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Cybersecurity startup GTM is not about running more demos. It’s about understanding trust, attention, and channel economics.

In this episode, host Wil Klu talks with Konnor Andersen, a cybersecurity GTM leader who has helped startups scale sales and marketing teams. They unpack why CISOs can’t take endless vendor meetings, how risk and credibility drive buying decisions, and why channel partners protect their long-term relationships above everything else. If you’re a founder, CRO, or GTM leader in cyber, this episode will sharpen how you think about growth.

Key takeaways:

Why “just 20 minutes” is a broken approach in cybersecurity sales
How trust drives the CISO buying process
What channel partners expect before they engage
The real economics behind VAR relationships
When federal vs commercial GTM becomes a strategic fork

Follow the show for weekly conversations on the business of cybersecurity and tech, and leave a review if this episode helped you think differently.

Find Konnor:

https://www.linkedin.com/in/konnorandersen/

https://cyberbuildingblocks.substack.com/