Breaking Through in Cybersecurity Marketing How VCs Spot GTM Red Flags (and the Marketer Hires That Actually Work)
Apr 30, 2025
Asad Khaliq and Mark Kraynak are founding members of Acrew Capital, focusing on cybersecurity investments. They discuss the complexities of go-to-market strategies in early-stage cyber startups. Asad shares insights on the integration of cybersecurity within software engineering. Mark emphasizes the importance of effective storytelling in marketing, likening it to poetry. They also offer practical tips on hiring, advocating for the need to prioritize sales leadership before growth marketers. Their lighthearted conversation includes humorous takes on personal career paths.
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Messaging = Customer Perception
- Messaging matters by what customers hear, not by your intent.
- Mark Kraynak compares this to poetry, where meaning belongs to the reader, not the poet.
Cyber Secured from Day Zero
- Cybersecurity and software infrastructure are deeply interconnected.
- Securing software starts from day zero of development, reflecting evolving tech complexity.
Smart Early GTM Hiring
- Hire your first salesperson as a "player-coach" who can close deals and build a sales team.
- Your first marketing hire should focus on product marketing, not growth, to define the right message and audience.