is dead. Analysts show that companies practising true least-privilege see ransomware impact plummet and breach costs fall by nearly a third.
Hackread’s recent analysis (May 12, 2025) frames Zero Trust as the cornerstone of modern cybersecurity, emphasising least privilege access to shrink attack surfaces. This isn’t theoretical IBM’s data shows Zero Trust cuts breach costs by 30%, a metric that resonates with every CISO.
Don’t drown prospects in jargon; talk about micro-segmentation and live session scoring as proof points that you can enforce Zero Trust without blocking the business.
GenAI: brightest intern, craftiest attacker
At RSA Conference 2025 the headline talk wasn’t about firewalls but AI Red Teaming Adversa AI even launched continuous “red-teaming-as-a-service” for GenAI models.
Position your platform as both user and tamer of GenAI: anomaly detection turbo-charged by large models and guardrails that catch poisoned prompts before they ship.
IoT: the unseen attack surface
Billions of unmanaged sensors are humming across smart factories and cities. Traditional agents won’t fit; patches rarely ship. Security outlets warn that only agent-less discovery and protocol-edge analytics can keep pace.
If you secure IoT, tell that story in plain English: you find every shadow device and quarantine dodgy traffic without choking performance.
Here is a public list of 25k IoT devices in London by Shodan.io
Compliance: from burden to brand advantage
NIS2, DORA and the UK’s DPDI are not tick-boxes; they’re competitive weapons. Regulators now mandate automated risk identification and 24-hour incident reporting exactly the capabilities Dynatrace and others highlight in their product notes.
Industry watchers expect 2025 to be the year robust compliance programmes decide who closes the deal and who stalls in procurement.
Outside Europe, India’s DPDP Act already threatens fines of up to ₹250 crore (≈ £24 m) for breaches—showing that tough enforcement is global.
Map your control library to these frameworks in every deck; show how you accelerate audits instead of adding paperwork.
Trust: the only currency that converts
Customers ignore superlatives; they act on proof. Publish breach-response playbooks, third-party pen-test summaries and live metrics like MTTD or false-positive rate. Legal commentators note that new regs explicitly reward such transparency with lighter scrutiny.
In my opinion, quarterly “ask-me-anything” calls with your CTO turn sceptics into champions faster than any billboard ever could.
Clarity wins
Consolidation will continue; AI and Zero Trust are now hygiene, not hype. Regulatory fluency and demonstrable resilience separate partners from vendors.
Treat every release note as a chance to deepen credibility. The market is loud, clarity cuts through.
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