Peer-to-Peer GTM: Lessons from Field CISOs & CTOs

Security Revenue LIVE Recap: Expert Insights on the Value of the Field CISO in Cybersecurity’s GTM Strategy

The latest episode of Security Revenue LIVE, hosted by Taylor Wells for the Cyber GTM Alliance, gathered a powerhouse panel to dig into the evolving and increasingly essential role of the Field CISO and Field CTO in cybersecurity go-to-market (GTM) strategy. Featuring industry veterans Carolyn Duby (Field CTO, Cloudera), Brian Contos (Field CISO, Mitiga), and Matt (COO, Serby), the discussion ranged from the origins and expanding significance of the field executive role to its impact on technical sales, product marketing, customer advocacy, and the practical use of AI.

If you missed the live show, here’s a deep-dive recap of the key themes and takeaways.

The Field CISO/CTO: Bridging the Business-Technical Divide

One of the standout themes was that Field CISOs and CTOs sit uniquely at the intersection of business, technology, marketing, and customer relations. As Carolyn Duby emphasized, the Field CTO is responsible for making the business-to-technical connection in a way that resonates with both customers and internal teams. These leaders aren’t just technical experts; they are storytellers, advocates, translators, and relationship builders.

Brian Contos echoed this, describing the role as “one part engineering, one part sales, one part marketing,” and, crucially, the customer’s advocate within the company. This blend allows field executives to surface real customer pain points, guide product development, and ensure that messaging and technical solutions are both relevant and credible.

What Happens Without a Field CISO/CTO?

The consequences of not filling this role were strikingly clear. Matt recounted joining Serby at the seed stage, where lack of field executives meant unclear product marketing, messaging that didn’t land, and sales processes lagging behind customer needs. Both Brian and Carolyn explained that without someone dedicated to connecting technical feedback and field intelligence back to the business, companies risk losing touch with their market—or worse, pushing products that solve the wrong problems.

Field CISOs and CTOs help gather and rebroadcast customer stories, collect use cases, and serve as relatable, trustworthy voices for prospective clients. Their absence often means founders and engineers bear the brunt of interfacing with customers—an inefficiency that both strains engineering resources and weakens GTM efforts.

The Swiss Army Knife for Security GTM

Another recurring point was just how varied and entrepreneurial this role can be. Carolyn likened the experience to being a bootstrap founder: “You do everything—sales, marketing, trade shows, even taking out the trash.” This exposure not only grows one’s skill set but also fosters a healthy respect for all facets of a business, technical and otherwise.

Brian noted there’s rarely a clear job description or distinct “lanes” for field executives—one day may be spent immersed in product feedback, another on marketing, the next on sales enablement or industry thought leadership. Flexibility, curiosity, and a love for learning were repeated as essential traits.

The Secret Sauce: Empathy, Curiosity, and (Tactful) Honesty

All panelists stressed the importance of “soft skills.” Carolyn and Matt, especially, highlighted curiosity and empathy as critical—being able to ask the right questions, listen deeply to customers, and quickly digest technical and industry change. The ability to tell a customer they’re heading in the wrong direction (with tact and context) was underscored as a differentiator that builds respect and trust, rather than friction.

Brian shared how running customer advisory boards (CABs), and even “weaponizing” them for mutually beneficial content and feedback, can supercharge both customer advocacy and internal product alignment. This kind of work, he argued, is nearly impossible without a Field CISO/CTO acting as both executive sponsor and peer-level conversation partner.

AI’s Role: Real Productivity, Not Just Hype

In classic 2025 fashion, the conversation inevitably turned to AI—and not just its technical opportunities, but also its impact on daily GTM life. Brian described how his team avoids starting from scratch when writing content, using AI for first drafts, outlines, and research. AI-powered tools now summarize client meetings, analyze call sentiment, and even build bios from LinkedIn for event preparation.

Matt spoke to the real-world productivity gains from AI agents that trigger automatically (like prepping sales briefs for upcoming client meetings). Carolyn was blunt: “What I really want is a magic AI prospecting wand that just books the right meetings for me.” While that’s still a vision, today’s AI is already making many time-consuming GTM tasks radically more efficient.

The Best Channels for New Security Customers? Referrals Reign Supreme

When the panel was asked how they’re acquiring new customers in 2025, the answer was almost unanimous: leverage existing relationships for referrals and introductions. Matt highlighted that these are the “lowest CAC” (customer acquisition cost) and highest converting opportunities. Brian and Carolyn agreed, emphasizing the importance of trust and established rapport—especially in a technical sale—over classic cold outreach.

Putting It All Together: Why Every Cybersecurity Vendor Needs a Field CISO or CTO

The webinar left no doubt that the Field CISO/CTO is a linchpin for successful cybersecurity GTM. They create and communicate technical value, build trust with buyers, ensure product-to-market fit, align messaging, and supercharge both growth and customer satisfaction. As the cybersecurity market continues to proliferate—and as AI reshapes productivity—the demand for entrepreneurial, customer-first technical leaders is only rising.

Key Takeaway:
If you’re a cybersecurity vendor looking to accelerate growth, don’t just add headcount—invest in a Field CISO or CTO. Their unique blend of technical depth, business acumen, curiosity, and empathy will keep your GTM strategy agile, credible, and effective in the long run.

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