The Cyber Go-To-Market Talk podcast for cybersecurity sales and marketing teams

Send me a text (I will personally respond)Are you struggling to sell the “unsellable” in cybersecurity? Wondering how to create or lead a brand-new product category? Curious about how to maintain a winning sales culture and scale your team when you’re growing fast? This episode offers actionable insights for sales and marketing leaders looking to accelerate growth and navigate the changing cybersecurity landscape.In this conversation we discuss:👉 Building market category leadership: how Island tackled the challenge of selling a paid enterprise browser against established free products👉 Evolving sales hiring strategies to fit different growth phases, including missionary selling and scaling to larger deals👉 Establishing strong company culture and early investments to drive sustained success even during rapid expansionAbout our guest:Eric Appel is the Chief Revenue Officer (CRO) at Island, the enterprise browser company. With 25 years of cybersecurity sales and leadership experience, Eric has overseen Island’s growth from stealth mode to 900+ customers in just a few years. He previously held leadership roles at companies like Yahoo and McAfee.Summary:Tune in as Eric Appel shares lessons in creating category-defining success, hiring for high-growth sales teams, and ensuring an unbeatable company culture. This episode is packed with real-world examples and strategies to inspire your next go-to-market move. Don’t miss this milestone conversation—listen now!Connect with Eric Appel on LinkedIn, explore Island at island.io, and book a 30-minute meeting with Andrew Monaghan.Fast ramp to revenue for your new sales hiresA proven training program to get your new sales hires productive in just 4 weeks using your content and sales process, but without using your own headcount. Support the showFollow me on LinkedIn for regular posts about growing your cybersecurity startupWant to grow your revenue faster? Check out my consulting and trainingNeed ideas about how to grow your pipeline? Sign up for my newsletter.

Send me a text (I will personally respond)Are you struggling to navigate strategic partnerships with hyperscalers like AWS? Wondering when and how to build your company's platform story to stand out in a crowded cyber market? Curious about the real value of industry relationships and communities for sales growth? This episode tackles these challenges head-on, drawing insights from a leader who's been at the heart of cybersecurity’s evolving ecosystem.In this conversation we discuss:👉 Lessons on building and resourcing valuable hyperscaler relationships—forging two-way partnerships with AWS and more👉 Balancing feature innovation versus platform strategy, and when to make each move as a go-to-market leader👉 How to prioritize industry partnerships, tech alliances, and communities for short- and long-term sales successAbout our guestAnna Sarnek recently joined Terra Security after leading cybersecurity startup business development at AWS. Her expertise spans building partnerships with strategic investors, founders, and hyperscalers, giving her a panoramic view of what drives repeatable growth in the sector.SummaryDive into Anna’s firsthand insights as she unpacks partnership roadmaps, product positioning strategies, and the power of authentic tech alliances to accelerate cybersecurity sales. If you’re a marketing or sales leader aiming to grow pipeline, close deals, and future-proof your go-to-market strategy, don’t miss this episode—tune in now!Links and ResourcesConnect with Anna Sarnek on LinkedInVisit Terra SecurityBook a 30-minute meeting with the hostFast ramp to revenue for your new sales hiresA proven training program to get your new sales hires productive in just 4 weeks using your content and sales process, but without using your own headcount. Support the showFollow me on LinkedIn for regular posts about growing your cybersecurity startupWant to grow your revenue faster? Check out my consulting and trainingNeed ideas about how to grow your pipeline? Sign up for my newsletter.

