Episode Summary:
What do VCs think about your GTM strategy? This week, Gianna and Maria chat with Asad Khaliq and Mark Kraynak, two of the founding members of Acrew Capital, about what it takes to build or break a go-to-market motion at an early-stage cyber startup.
Asad and Mark share how Acrew was founded, why they’re so focused on cyber and data, and what they’ve learned from backing some of the most well-known names in the industry. From hiring your first salesperson to avoiding “we stop threats” messaging, they’ve seen it all and they’re sharing the good, the bad, and the surprisingly funny.
Timestamps:
01:55 – Founding Acrew: A venture firm built on thesis, collaboration, and trust.
03:59 – The "green light" test: Would founders be happy to hear from us? 04:57 – Mark’s unexpected path: From poetry to product marketing to VC.
06:36 – Storytelling, messaging, and the marketing power of poetry. 07:32 – Product positioning tips for startups: What words mean.
08:59 – Messaging ≠ intent: Why it’s about what the customer hears. 10:01 – Asad’s entry into cyber through the software infrastructure.
12:27 – Cyber + data = one GTM motion.
13:50 – The hidden magic of cybersecurity and the infrastructure we forget.
14:22 – GTM hiring tips: Why founders get the first sales—and what comes next.
15:51 – Why hiring growth too early is a recipe for failure.
16:47 – First marketing hire? Make it product, not growth.
17:53 – How to find your double unicorns: Player-coach profiles & product marketers.
19:50 – The danger of over-automating with AI in outbound.
21:04 – Standing out means going against the volume game.
22:26 – Culture of experimentation: The new GTM advantage.
24:22 – Channel deprecation: Email’s broken, ABM is back.
26:42 – In-person > inbox: Human connection is underrated.
28:49 – Advice for marketers joining early-stage startups.
31:40 – Vision and values: What to align on before joining a startup.
32:44 – Red flags: Fundraising ≠ success
34:52 – Lightning round: Best cyber website you’ve seen?
37:26 – Shout-out to the Vanta marketing team
About the guest:
Follow Asad on LinkedIn.
Follow Mark on LinkedIn.
Follow Acrew Capital on LinkedIn or the website.
💌 Feedback or Wanna Be on the Show?
Email: podcast@cybersecuritymarketingsociety.com
Follow your hosts on LinkedIn:
👉Gianna Whitver
👉Maria Velasquez
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter.
See you in the next episode!
