Balancing Fundamentals and Innovation in Cybersecurity Marketing and Sales

Who is Evgeniy Kharam?

Evgeniy Kharam is currently the founder of EK Cyber and Media Consulting, where he leverages his extensive industry knowledge and media expertise to guide clients through the complexities of cybersecurity.

Evgeniy's career began in the Israeli Navy, working with electronics and networking. He then joined Check Point as a QA analyst for firewalls, gaining deep insights into internet protocols and network security.

After moving to Canada, he worked at the Herjavec Group, where he progressed to become the Director of Network Security Architecture and was recognized as a Rising Star by SC Magazine in 2017.

Throughout his career, Evgeniy has led significant projects for major clients, including developing network security frameworks, cloud migration architectures, and implementing zero-trust approaches.

He is known for his ability to tackle complex security challenges and his positive influence on colleagues and clients alike.Evgeniy is also a prominent figure in the cybersecurity community.

He hosts two podcasts: the "Security Architecture Podcast," focusing on technical aspects of architecture, and "Cyber Inspiration," highlighting stories of founders starting their own companies.

He is actively involved in panel moderation, public speaking, and serves on the Advisory Council for SecureWorld Toronto.

As a father of four, including twins, Evgeniy has mastered the art of remaining calm under pressure - a skill that translates well to the fast-paced world of cybersecurity.

His unique blend of technical expertise, media savvy, and interpersonal skills makes him a respected voice in the industry.

Evgeniy continues to contribute to the field through his consulting work, podcasts, and by organizing innovative events like the Ski & Snowboard Cybersecurity Conference.

Insights and Key Takeaways

The Hype Cycle in Cybersecurity

Insight: The cybersecurity field often prioritizes innovation over fundamentals, leading to hype-driven decisions that can detract from basic security needs.

Evgeniy stresses how the industry is often fixated on new, flashy solutions that promise to revolutionize security.

However, this obsession often comes at the expense of addressing the basics like asset management, onboarding, and procedural consistency.

The allure of these new tools is partly driven by social media's portrayal of exciting innovations, creating a skewed sense of value among buyers and vendors.

Sales and marketing teams should reevaluate their strategies to include both innovation and fundamentals.

While it’s tempting to focus on cutting-edge solutions that seem more marketable, emphasizing core functionalities can actually differentiate a vendor by showcasing an understanding of foundational security needs.

The Need for Methodical Decision-Making

Insight: Practitioners can avoid falling into the hype cycle by adopting a systematic approach to the buying process.

Evgeniy suggests that teams start by understanding their core needs before engaging with vendors.

Creating a clear list of requirements, categorizing them by priority, and communicating across departments ensures that decisions are not only more informed but also aligned with broader organizational goals.

This process mitigates the risks of lengthy evaluations and misaligned solutions.

Marketing and sales teams should help customers by providing tools and templates for needs assessment.

This proactive guidance not only shortens the sales cycle but also establishes the vendor as a strategic partner rather than a mere seller.

The Role of Solution Architects in Vendor Selection

Insight: Solution architects are vital in guiding the buying process, especially when evaluating similar products with nuanced differences.

Solution architects play a critical role by helping companies understand how potential solutions fit into their broader architecture.

They navigate technical requirements, integration issues, and business needs, ensuring that the solutions are truly aligned with the organization’s goals.

Their involvement can prevent purchasing misfits driven by personal biases or vendor relationships.

Vendors should engage solution architects early in the sales process to foster a more objective evaluation.

This not only improves solution fit but also builds trust by aligning product offerings with customer needs.

Aligning Marketing and Sales Metrics at Conferences

Insight: The common practice of treating all conference attendees as leads can result in irrelevant outreach and wasted efforts.

Evgeniy criticizes the approach of indiscriminately following up with all booth visitors, as it doesn’t consider actual interest or needs.

This scattershot tactic often frustrates potential buyers and can damage brand perception, as it fails to build meaningful connections.

To improve lead quality, marketing and sales teams should focus on qualified leads through better booth engagement and personalized follow-ups.

Adjusting metrics to emphasize meaningful engagement over sheer volume can enhance conversion rates and build stronger relationships.

My Final Thoughts

The conversation with Evgeniy was a reminder that the basics still matter in cybersecurity, and that hype should not overshadow what truly works.

In an industry that thrives on innovation, it’s easy to get swept up in the latest trends.

But the most successful companies—and the happiest customers—are those that master the fundamentals first.

Marketers and sales teams, don’t just chase the flashy new thing; focus on delivering real value that addresses core needs.

Until next time,
Dani