MACH37 Dinner Series: Engaging industry analysts for fun and profit

Transcript

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
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
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