luck
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It’s one thing to start a company with a co-founder from day one. You dream it up together, share the risk, split the equity before anything’s real. It’s a whole different game when you’ve already started—and now you’re thinking of bringing someone in. The product’s live. There’s traction, maybe even revenue. You’ve paid some dues.
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Founders who’ve weathered acquisitions say due diligence feels like “handing over your medical records to a stranger—while running a marathon.” Due-Diligence in 2024 Private equity holds $2.59tn in dry powder (Preqin 2024), and cybersecurity remains the hottest sector. But after Broadcom’s VMware layoffs, buyers scrutinise operational resilience harder than ARR. Your SOC 2 report won’t
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When a prospect asks for a discount, most teams flinch. The gut response? Drop 10%, win the deal, move on. But every discount you give sets a precedent, one your next buyer will expect. Worse, it anchors your product as a cost, not an investment. There’s a better way: shift the conversation to value metrics.
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When we were leading go to market, one lesson landed early and stuck. You do not win cybersecurity deals by making the buyer feel exposed. Most proof of concepts fail for reasons that have nothing to do with the product. The buyer feels rushed. The scope is unclear. The internal risk is too high. Someone
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Fear Sells but Reports Should Build Trust, Not Fear
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1 min read
Security marketing loves fear. It’s easy. Breaches, threats, dark web stats. A little red text, a ticking clock, and suddenly every CISO is supposed to panic. And yeah, fear gets clicks. But reports that start with fear and end with nothing don’t build pipeline. They burn trust. If you’re publishing research, make it useful. Not
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Free Lead Magnet Tools: The Real Cost
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1 min read
“Free” tools for lead gen sound like a growth hack, until they start eating your team’s time. You ship a calculator, quiz, or scanner. Leads pour in. But then: – 90% aren’t ICP – Support gets flooded – Sales wastes hours qualifying junk – Your infra bill creeps up The build was cheap. The follow
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Static demos are comfortable. Controlled. Predictable. They also ask the buyer to imagine value instead of experiencing it. In cybersecurity, imagination is a risky thing. Buyers have been burned too many times by screenshots and scripted flows that never survive real environments. They nod, they smile, and they delay. Interactive labs change the dynamic. A
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Most partner marketing reports are fluff. Logo placement, webinar attendance, some “brand awareness” language no one’s checking. Meanwhile, you’ve got partners burning MDF (Market Development Funds) on campaigns that feel good but don’t move pipeline. If you want partner marketing to be a growth channel, not a checkbox, you need better metrics. The kind that
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Elastic is edging toward US $1 billion in ARR while spending barely a third of CrowdStrike’s marketing outlay. The secret is in the title: community. CrowdStrike, with its $3 billion ARR, leans heavily on channel sales, accounting for 80% of its growth. Scroll through Elastic’s forums and you’ll find threads where users aren’t just troubleshooting—they’re
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Six-figure cybersecurity deals don’t close on features. They close when you understand who needs to say yes and who could say no. Stakeholder mapping isn’t a spreadsheet task. It’s the operating system behind any GTM strategy that works in enterprise. And yet, most teams treat it as a late-stage sales activity. That’s a mistake. At