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Why Mapping Cybersecurity Products to Control Frameworks is a Massive Differentiator
There's a massive disconnect between product/solution providers and the people building cybersecurity programs in the industry. The programs are built to standards. So, what if product companies start building products to meet those standards?
Dani Woolf
01 Aug • Read Time: 10 minutes
Product vendors should be able to (but often can’t) tell what type of program they are building to and how they meet the controls inside that framework.
We need to have risk management and to be able to make decisions.
We need to shape people's thinking around and away from this auditor, pure “black and white” view in order to bring positive changes to the industry.
Brutally honest insights from Brian Haugli, CEO of SideChannel, Former F500 CISO & CSO and Founder of RealCISO.io.
In this episode, Dani Woolf had a conversation with Brian about his challenges, goals, what vendors do that piss him off, and the alternatives.
POLL: What's your biggest challenge in adding value to CISO conversations? |
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Who is Brian Haugli?
Brian Haugli is currently the CEO and co-founder of SideChannel, a publicly traded cybersecurity company (SDCH).
Brian's career spans both government and private sectors.
He began his journey in cybersecurity at a young age, working in offensive operations and ethical hacking.
His early career included roles with the U.S. Army and intelligence community agencies, culminating in a leadership position at the Pentagon where he managed information assurance programs for the national capital region.
As an entrepreneur, Brian founded SideChannel in 2017, which has grown into a successful public company under his leadership.
He is also the creator of RealCISO.io and hosts the CISOlife YouTube channel and podcast.
Brian is a recognized thought leader in the cybersecurity industry. He is the contributing author of "Cybersecurity Risk Management: Mastering the Fundamentals Using the NIST Cybersecurity Framework" and serves as an adjunct professor in the Master's Program in Cybersecurity at Boston College.
Known for his practical approach to information security and data protection, Brian is a frequent speaker on topics such as NIST guidance, threat intelligence implementations, and strategic organizational initiatives.
His expertise and experience make him a valuable voice in shaping cybersecurity strategies for organizations of all sizes.
Pro Tip for Connecting with Brian
To effectively connect with Brian, approach him with a thorough understanding of his needs and challenges rather than a rehearsed sales pitch.
He values vendors who do their homework, coming prepared with insights about his industry’s unique security requirements and how their product genuinely addresses these.
For Brian, building trust starts with demonstrating that you’re not just interested in making a sale but in helping him build resilient, adaptable security programs.
Show him you understand the control frameworks he works with, and be ready to discuss specifics, such as how your product integrates with or enhances those frameworks.
Skip the flashy buzzwords and lead instead with substance and relevant case studies that illustrate your product’s real-world impact.
If you can answer his technical questions clearly and map your solution to the objectives he’s trying to achieve, you’re far more likely to earn his respect and ultimately, his business.
Insights and Key Takeaways
Why a Protective Mindset is Essential in Cybersecurity
Insight: Success isn’t just about problem-solving; it’s about safeguarding. A protective mindset—the desire to preserve systems’ integrity and prevent unauthorized access—is a must. Security professionals like Brian view their role as more than defending digital walls; it’s about protecting the systems as they were originally designed.
Cybersecurity isn’t a one-and-done kind of field. The industry’s complexity demands vigilance, resilience, and a strong sense of protection.
Security teams that adopt a protective mindset can anticipate threats and prevent issues before they arise, effectively maintaining the system’s intended function.
For vendors and service providers, this insight is a call to action: speak to cybersecurity pros with the same focus on integrity and support.
Help buyers see that your tools align with their ultimate goal of protection, not just compliance.
"Security itself benefits from people who really have a protection mindset. People who want to protect things as they were built."
Vendor Missteps: Overpromising and Rigid, Auditor-Style Thinking
Insight: Brian’s biggest frustration? Vendors who either oversell without backing it up or take a rigid, audit-heavy approach. In cybersecurity, success hinges on flexibility and practical, risk-based strategies—not just ticking compliance boxes.
Think beyond features and flashy promises.
When a vendor leads with hype rather than substance or has a rigid auditor’s approach, it alienates buyers who want adaptive, meaningful solutions.
For vendors, the takeaway is clear:
Do your homework, speak in terms of real-world applications, and don’t rely on compliance checklists as your sole value proposition.
This approach will resonate with buyers who care about actionable risk management over theoretical coverage.
“It’s a toss-up between people who sell bullshit and people who have a pure auditor's mindset on how to approach building and addressing risk.”
Do Your Homework and Build Real Rapport
Insight: Establishing an authentic rapport is crucial for vendors looking to connect with cybersecurity professionals. Brian’s advice? Start with research. Understand your buyer’s challenges, goals, and the specific risks your product mitigates.
