Breaking Through in Cybersecurity Marketing You Can’t Cold Call the SOC: GTM Lessons from ArmorText with Matt Calligan
Episode Summary:
Matt Calligan, Director of Revenue Operations at ArmorText, joins us from Iceland to talk about what it takes to build a sales motion from scratch in cybersecurity when your product is built for moments nobody wants to think about.
As the company’s first salesperson, Matt shares how he helped ArmorText find early traction through ISACs, why the government wasn’t the buyer they expected, and how private-sector incident response teams became their core market. We dig into go-to-market lessons around timing and trust, and why most traditional sales tactics don’t work when the use case is crisis-driven.
We also discuss selling through distributors without a formal channel program, supporting marketing without a full-time team, and what happens when converting at 80% but only if the right people have heard of you.
🔗 Links & Resources:
- Matt Calligan on LinkedIn
- ArmorText
- Learn more about ISACs: National Council of ISACs
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About Matt:
Matt Calligan is the Director of Revenue Operations at ArmorText, where he works closely with critical infrastructure organizations to support secure, out-of-band communications for cybersecurity incidents and threat sharing.
As the company’s first salesperson, Matt helped shape ArmorText’s early go-to-market motion—building traction through partnerships with ISACs and navigating complex sales cycles in highly regulated industries. He also leads strategy across sales, marketing, and channel efforts, helping the team scale without traditional org structures.
Matt brings two decades of enterprise sales experience and advises other cybersecurity startups on finding product-market fit, building revenue engines, and selling in trust-first environments.
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