Selling Security From The Inside Out - Lauri Martinez - Channel Security Secrets - Episode #34
In the newest episode of CSS, Lauri Martinez, VP of Channel Sales at Cyber Defense Group, joins Lou Rabon for a conversation packed with practical wisdom for TA's looking to grow their security practice. A three-time winner of the Channel Marketing Excellence Visionary Award and two-time honoree on the Women of the Channel list, Lauri brings two decades of channel experience to a wide-ranging discussion on listening, relationships, AI, and why the right question can open any security conversation.
Takeaways:
- Listening with intent is the foundation of every strong partner relationship. It is not about getting through a 30-minute enablement call. It is about hearing what a partner or customer actually needs and building something valuable around that.
- TAs do not need to be cybersecurity experts to start the conversation. Recognizing a signal, whether it is a customer asking about alerts, mentioning CMMC or HIPAA compliance, or defaulting to "I think I need a pen test," is enough to bring in the right resource and let them take it from there.
- Compliance does not equal security. A customer can check every box and still be exposed. Having a program, not just a tool or an audit, is what actually moves the needle on security maturity.
- The AI governance question is one of the fastest ways to open a security conversation across industries. Asking a customer whether they have an AI governance policy and a remediation plan in place tends to surface gaps across the entire IT and security team.
- CDG's Partner Security Navigator gives TA's a structured starting point for security conversations at no charge. It covers introductions, objection handling, signal spotting, call prep, and even generates a co-branded, personalized one-pager based on what came out of the consultation.
Quote of the Show:
- “You’ll always be able to find a supplier that can give you a tool that you need, or help with a network problem. But what you really wanna do is lean into those suppliers that are helping you build. And when I talk about build, it's about building your business” - Lauri Martinez
Find all episodes, show notes, and resources at: https://www.cdg.io/podcast/
Partner with us: https://www.cdg.io/partner-with-cyber-defense-group/
The CDG Partner Security Navigator is designed to help partners open cybersecurity conversations and identify customer pain points earlier in the sales process. The platform can assist with handling objections, building discovery questions, generating follow-up materials, and creating customer-ready summaries faster during customer discussions. It is built to make cybersecurity conversations easier, more structured, and more actionable without requiring deep technical expertise. To request access email partners@cdg.io. Thank you!
Partner Security Navigator: http://psn.cdg.io/
Links
- LinkedIn: https://www.linkedin.com/in/laurimartinez/
- Website: https://www.cdg.io/
