A while back, I had a conversation with a friend I went to school with (currently a senior member of the engineering team at a large retail chain) who was tasked with the job of identifying potential application security partners (he addressed vendors as partners, which I personally liked) to collaborate with on various areas as part of their product security initiative. The following piece emerged as an extension of my immediate thoughts when he shared his views of what could have made his experience of interacting with front-line sales and marketing folks better.
In the context of DevSecOps, much has been said about the need for engineering to speak security, security to speak code, DevOps to speak security, etc. But as a technology service provider (TSP) riding the current wave of application security, it’s almost mandatory for the sales and marketing teams to also speak relevant tech!
Application Security Is Not One-Size-Fits-All
Application security, as a practice area, is dynamic. No two applications are the same, even if they belong in the same market domain, presumably operating on identical business use cases. Some (of the many) factors that cause this variance include technology stack of choice, the programming style of developers, the culture of the product engineering team, priority of the business, platforms used etc. This, consequently, results in a wide spectrum of unique customer needs.
Take penetration testing as an example. This is a practice area that is, presumably, well-entrenched both as a need and as an offering in the application security market. However, in today’s age, even a singular requirement such as this could make or break an initial conversation. While for one prospect, the need could be to conduct the test from a compliance-only perspective, another’s need could stem from a proactive software security initiative. There are many others who have internal assessment teams and often look outside for a third-party view. Others who are further along the maturity curve could be looking to up their game through a hybrid approach of tool automation with a complementary method of manual assessments. I’m not even considering the added complexity involved in the nomenclature of such a service—is it called penetration testing, security testing, vulnerability testing, VAPT (which actually is a combination of two independent practices) etc.?
Each of these unique needs emerges from buyer personas which emerge from varying degrees of informed decision making. TSP’s would need to retrofit their positioning accordingly. They often run the risk of underwhelming a mature buyer or overwhelming an early practitioner, especially in high variance offerings such as security tooling, security regression and threat modeling, for example. While some might argue that losing an overwhelmed prospect could be the result of their accurate customer segmentation, there are other reasons for this.
Scoping questions, such as the ones below, can significantly help technology marketers strike the right chord with their prospects and elevate the experience of the initial interaction.
- What is the motivation for the penetration test? Is it compliance regulation, internal validation, business drivers, their customers’ needs, etc.?
- What are they specifically looking from a third-party partner? Is it external certification, a specialized approach, uncovering logic flaws, etc.?
- What is the current appetite (measured in resource bandwidth, commerce) to take on your advanced offering? (Such as automation, regression etc.?)
- How security aware are the developers? Can they take the findings to their logical conclusion through successful remediation?
DevSecOps Is About the Journey, Not the Destination
Ever since the surge of DevSecOps, marketers and practitioners have been vocal about the possibilities and advantages that smart automation brings with it. Think tanks, too, have statistically alluded to its benefits in terms of cost savings and bandwidth efficiency, among others. Though recent marketing campaigns have rather effectively communicated the ‘what of DevSecOps and AppSec automation, more awareness of the ‘how’ of DevSecOps is needed. TSP marketers need to design and propagate content on use cases focusing on the implementation challenges and suggested how-tos. Such content not only helps build trust and credibility but also allows segues for tech marketing to collaborate with security engineering. Some of these include practical guides on open source tool automation and sample automation scripts and libraries, data sheets on resource optimization through automation and handbooks on vulnerability remediation, just to name a few.
This collaboration between marketing and sales and security would provide an opportunity for the former to get themselves well entrenched in the practical workings of the service or solution that they are responsible for positioning. Ironically, this also allows them to appreciate constraints that would prevent them from over- or under-committing business value to their prospects through their messaging. This is especially more relevant with the numerous myths that surround application automation and DevSecOps in general.
The DevSecOps Rolodex
In 2012, I had the opportunity to meet with one of the senior CISOs in the industry. After some initial small talk, I was introducing what we did and how we thought we could help his team. I was 70 seconds into what was my planned 180-second pitch when he respectfully stopped me, pulled out a rather impressive Rolodex from his desk and said, “I could point you to 15 companies in a 20-mile radius who could help me with exactly what you’ve offered me. I wonder if there’s any secret sauce?”
Startled, embarrassed, I managed to gather my thoughts and moved to the final 30 seconds of the pitch, though with much hesitation. As luck would have it, he found little bits of the secret sauce. The meeting obviously did not go exactly as I had planned, but it didn’t go badly, either. However, it made me realize that our customers and prospects often know just as much—or even more—about our competition than we do. Everybody is selling, all the time. So, someone else has already made their 70-second pitch. Not everyone gets lucky enough to be given an opportunity for a pause! It’s up to us to find the secret sauce and make that close in the final 30 seconds.
We are riding a very healthy wave of application security focus right now, and it’s paramount that technologists and marketers collaborate to identify and nurture their own secret sauce in their messaging and positioning. After all, this is what is going to keep the person at the other end of the table from reaching out to others in their DevSecOps Rolodex!