Vendors who understand their buyer’s world have a huge advantage.
Authentic rapport—built on real, relevant knowledge—creates trust and shows the buyer that you’ve invested time in understanding their needs.
Sales reps and marketers who skip the research risk coming off as opportunistic, which is a turn-off for security pros who value transparency and trust.
Brian’s point is simple but powerful: show respect for the buyer’s time by preparing.
“Do your research. And if someone is clearly not interested, take the hint, walk away and move on. There are millions of other people in the world.”
Compliance Frameworks Are a Guide, Not the Goal
Insight: One of the biggest misunderstandings? That compliance frameworks are the end-all for security programs. Brian emphasizes that frameworks are guidelines—they help shape good security practices but don’t represent the whole solution.
Too often, vendors see compliance as a checkbox, assuming that aligning to it means automatic approval.
In reality, Brian urges the industry to see compliance as a base for informed decision-making rather than the final say.
For buyers, the distinction is key: a successful security program goes beyond basic compliance, incorporating risk-based decisions that adapt to changing threats.
Vendors who frame their product within this broader approach—balancing compliance and real-world risk management—are far more appealing to experienced security buyers.
“I'm not saying you have to do all of them. It's a guide, it's a framework. And a methodology is walking through that framework.”
Know Your Product and Speak the Language of Control Frameworks
Insight: One major pain point for Brian? Vendors who don’t fully understand their product’s alignment with control frameworks, which can make conversations with buyers frustrating and, frankly, a waste of time.
Security professionals like Brian want clear, specific information on how a product fits within the control framework they’re using to build their security program.
Without this knowledge, the product pitch feels empty, and the buyer may walk away.
Sales reps should be well-versed in how their product maps to these frameworks and controls, making it easier for buyers to understand its value within the program they’re building.
Vendors who can clearly articulate these alignment points save buyers time and effort, which can set them apart in a competitive landscape.
“Vendors should be able to talk to me about what their products do, aligning to the program I'm trying to build.”
Avoid Getting Trapped in an Auditor’s Mindset
Insight: A major pitfall in cybersecurity is rigid, binary thinking—often a side effect of focusing too much on compliance. Brian stresses that while compliance is helpful, risk management should be adaptable, not just “checked off” as compliant or non-compliant.
The auditor’s mindset, where every decision is strictly black and white, can stifle creativity and adaptive thinking.
For vendors and security pros alike, a more nuanced approach encourages innovative solutions and alternative mitigation strategies when full compliance isn’t feasible.
Cybersecurity buyers respond best to vendors who understand the gray areas of risk management and can discuss how their product fits into a flexible, real-world strategy rather than a rigid compliance structure.
“How many vendors don’t know what their product actually does against a control framework is mind-boggling.”
Aligning Products to Industry Standards is a Win-Win
Insight: Brian believes that product teams could make life much easier for cybersecurity pros by aligning product functions and features to specific control frameworks. This alignment means that the buyer can immediately understand how the tool supports their security needs.
For vendors, this approach is a huge differentiator.
Products designed with control frameworks in mind save the buyer from extensive cross-mapping and streamline decision-making.
It’s an enormous time-saver and appeals directly to security pros who are managing complex programs.
The future belongs to vendors who embed these standards directly into their product’s architecture, reducing the legwork for buyers and positioning themselves as the obvious choice.
“I would talk to those vendors first as a buyer if they had that information because they literally cut down a whole ton of work for me.”
Save the Buyer’s Time - Be Prepared and Specific
Insight: Brian’s biggest frustration with vendors? Wasting his time. After detailing his needs and strategy to a vendor, he was frustrated when they disregarded his plan to push their own agenda. The lesson: listen to your buyer.
For vendors, this insight is a no-brainer: listen more than you talk.
If a buyer like Brian spends time explaining his needs, a successful vendor will adapt their pitch to align with those needs rather than pushing a pre-set sales script.
The ability to stay flexible and genuinely engage with the buyer’s goals speaks volumes and builds lasting relationships that go beyond a single sale.
For Brian, the vendors that stand out are those who prioritize his strategy over their agenda.
My Closing Thoughts
Brian’s insights are a reminder that in cybersecurity, relationship-building starts with understanding your buyer’s world, not just your own sales pitch.
Vendors who lead with empathy, honesty, and preparation will be the ones who thrive.
Time’s up on rigid checklists, overhyped promises, and sales-first agendas.
Let’s get serious about adding real value for buyers and building genuine partnerships.
Until next time,
Dani
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