One problem that our industry has is a lack of branding. We not only don’t brand companies, we barely take the time to package and market technology.
We are acronym heavy. VoIP, SIP, UC, SDN, blah, blah. These acronyms represent tech not solutions.
In security, DDoS Mitigation, UTM, etc. We need to start talking about problems and solutions in plain terms. Certainly, you hope that the CIO knows what DDoS attacks are – but why hope? Why not talk about it in simpler terms? Why not create a bundle that handles not just the DDoS Attack about one or two similar problems?
UTM, unified threat management, is a nebulous term – like UCaaS or SD-WAN.
In most other industries, there is pain, then there is a solution. While voice and network are now mass market, the rest of the catalog is not.
It is one thing to have an idea about DDoS, but how would that conversation go? Unless that company is under attack?
Hacks are happening at an ever increasing rate, but the demand for cyber-security and data protection has not reached a fever pitch. (Is it because there is no real penalty for a leak?)
It is time to reframe the story of what we are selling and what it means to the buyer. Otherwise there will only be couple of dozen partners selling this stuff.
Just some thoughts.