WTF Did I Just Read? Tech Sales & Marketing Edition

29. Let’s Hit Up Every Single Team Member Inside the Company!

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In this episode of WTFDIJR, Chris and Dani are uncovering:

The importance of timing in engaging CISOs, and how vendors can more effectively approach potential clients. They also touch on the structure and cycles of a CISO’s year, giving insights into when and how vendors should interact with them for maximum impact.

Key Takeaways:

  • Ineffective Sales Tactics: Chris and Dani emphasize the ineffectiveness of sales tactics that involve reaching out to every member of a company, highlighting experiences where this approach led to frustration rather than engagement.
  • Respecting the CISO's Schedule: Chris details the yearly cycle of a CISO, explaining that there are only specific times in the year when they are open to considering new vendors and solutions. Understanding and respecting this cycle is crucial for successful engagement.
  • Building Genuine Relationships: Dani and Chris advocate for building genuine, respectful relationships with potential clients, rather than using aggressive or dishonest tactics. They discuss the importance of being honest, providing value, and understanding the client's needs and constraints.
  • Post-Selection Engagement: Chris talks about the value of post-mortem meetings with vendors who weren’t selected, stressing that these should be opportunities for learning and improvement rather than attempts to renegotiate.
  • Effective Timing for Vendor Engagement: The best times for vendors to approach CISOs are during their planning phases, typically towards the end of the year and the start of a new one. Engagements outside of these periods are less likely to be successful unless they align with an immediate need or project.
  • Personal Experiences with Vendors: Chris shares his experiences with vendors like Nuspire and discusses how positive, ongoing relationships with vendors are built on mutual respect, efficient communication, and alignment of roadmaps.

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    WTF Did I Just Read? Tech Sales & Marketing EditionBy wtfdidijustread