Doug LaneMy top security topics
One of the best things about working in cybersecurity is that it's always changing. There are always new things to learn and think about. Here are some of the areas of security that I'm thinking about the most right now:Securing the digital supply chainThe evolution of cloud-native securityInternet of Things (IoT) securityThe human element of securitySecuring web3 and blockchainI'll take them one by one this week and share some quick thoughts on why I think they're interes...
Doug LanePoor man’s Gong
If you’re someone who works with me, you may have noticed that I ask to record our Zoom calls more often than I used to. There’s a reason for this. While I can’t justify the cost of a revenue intelligence platform like Gong for my small shop, I made up my own poor man’s version. Here’s how it works.Download and install Descript. (There’s a free version.)Hit the record button on a Zoom call and pick the “Record on this computer” option.After the Zoom call ends, drag the video file that Zoom sp...
Doug LaneWelcome to the simulation
OK, now that the marketing guy explained what Zero Trust is, let’s get into some ways to give security buyers a plan for it (that hopefully includes some of you). There’s a real danger that this could get boring in a hurry, so here’s what I’m thinking. Over the next few days, I’ll give you my quick take on what I like and don’t like about the three possible starting points I mentioned. I’m not going to regurgitate every detail, but I’ll try to give you the gist. Then, I’m going to make up a f...
I share daily thoughts about cybersecurity and emerging technology. [Subscribe](https://daily.axalane.com) or [hire me](https://axalane.com)
Doug LaneMy top security topics
One of the best things about working in cybersecurity is that it's always changing. There are always new things to learn and think about. Here are some of the areas of security that I'm thinking about the most right now:Securing the digital supply chainThe evolution of cloud-native securityInternet of Things (IoT) securityThe human element of securitySecuring web3 and blockchainI'll take them one by one this week and share some quick thoughts on why I think they're interes...
Doug LanePoor man’s Gong
If you’re someone who works with me, you may have noticed that I ask to record our Zoom calls more often than I used to. There’s a reason for this. While I can’t justify the cost of a revenue intelligence platform like Gong for my small shop, I made up my own poor man’s version. Here’s how it works.Download and install Descript. (There’s a free version.)Hit the record button on a Zoom call and pick the “Record on this computer” option.After the Zoom call ends, drag the video file that Zoom sp...
Doug LaneWelcome to the simulation
OK, now that the marketing guy explained what Zero Trust is, let’s get into some ways to give security buyers a plan for it (that hopefully includes some of you). There’s a real danger that this could get boring in a hurry, so here’s what I’m thinking. Over the next few days, I’ll give you my quick take on what I like and don’t like about the three possible starting points I mentioned. I’m not going to regurgitate every detail, but I’ll try to give you the gist. Then, I’m going to make up a f...
I share daily thoughts about cybersecurity and emerging technology. [Subscribe](https://daily.axalane.com) or [hire me](https://axalane.com)
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Is product-led growth the answer to our broken SDR model?
I think the answer is: maybe.
The VC firm OpenView has an excellent overview of the product-led growth concept, which includes this definition:
Product-led growth (PLG) is an end user-focused growth model that relies on the product itself as the primary driver of customer acquisition, conversion, and expansion.
Two of the best-known examples of PLG are products I use daily: Slack and Zoom.
Both burst onto the scene well after “big vendor” options existed in each of their spaces.
So why did Slack and Zoom take off with seemingly zero sales costs while armies of SDRs tried (with little success) to get people to use platforms like Salesforce Chatter, Yammer, Cisco WebEx, and GoToMeeting?
Because both Slack and Zoom nailed two of the most critical aspects of PLG:
Getting the product experience right.
Offering a freemium option that delivers tons of value before asking for the sale.
There’s little doubt that PLG is an excellent go-to-market approach if you can pull it off.
But can it work for security?
I think so. Especially now that security buyers are becoming more receptive to software-as-a-service.
Can you think of any security companies that already use a PLG model? If so, shoot me a quick reply.
-Doug
Is product-led growth the answer to our broken SDR model?
I think the answer is: maybe.
The VC firm OpenView has an excellent overview of the product-led growth concept, which includes this definition:
Product-led growth (PLG) is an end user-focused growth model that relies on the product itself as the primary driver of customer acquisition, conversion, and expansion.
Two of the best-known examples of PLG are products I use daily: Slack and Zoom.
Both burst onto the scene well after “big vendor” options existed in each of their spaces.
So why did Slack and Zoom take off with seemingly zero sales costs while armies of SDRs tried (with little success) to get people to use platforms like Salesforce Chatter, Yammer, Cisco WebEx, and GoToMeeting?
Because both Slack and Zoom nailed two of the most critical aspects of PLG:
Getting the product experience right.
Offering a freemium option that delivers tons of value before asking for the sale.
There’s little doubt that PLG is an excellent go-to-market approach if you can pull it off.
But can it work for security?
I think so. Especially now that security buyers are becoming more receptive to software-as-a-service.
Can you think of any security companies that already use a PLG model? If so, shoot me a quick reply.
-Doug
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