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

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