What if the biggest secret to success in channel sales isn’t knowing more technology, but understanding what the business is actually trying to accomplish? In this episode of Channel Security Secrets, Lou Rabon sits down with Scott Porter, Co-Founder of CloudNow Consulting, to unpack why focusing on business outcomes over transactions is the difference between being easily replaced and becoming indispensable.

Scott shares how trusted advisors can prepare for higher-level conversations by doing real research, engaging executive stakeholders, and using AI as a support tool, not a crutch. From breaking into security conversations without deep technical expertise to building recurring revenue models that scale, Scott offers a clear, practical roadmap for advisors navigating today’s evolving channel.

Takeaways:

• Why aiming for business outcomes creates stronger, longer-lasting client relationships.
• How preparation and customer research unlock higher-level conversations with decision-makers.
• Why solving problems, not pitching products, leads to irreplaceability.
• How AI can accelerate research, insight, and efficiency when used thoughtfully.
• Why recurring revenue models are becoming essential for sustainable channel growth.
• How advisors can enter security conversations through governance, risk, and compliance, even without deep technical backgrounds.

Quote of the Show

• “ Everybody is buying because they have to get something accomplished. So your job is to figure out what that is and help guide that conversation to make sure that you're having the conversation about how your technology meets their needs.” - Scott Porter

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/

Links

• LinkedIn: https://www.linkedin.com/in/scott-porter-6910955/
• Company website: https://www.cloudnowconsulting.com/

Ways to Tune In

• Spotify: https://open.spotify.com/show/1gIKsOyorKMzQA7wxck4dH?si=ff617df387aa401c
• Apple Podcasts: https://podcasts.apple.com/us/podcast/channel-security-secrets/id1826825461
• Amazon Music: https://music.amazon.com/podcasts/8703d3a3-4128-4691-8862-cb847f53f776/channel-security-secrets
• YouTube: https://www.youtube.com/@ChannelSecuritySecrets

What happens when the channel stops treating sales like transactions, and starts treating people like relationships that compound? As we wrap up the year, we’re bringing back one of the most talked-about episodes of Channel Security Secrets, a New Year holiday re-air with Eric Brooker, Founder & CEO of The Channel Standard.

In this conversation, Eric gets real about the gaps he sees every day in the channel: advisors reaching out with templated messages, sellers confusing activity with impact, and leaders underestimating just how far empathy and intentional relationship-building can take them. He explains why the most successful people in the channel are the ones who slow down, invest in others, and show up consistently, even when there’s nothing to sell.

Eric also shares how cybersecurity and AI are reshaping expectations for advisors, what newer sellers often get wrong when trying to break into security, and how planning, preparation, and personal integrity set the tone for long-term success.

Takeaways

• Deep, long-term relationships create more opportunity than any high-volume outreach strategy.
• AI and cybersecurity are merging fast, advisors who understand both will stand apart in the new year.
• Empathy, curiosity, and structured planning build trust faster than any script or sales sequence.
• Personal experiences, including setbacks, shape how leaders show up for both clients and teams.
• Integrity and consistency remain the quiet superpowers of top-performing channel professionals.

Quote of the Show

• “ The value of relationships is where I think many of us fail in sales, because we treat it like it's a transaction, and it's so much more than that.” - Eric Brooker

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/

Links

• LinkedIn: https://www.linkedin.com/in/ericbrooker/
• Podcast: https://podcasts.apple.com/us/podcast/counsel-culture-with-eric-brooker/id1528802328
• Book: https://www.amazon.com/You-Are-Enough-Overcoming-Worthiness/dp/B0CJF67ZTF
• Company website: https://www.thechannelstandard.com/
• Twitter: https://x.com/ericbrooker79

Ways to Tune In

• Spotify: https://open.spotify.com/show/1gIKsOyorKMzQA7wxck4dH?si=ff617df387aa401c
• Apple Podcasts: https://podcasts.apple.com/us/podcast/channel-security-secrets/id1826825461
• Amazon Music: https://music.amazon.com/podcasts/8703d3a3-4128-4691-8862-cb847f53f776/channel-security-secrets
• YouTube: https://www.youtube.com/@ChannelSecuritySecrets

What if the key to selling security wasn’t knowing all the answers, but challenging every assumption? For this special holiday re-air we’re revisiting one of the most talked-about episodes of Channel Security Secrets, a conversation packed with practical, unfiltered insight from Alexander Wold, Global Director of Cybersecurity at Monks.

Alexander brings 16+ years of real practitioner experience to the table, but what stands out most is his philosophy: real progress comes from tenacity, curiosity, and refusing to take anything at face value. In this episode, he breaks down exactly how that mindset shapes both effective cybersecurity and effective security sales.

Drawing directly from his experience as a buyer, Alexander shares what actually gets the attention of today’s cybersecurity leaders, why mass outreach falls flat, and how trusted advisors can build long-term influence by showing up where practitioners learn, conferences, local meetups, and security communities. He also explains why sellers who lead with value, relevance, and tight messaging earn far more trust than those who chase short-term wins.

Takeaways:

• Curiosity and tenacity are differentiators, the best advisors dig deeper and never accept the first answer.
• Cold calls, cold emails, and AI-templated outreach fail; relevance and real value earn attention.
• Show up where practitioners actually gather, conferences, security meetups, community events.
• Solution selling beats transactional selling every time; long-term trust compounds across careers.
• Build value quickly: highlight impact, reduce customer effort, and keep messaging tight and thoughtful.
• Follow-up matters, clients live in zigzags, and timing shifts constantly.
• Emerging tech will reshape security, but foundational thinking still matters.

Quote of the Show

• “How we used to secure this business is not going to be how we do it in the future. So understand that if you question how you're approaching sales today, it might make you a stronger salesperson later on in your career.” - Alexander Wold

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/

Links

• LinkedIn: https://www.linkedin.com/in/awold/
• Company website: https://www.monks.com/
• Book: https://www.oreilly.com/library/view/97-things-every/9781098152161/

Ways to Tune In

• Spotify: https://open.spotify.com/show/1gIKsOyorKMzQA7wxck4dH?si=ff617df387aa401c
• Apple Podcasts: https://podcasts.apple.com/us/podcast/channel-security-secrets/id1826825461
• Amazon Music: https://music.amazon.com/podcasts/8703d3a3-4128-4691-8862-cb847f53f776/channel-security-secrets
• YouTube: https://www.youtube.com/@ChannelSecuritySecrets