Send me a text (I will personally respond)Are you struggling to make your cybersecurity startup's message stand out in a crowded market? Ever wondered how to get analysts like Gartner to notice your company before hitting $20M ARR? Do you face challenges aligning sales and marketing to target multiple buyer personas effectively? This episode dives deep into these critical issues, offering strategies and actionable insights tailored for cybersecurity sales and marketing leaders.In this conversation we discuss:👉 Creating a new cybersecurity category by building real relationships with analysts👉 Aligning marketing and sales teams for consistent messaging and go-to-market success👉 Navigating and engaging with multiple buyer personas within large organizationsAbout our guest:Dan Lowden is the Chief Marketing Officer at BLACKBIRD.AI, a pioneer in narrative intelligence and protection against narrative attacks, disinformation, and deepfakes. With a track record of 12 startups, Dan brings vast experience in launching, marketing, and growing innovative cybersecurity companies by defining new market segments and partnering closely with both industry analysts and sales teams.Summary:Learn how to break away from rail-thin differentiation, earn industry analyst credibility, and align your entire go-to-market team, even when selling to vastly different personas. Dan’s experience and tactical advice will help you grow revenue faster in a competitive landscape. Don’t miss this episode. Tune in now for practical strategies you can apply immediately!Connect with Dan and more:Dan Lowden on LinkedInBlackbird.AI Company WebsiteBook a 30-minute meeting with Andrew MonaghanFast ramp to revenue for your new sales hiresA proven training program to get your new sales hires productive in just 4 weeks using your content and sales process, but without using your own headcount. Support the showFollow me on LinkedIn for regular posts about growing your cybersecurity startupWant to grow your revenue faster? Check out my consulting and trainingNeed ideas about how to grow your pipeline? Sign up for my newsletter.

Josh Kriss, cybersecurity sales leader and COO at Geordie, who scaled teams at Darktrace, shares practical stories about building a one-team sales culture. He talks hiring for collaboration, keeping momentum in long enterprise deals, running disciplined discovery and POC kickoffs, and getting economic buyers engaged. Short, tactical conversations on creating urgency without pressure.

Send me a text (I will personally respond)Are you struggling to stand out in the crowded cybersecurity marketplace? Wondering how to build unique marketing or sales assets without a dedicated engineering team? Curious how other leaders are leveraging AI-driven “vibe coding” to create real value, not gimmicks? This episode is packed with proven, creative ways cybersecurity sales and marketing pros are innovating faster than ever.In this conversation we discuss:👉 How “vibe coding” tears down traditional barriers to building tools and experiences for buyers. No developer background required👉 Real-world examples of internal and external tools that drive sales and engagement, from pricing calculators to viral, satirical content sites👉 The practical steps, mindsets, and pitfalls for teams who want to experiment and win more attention in their marketAbout our guest:Joseph Barringhaus is the VP of Marketing at Maze, a high-impact leader in the cybersecurity world. Known for his high-energy approach and relentless creativity, Joseph specializes in hands-on marketing innovation.Summary:Tune in as Joseph Barringhaus shares his team’s journey in bringing “vibe coding” from experiment to game-changing practice. Learn how to build powerful marketing and sales assets, get buy-in for creative risks, and inspire your organization to try new things. Listen now and spark your own ideas for RSA or your next big campaign!Links:Connect with Joseph Barringhaus on LinkedInLearn more about MazeBook a 30-minute strategy call with Andrew MonaghanFast ramp to revenue for your new sales hiresA proven training program to get your new sales hires productive in just 4 weeks using your content and sales process, but without using your own headcount. Support the showFollow me on LinkedIn for regular posts about growing your cybersecurity startupWant to grow your revenue faster? Check out my consulting and trainingNeed ideas about how to grow your pipeline? Sign up for my newsletter.

Konnor Andersen, VP of GTM at Acuvity with experience launching channel programs across network, email, identity and AI security. He explains why fewer regional, ICP-aligned partners beat chasing big VARs. Practical tips on starter partner kits, activating partner sellers, realistic revenue targets, low-cost activation tactics, and pricing and trust pitfalls.

Send me a text (I will personally respond)Are you navigating the challenge of landing enterprise deals before you even have market traction? Wondering how to build pipeline without SDRs and endless cold emails? Curious if targeting Fortune 500 clients from day one is smart, or suicidal? This episode dives into a truly unconventional path to cybersecurity startup success that defies industry norms.In this conversation we discuss:👉 Incubating a cybersecurity startup inside KPMG and the unique advantages (and hurdles) it brought👉 Strategies for securing lighthouse enterprise customers and building trust-driven communities👉 Lessons on managing founder-led sales, lean teams, and prioritizing scalable product developmentAbout our guest:Felix Knoll is the Co-Founder, COO, and CRO of Cranium, which was spun out from KPMG’s incubator. Felix blended enterprise sales expertise with startup agility to pioneer a new category in AI governance.Summary:This episode reveals how Cranium went from a consulting giant’s incubator to closing six-figure deals with leading global banks by leveraging relationships, rapid product pivots, and building industry "Trust Hubs." If you're ready to rethink your go-to-market playbook for faster growth and better enterprise engagement, tune in now!Links:Connect with Felix Knoll on LinkedIn.Learn more about Cranium at their website.Book a 30-minute meeting with host Andrew Monaghan here.Fast ramp to revenue for your new sales hiresA proven training program to get your new sales hires productive in just 4 weeks using your content and sales process, but without using your own headcount. Support the showFollow me on LinkedIn for regular posts about growing your cybersecurity startupWant to grow your revenue faster? Check out my consulting and trainingNeed ideas about how to grow your pipeline? Sign up for my newsletter.

