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Cut the Bull & Focus to Speed Up the Cybersecurity Buying Process
Cybersecurity buyers are pressed for time and are not interested in reading lengthy, hundred-page RFPs. No one can digest that. Instead, buyers want technical diagrams, high-level explanations, and focused messaging. It’s all about clarity and brevity.
Dani Woolf
05 Aug • Read Time: 9 minutes
If you're still sending hundred-page RFPs or loading your sales deck with jargon, you're likely losing the game.
Buyers like Tal Arad have zero patience for fluff.
They need focused solutions that integrate, deliver value quickly, and help their businesses—not salespeople looking to make a quick buck.
The path to success is simple:
Cut the nonsense, provide actionable insights, and be honest about your solution's capabilities.
That will really help everyone make a decision.
In this episode, I sat with Tal Arad, CTO of Carlsberg Group, where we unpack Tal’s approach to evaluating security solutions and discuss what vendors can do to engage busy CISOs like him.
POLL: What’s the biggest barrier you face when trying to optimize your sales process for cybersecurity buyers? |
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Who is Tal Arad?
Tal Arad is the CTO of Carlsberg Group and previously served as Vice President of Information Security and Technology Services.
He joined Carlsberg in March 2020 as Group CISO and later expanded his role to oversee global IT infrastructure, digital workspace, and service delivery.
With a career spanning over two decades in cybersecurity, Tal's journey began unexpectedly during his mandatory military service in Israel in the late 1990s, where he was appointed as an IT security officer.
He later became the CSO of the central computing campus of the Israeli military, marking his first significant role in the security world.
Prior to joining Carlsberg, Tal held the position of CISO at CEVA Logistics, a large global logistics company. His experience extends across various aspects of cybersecurity, from operational technology to strategic leadership.
At Carlsberg, Tal leads a global cybersecurity operation, addressing challenges such as the increasing complexity of cyber threats, remote work security, and the expanding digital footprint of the company's operations.
He emphasizes treating cybersecurity as an integral part of Carlsberg's business strategy rather than a necessary evil.
Tal is known for his proactive approach to cybersecurity, focusing on both everyday system availability and preparedness for potentially catastrophic events.
He works closely with Carlsberg's top management, ensuring the company stays ahead in the "never-ending arms race" of cybersecurity.
Under his leadership, Carlsberg is aligning its processes with relevant ISO standards and other cybersecurity frameworks, preparing for upcoming regulations like NIS2, and maintaining high compliance standards across various international jurisdictions.
Tal's philosophy combines hope for the best with preparation for the worst, reflecting his pragmatic approach to navigating the complex and ever-changing landscape of global cybersecurity threats.
Pro Tip for Connecting with Tal
Get straight to the point. Tal values honest conversations that focus on how a solution aligns with his business’s specific needs and compliance requirements.
Skip the fluff—bring real insights.
Insights and Key Takeaways
Cut the Complexity: Provide Clear, Focused Information
Insight: Cybersecurity buyers are often overwhelmed by the volume of information presented in RFPs and pitches.
Tal emphasizes the need for “technical diagrams, high-level explanations, and a few slides that provide a focused message.”
A hundred-page RFP is not only unappealing but ineffective.
CISOs are juggling a multitude of tasks, making time their most valuable asset.
They require straightforward communication that helps them quickly understand a product’s value.
If your sales pitch doesn’t cut to the chase, you’re wasting both time and opportunity.
Instead of long-winded presentations, offer concise technical diagrams and a clear value proposition that aligns with their specific challenges.
“We're going to read as little as possible to make a decision. No one's gonna read a hundred pages. We don't have the time. We don't have the capacity. No one can digest that. So cut the bullshit and provide as much focused information as possible.”
Integration is King: Solutions Must Work Within the Existing Stack
Insight: Seamless integration is a top priority. A security solution must fit into the broader security ecosystem, “talking with the rest of [the] environment” to deliver comprehensive, multi-layered value.
