Diving into the new SiriusDecisions Demand Unit Waterfall

SiriusDecisions | May 30, 2018

SiriusDecisions since around the time when Rich Eldh and John Neeson gave birth to the company. I’ve found their frameworks especially useful in helping focus my teams’ actions and report on the value of our contributions. Perhaps you’ve found the same. For many years, the SiriusDecisions Demand Waterfall has been used as the standard framework for managing demand generation processes. The beauty of the original Demand Waterfall was its clarity and simplicity. Built as a useful guide, it was never meant to become “the law.” Yet over the past few years, many marketers have found themselves ensnared by a rigid, faithful type of application. From helpful leading indicators, we’ve created rigid sets of KPIs that lock us into a way of doing things and shape how we “see” our world. A host of short-sighted KPIs are now constraining our ability to innovate. At worst, they’re locking us into counterproductive behaviors that actually hurt our ROI. I’m talking here about KPIs that drive up volumes even as they drive down quality; about filters that ignore tangible evidence of demand in favor of titles and contacts at accounts that aren’t in the market at all. The newly announced SiriusDecisions Demand Unit Waterfall concept contains major insights that could open the door to a new wave of progress. These observations should help keep many of us from going over the falls in a barrel crafted of our own short-sightedness.

Spotlight

"When it comes to stealing identities, criminals will follow the money. Ten years ago, this meant stealing credit and debit card information to make unauthorized purchases and using stolen Social Security numbers to create new identities and open lines of credit. Today, the information that is valuable to an identity thief is shifting to seemingly harmless details like email addresses and passwords, mothers’ maiden names and dates of birth, even high
school mascots and pet names"


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PLATFORM SECURITY, SOFTWARE SECURITY

Netpluz strengthens cybersecurity offerings for SME customers across the Asia Pacific

Netpluz | October 12, 2022

Netpluz, a one-stop Managed Communications Service Provider in the region, has teamed up with two leading security platforms, Stellar Cyber and Ridge Security, to provide more comprehensive cybersecurity services for Small and Medium-sized Enterprises (SMEs) across the Asia Pacific. Netpluz eSentinel™ is a cloud-based, all-in-one managed cybersecurity platform that offers comprehensive protection of confidentiality, integrity, and availability of computer systems and networks against cyber-attacks and unauthorized access. The partnerships with Stellar Cyber and Ridge Security will significantly enhance the cyber defence capabilities of eSentinel™ in two main areas, namely Managed SOC (Security Operations Centre) and VAPT (Vulnerability Assessment and Penetration Testing). With the adoption of Stellar Cyber's Open XDR platform and ingestion of data from multiple different sources, eSentinel™ Managed SOC service will offer high-fidelity threat detection and incident correlation through AI, automated threat hunting and response. MTTD (Mean Time to Detect) and MTTR (Mean Time to Respond) will also improve tremendously by more than eight and twenty times, respectively. Ridge Security's pioneering product, RidgeBot®, is an intelligent risk-based vulnerability management and automated pentest robot that value-adds to eSentinel™ VAPT service. RidgeBot® acts like human attackers, relentlessly locating exploits and documenting the findings. Unlike humans, RidgeBot® comes armed with dynamic attack strategies to exploit before moving on to the next target. "With digitalization accelerated by the pandemic, adopting technology as part of strategic growth is now at the forefront of many organizational agendas, even for SMEs. In fact, we see SMEs looking at digitalization for business and growth opportunities in the long term – driving stronger demand for managed cybersecurity services. "Responding to this demand, we are thrilled to work with Stellar Cyber and Ridge Security to deliver enterprise-grade and cost-effective managed cybersecurity services to businesses in the Asia Pacific." Mr Lau Leng Fong, Chief Executive Officer of Netpluz Such collaborations extend Netpluz's comprehensive selection of business-focused solutions and align with the company's vision to be the top Managed Communications Service Provider in the Asia Pacific. With the evolving digital landscape, cybersecurity is now an integral part of communication services and an even more significant concern for SMEs. Unlike large enterprises, SMEs are often more vulnerable to cyber-attacks due to the lack of strong technological defences, less awareness of threats, and a shortage of talents and resources to invest in cybersecurity. This is where Netpluz comes in. With an increasing focus on offering managed cybersecurity services, Netpluz has established a high-availability Security Network Operation Centre (SNOC) spanning its regional operations, to provide round-the-clock monitoring, detection and response of its customers' IT devices, systems, and network infrastructure. To further strengthen its cybersecurity capabilities and processes, Netpluz has also attained certifications, including CREST Certification, CSA Cyber Trust mark (Advocate), ISO/IEC: 27001:2013, and MTCS Standard. Netpluz is also a Cybersecurity Service Provider (CSP) licensed by the Cyber Security Agency of Singapore (CSA), enabling the company to provide secure and reliable services to customers in Singapore and across the Asia Pacific region. About Netpluz Netpluz is a transforming Managed Communications Service Provider that helps clients become more agile by simplifying their Information and Communications Technology (ICT) needs. With humble beginnings in 2015 serving business internet connectivity, acquisition of MediaRing business assets and merger of Y5Zone Singapore in 2016, Netpluz has evolved from an Internet Service Provider (ISP) to providing Managed Data, Cloud, Cybersecurity, Voice, Video, and Mobility services to over 2,000 clients over a single, converged network with uncompromising availability, scalability and service standards. Backed by decades of industry expertise, experience and global technology partners, Netpluz managed services are designed and operationalized with cost efficiency to fit business needs. With an unwavering dedication to delivering quality services to its clients, Netpluz aspires to become the top Managed Communications Service Provider in the Asia Pacific. About Stellar Cyber Stellar Cyber's Open XDR platform delivers Everything Detection and Response by ingesting data from all tools, automatically correlating alerts into incidents across the entire attack surface, delivering fewer and higher-fidelity incidents, and responding to threats automatically through AI and machine learning. Its XDR Kill Chain™, fully compatible with the MITRE ATT&CK framework, is designed to characterize every aspect of modern attacks while remaining intuitive to understand. This reduces enterprise risk through early and precise identification and remediation of all attack activities while slashing costs, retaining investments in existing tools and accelerating analyst productivity. The company is based in Silicon Valley. About Ridge Security Ridge Security enables enterprise and web application teams, ISVs, governments, education, DevOps, anyone responsible for ensuring software security to affordably and efficiently test their systems. The management team has years of networking and security experience. Ridge Security's robotic security validation system RidgeBot, fully automates the penetration testing process and emulates adversary attacks to validate an organization's cybersecurity posture.

