Selling to CISOs: Building Trust and Demonstrating Value w. Scott Moser

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Go-To-Market Lab

Kathleen Randall

16 episodes

1 week ago

Welcome to "Go-To-Market Lab," the podcast for startup founders and business leaders mastering go-to-market strategy. Hosted by Kathleen Randall, an expert in B2B SaaS, risk management, and cybersecurity, this show helps you define the right customer profile, create impactful messaging, optimize pricing, and more. Join us for insightful interviews, practical advice, and real-world examples to elevate your business and drive growth. Whether you're at $10M or aiming for $100M, this podcast is your go-to resource for market success.

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Selling to CISOs: Building Trust and Demonstrating Value w. Scott Moser

Go-To-Market Lab

47 minutes 4 seconds

1 year ago

Selling to CISOs: Building Trust and Demonstrating Value w. Scott Moser

In this episode of 'The Go-To-Market Lab' podcast, I discuss the importance of understanding client needs in conversations, especially for early-stage company founders on their business growth journey. I am joined by Scott Moser, a thought leader in cybersecurity and the Chief Information Security Officer at Sabre, who shares his valuable insights on effective sales strategies, building trust, and maintaining post-sale relationships. We delve into the significance of making credible claims, understanding budget cycles, managing risk, and delivering value-based messaging.

In this episode, you’ll discover how to:

Capture and keep the attention of key decision-makers
Deliver value post-sale to ensure customer retention
Understand the evolving role of CISOs in today’s tech landscape

Tune in to gain actionable insights that can help you master your go-to-market strategy and accelerate your SaaS business's growth.

00:27 Introduction to the Go-To-Market Lab Podcast

00:55 Lessons from a Tech Sales Onboarding Experience

02:39 Introducing Scott Moser: A Thought Leader in Cybersecurity

04:07 Challenges Faced by CISOs in Vendor Engagement

09:28 The Importance of Credibility and Trust in Sales

10:24 Navigating Budget Cycles and Financial Planning

18:36 Effective Product Messaging and Positioning

25:21 Understanding the Customer's Business

26:30 Importance of Preparation and Context

28:11 Navigating the Sales Process

30:11 Pricing and Packaging Strategies

33:50 Post-Sale Value Realization

37:39 Maintaining Post-Sale Relationships

38:55 Advice for Cybersecurity Companies

41:32 The Evolving Role of the CISO

42:49 Rapid Fire Questions with Scott

44:17 Episode Recap and Final Thoughts

Follow Kathleen & Scott:

Connect with Kathleen

LinkedIn: https://www.linkedin.com/in/kathleenlimrandall

Connect with Scott

LinkedIn: https://www.linkedin.com/in/scottemoser