Customer Success sits at the center of cybersecurity go-to-market growth. Joy Aaring, David Tirazona, and Julie Giannini share real-world strategies for transforming CS from a post-sales function into a true driver of revenue, expansion, and advocacy.
Learn how top teams accelerate time to value, strengthen customer relationships, and build authentic advocacy — even in a market where privacy is paramount.
Unlocking the growth potential of OEM partnerships in cybersecurity. In this episode Taylor Wells sits down with Michael Niswender, and Raja Chokalingam to break down everything you need to know about OEM strategies—from building trust and finding the right partners, to structuring deals that work for startups and established players alike.
Whether you're exploring embedded solutions or looking for practical GTM tips, you'll get actionable insights on partnership alignment, overcoming internal resistance, and real-world advice for making OEM part of your growth playbook.
Selling cybersecurity into the public sector is unlike any other market. Procurement cycles are long, regulations change constantly, and credibility often outweighs innovation.
In this episode host Taylor Wells speaks with Jordan Burris, Head of Public Sector at Socure . They discuss:
Key differences between public sector and commercial sales
Why trust and mission alignment matter most
How to show value before a contract is signed
Common mistakes sellers make—and how to avoid them
For leaders building GTM strategies in federal, state, or regulated markets, this conversation offers practical insights and lessons you can apply today.
Tune in to the latest Security Revenue LIVE, where we dive deep into the world of sales enablement in cybersecurity. Host Taylor Wells is joined by industry leaders Rich Weimer (Yubico), Ivan Malia (StrongDM), and Joe Toole (Darktrace) as they discuss:
What really sets cybersecurity sales apart from other industries
How to equip your team to build trust and win complex deals
The art of blending technical depth with value-driven storytelling
Real talk on measuring the ROI of enablement efforts
The evolving role of AI in sales and enablement (pro-tip: it’s all about supporting the human element!)
Whether you’re on a small team or part of a global org, this episode is packed with practical insights you won’t want to miss.
This week on Security Revenue LIVE, Taylor Wells is joined by Jabari Norton (Edge Delta) and Aaron Petterick (Zero Networks) for a deep dive into the evolving world of channel partnerships in cybersecurity. Tune in as they share:
How partnership strategies have shifted with the explosion of AI and shifts in financial markets
Why MSPs and MSSPs are more crucial than ever for scaling your go-to-market strategy
Insights on enabling and empowering your channel partners for maximum impact
Tactical advice for co-selling, co-marketing, and accelerating growth together
Real talk on the changing landscape—everything from quantum computing’s impact to making partnerships work for high-growth companies
How to actually measure impact and get internal buy-in for your partnership programs
Whether you’re building a partnership program from scratch or looking for new ways to drive results, this conversation is packed with actionable insights from leaders who’ve seen every stage of the cyber channel evolution.
On this episode of Security Revenue LIVE, host Taylor Wells is joined by an all-star panel of cybersecurity marketing leaders: Steve Garrison (Stellar Cyber), May (Jericho Security), Aviv Cohen (Pantera), and Isabel (The Cyber Canon). Together, they dive deep into the ins and outs of marketing leadership for cybersecurity companies in today's rapidly changing landscape.
The conversation kicks off with a candid discussion on the impact of AI and large language models (LLMs) in go-to-market strategies, from driving hyperautomation and efficiency to the enduring importance of building genuine relationships and brand awareness. The panel shares practical insights on balancing long-term branding with short-term demand generation, the critical role of in-person events, and how to leverage creative, memorable experiences—even on a limited budget.
You’ll hear how the fundamentals of marketing still prevail, even as tools evolve. The guests tackle the challenges of data hygiene, tracking true revenue impact, and navigating the growing expectations of leadership around ROI. Plus, they discuss the importance of close collaboration between marketing, sales, and SDRs, and why over-communication and strong cross-functional relationships are the backbone of successful GTM initiatives.
This episode is packed with actionable tips, creative ideas, and honest advice for cybersecurity marketers, sales professionals, and go-to-market teams aiming to break through the noise, build trust, and drive real results.
Don’t miss this lively and insight-packed roundtable—perfect for anyone looking to sharpen their marketing and GTM game in the cybersecurity space!