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DATA SECURITY, PLATFORM SECURITY, SOFTWARE SECURITY

OneSpan Launches Virtual Room Enabling Secure Face-to-Face Transactions

OneSpan | September 19, 2022

OneSpan™ , the digital agreements security company, today announced the general availability of its secure Virtual Room cloud service which enables organizations to deliver live, high-touch assistance to their customers in a high-assurance virtual environment. This next-generation customer engagement solution gives organizations the ability to balance identity security, authentication, and e-signature solutions from the broader OneSpan portfolio with a high-assurance virtual experience that is the next best thing to entering a branch or meeting in person. Virtual Room complements digital-first transaction experiences by providing a unique opportunity for organizations to create personalized, high-touch, human-assisted interactions, and by improving the customer experience, increasing agreement completion rates, and reducing security risks and fraud. “Today, businesses requiring a high degree of security and regulatory compliance rely daily on a variety of technologies that use insecure, shared links and expose users to elevated risks including data breaches and compliance violations in the anywhere economy. This should not be the case. Organizations and their customers want to be confident that the person joining a virtual meeting is the person they claim to be. And multi-million dollar business agreements transacted digitally should not be subject to fraud fallout. “Today’s off-the-shelf video conferencing tools do not offer optimal security. As the complexity and value of transactions increase, customers want a live interaction rather than relying on a virtual assistant or self-service experience. We built Virtual Room for these scenarios to help our customers complete an agreement or transaction where they need a personal touch and where security is paramount.” Matthew Moynahan, President and CEO at OneSpan Combining OneSpan’s heritage in high-assurance identity verification and authentication with agreement co-browsing, web-enabled videoconferencing, rich collaboration features, and built-in e-signature, Virtual Room helps organizations engage and transact with customers with confidence. Virtual Room can be used for multiple high-value customer agreements, including account opening and maintenance, wealth management, and car financing. Virtual Room enables organizations to: Verify the identities of participants, utilizing OneSpan’s identity verification and mobile and hardware authentication solutions; Interact with signers remotely; Simultaneously review documents and address questions; Capture legally binding e-signatures in real-time; and Record virtual sessions to reinforce the electronic evidence captured in the audit trails. A recent report from Aragon highlighted the need for higher assurance within these processes. “It’s important for buyers to look for a provider that has global security compliance expertise in all aspects of the workflow, from the initial identity verification and authentication steps, to creating a secure virtual interaction environment and all the way through to securing the final output or artifact of the transaction, for compliance and enforceability purposes. Equally important, buyers should look for a vendor that has the flexibility to adapt any step in the digital workflow to meet local regulations for digital identity, secure customer authentication, transaction risk analysis, and the many other security requirements, which differ from one country to the next.” As a secure solution for customer-facing digital agreements where the integrity of the agreement is paramount, ​Virtual Room allows organizations to embrace a new way of working that’s more distributed, virtual, and dynamic, enabled by advancements in cloud technology. With the onset of the anywhere economy, and with more transactions being completed online, identity verification and authentication technologies are critical in the digital agreements process. This purpose-built, high-assurance digital agreement solution includes identification and authentication capabilities that enable organizations to increase the integrity and completion rates of agreements and transactions in a highly-secure and protected ecosystem without impacting user experience or productivity. About OneSpan OneSpan helps organizations accelerate digital transformations by enabling secure, compliant, and refreshingly easy customer agreements and transaction experiences. Organizations requiring high assurance security, including the integrity of end-users and the fidelity of transaction records behind every agreement, choose OneSpan to simplify and secure business processes with their partners and customers. Trusted by global blue-chip enterprises, including more than 60% of the world’s largest 100 banks, OneSpan processes millions of digital agreements and billions of transactions in 100+ countries annually.

