Can Face-to-Face Interactions Be the Winning Secret in Channel Sales? In this episode of Channel Security Secrets, host Lou sits down with Victor Cardona, a seasoned entrepreneur and cybersecurity expert. Victor, the President and CEO of SecureX, shares his journey and insights into the nuances of cybersecurity and technology adoption.

Victor emphasizes the value of human connection as the heart of his success, recalling experiences where in-person interactions proved more productive than virtual meetings. In an industry where remote work is becoming the norm, Victor doubles down on the power of face-to-face meetings to foster trust and gather invaluable insights that might otherwise remain hidden behind screens.

Takeaways:

• Why face-to-face interactions often yield more genuine and useful insights.
• How connections from direct inquiries allowed experts to handle technical discussions.
• Why providing clients with time efficiencies is as crucial as cost savings.
• How clear needs and limited strategic options make security sales straightforward.
• How to build stakeholder trust and foster collaboration within organizations.
• How leveraging AI discussions as a strategic entrance can lead to potential clients.

Quote of the Show

• “You get to know the people on a personal level, and then they just start saying things that they wouldn't say on Zoom when there's 15 people on the line.” - Victor Cardona

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/victorcardona/
• Company website: https://securexnow.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 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

How do you cut through the noise when every security vendor sounds the same?

In this episode of Channel Security Secrets, Lou sits down with Alvaro Gonzalez, Vice President of Global Alliances at Assured Data Protection, to explore how starting from first principles helps trusted advisors become true solution sellers, not just quote providers.

Alvaro takes us through his unique path from higher education into technology and shares why asking “why” (and sometimes “five whys”) is the most powerful tool advisors can use. You’ll learn how to shift from chasing trends to understanding what clients actually need, how to differentiate vendors in a crowded market, and why becoming fluent in business outcomes, not acronyms, is the key to selling security confidently.

Takeaways:

• Why starting from first principles helps advisors uncover real needs instead of reacting to surface-level requests.
• How asking “why” repeatedly gets you past symptoms and into the business impact clients truly care about.
• Why transactional selling fails in security, and how to shift into becoming a solution seller.
• How to differentiate between look-alike security vendors using network feedback, SE input, references, and longevity.
• Why experiential learning and tailored enablement make advisors more confident and effective in security conversations.
• How AI can accelerate research, pattern recognition, and informed decision-making for advisors.

Quote of the Show

• “One of the great values of the trusted advisors is the ability to connect to expertise, to bring it to the conversation without the prospect having to kiss a hundred frogs to find the prince along the way. ” - Alvaro Gonzalez

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/alvaro-gonzalez-54602a5/
• Company website: https://assured-dp.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

Is the real secret to building a successful cybersecurity career having the right people in your corner?

From his early days in the U.S. Air Force to leading security strategy at Sheppard Mullin, Quincey Collins has seen firsthand how mentorship shapes careers, leadership styles, and business outcomes. In this episode, Quincey shares how guidance from trusted mentors helped him transition from military to commercial security leadership, and why founders and advisors alike should prioritize genuine relationships over quick wins.

You’ll gain practical wisdom on building credibility, cultivating resilience, and navigating complex client relationships, all while keeping your integrity front and center.

Takeaways:

• Why curiosity and continuous learning help you stay credible in a fast-moving security landscape.
• How finding a mentor and engaging with the community accelerates growth in cybersecurity.
• Why focusing on business outcomes makes conversations with executives more impactful.
• How informed opinions, not blind vendor-agnosticism, create stronger client recommendations.
• Why trust and honesty are the ultimate currency for long-term client relationships.

Quote of the Show

• “ You have to lean into who you are and then also lean into the needs of the customer.” - Quincey Collins

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/quinceycollins/
• Company Website: https://www.sheppardmullin.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

How do you build lasting success in cybersecurity sales, when technology changes faster than trust can form?

In this episode of Channel Security Secrets, host Lou Rabon sits down with Tim VanderMel, Global Technology Advisor at C3 Technology Advisors, an award-winning channel leader and U.S. Army veteran. Tim shares how he’s built his career on “relationship capital,” the art of knowing your clients before ever talking business.

He opens up about the human side of technology advisory, why curiosity, empathy, and authenticity matter more than any sales pitch, and how AI and automation should enhance, not replace, genuine connection.

Takeaways:

• Why relationship capital is the foundation of lasting client partnerships.
• How curiosity drives credibility and trust in cybersecurity sales.
• Why AI should support human connection, not replace it.
• How to make proof-of-value simple, visible, and powerful.
• Why continuous learning keeps advisors relevant and resilient.

Quote of the Show

• “ If you're brand new to the space or brand new to security, dive in. Learn as much as you can and understand that there are no silver bullets.” - Tim Vandermel

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/timvandermel/
• Company website: https://www.c3techadvisors.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 if the key to leading in cybersecurity wasn’t found in the newest tech, but in the courage to be transparent, grounded, and relentlessly focused on the fundamentals?

In this episode of Channel Security Secrets, host Lou Rabon sits down with Carraig Stanwyck, Chief Executive Officer at 3 Tree Tech, to explore what true leadership looks like in today’s cybersecurity landscape. Drawing from his journey as a former Human Intelligence Operator turned global CISO and now CEO, Carraig shares hard-earned lessons on aligning business goals with security priorities, balancing transparency with influence, and building trust through authenticity.

Listeners will gain a rare look into how foundational cybersecurity practices, not flashy tools, drive long-term success, and how sales professionals can become trusted partners by helping clients navigate complex internal processes.

Takeaways

• Why transparency is powerful in leadership, and how to manage its risks.
• How aligning cybersecurity with business goals leads to real influence.
• Why mastering the fundamentals outweighs chasing “shiny” new tech.
• How sales pros can partner with clients to navigate procurement politics.
• Why curiosity and skepticism are essential when approaching AI and quantum computing.

Quote of the Show

• “ The best salespeople out there aren't those that sell the product to the customer. They're those that partner with the customer to sell that product internally to all of the stakeholders that are involved in that process.” - Carraig Stanwyck

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/carraig-stanwyck/
• Website: https://www.3treetech.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