The questions we get asked most.
The questions founders, CMOs, and boards ask us most often about marketing a security, risk, or resilience company. Kept up to date. See our writing for more.
Fractional CMO for cybersecurity companies
Read the answer →How to explain your security program to the board
Read the answer →The questions
Each page is maintained with the latest and links to the writing and case studies behind it.
Fractional CMO vs marketing agency
One supplies judgment and owns the outcome, the other supplies capacity. Most companies need both, in a particular order.
ComparisonSpecialist vs generalist agency
Ramp time, category fluency, buyer credibility and network, side by side, with the honest case for each.
ComparisonHow to position a cybersecurity startup
The four inputs that decide positioning, the three traps that flatten it, and a test you can run this week.
PositioningGo-to-market for AI security and AI governance
A buying committee where the mandate and the budget sit apart, and the sequence that accounts for it.
Go-to-marketCategory creation in cybersecurity and resilience
When a new category is worth creating, what has to be true before you try, and the signals that say it is landing.
Category designAnalyst relations for security and resilience
What analysts actually evaluate, the briefing that works, the cadence that earns coverage, and realistic timelines.
Analyst relationsHow to market a resilience program internally
Adoption is the hard part: start from their problem, make the first ask small, and let proof travel.
Internal adoptionMarketing for operational resilience platforms
A real budget line with a contested definition. Who buys, why four categories claim the word, and what counts as proof.
Resilience