How to Pitch CISOs: Advice from Veteran CSO Andy Ellis

Cracking the CISO Code: Essential Advice for Cybersecurity Founders

Selling cybersecurity solutions to enterprise CISOs is one of the toughest challenges cybersecurity founders face — and many get stuck because they misunderstand how CISOs think and what really drives their buying decisions.

From insights shared by Andy Ellis, a veteran CSO at Akamai Technologies, and trusted advisor to startups, here’s what cyber founder needs to know to earn trust and business in this complex market:

1. CISOs Aren’t Saying No — They’re Saying “Not Now”

When a CISO says no, it usually means your solution isn’t their top priority right now — not that it’s unwanted. CISOs often settle for “good enough” solutions if they save political capital and avoid disruption. Even an excellent product can be passed over if it’s hard to adopt.

Lesson: Understand where your product fits in their risk landscape and respect timing as much as technology.

2. The Real Buyer Isn’t Always the CISO

In large organizations, security responsibilities are fragmented:

• Identity issues often belong to the CIO
  
• Application security is with engineering teams
  
• Privacy tools fall under legal

Ask: Who owns the problem? Who’s accountable for fixing it? Find and engage the true decision-makers — this will save you chasing ghost deals.

3. Validate the 9 Truths Before You Sell

A CISO won’t buy unless they believe:

• The problem exists and is urgent
  
• They own it and their peers agree
  
• The organization can and will fix it
  
• The risk of doing nothing is high
  
• Your solution fits their team, politics, and budget
  

4. Make It Easy to Say Yes

In cybersecurity sales, “better” rarely wins — easier to adopt does. Focus on making your product:

• Quick to deploy
  
• Fast at showing value
  
• Scalable for the future
  

Don’t put down competitors. Instead, position your product as less friction and more traction.

5. Ask the Right Questions About Budget and Process

Forget “Do you have budget?” Instead, ask:

“Assuming we pass technical evaluation, what’s the procurement and approval process?”

This uncovers the real path to purchase and who controls budget.

6. Build Relationships Beyond the CISO

Don’t just chase the CISO’s calendar. Build trust with the directors and engineers who will use your product daily. They’re often your strongest champions.

7. Start Small, Learn Fast

Big logos aren’t everything. Even Akamai’s first customer was a small blind store in Florida. Solve real problems early, and bigger deals will follow.

Bottom Line for Cyber Founders

Selling to enterprise security requires patience, empathy, and strategy. Know your buyer, respect timing, and reduce friction. Winning CISOs’ trust isn’t about perfect tech — it’s about the right solution, at the right time, for the right people.