Cross-Selling and Cybersecurity Dynamics

This chapter explores sales strategies in the tech industry, particularly focusing on cross-selling among cybersecurity vendors. It contrasts the roles of 'farmers' and 'hunters' in sales while discussing the risks of vendor lock-in and the challenges faced by large companies like IBM in innovating through acquisitions. The chapter also emphasizes the importance of understanding executive roles and conducting thorough proof of concepts before engaging with major tech companies.