Creating a cybersecurity-specific marketplace would help
One potential enabler of these principles is to create a marketplace specifically designed for the cybersecurity world — a neutral platform where vendors and buyers can find each other based on real compatibility. Imagine a space where CISOs could explore solutions on their own terms, guided by peer reviews, detailed use cases, and industry-specific contexts. Vendors, in turn, could showcase their offerings in a way that aligns with what CISOs are actively seeking, rather than guessing or relying on cold outreach.
This marketplace would go beyond just matchmaking. It could streamline the entire engagement process, from initial introductions to final agreements. For instance, it could incorporate tools for managing NDAs, proofs of concept, and master service agreements, making the path from discovery to decision as frictionless as possible. Vendors wouldn’t have to gamble on cold emails, and CISOs wouldn’t have to wade through irrelevant pitches. Instead, both sides could engage in a way that feels intentional and mutually beneficial.
Ultimately, the goal is to move from a fragmented, often adversarial process to one that feels collaborative and aligned. The current model of cyber sales isn’t serving anyone well, but it’s not beyond repair. By addressing the root causes of frustration — the mismatched priorities, misaligned incentives, and lack of trust — we can create a system that works for everyone.
