It's not all about ROI or COI! Buyers are emotional humans with John Bissett and Calum Kilgour from Slingshot Edge
The Cyber Go-To-Market Talk PodcastSeptember 12, 2023
00:50:3634.8 MB

It's not all about ROI or COI! Buyers are emotional humans with John Bissett and Calum Kilgour from Slingshot Edge

πŸ€” Wondering why your ROI message isn't hitting home and driving action from prospects? πŸ€” Do you want to learn how to identify champions within organizations and align your offerings with their goals? πŸ€” Are you wondering how best to connect and work with prospects? If so, this episode is for you!

In this conversation, we discuss:
πŸ‘‰ The three dimensions of value and the role of emotions in B2B sales.
πŸ‘‰ Building trust and understanding through storytelling and addressing common struggles.
πŸ‘‰ The importance of identifying champions and aligning with key decision-makers' goals.

πŸŽ™οΈ Our guests, Calum Kilgour, and John Bissett share their expertise in sales and revenue growth for cybersecurity startups. Calum is an expert in crafting compelling stories and narratives to engage potential customers, while John brings his deep understanding of the three dimensions of value and the different modalities of thinking.

πŸ“ In summary, this episode provides valuable insights into the art of selling cybersecurity solutions. Learn how to identify champions, align your offerings with the organization's goals, and tap into emotions to drive decision-making. Don't miss out on this opportunity to accelerate your sales and revenue growth in the cybersecurity sector.

πŸ”— Connect with Calum Kilgour on LinkedIn
πŸ”— Connect with John Bissett on Linkedin
πŸ”— Visit their company's webpage: Slingshot Edge
πŸ”— Book some time with Andrew Monaghan

If you are a sales leader, you are probably under pressure right now to use your headcount on quota-carrying positions BUT you intuitively know you need to invest in the team to help them succeed. gives you the capabilities of a world-class enablement team without having to use precious headcount AND with a pricing model that makes sense for startups.  If this is intriguing, get in touch at

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