1 Engaging industry analysts for funand profit MACH37 Security Leaders Dinner Series 24 March 2016 Rick Holland @rickhholland
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2 VP Strategy for 2 months
3 Cyber situational awareness
4 VP Principal Analyst for 4 ½ years
5 I know kung fu @rickhholland
6 ‣ “Platform” ‣ Threat research team ‣ Annual threat report Vendor cliché requirements @rickhholland
7 ‣ Flag officer on leadership team ‣ Intelligence Community founder Vendor cliché requirements @rickhholland
8 How NOT to talk to industry analysts @rickhholland
9 One chance to make a first impression @rickhholland
10 Anyone, anyone @rickhholland
11 Know your team’s strengths &weaknesses @rickhholland
12 @rickhholland
13 Avoid military jargon: military grade @rickhholland
14 Defense background won’t make it rainpurchase orders @rickhholland
15 Focus on your solution, not the problemspace @rickhholland
16 ‣ Number of paying customers ‣ Pricing model ‣ Revenue ‣ Forecasted revenue ‣ Burn rate Don’t avoid the tough questions @rickhholland
17 “We don’t have competitors” @rickhholland
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19 ‣ Setup Google Alerts ‣ Get their licensed vendorcontent ‣ Join their webinars Know their research @rickhholland
20 Social engineering analysts @rickhholland
21 ‣ Social media engagement ‣ Comment on their blogs ‣ Attend their local events ‣ Offer up research interviews Build relationships with analysts @rickhholland
22 Inception – make your ideas theirs @rickhholland
23 Align your conversations to theirresearch @rickhholland
24 Help your prospects be more strategic @rickhholland
25 Avoid Expense in Depth @rickhholland
26 “Well what would you say you do here?” @rickhholland
27 What can you measure before andafter implementation? How does your prospect win with you? @rickhholland
28 Demonstrate how you improveemployee utilization. How does your prospect win with you? @rickhholland
29 Reduce the time to detect/contain/recover from intrusions. How does your prospect win with you? @rickhholland
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31 “We have big data and stuff” @rickhholland
32 @rickhholland Death by powerpoint
33 @rickhholland Demo instead
34 “I thought we had a hour briefing” @rickhholland
35 Next generation vendor FAIL @rickhholland
36 Very important: Share Application @rickhholland
37 Declining to participate in research @rickhholland
38 Thank you! @rickhholland https://speakerdeck.com/rick_holland