Zero Trust is a security framework which states that organizations should not automatically trust anything inside or outside its perimeters and instead must verify anything and everything trying to connect to its systems before granting access. There's now a widespread distrust of Cybersecurity vendors, that is limiting their access to buyers and bogging down purchasing. Because for too long too many have relied upon copycat breach shaming tactics, creating fear, uncertainty and doubt aka. FUD and offering their products as a panacea for every security threat buyer's have zero trust in what they see and hear from a majority of security vendors. And this make the buyer's life harder because they need to determine if a product is relevant to their organization's problems and verify credibility of every of every product and feature they encounter.
Making the security buyer's life easier means you need to understand their organizational objectives, who the stakeholders are, their buying triggers, how they view alternative solutions, potential objections to your offer and how you can uniquely solve their problems. This takes not only a lot of work but a lot of discipline- you need to decide which customer profiles to focus on and take a deep dive into their world.
Most cybersecurity vendors paint all prospects with the same brush, and promote their products as a panacea for every threat, our solution provides 100% of <insert adjective>, and they're blind to how their offering impacts the current security stack, they slap a AI/ML powered tagline on the offering or boast the next generation platform for<insert category> . Yet the reality is that CISOs are dealing with a large number of threats, projects, audits, politics, budget issues, compliance requirements, and they need to demonstrate the value of what they do to management and the board, Most vendors lack insights into these challenges, apply a one-size fits all to sales pitches and marketing that fail to take this into account fail to persuade. Vendors who fail to understand both their buyers problems and how their technologies address them, produce tone-deaf, irrelevant and unbelievable pitches that result in zero trust in marketing, and fail to move buyers to make decisions.
Think about this, more than 2,000 viable vendors compete in the cybersecurity market today, assume each vendor offers an average of three products, with each product carrying an average of five features, that would make the cybersecurity market bursting with nearly 30,000 features. It’s overwhelming buyers are challenged to keep up - and vendors struggle to differentiate their offerings.
