11 / 15Sales, marketing & channel
Sell outcomes, not hours
Founder-led first, then professionalized quickly. The US requires dedicated senior enterprise sales and technical pre-sales. Europe grows from credibility, referrals and regulated-sector specialization. APAC is partner-first until the Singapore hub is justified.
—Motions
Where and how we sell
| Motion | Description | Economic target |
|---|---|---|
| US enterprise | Named-account selling, technical executive briefings, partner referrals, conference presence. | $75k–$400k projects · $8k–$100k MRR · platform attach |
| EU regulated | NIS2 / DORA / IAM assurance, critical infrastructure, finance, healthcare, industrial. | €25k–€180k projects · €3k–€40k MRR |
| APAC partner | Singapore-led alliances, finance/cloud/technology focus, local delivery partners. | $40k–$250k projects · $5k–$50k MRR |
| Product-led | Shield, Threat Intel Center, Portal entry points, research content, free/public intel. | Lead capture, upsell, SaaS ARR, partner ecosystem |
| Thought leadership | Original research, CVE writeups, AI security reports, executive briefings. | Trust, inbound demand, premium positioning |
—Conversion assumptions
Funnel targets
| Stage | Target range | Notes |
|---|---|---|
| Enterprise leads → qualified opportunity | 20–35% | Depends on brand credibility, partner referrals and content quality. |
| Qualified opportunity → proposal | 45–60% | Requires strong scoping and technical pre-sales. |
| Proposal → closed-won | 25–40% | Higher when founder-led or partner-referred; lower in cold US enterprise. |
| First engagement → annual program | 30–50% | Driven by Portal, remediation, retesting, IAM and vCISO attach. |
| Annual program → multi-year renewal | 65–85% | Requires measurable business value and consistent reporting. |