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DATA SECURITY,PLATFORM SECURITY,SOFTWARE SECURITY

Absolute Software Unveils New Product Innovations for Resilient Zero Trust

Absolute | December 01, 2022

Absolute Software™ , the only provider of self-healing, intelligent security solutions, today announced new product innovations, empowering customers with deeper visibility and intelligence, expanded software integrations, and a refreshed user experience through its latest updates to Absolute Secure Endpoint and Absolute Secure Access. These product releases continue the company’s investment in bringing together the combined power of Absolute Secure Endpoint and Absolute Secure Access with our unique, firmware-embedded self-healing capability, enabling customers to achieve truly resilient Zero Trust environments and deliver an optimal user experience. This announcement builds on the launch of Absolute ZTNA – the industry’s first self-healing Zero Trust Network Access (ZTNA) solution – and Absolute Insights™ for Endpoints and Network, providing unparalleled intelligence into device, application, and network performance. Embedded in more than 600 million devices, Absolute is the only intelligent security solutions provider capable of delivering visibility, control, and resiliency across endpoints, applications, and network connections. The Absolute Platform enables IT and security teams to ensure their endpoints remain compliant and mission-critical applications remain operational, and empowers them to transition from traditional VPNs to a resilient Zero Trust approach without hindering security or user productivity. A recent 451 Research report validates Absolute’s differentiated platform approach and capabilities, saying: Too often, organizations don’t fully consider the resilience of the deployed zero-trust environment, and network access and device security are handled independently. It’s a situation that complicates security operations and one that can impact employee productivity. “Our common platform addresses a wide range of market needs, as we have the unique ability to apply self-healing capabilities to devices, applications, and network access. “Organizations are acknowledging that they need resilience-focused Zero Trust approaches, capable of integrating endpoint and access assessments at every step. By providing the critical components needed to achieve that resiliency - deep visibility, intelligence, and firmware-embedded Persistence - we are enabling them to not only protect devices, data, and users but also ensure critical controls are operating at maximum efficacy.” John Herrema, EVP of Products and Strategy at Absolute New capabilities available to Absolute Secure Endpoint customers in the latest product release include: Public API Expansion: The latest Absolute Secure Endpoint release adds new Public APIs to our existing library, allowing customers and partners to integrate our device actions into their existing workflows - significantly improving the efficiency of their existing workflows and enhancing automation capabilities. Absolute Connector for ServiceNow™: The Absolute Connector for ServiceNow enables joint customers to access Absolute’s comprehensive asset intelligence and single source of truth within their ServiceNow platform environment – enabling them to efficiently respond to service requests, supplement their ServiceNow workflows, and rapidly demonstrate compliance. Expanded Application Resilience™ Catalog: The Absolute Application Resilience catalog now includes support for more than 60 critical security applications that IT and security administrators can self-heal across their endpoints. Recent additions include WinMagic® MagicEndpoint™, Dell™ Trusted Device, Deep Instinct™, Norton 360™, OPSWAT™, UNOWHY™, Aranda Software™, and Pixart® MDM. The company also announced upcoming server and client enhancements to Absolute Secure Access, including: New Look and Feel: The names, status icons, fonts, and colors have been updated to reflect new product names and refreshed corporate brand; the core functionality and upgrade experience remain smooth and easy. SaaS Enhancements: The SaaS offering adds native NAT capabilities and enhanced alerting. Enhanced 5G Telemetry and Detection: Insights for Network dashboards that display cellular coverage, signal quality, and usage now include the 5G mid-band spectrum, and reflect improved 5G sensitivity. Deeper Visibility: The Secure Access/webService API has been enhanced, offering programmatic access to key pool performance metrics, including status information for our Active/Active server infrastructure. Faster NAC Checks: NAC capabilities are optimized, significantly reducing the time it takes for the VPN to connect and begin tunneling traffic. Android Client Enhancements: Collecting network telemetry on Android devices can now be done with the screen off to improve battery life, ensuring that administrators have actionable device and network information even if a device is in sleep mode. The Android cryptographic libraries providing FIPS 140-2 cryptography are also updated. The features included in the latest Absolute Secure Endpoint release are available now. For additional details, including which are available to Control, Visibility, or Resilience tier customers, visit here. The company expects to make Absolute Secure Access updates available to customers in January 2023. About Absolute Software Absolute Software is the only provider of self-healing, intelligent security solutions. Embedded in more than 600 million devices, Absolute is the only platform offering a permanent digital connection that intelligently and dynamically applies visibility, control and self-healing capabilities to endpoints, applications, and network connections - helping customers to strengthen cyber resilience against the escalating threat of ransomware and malicious attacks. Trusted by 18,000 customers, G2 recognized Absolute as a leader for the eleventh consecutive quarter in the Fall 2022 Grid® Report for Endpoint Management and as a high performer in the Grid Report for Zero Trust Networking.

