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MACH37 Dinner Series: Engaging industry analysts for fun and profit

MACH37 Dinner Series: Engaging industry analysts for fun and profit

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Rick Holland

March 25, 2016
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  1. 1 Engaging industry analysts for fun and profit MACH37 Security

    Leaders Dinner Series 24 March 2016 Rick Holland @rickhholland
  2. 2 VP Strategy for 2 months

  3. 3 Cyber situational awareness

  4. 4 VP Principal Analyst for 4 ½ years

  5. 5 I know kung fu @rickhholland

  6. 6 ‣  “Platform” ‣  Threat research team ‣  Annual threat

    report Vendor cliché requirements @rickhholland
  7. 7 ‣  Flag officer on leadership team ‣  Intelligence Community

    founder Vendor cliché requirements @rickhholland
  8. 8 How NOT to talk to industry analysts @rickhholland

  9. 9 One chance to make a first impression @rickhholland

  10. 10 Anyone, anyone @rickhholland

  11. 11 Know your team’s strengths & weaknesses @rickhholland

  12. 12 @rickhholland

  13. 13 Avoid military jargon: military grade @rickhholland

  14. 14 Defense background won’t make it rain purchase orders @rickhholland

  15. 15 Focus on your solution, not the problem space @rickhholland

  16. 16 ‣  Number of paying customers ‣  Pricing model ‣ 

    Revenue ‣  Forecasted revenue ‣  Burn rate Don’t avoid the tough questions @rickhholland
  17. 17 “We don’t have competitors” @rickhholland

  18. 18

  19. 19 ‣  Setup Google Alerts ‣  Get their licensed vendor

    content ‣  Join their webinars Know their research @rickhholland
  20. 20 Social engineering analysts @rickhholland

  21. 21 ‣  Social media engagement ‣  Comment on their blogs

    ‣  Attend their local events ‣  Offer up research interviews Build relationships with analysts @rickhholland
  22. 22 Inception – make your ideas theirs @rickhholland

  23. 23 Align your conversations to their research @rickhholland

  24. 24 Help your prospects be more strategic @rickhholland

  25. 25 Avoid Expense in Depth @rickhholland

  26. 26 “Well what would you say you do here?” @rickhholland

  27. 27 What can you measure before and after implementation? How

    does your prospect win with you? @rickhholland
  28. 28 Demonstrate how you improve employee utilization. How does your

    prospect win with you? @rickhholland
  29. 29 Reduce the time to detect/ contain/recover from intrusions. How

    does your prospect win with you? @rickhholland
  30. 30

  31. 31 “We have big data and stuff” @rickhholland

  32. 32 @rickhholland Death by powerpoint

  33. 33 @rickhholland Demo instead

  34. 34 “I thought we had a hour briefing” @rickhholland

  35. 35 Next generation vendor FAIL @rickhholland

  36. 36 Very important: Share Application @rickhholland

  37. 37 Declining to participate in research @rickhholland

  38. 38 Thank you! @rickhholland https://speakerdeck.com/rick_holland