The Security Revenue Live Show by the Cyber GTM Alliance gathered top sales leaders in cybersecurity for a candid discussion about the evolving landscape of sales leadership, pipeline generation, AI’s limits, and how to keep revenue growing in a crowded, competitive market. Hosted by Taylor, with panelists Jessica Crytzer (CRO, LimaCharlie), Colin Brissey (VP of Sales, Eclipsium), and Lucas Hathaway (CRO, Rivial Data Security), the conversation was packed with practical advice and fresh insights.
On this episode of Security Revenue LIVE, host Taylor Wells welcomes three powerhouse guests from the cybersecurity world: Carolyn Duby (Field CTO, Cloudera), Brian Contos (Field CISO, Mitiga), and Matt (COO, Serby; former Chief Trust Officer). Together, they dive deep into the critical and evolving role of peer-to-peer go-to-market (GTM) strategies in cybersecurity—a tactic the industry has refined for decades.
The roundtable explores what makes the Field CISO and Field CTO roles indispensable, especially for high-tech and security startups. Each guest highlights why these leaders are the vital bridge between technical innovation and business needs—often wearing hats in product marketing, messaging, customer advocacy, enablement, and even sales. Carolyn underscores the need for curiosity, strong communication skills, and the ability to translate complex technology into business outcomes. Brian and Matt expand on leveraging customer stories, running customer advisory boards, and the flexibility required for startup versus enterprise environments.
The conversation also touches on what happens when organizations lack this role—everything from muddled messaging to missed trust with buyers. The group shares war stories about evolving markets (remember building SIM before Gartner even coined the term?) and how listening to customers can unlock untapped use cases (like security solutions rapidly morphing into compliance drivers).
In the second half, Taylor prompts the team about the unmistakable impact of AI on both products and GTM efforts. Real-world examples include using AI to summarize meetings, analyze customer sentiment, automate meeting prep, and even dream of a day when an AI “prospecting agent” scours the field for the perfect leads.
For security companies wondering how to consistently drive new business, the verdict is clear: activating and nurturing customer relationships is king—referrals and peer-driven advocacy remain the gold standard.
In short, this episode offers a masterclass in why GTM expertise, technical credibility, and customer empathy are the cornerstone of modern cybersecurity sales—plus actionable advice and fresh insights into how AI is reshaping the field.
*Tune in for stories, practical tips, and strategic inspiration from leaders who’ve seen it all, from startup trenches to the enterprise boardroom.**
On this episode of Security Revenue LIVE, host Taylor Wells (CEO and founder of the Cyber GTM Alliance) sits down with Anshuman Sharman from Verizon’s Threat Research Advisory Center (VTRACK) for an in-depth analysis of the latest Verizon Data Breach Investigation Report (DBIR). Together, they break down what has changed in cybersecurity threats over the past year and what these trends mean for go-to-market leaders—including CROs, CMOs, product teams, and customer success leaders.
Anshuman shares his global perspective on security, highlighting why a worldwide view is essential and how incidents in one geography could foreshadow issues elsewhere. Listeners get a clear explanation of the DBIR, the data-driven methodology behind it, and the importance of frameworks like VERIS and the A4 model for classifying cybersecurity threats.
Key takeaways include a notable rise in breaches involving third parties and supply chain partners (jumping from 15% to 30%), the ongoing surge in ransomware attacks, and the persistent challenge of credential abuse and the human factor in data breaches. Anshuman also discusses the critical need for identity security, proactive credential monitoring, stronger supply chain assurances, and a shift from just-prevention to resilience in product positioning.
The episode further touches on the unique security challenges faced by SMBs vs. enterprise and public sectors, and includes actionable insights for marketers, product developers, and service providers. As the conversation winds down, Taylor and Anshuman explore the dual role of AI in cybersecurity—both as a tool for defense and a weapon for attackers, emphasizing the urgent need for AI security reference architectures.
**Ideal for**: Cybersecurity professionals, GTM and product leaders, service providers, and anyone aiming to understand or respond to the latest data breach and ransomware trends with practical, actionable guidance.
Tune in for a data-rich, insight-packed discussion designed to help you strengthen your company’s security strategy and stay ahead of evolving threats.
Welcome to another episode of Security Revenue LIVE, brought to you by the Cyber GTM Alliance community. In this session, Taylor Wells—fractional demand generation consultant and community founder—shares his hard-earned insights from over a decade in the trenches of cybersecurity B2B demand gen. If you’re looking to crack the code on booking more meetings, increasing ARR, and driving meaningful demand for your cybersecurity company, this episode is for you.
