Sales effectiveness programs for cybersecurity sales teams
Equip your sales teams with the tools, processes, and frameworks they need to win bigger deals, faster. Proven at dozens of cybersecurity companies.
Trusted by sales leaders at dozens of cybersecurity companies
Is your sales team grinding and not getting the results?
You wrap up too many sales calls knowing you didn't hit the mark. The prospect's interest faded, leaving you with vague next steps and you're wondering where it went wrong.
Your team are frustrated that promising opportunities slow down and then eventually are lost to the dreaded "no decision" or "status quo". They are fed up wasting time on too many deals that don't go anywhere.
You are trying to change how your team sells, but they are struggling to adopt the new approach. They understand it, however in front of a prospect often revert back to their old ways. But you know they need to change if you want to hit the aggressive growth goals you have been given.
Intuitively you know you need enablement to help fix issues in the sales process, but you are reluctant to allocate precious headcount to it and your team deserves better than generic sales training.
Three ways I help you solve these problems
When you have a program designed specifically for cybersecurity sales teams you win bigger deals, more often, and faster.
CYBERSECURITY SALES ENABLEMENT AS A SERVICE
A proven system of ongoing, done-with-you sales enablement to fix the bottlenecks in your sales process and sell more effectively. Without using any of your own headcount.
3-MONTH VALUE SELLING FOR GROWTH STAGE
Stop getting lost in features battles. Start winning by selling business value. Embed a way to find and win opportunities, stand out and sell differently, using value selling best practices.
IMPACT WORKSHOPS FOR SKOs & QBRs
Fix bottlenecks in your sales process with workshops designed for your SKOs & QBRs. Sell more effectively and make your off-sites more impactful.
My programs are a fit for you if...
You are wondering "what should I do about enablement?" or "we need to change how we sell."
You've attracted great sales talent and don't want to hold them back with average enablement.
You are concerned that any enablement you do yourself will be... just OK. And your team deserve better than that.
You want help to deliver impactful programs. Not just someone to help project manage product training.
You value expertise and experience in selling cybersecurity. And you believe in getting results.
You are an early stage or growth startup with between 5 and 100 sellers.
You are looking for something priced realistically for your company stage (including for early stage startups)
Why me? I've walked in your shoes...
I know that cybersecurity sales teams have a tough job and I believe they are underserved with the help they deserve to be successful.
I'm fixing that.I sold my first cybersecurity product in 1998 (when it was called infosec) and have been in this world ever since.
I've sold over 30 cybersecurity products in my career. I really have walked in your old size nines!
I've worked with all kinds of cybersecurity companies from pre-product startups to the biggest and well-known names in our industry.
You won't hear a story from me that starts with "When I was selling copiers in the nineties..." IYKYK
I have real-world, practical cybersecurity sales experience and I know how to teach effectively. This is a killer combo.
"An extended member of the team."
Early in 2022 I brought in a new sales team but I was worried whether the sellers would be able to handle selling a complex product in a very competitive market.Unstoppable did a fabulous job of translating our technical materials into sales-ready materials, messaging and training. I’ve been impressed with how Andrew leaned into our messaging, our differentiation, and how much he takes it on.
Denise Hayman
former cro @ sonrai security
cro of the year 2022
★★★★★
Value selling program for cybersecurity sales teams
This is a three month program where you get clarity on the business outcomes you can affect, co-create the sales assets needed and train and coach your sales team on how to find and win opportunities using value selling best practices.This program works best for sales teams with 5 to 100 sellers and who have sales leaders who are committed to changing how their team sells.
You have aggressive growth goals but...
