Security
EXPOSING BLIND SPOTS
Steve Brodie, head of sales and channel at Goldilock reveals five critical mistakes cybersecurity channel leaders must avoid.
T
he cybercrime landscape is more intelligent than ever, where once-prominent malware methods, dependent on social engineering,
have now shiſted to more persuasive intrusions that leverage sophisticated administration blending tactics. Amid this unpredictable and turbulent environment, businesses have started to reassess their cybersecurity priorities and equip themselves with more robust protective measures. To meet the demands of today’s discerning
consumers, cybersecurity channel leaders must remain vigilant of current market needs and avoid making these pivotal mistakes.
Mistake #1 - Building walls, not bridges Te days of blind brand loyalty are no more, as today’s customers are savvier, more budget-conscious, and approach cybersecurity purchases with a healthy dose of scepticism. With high-profile breaches hitting some of the world’s biggest brands, overall trust in the integrity of cybersecurity systems has certainly eroded. For instance, the recent TicketMaster breach in May resulted in the loss of bank account details for over 30 million customers, leading to a significant decline in consumer confidence. Tis widespread loss of faith in cybersecurity offerings coupled with overhyped marketing and potential conflicts of interest has deepened
42 | July/August 2024
the problem, establishing a trust deficit in the cybersecurity industry. As transparency and customer-centricity become
strikingly more important to consumers, channel leaders must embrace and uphold these principles above all else to effectively rebuild bridges and restore trust. How? By clearly communicating product limitations, vulnerabilities, and potential risks to demonstrate to customers that a commitment to genuine partnership is more valuable than a quick sale.
Mistake #2 - Ignoring the evolving customer With research, expertise, and sharp negotiating skills, modern buyers are fully equipped to question the integrity and reliability of cybersecurity offerings. Customers don’t want to feel like they’re getting a one-size-fits-all, tick-box solution; they want personalised attention and bespoke strategies from a cybersecurity company that deeply understands each client’s unique needs, challenges, and budget constraints. For channel leaders, the key to standing out is shiſting the focus
from volume to value. Firms should consider ditching pre-made, cookie-cutter strategies and adopting an active listening approach to understand and address specific vulnerabilities. From there, experts can craſt tailor-made solutions relevant to the given infrastructure and
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