The Cyber Go-To-Market Talk podcast for cybersecurity sales and marketing teams How to Build a Cyber Sales Machine From Nothing That Delivers 30X ARR Growth and 166% NRR
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Jun 17, 2025 Nick LaBuz, VP of Sales at Endor Labs and early go-to-market builder, shares how he scaled a security sales org from first hire to a high-growth team. He covers defining ICP and landing first deals. He talks tactics for meetings, balancing technical detail with business outcomes, and when to formalize enablement and messaging as growth accelerates.
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AI Code Generation Raises Oversight Urgency
- AI-assisted code generation is accelerating adoption and will make oversight necessary as generated code volume rises and quality lags.
- Nick cites Satya and studies: ~30% of Microsoft code is AI-assisted and generated code shows ~60% quality/security issues.
Define ICP Before Hiring Sellers
- Start by rigorously defining your ICP and learn who buys, why, and how they buy before scaling sellers.
- Nick iterated tech-stack criteria and used those signals to target prospects and hire sellers who fit the play.
Qualify Enterprise Appetite For Startups Early
- Ask prospects early whether they partner with early-stage vendors and what they need to see to buy.
- Nick recommends direct questions on expectations, timelines and priority to avoid wasting months pursuing unsuitable enterprise buyers.