Breachlock’s Collaboration with GigaOm for strategic sales enablement

Setting the Scene

BreachLock, a leader in IT security specializing in Penetration Testing as a Service (PTaaS), has made significant strides in serving small and medium-sized businesses (SMBs). However, the company faced a critical challenge: expanding its presence within enterprise-level accounts. With limited experience in selling to enterprise customers, the BreachLock sales team struggled to articulate the strategic value of their solutions to CxOs. Brent Plow, Vice President of Sales, knew they needed a new approach to break into the enterprise market effectively.

Seeking Insight

In search of a solution, Plow discovered the GigaOm Radar Report for PTaaS, published in November 2023. The report’s unbiased and thorough analysis of the pen testing sector impressed him. Unlike other industry reports, which can be heavily influenced by vendors, GigaOm provided a credible, vendor-agnostic evaluation that resonated with enterprise buyers.

Extending Value

Recognizing the potential of the GigaOm report to support BreachLock’s enterprise sales efforts, Plow engaged GigaOm’s COO and CTO, Howard Holton, for a series of strategic workshops. These sessions were designed to equip the BreachLock sales team with the tools they needed to engage enterprise CxOs effectively. Holton’s training focused on the nuances of enterprise sales conversations, emphasizing the importance of understanding the strategic priorities of a CISO and positioning penetration testing as a crucial, though not always strategic, building block in a modern security program.

“It was very real, concrete, and actionable that our sales team could use that day with customers,” Plow recalls.

Expanding on the Workshop

The workshops prompted a shift in BreachLock’s messaging. Rather than simply pitching their PTaaS solutions, the team began fostering shared conversations with prospects, focusing on aligning their offerings with the strategic needs of the enterprise. This new approach influenced everything from prospecting emails to LinkedIn outreach and even led to a revamp of BreachLock’s partner program, ensuring that channel partners were aligned with the updated messaging.

Benefits

The results of this collaboration were immediate and impactful. Key performance indicators (KPIs) saw significant improvements across the board:

Increased Enterprise Engagement: The number of CxO-level engagements and meetings grew, signaling heightened interest from enterprise prospects.

Higher Conversion Rates: BreachLock experienced a notable uptick in conversion rates, a clear sign that the refined messaging was resonating with enterprise buyers.

Shortened Sales Cycles: The sales team began closing deals more quickly, thanks to the more targeted and effective engagement strategies developed during the workshops.

“The GigaOm Radar Report for PTaaS provided instant credibility in the marketplace,” says Plow. “Our buyers and prospects appreciated that this was written for them, not for the vendor.”

Conclusion and Next Steps

The partnership between BreachLock and GigaOm has proven to be a resounding success. By leveraging GigaOm’s unbiased research and strategic sales enablement, BreachLock has made significant inroads into the enterprise market, with stronger messaging and more effective prospecting.

Looking ahead, BreachLock plans to continue refining its approach, potentially extending the sales enablement efforts deeper into the sales cycle to develop stronger executive champions.