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Are you tired of sales negotiations feeling like a hostile game of poker against procurement pros who seem to hold all the cards? Wondering if there’s a way to maintain your deal’s value without relying on outdated, adversarial tactics? Struggling with year-end deals where buyers expect last-minute discounts and you’re anxious about giving away too much? This episode is for cybersecurity sales and marketing leaders seeking a transparent, effective, and less stressful way to close deals.

In this conversation, we discuss:

👉 Why traditional and commonly taught sales negotiation techniques no longer fit today’s buyer-seller dynamic
👉 Todd Caponi’s “Four Levers Negotiating” framework to build trust and keep more margin
👉 Practical, actionable ways to position pricing and negotiations, especially at year-end, so both parties win

About our guest:
Todd Caponi is a multiple-time sales executive and author with experience leading revenue organizations through two successful exits. He now advises, teaches, and speaks to sales teams about transparency and behavioral science in negotiation. Todd’s upcoming book, "Four Levers Negotiating," outlines a straightforward approach that’s transforming how sales teams manage deal-making conversations.

Summary:
Listen in as Andrew Monaghan and Todd Caponi unpack how cybersecurity sellers can escape the cycle of adversarial negotiations by embracing a transparent, lever-based approach. Discover how to reframe value conversations, negotiate with confidence, and earn buyer trust—so you close deals faster with less discounting. Tune in and rethink your negotiation mindset!

Connect with Todd Caponi on LinkedIn and visit toddcaponi.com.

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If you are a sales leader, you are probably under pressure right now to use your headcount on quota-carrying positions BUT you intuitively know you need to invest in the team to help them succeed. Unstoppable.do gives you the capabilities of a world-class enablement team without having to use precious headcount AND with a pricing model that makes sense for startups. If this is intriguing, get in touch at andrew@unstoppable.do

Support the show

Follow me on LinkedIn for regular posts about growing your cybersecurity startup

Want to grow your revenue faster? Check out my consulting and training

Need ideas about how to grow your pipeline? Sign up for my newsletter.

Send me a text (I will personally respond)

Are you struggling to scale your cybersecurity sales team without ramping up headcount or getting drowned in technical complexity? Wondering if AI can really move the needle for high-value, complex sales cycles? Curious how leading founders are reimagining go-to-market operations to win in today’s fast-paced, AI-driven environment? This episode of the Cybersecurity Go-To-Market Podcast dives right into these pressing questions.

In this conversation we discuss:

👉 The ground-breaking approach of building a $30m ARR SaaS company with only 3 founders and a suite of AI agents and no additional employees.

👉 How AI-driven agentic workflows can help sales teams focus on high-value tasks, remove technical complexity, and iterate at the speed of thought.

👉 Practical strategies for cybersecurity companies to integrate AI into their GTM motion, while building trust and adapting to their unique sales cycles and ACVs.

About our guest:
Amos Bar-Joseph is the co-founder of Swan, an innovative SaaS platform that enables human-AI co-selling at scale. Drawing from two previous B2B startup journeys, Amos is on a mission to rewrite the go-to-market playbook, making businesses radically more efficient by scaling intelligence, not headcount.

Summary
If you want to understand how AI agents can help you work smarter, not harder, and what it would take to scale your cybersecurity sales function without more bodies, you can’t miss this episode. Tune in to discover actionable insights from founders who are paving the way with new GTM models that are designed for speed, adaptability, and intelligent automation. Listen now!

Links & Resources

• Connect with Amos Bar-Joseph on LinkedIn
• Learn more about Swan

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If you are a sales leader, you are probably under pressure right now to use your headcount on quota-carrying positions BUT you intuitively know you need to invest in the team to help them succeed. Unstoppable.do gives you the capabilities of a world-class enablement team without having to use precious headcount AND with a pricing model that makes sense for startups. If this is intriguing, get in touch at andrew@unstoppable.do

Support the show

Follow me on LinkedIn for regular posts about growing your cybersecurity startup

Want to grow your revenue faster? Check out my consulting and training

Need ideas about how to grow your pipeline? Sign up for my newsletter.

Send me a text (I will personally respond)

Are you grappling with when, and who, to hire as your first sales leader in your cybersecurity startup? Wondering why sales leadership churn is so high, or if founders should keep selling longer? If you’ve debated hiring account executives versus a VP of Sales, and wrestled with investor pressure on scaling your sales team, this episode is for you.

In this conversation, we discuss:

👉 The crucial distinction between sellers and sales leaders at different company stages
👉 Why timing, founder credibility, and expectations can make or break your first sales hire
👉 The importance of trust and alignment at the C-suite level for long-term go-to-market success

About our guest:
Eyal Worthalter, a multi-time cybersecurity sales leader, shares hard-won lessons from the frontline; including insights from his widely-read article on why most first VP of Sales hires fail. He’s contributed to Ross Haliliuk’s Venture In Security blog and works closely with founders and sales teams to help improve their approach to building go-to-market strategy.

Summary:
Listen in as Eyal Worthalter and Andrew Monaghan dig into the messy reality behind hiring the first sales leader, founder-led selling, investor pressure, and practical frameworks for scaling sales teams. If you want to avoid costly mistakes and build your sales org the right way, this episode will challenge your assumptions—don’t miss it!

Connect and Learn More:
Find Eyal Worthalter on LinkedIn.

Ready to discuss your own sales challenges? Book time with Andrew Monaghan for a strategy session.

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If you are a sales leader, you are probably under pressure right now to use your headcount on quota-carrying positions BUT you intuitively know you need to invest in the team to help them succeed. Unstoppable.do gives you the capabilities of a world-class enablement team without having to use precious headcount AND with a pricing model that makes sense for startups. If this is intriguing, get in touch at andrew@unstoppable.do

Support the show

Follow me on LinkedIn for regular posts about growing your cybersecurity startup

Want to grow your revenue faster? Check out my consulting and training

Need ideas about how to grow your pipeline? Sign up for my newsletter.