Prospects have little urgency to make a change and buy your product
Not enough opportunities get past the first meeting
Sellers get sucked into product feature battles
Too many deals get pushed out every quarter
Prospects don't get why you are different
We've created a program specifically for cybersecurity sales teams of all sizes
Value positioning guide
Value discovery framework
Tools to aid deal momentum
Account research cheat sheet
Cost of doing nothing roadmap
How to use AI to free up sales time
Training specifically for managers
Live online training workshops
Live small group coaching
Asynch 1:1 call coaching
Asynch practice drills
3-month program
$45k to $150k depending on team size
Kent Lockyer
vice president/gm - americas sase sales @ hpe aruba networking
★★★★★
"Significant improvement in pipeline, deal size & calling higher"
I run a cybersecurity and networking sales organization that requires a value-led approach to convince C-Level executives to spend millions of dollars vs other projects and competitors. I was looking for an organization to help enable my team across the Americas, and after an exhaustive search, I decided to move forward with Andrew and Unstoppable.My leadership team has seen a significant improvement in building pipeline, increasing our deal size, calling higher in the organization and close ratio by using the value-led selling approach that has been instituted based on Andrew's training. I highly recommend Andrew and Unstoppable to any sales leader looking to improve the sales motion towards a value-led approach.
Frequently Asked Questions
What kind of companies do you generally work with on the value selling program
I work with growth-stage cybersecurity companies only that want to stand out and sell differently and whose leadership is committed to changing how they sell. The sales teams I commonly work with have between 5 and 100 sellers.What if we are super early stage?
This program doesn't make sense for companies that have not launched their product yet or who only have early adopter / design partner customers. At that stage I believe you need to keep experimenting and adapting to find your go-to-market fit and therefore it doesn't make sense to roll out a program to sell something that may change from week to week and month to month.Do you work with companies in other markets?
I only work with B2B cybersecurity companies.What's the lead time to work with you?
I'm generally booked 2-3 months in advance.Do you work in person or virtually?
Most of my work is done virtually. I use various formats to maximize our time, including interactive workshops using modern whiteboard and collaboration tools. For larger teams, an in-person event can make sense; we can decide during our scoping discussions. Either way, you and your team will not be lectured at!What if we are not ready yet for a full program?
For varying reasons, some companies are not ready to take on a transformation project but want to start introducing the foundations to the sales team. I run half or full-day workshops that are targeted to solve some of the pains your sellers will be experiencing right now. Ask me about these.
Cybersecurity sales enablement without using your own headcount.
Progress is tied to metrics so you can be sure that the value of the service is much greater than the investment.This program works best for sales teams with 5 to 40 sellers and who have sales leaders who know the impact of world-class enablement and want help delivering it.
You've built a strong team but...
Deals are not converting through the funnel as fast as you need
You know you have all the building blocks for success, but it all seems too disjointed
Your product marketing team creates good content, but it needs to be translated into tools that sales can use
Your sellers do their own thing too much, and you are not confident you have a repeatable and scalable process ... yet
You are up against companies with larger sales teams (and better enabled). You want to help your team compete against them and don't want to half-ass it.
We've created a Sales Enablement program specifically for cybersecurity startup sales teams
We work with you to identify the areas in your sales process that need to be addressed and develop sales enablement programs to fix them. We work with you, your sales team, SEs, product marketing and revenue operations. We use your existing tools and ours where you have gaps.
Some of the areas we have worked on with other teams:
Demo flow
Differentiation
Sales messaging
Customer stories
Question handling
First meeting deck
Persona sales plays
MEDDIC (or variant)
Prospecting framework
Value discovery framework
New hire training program
Delivery is through a combination of:
Live online training workshops
Live small group coaching
Asynch 1:1 call coaching
Asynch practice drills
4-month minimum
Ranges from $10k to $20k per month based on team size and scope
Dan Parelskin
former vp sales @ axis security (acquired by HPE for ~$500m)
★★★★★
"A new approach that got results."
In the summer of 2020, we struggled to identify a consistent sales process. And it was hard to dedicate the necessary time and resources to figure it out. Working with Unstoppable, we realized we were missing an opportunity to run more effective meetings with top-of-funnel cybersecurity prospects.Unstoppable brought a new approach that allowed us to sell more effectively, and the sales team received better selling tools and frameworks that got results.
