Defense in Depth How Can Security Vendors Better Stand Out?
Sep 25, 2025
Join Jason Tall, CISO at Luminis Health, as he unpacks the challenges security vendors face in a crowded market. He discusses the difference between 'best' and 'best fit' in vendor selection. Integration issues and legacy systems can stifle innovation, while trusted VAR relationships play a pivotal role in market traction. Jason emphasizes the importance of no-cost proofs of value and risk aversion among buyers, advocating for transparency and trust to foster better sales practices.
AI Snips
Chapters
Transcript
Episode notes
Understand The Buyer Deeply
- Know your customer (KYC) matters: vendors must deeply understand buyer needs and context.
- Edward Contreras says aligning product to customer reduces selling to a circus and makes sales scientific.
Best Fit Beats Absolute Best
- 'Best' is subjective and depends on organizational needs, integration, and existing tech constraints.
- Jason Tall argues vendors must fit culture and stacks, so best fit beats absolute best.
Target Buyers At A Sniper Level
- Use precision demand generation and account-based tactics to reach buyers before they realize they need you.
- Eric Lawrence recommends sniper-level targeting over broad marketing to win in a saturated market.