Yesterday we completed day 2 of the Making Money with Security workshop – working on messaging. Wherever I go, there seems to be a disconnect between marketing and sales…at some point in the value proposition development portion of my workshop, I ask someone to show me what they would deliver if given a high level appointment today to talk about security, and what their company can offer. There is always a hesitation – no one wants to stand up and show me. Why? Usually it is because after a day and a half of discussion on messaging, they realize their presentation does not contain the elements of a great security approach. Marketing has delivered a set of slides with talking points that are all about them and their product. There is nothing new, nothing educational,…nothing amazing. No call to action other than – let us know if we can help. Nothing to cause the meeting attendees concern within their own business and approach. Yet every day companies like RSA, Microsoft, the Income Tax division of India, etc. are defeated by cyber criminals. There is an urgency; why can’t we demonstrate this in our messaging?
© 2011, David Stelzl