Frequently Asked Questions
What kind of companies do you generally work with your Sales Enablement as a Service
I work with early-stage cybersecurity startups with between 5 and 40 people in the sales team, whose leadership is committed to building a repeatable and scalable sales process. If you are larger than that, you should start building your internal enablement function.What if we are super early stage?
This program doesn't make sense for companies that have not launched their product yet or only have a handful of early customers. At that stage, you need to keep experimenting and adapting to find your go-to-market fit, and it doesn't make sense to roll out a program to sell something that will change from week to week and month to month.What do you work on with your clients?
It varies from client to client. We customize your program based on the challenges your team is facing. eg if you are up against stiff competition, we could start with differentiation.How do other companies justify the spend with you?
Firstly, we work on the metrics to measure the program. It could be conversion rates, deal sizes, pipeline growth, etc. We agree with you at the proposal stage what these are so you can build them into your justification for your CFO. Secondly, it is a no-brainer when you compare it against the cost of hiring an FTE.Do you work with companies in other markets?
I only work with B2B cybersecurity companies.What's the lead time to work with you?
I'm generally booked 2-3 months in advance.Do you work in person or virtually?
Most of my work is done virtually. I use various formats to maximize our time, including interactive workshops using modern whiteboards and collaboration tools. You and your team will not be lectured at!What if we are not ready yet for a full Cybersecurity Sales Enablement program?
For varying reasons, some companies are not ready to take on a transformation project but want to start introducing the foundations to the sales team. I run half or full-day workshops that are targeted to solve some of the pains your sellers will be experiencing. Ask me about these.
Help your team be better as a result of your SKO or QBR
Workshops for sales teams at cybersecurity companies designed to maximize sales meetings like SKOs and QBRs
Feel like your SKOs and QBRs could be better?
Sellers can't take it all in
Too many of the presenters show up and ... present. A lot.
Endless slides.
Too much detail.
Bored sellers
Sellers lose interest
Doesn't directly help the team sell more
Too much theory and wishful thinking
Nothing changes
A lot of effort goes into the meeting, but what are the outcomes?
Sellers don't do anything different after the meeting
Workshops that get results
How to handle deal-killing questions:
"What do you replace?"
"We want to keep doing it the current way for a while longer."
"Is making a change worth it?"
"Why wouldn't we use one of our existing tools to do this."Executive meeting mastery: excel in front of executives at prospects
How to uncover potential business value on the first call
How to use AI tools to make selling easier
How to turn your pitch deck into a valuable conversation deck
These workshops can be run remotely and in person and are designed so that sellers can leave with things to start using the very next day.
John Mayhall
former cro @ cybergrx (acquired)
★★★★★
"Critical step in changing our business trajectory."
Unstoppable helped us build a program that gave me complete confidence I was doing everything in my power to make our reps successful. Andrew has added credibility to everything we are doing and brought the cyber security selling experience and acumen to achieve buy-in.
I love it when you win!
These fine humans have nice things to say about their experience with Unstoppable.
There are comments from AEs, SEs, SDRs, Channel leaders, VPs of Sales and CROs.
All are at cybersecurity companies.
Extra Income:
Unstoppable's Referral Program
Introduce me to sales leaders and receive a referral fee when the deal closes
I’m excited to welcome you to Unstoppable’s Referral Program – a rewarding way to earn extra income by leveraging your network.Throughout your career, you’ve got to know leaders who are now in positions to drive the revenue engine for companies. I’ve found the best way to reach these great leaders is through an introduction from someone they trust, like you.The Unstoppable Referral Program makes it easy for you to introduce cybersecurity sales leaders in your network to Unstoppable — where you can earn commissions ranging from $1,000 to $10,000 for helping the people you know get the most out of their sales teams.
Why make a referral?
Help someone you know: there are tons of cybersecurity sales teams out there who could improve their results with your help
Lucrative payouts: Earn 10% commission on every closed deal. Imagine making $4,000 to $6,000 or more for each successful referral!