Many CISOs manage sprawling tech environments with multiple tools.
If your product doesn’t integrate with existing systems, it won’t even make it past the initial evaluation.
Solutions that enhance connectivity and enrich data across platforms are more likely to resonate.
Vendors need to focus on the ecosystem-wide benefits of their product rather than the product alone.
“If I buy something, it needs to be able to talk with the rest of my environment...It needs to be able to communicate with and give me not just its own value, but also value to other systems to overall enrich the security ecosystem.”
Deploy Fast, Add Immediate Value
Insight: Slow, complex deployments are a dealbreaker for Tal. He seeks products that offer value from day one, without a lengthy and complicated onboarding process.
Gone are the days when companies had months to roll out new solutions.
Modern CISOs want rapid deployment that doesn’t disrupt existing workflows.
Tools that take weeks to integrate or require intensive setup will be dismissed in favor of those that deliver immediate results.
Vendors should focus on demonstrating how quickly their solution can be set up and integrated.
“When you had to deploy a new solution, it was months of change boards and plans and rollbacks. The newer generation of solutions, in many cases, [are] done by people that felt the pain by themselves and they know how to do it in a way that makes it easier.”
Data Overload: Focus on Actionable Insights
Insight: In a world flooded with data, CISOs like Tal need tools that distill key information and highlight urgent actions.
While CISOs require data to make informed decisions, they don’t need more noise.
Tools that generate endless streams of logs or overwhelming dashboards only add to the chaos.
Effective solutions prioritize and flag the top risks and actions needed.
This kind of functionality can make or break a product’s success in the cybersecurity space.
“New vendors understand that the security organization is flooded by so much data. If you don’t really flag exactly the five things you need to do this week, it’s wasted.”
Be Honest: Building Trust Through Transparency
Insight: Honesty is critical when engaging CISOs. Tal values vendors who are straightforward about their capabilities and limitations, as this fosters trust and long-term relationships.
Deceptive sales tactics, overpromising, or being evasive about limitations are sure ways to lose a CISO’s trust.
Instead, vendors should aim to build long-term partnerships by being transparent from the start.
CISOs respect honesty—even when it means admitting that a product might not be the right fit.
“If they cannot do something, they will tell us, ‘We're not doing that because this is not something which we can do, and it will not bring you any benefit.’ We trust their opinion.”
Simplified Pricing Matters
Insight: Complex, variable pricing schemes are a major turn-off for CISOs. Tal prefers straightforward pricing models that make budgeting predictable.
When pitching to CISOs, transparency in pricing is just as important as the product's capabilities.
CISOs need to justify expenditures to other stakeholders, and a confusing pricing structure adds unnecessary friction.
Vendors should present clear, easy-to-understand pricing models, with no hidden fees.
“If I can go ahead and say, ‘Here, it's a set cost per user and this price doesn’t change,’ my CFO’s going to be happy because he knows what to expect from me. But if the price costs are constantly changing, that’s gonna get stupid really, really quick.”
Contextual Outreach: Cold Calls Don’t Cut It
Insight: Cold outreach without context is ineffective and annoying to CISOs. Instead, vendors should craft personalized, context-rich communication that demonstrates an understanding of the CISO's environment and needs.
Tal finds that many outreach attempts are generic and irrelevant.
If a vendor doesn’t have a clear reason for reaching out or a deep understanding of the CISO’s specific needs, the attempt is likely to backfire.
Marketers and sales teams should focus on researching the buyer’s context and tailoring their messaging accordingly.
“Sending very generic information that doesn’t fit a need or not really trying to understand what Tal is trying to do or what he needs is basically just trying to push without any context.”
TL;DR
If you want to earn the trust of buyers like Tal, cut the BS and focus on real value.
Talk about how your solution integrates, how fast it delivers results, and what risks it helps mitigate.
CISOs don’t have time for bloated RFPs, jargon, or empty promises.
Bring honesty, clarity, and actionable insights to the table—and you’ll have a chance.
Until next time,
Dani
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