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DATA SECURITY, PLATFORM SECURITY, SOFTWARE SECURITY

Cerberus Sentinel announces acquisition of NLT Secure

Cerberus Sentinel | September 07, 2022

Cerberus Cyber Sentinel Corporation , an industry leader as a managed cybersecurity and compliance provider, based in Scottsdale, Ariz., announced that it has completed the acquisition of NLT Secure, a cybersecurity company with headquarters in Providencia, Chile, and U.S. offices in Tampa, Florida. Under the terms of the agreement, NLT Secure became a wholly owned subsidiary of Cerberus Sentinel. NLT Secure provides a broad range of security solutions and managed services to organizations throughout South America. Lorenzo Espinoza, founder and chairman, NLT Secure, will continue to manage the company's team of professionals and will work closely with the leadership team in Latin America. “NLT Secure accelerates our growth strategy into Latin America and is an excellent cultural fit. “As cybersecurity continues to be a global challenge requiring a breadth of capabilities, NLT has made this its mission to help secure businesses and organizations. NLT Secure has partnered with our Arkavia Networks and CUATROi teams, also based in Chile, for several years and compliments our combined service offerings.” David Jemmett, CEO and founder of Cerberus Sentinel "Our vision has always been to protect and guarantee the continuity of operations for our clients considering the challenging scenario of cyber threats they face every day. I want to deeply thank the incredible team of professionals that make up NLT, because it is thanks to their passion and commitment that we have managed to make this dream come true. I´m so excited to take this step together with the incredible team of Cerberus Sentinel, with whom we share a culture and a vision,” said Espinoza. About Cerberus Sentinel Cerberus Sentinel is an industry leader as a managed cybersecurity and compliance provider. The company is rapidly expanding by acquiring world-class cybersecurity, secured managed services, and compliance companies with top-tier talent that utilize the latest technology to create innovative solutions to protect the most demanding businesses and government organizations against continuing and emerging security threats and compliance obligations.

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Spotlight

"When it comes to stealing identities, criminals will follow the money. Ten years ago, this meant stealing credit and debit card information to make unauthorized purchases and using stolen Social Security numbers to create new identities and open lines of credit. Today, the information that is valuable to an identity thief is shifting to seemingly harmless details like email addresses and passwords, mothers’ maiden names and dates of birth, even high
school mascots and pet names"

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