No limits: No cap on the number of referrals you can make. The more successful introductions you make, the more you earn.
Easy process: Make the introduction, and I’ll handle the rest. Email templates below.
Trustworthy partnership: You're partnering with a well-respected cybersecurity GTM leader committed to excellence and innovation. I will handle the person you refer with professionalism and respect.
Who is an ideal target?
There are over 4,000 cybersecurity vendors right now, but not all of them are great prospects for Unstoppable. Generally, I am looking for:
A B2B cybersecurity or GRC vendor.
who has a sales leader who understands what good enablement can deliver for them and is committed to lead changes in how their team sells.
The company should be growing (not declining!), but doesn't have to be rocketship growth.
For the Cybersecurity Sales Enablement as a Service program, they will have between 5 and 50 sellers, have product market fit and some sort of selling process in place.
For the Value Selling program, they will have between 10 and 100 sellers who have the general business acumen to understand the impacts of what they sell, and have strong first-line managers who are committed to changing how their teams sell.
I have a target list right now that has 60 companies on it. These are the fastest growing, healthy, companies in cybersecurity. See the instructions in the list if you can make a referral to any of these leaders.
How it works
Identify
Reach out to the cybersecurity sales leaders in your network who could benefit from our cybersecurity-specific enablement and training.
Refer
If they want to learn more, send an email introduction to me and them. I’ll handle everything from there. It’s that simple!
Earn
For every referral that turns into a closed deal, you'll earn 10% of the deal value. With our average deal size around $40,000, you could pocket $4,000 per successful referral! Not chump change, right?!
Are Unstoppable's programs effective?
Probably the best indicator of the effectiveness of Unstoppable's programs (and the power of a referral) is the source of Unstoppable's last 10 clients:
I had worked with the CRO twice before
Internal referral to a different geo inside a large company
Referral from a marketer I had worked with previously
I had worked with the CMO at their previous company
I had worked with the CRO at their previous company
Referral from their VC
I had worked with one of the sales leaders at their previous company
Referral from a CRO I had worked with previously
Referral from a VP of Sales I had worked with previously
I had worked with the CEO twice before
GTM leaders only work with providers who they know will deliver results. And they only refer people who they trust to deliver.
Templates
Sample email to test interest
Hi [first name]
I know someone that I really want to introduce you to. Andrew and his training made a big impact on my results and I want sales leaders that I know and trust to have the chance to get to know him.Andrew is a long time cybersecurity seller and leader of teams so he gets what it's like to do our jobs and his training is on point and practical. His programs are the only ones I know of that are designed specifically for cybersecurity sales teams.Can I connect the two of you?You can check him out at his website: https://unstoppable.do/[sign off]
Sample email to make the introduction
Hi [first name] and Andrew[first name], meet Andrew Monaghan. I was impressed with Andrew's training and recommend it highly. An intro call with him would not be wasted time even if you don't have an immediate need for his help.Andrew, meet [full name] he/she is the [job title] at [company name]. I've known [first name] for X years and respect how [insert accomplishment or character trait you admire] Definitely worth getting to know [first name]I hope this is a worthwhile intro for you both. I'll let the 2 of you take it from here.[sign off]
The Ts and Cs
Referral fee paid on the first deal I win from your referral.
Referral fee % calculated on the TCV of the committed amount of the deal.
I’ll pay you the day your referral pays me.
Deal must close within 9 months of your referral.
If the first deal is a workshop, I'll also give you the referral fee on any follow-on business if it closes within 9 months of the workshop
Please introduce me to the sales leadership of a cybersecurity vendor.
Apart from that, I want this to be rewarding for you so let’s be good humans, not over-complicate it, and always do the right thing.
Sales effectiveness programs for cybersecurity sales teams
Equip your sales teams with the tools, processes, and frameworks they need to win bigger deals, faster. Proven at dozens of cybersecurity companies and delivered by a cybersecurity seller.
