Last spring we had just completed our first few Risk Management events where we began collecting information on how risks are perceived and managed by organizations across the US. In an early preview of what we had observed so far, I wrote an article [read 'The Impact of Culture of Risk Perception" here] on how culture and geography impact risk perceptions.
Symantec Loses Vision, McAfee Maintains Focus
The economy is taking its toll on the event markets, that much has been seen with lower than normal attendance at many of the regional shows across the country in the opening of 2009. Specifically, the larger shows are either scaling back or being dumped altogether (read as: Gartner cancelling their Spring Symposium/ITxpo in Las Vegas and Barcelona). The fine folks over at SageCircle have some good advice about how vendors should deal with this in today's market [link here ].
What we find a bit surprising however, is that the vendor communiy, in some cases, is scaling back their outreach to their own customer base. In this case, Symantec has cancelled their annual Vision conference, opting instead to bolt it onto their ManageFusion event under the guise of an "expanded track" list in Vegas the first week of March. At the other end of the spectrum however, is McAfee, who appears to be going ahead with the show, in this case, their annual Focus event, also in Las Vegas.
While I fully understand the need to cut back on travel and expenses in this economy, it seems to me that curbing an opportunity to really connect with a wide swath of your existing customer-base at one time is just too good of an opporunity to pass up. The benefits of filling a room with the combined talent of your clients is a HUGE chance to gain valuable insight and direction about what is *really* keeping them up at night and what you can (or cannot) do to help them. also, in this crazy job market, providing an event where folks can cross-pollinate and make new contacts also serves a purpose and goes long way toward positioning the vendor as a trusted advisor. afterall, despite what your marketing department says, all business really is done between people…not companies.
For those of you attending either event, please reach out to us. We'd like to help you make the most of them while you are there and would love to know what you are expecting from your vendors as 2009 unfolds.
Alignment Critical in 2009
2009 is bringing challenges that most of us have not experienced in our lifetime, here we sit with threats of all shapes and sizes, in the midst of a global economic melt down, corporate and IT security budgets are simultaneously shrinking. What is one to do as the pressures mount? You must find efficiencies, the answer is not an easy one, but there is an answer.
Now more than ever security professionals need to embrace reality, that reality is simply this, you will either adapt or you and your respective department will become marginalized or potentially eliminated.
The time has come for us to consider options that we may have not considered before, in short I believe partnership is the key to success, this partnership must be derived from all fronts. We must embrace the departments inside our firms, which can assist us in achieving our goals, additionally it is time to align with business partners that have the ability to operate outside the norm.
It is my opinion that there are three keys to success in the current market conditions. The first is to focus on customer or consumer confidence, this will obviously shift as folks look to find margin in every aspect of their business, this includes the training, services and products you procure.
Secondly, now more than ever, as security professionals we (whether inside the four walls or as a service provider) must become the trusted business partner, this can and must be accomplished by providing intuitive business planning. Most of us have been there and done that, although these are new global conditions, we have seen pieces and parts of this before. Reflect on what actions enabled you to transcend those difficult times, your baseline is now close to being identified.
The last step is to ensure your department or service is invaluable, call it value added, call it cross selling, call it what you may. In the end, the tighter you are aligned with mission at hand the better chance of not only survival but also excellence.
The immediacy of quality service is of essence, the need for knowledgeable staff has never been higher that now, your background should speak volumes but your actions are more relevant than ever before. If you have concerns, do not wait, ask your counterparts both in and outside of your firm for assistance. There is no time for barriers in this global situation.
5 Questions With a GRC Marketing Veteran
Recently, we had the opportunity to discuss the current state of affairs in the ITGRC space with industry veteran Pete DiStefano. Pete has spent the past few years working for the Compliance business unit of Symantec and we are happy that he took the time to answer a few of our questions about where he thinks this space is headed.
© 2009 Brightfly, Inc.
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