Most advisory engagements start with a fairly simple problem.
You have built something useful, but the market does not understand it.
Or buyers understand the category but cannot see why your approach is different.
Or the product has moved faster than the positioning around it.
Those are problems I work on.
I combine analyst research, cybersecurity domain experience and direct product work to help vendors understand their market and make better product and positioning decisions.
Where does the product fit today, and where is the market moving?
I work with leadership and product teams on:
The aim is not to produce another strategy presentation. It is to make better decisions about what to build, who to build it for and how to take it to market.
Cybersecurity markets become crowded quickly.
Competitors adopt the same terminology, feature lists converge and eventually everybody sounds as though they sell the same thing.
I help vendors identify the differences that actually matter and turn them into positioning that a buyer can understand.
This can include:
A competitor announcement tells you what happened. Market intelligence should tell you whether it matters.
I research competitors, adjacent markets, technology shifts and changing buyer priorities to help leadership teams distinguish meaningful changes from noise.
Projects can include:
Some companies need more than a single project but do not need another full-time executive.
Fractional engagements give product, marketing and leadership teams ongoing access to an experienced industry analyst for market research, positioning, product strategy and difficult decisions as they arise.
Engagements are available at different levels depending on how much support you need.