Unlock insights from industry leaders on the future of cybersecurity partnerships. In this dynamic roundtable, experts from partner marketing, partnerships, and the analyst side break down trends, pitfalls, and strategies for success—covering everything from channel marketing to API integrations, AI’s role, and the realities of building a strategic partner ecosystem in today’s ever-evolving cyber landscape.
What do vibe marketing, GTM engineering, cybersecurity, Kendrick Lamar and Selfless Advantage all have in common?
Listen to my conversation with Nick Sal on the Vibe To Vision podcast.
Thanks Nick for having me on!
Head over to TaylorWells dot com to watch the full convo.
Every month, I'll be breaking down different demand gen tactics & strategies. In November, I'll dive deep into how I use AI to accelerate my demand gen efforts: Every day, a new AI tool is released. Some are great, and some are just plain bad. In this lightning-fast session, Taylor Wells (4x B2B Demand Gen Leader) will take you behind the scenes and show you how he uses AI.
Many will say you need to build a personal brand or send a million messages on Linkedin. I'm afraid I have to disagree. I've found thoughtful and scalable ways to leverage LinkedIn to grow your business, resulting in millions of dollars generated. Join me in this quick overview of what options are available to you.
In addition to checking out my new website (TaylorWells.com), join me as I continue my Demand Gen Series and share how I’m leveraging event marketing in my business and across the organizations I work with. What you'll learn:5 Strategic Ways To Leverage Virtual EventsVirtual events are common but exceptional experiences are rare. Learn 5 ways to uplevel your virtual event strategy.3 Steps To Achieve A Higher ROI In-Person EventsIn-person events are extremely powerful but can fall falt if not do right. Learn my 3 steps for success.
For B2B marketers, it’s pretty obvious. Leveraging social proof, word of mouth, and other customer advocacy to grow your customer base is essential. Not only do all your other campaigns require social proof and see a lift in performance, but customer advocacy programs can generate net new revenue in and of themselves. This is why investing in customer advocacy in 2025 is so important.
Is your sales team struggling to generate enough opportunities? I'm partnering with Maven Learning to provide for the first time insights into the 4 ways you can generate demand for your B2B product or service. Walk away with fresh insights into what is working right now to generate efficient demand for your B2B product or service.
Check out my upcoming live cohort-based course here: https://maven.com/taylor-wells/b2bdemandgeneration
Generating consistent demand and a steady flow of sales opportunities is one of the biggest challenges facing B2B companies today. With over 14 competitors vying for your prospects' attention and people being inundated by over 5,000 ads per day, it's never been harder to cut through the noise. However, by leveraging an innovative "Selfless Advantage" approach to go-to-market, you can build real trust and relationships with your ideal customers before they even become a lead. In this information-packed podcast, you'll discover counterintuitive strategies to systematically generate more pipelines by providing immense value upfront, without any expected return. You'll walk away with 3 cost-effective, proven tactics you can implement immediately to fill your funnel with more qualified opportunities.
I had the pleasure of being a guest on the “GTM Cheat Code Podcast” to discuss partnerships and partnership-led growth strategies for early-stage startups. On the episode, I share perspectives from my experience advising startups on how to build successful partnerships. We covered: - Different types of partnerships beyond referral fees (co-marketing, co-selling, channels, etc) - The importance of focusing first on customer impact - How to lead with relationships first rather than transactions - Tips for getting started small with things like co-marketingCommon mistakes companies make with partnerships #B2BMarketing #StrategicPartnerships #BusinessCollaboration
Building a community to drive growth is essential in today's crowded market. In my recent podcast with Mel Shires of Circle, we explored some insightful tactics on leveraging community for growth. Mel shared how communities can create authentic connections with your audience to accelerate business growth. 1: Communities can fuel growth for any business by creating authentic connections and relationships with your audience. Think about what your audience wants and needs from a community. 2: Map out a community strategy by understanding your story so far, figuring out what's missing, and charting a path forward. Leverage existing touchpoints you have with your audience. 3: Launch tactics based on your audience's needs and wants, while also fulfilling your own goals like positioning yourselves as thought leaders. Tactics can include webinars, reports, training programs, etc. 4: Engage your best community members by recognizing them. This creates user-generated content and word of mouth as they share their experiences organically. A little recognition goes a long way. Let me know if you want me to refine or expand on any part of this newsletter. I'm also happy to generate more detailed summaries of specific insights from the podcast.