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
   

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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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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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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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