With 3,500+ SaaS cybersecurity vendors and hundreds of new AI players entering the market every quarter, buyers are drowning in choice.
Too many products.
Too much overlap.
Too little clarity for buyers trying to make high-stakes decisions.
The shakeout is here. Meanwhile, Emergence Capital’s 2025 GTM report shows what’s breaking:
📉 Quota attainment across GTM orgs: 22%
⚠️ Outbound tool satisfaction: lowest of any category
📊 Top-performing teams? Those focused on Buyer Enablement — not sales enablement.
📎 Read the report
Execution, not tooling, is the bottleneck. Meanwhile, 74% virtual selling and 50% AI-evaluated purchases mean buyers are fundamentally changing how they evaluate and select vendors.
The best teams aren't waiting to pivot.
- At Saviynt 2025 SKO, sales teams were trained to speak in outcomes and risk reduction, not alerts.
- At Kaspersky’s SKO, the message for 2025 was "Security isn’t the absence of risk, it's the ability to deal with it."
- Forescout's 2025 SKO centred on helping buyers discover and reduce exposure… feature comparison wasn't the focus.
This is a positive shift that changes the conversation from product speak to the language of the buyer.
Buyers are harder to reach. They're using AI to shortlist solutions. They're choosing vendors who bring insight and guide decisions. Vendors who simply pitch technology get filtered out.
Traditional outbound approaches are failing: average satisfaction across GTM tools sits at just 3/5, with outbound tools scoring lowest despite being the most hyped.
SKO 2026 is your moment to shift from selling tech to facilitating better buying decisions that improve control and reduce risk.
We help teams do that using the FAIR model
FAIR (Factor Analysis of Information Risk) is the world's leading open standard for measuring and comparing risk. It's how CISOs, CROs, and procurement teams quantify exposure, justify budget, and explain decisions to the board.
When 51% of buyers require more approvals and 50% need formal AI reviews to move forward, speaking their language becomes critical.
We embed that thinking into GTM and your SKO to launch it fast:
✅ We interview your best customers to discover the true reasons they chose you, what prompts those decisions, and how to align sales and marketing efforts around that truth.
✅ Buyer-aligned messaging around control deficiencies
✅ Positioning vs competing alternatives to reduce the same risk (not direct competitors)
✅ Conversational discovery leading with insight that reframes urgency
✅ Whiteboard Activation and stories that start with breach consequences and end with action
✅ Situational fluency to build trust, open strongly, and resolve objections
✅ A single narrative used by every customer-facing function
Our Introduction to Risk Management and FAIR sales training resource from 2017 remains current and has been shared widely across the cybersecurity community. You can get the latest FAIR Institute whitepaper here Framework for Effective Cyber Risk Management.
Your opportunity to rewire your team with a message that will cut through in 2026 starts the moment your team gets back to their desk after your SKO.
The cybersecurity market winners in 2026 will be those who help buyers make informed decisions. Research shows that beyond £50M ARR, 58% of growth comes from expansion, rising to 67% for companies exceeding £100M. This means flattening silos, so your customer success teams partner with salespeople, and your entire organisation becomes a buyer enablement platform.
If you're a CMO, Sales Leader, or Enablement Lead planning SKO 2026 and you want your team fluent in the language of control and risk reduction while making your "Why Change?" argument, DM me and we can set up a 30-minute conversation to explore how FAIR-based messaging could transform your SKO.
We'll show you three risk-based conversation starters your team can use immediately.