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MACH37 Dinner Series: Engaging industry analysts for fun and profit

MACH37 Dinner Series: Engaging industry analysts for fun and profit

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

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  2. 2
    VP Strategy for 2 months

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  3. 3
    Cyber situational awareness

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  4. 4
    VP Principal Analyst for 4 ½ years

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  5. 5
    I know kung fu
    @rickhholland

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  6. 6
    ‣  “Platform”
    ‣  Threat research team
    ‣  Annual threat report
    Vendor cliché requirements
    @rickhholland

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

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  8. 8
    How NOT to talk to industry analysts
    @rickhholland

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

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  10. 10
    Anyone, anyone
    @rickhholland

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

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  12. 12
    @rickhholland

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  13. 13
    Avoid military jargon: military grade
    @rickhholland

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

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

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  16. 16
    ‣  Number of paying customers
    ‣  Pricing model
    ‣  Revenue
    ‣  Forecasted revenue
    ‣  Burn rate
    Don’t avoid the tough questions
    @rickhholland

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  17. 17
    “We don’t have competitors”
    @rickhholland

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  18. 18

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  19. 19
    ‣  Setup Google Alerts
    ‣  Get their licensed vendor
    content
    ‣  Join their webinars
    Know their research
    @rickhholland

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  20. 20
    Social engineering analysts
    @rickhholland

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  21. 21
    ‣  Social media engagement
    ‣  Comment on their blogs
    ‣  Attend their local events
    ‣  Offer up research interviews
    Build relationships with analysts
    @rickhholland

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  22. 22
    Inception – make your ideas theirs
    @rickhholland

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  23. 23
    Align your conversations to their
    research
    @rickhholland

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  24. 24
    Help your prospects be more strategic
    @rickhholland

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  25. 25
    Avoid Expense in Depth
    @rickhholland

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

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  27. 27
    What can you measure before and
    after implementation?
    How does your prospect win with you?
    @rickhholland

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

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

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  30. 30

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

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  32. 32
    @rickhholland
    Death by powerpoint

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  33. 33
    @rickhholland
    Demo instead

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

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  35. 35
    Next generation vendor FAIL
    @rickhholland

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  36. 36
    Very important: Share Application
    @rickhholland

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  37. 37
    Declining to participate in research

    @rickhholland

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

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