Send me a text (I will personally respond)Are you a sales or marketing leader at a cybersecurity company trying to accelerate your growth but hitting roadblocks with your ICP, pipeline generation, or scalability? Ever wondered how moving from a big company to a startup changes your playbook, and career mindset? Are you struggling to get your team focused on the right opportunities versus burning out on dead-end deals? This episode holds actionable insights for you.In this conversation we discuss:👉 Making the leap from a big company to a startup and building a sales function from scratch👉 Practical, low-tech strategies for early pipeline generation and deal qualification in stealth mode👉 How to identify, test, and rally the whole company behind your change in Ideal Customer Profile (ICP)About our guest:Kevin Bayly is the VP of Sales at Material Security. He transitioned from a successful career at Okta to become the first non-engineering hires at Material Security, where he helped shape and scale the go-to-market organization from the ground up.Summary:Tune in to hear Kevin Bayly share real-world tactics for pipeline generation, lessons from early-stage startup hustle, and the transformative power of rigorous ICP focus. Discover how Material Security achieved 80% meeting-to-opportunity conversion and reshaped its strategy to drive sustainable growth. Don’t miss practical advice you can apply to your sales motion right now—listen to the full episode!Links:Connect with Kevin Bayly on LinkedInMaterial Security websiteFast ramp to revenue for your new sales hiresA proven training program to get your new sales hires productive in just 4 weeks using your content and sales process, but without using your own headcount. Support the showFollow me on LinkedIn for regular posts about growing your cybersecurity startupWant to grow your revenue faster? Check out my consulting and trainingNeed ideas about how to grow your pipeline? Sign up for my newsletter.

Abigail Maines, seasoned cybersecurity sales leader and GTM advisor (former CRO at Hidden Layer), shares a precision-first take on early-stage growth. She explains why defining an ICP matters, how a founding CRO speeds feedback loops, and why targeted marketing, analyst attestation, and thoughtful channel timing beat hiring lots of reps. Short, contrarian, and tactical.

Send me a text (I will personally respond)Are you tired of sales negotiations feeling like a hostile game of poker against procurement pros who seem to hold all the cards? Wondering if there’s a way to maintain your deal’s value without relying on outdated, adversarial tactics? Struggling with year-end deals where buyers expect last-minute discounts and you’re anxious about giving away too much? This episode is for cybersecurity sales and marketing leaders seeking a transparent, effective, and less stressful way to close deals.In this conversation, we discuss: 👉 Why traditional and commonly taught sales negotiation techniques no longer fit today’s buyer-seller dynamic👉 Todd Caponi’s “Four Levers Negotiating” framework to build trust and keep more margin👉 Practical, actionable ways to position pricing and negotiations, especially at year-end, so both parties winAbout our guest:Todd Caponi is a multiple-time sales executive and author with experience leading revenue organizations through two successful exits. He now advises, teaches, and speaks to sales teams about transparency and behavioral science in negotiation. Todd’s upcoming book, "Four Levers Negotiating," outlines a straightforward approach that’s transforming how sales teams manage deal-making conversations.Summary:Listen in as Andrew Monaghan and Todd Caponi unpack how cybersecurity sellers can escape the cycle of adversarial negotiations by embracing a transparent, lever-based approach. Discover how to reframe value conversations, negotiate with confidence, and earn buyer trust—so you close deals faster with less discounting. Tune in and rethink your negotiation mindset!Connect with Todd Caponi on LinkedIn and visit toddcaponi.com. Fast ramp to revenue for your new sales hiresA proven training program to get your new sales hires productive in just 4 weeks using your content and sales process, but without using your own headcount. Support the showFollow me on LinkedIn for regular posts about growing your cybersecurity startupWant to grow your revenue faster? Check out my consulting and trainingNeed ideas about how to grow your pipeline? Sign up for my newsletter.