Why CISOs don’t want to work with your innovative solution – and what you can do about it

There’s a common narrative that CISOs are constantly frustrated with security vendors, while vendors claim that security leaders aren’t giving their innovative solutions a fair chance. But does this tension truly exist? At Beyond Products we were curious about this disconnect. Our investigation culminated in “The State of Innovation in Security 2025” report (published on Security Innovation Stories, in Dutch). This article highlights our key findings to help you, as a vendor, better navigate these relationships.

“Too often I ask ‘can you do X’ and then have to sit through a 20-minute lecture on everything except X.” – A CISO expressing their vendor frustrations.

CISOs rarely make decisions based on a single sales pitch. They’re looking for trustworthy partners who will support their security and compliance journey for the long haul. So how do you position your solution to fit into their strategic vision?

The silver lining: growing security budgets

Let’s start with some good news – security remains a top priority and budgets continue to grow. Our research shows CISOs are actively evaluating new solutions: 25% do so continuously, 20% quarterly, and 40% annually. This presents ample opportunity for vendors who can earn the trust of security leaders. The real question is: how do you get on their shortlist?

The disconnect between vendors and CISOs

Our research revealed that CISOs aren’t primarily asking “What options are available?” but rather “Which solution can I genuinely trust to deliver results?” Many security professionals encounter remarkably similar challenges with vendors, leading to widespread scepticism driven by four key pain points:

1. Vendors who fail to listen

Security leaders are tired of vendors pushing their products without genuinely understanding the organisation’s specific needs. Each business faces unique challenges, making off-the-shelf solutions rarely the optimal choice.

2. Integration nightmares

New security tools often clash with existing infrastructure. Complex integration processes waste valuable time and reduce operational effectiveness. The resulting delays and hidden costs are simply unacceptable to today’s CISOs.

3. Pricing opacity

The true cost of implementing a solution is frequently unclear. This lack of transparency in pricing structures undermines CISOs’ ability to make informed strategic decisions.

4. The vendor trap

Once committed to a solution, CISOs often find themselves effectively locked in with a single vendor. The complexity, time and expense of switching to an alternative creates a feeling of being “trapped” with a provider even when performance deteriorates.

These frustrations have created a climate of heightened scepticism, with security leaders increasingly demanding honest, transparent answers and proven solutions.

“Security budgets aren’t bottomless – you’ve got to think about long-term value when you’re making investment decisions.”

Marianne Schinkel, CISO at Essent and founder of Smartbit Security.

What security professionals really want from vendors

There’s a striking disconnect between how vendors present their products and how security professionals make purchasing decisions. Vendors typically highlight technical features and innovations – advanced detection capabilities, AI-powered analytics, zero-trust architectures. However, CISOs are focused on more fundamental questions:

• Will this solution integrate smoothly with my existing security ecosystem?
• What’s the true time investment for implementation, and are there hidden costs?
• Can I trust this vendor to be a reliable partner for years to come?

CISOs aren’t impressed by promises about cutting-edge technology. They want evidence that a solution addresses their specific security challenges and that implementation will be straightforward. This means vendors need to fundamentally rethink their approach, prioritising transparency and realism.

For newer vendors, establishing credibility must come before expecting trust. This means not only showcasing advanced technology but demonstrating how it can be safely and efficiently integrated into existing security frameworks.

As Gemma Jansen, CISO, aptly puts it: “Innovation is brilliant, but not if you’re filling your organisation with tools nobody understands. Even the most sophisticated tools are worthless without clear processes for integration.”

Source: The State of Innovation in Security 2025

Our research clearly shows that CISO frustrations profoundly impact vendor trust. Today’s security leaders demand evidence, not promises.

Standing out from the crowd

If you want to win the trust of today’s CISOs, you’ll need a fundamentally different approach. Vendors who genuinely understand an organisation’s security landscape and the challenges faced by its security team have the best chance of building trust. The most successful vendors:

• Listen first, sell second: take time to understand the organisation’s unique challenges.
• Choose transparency over empty promises: be candid about your solution’s capabilities and limitations, and prove effectiveness through trials.
• Focus on relationships, not transactions: prioritise long-term partnerships over quick sales.

Vendors who are forthright about their solutions earn CISO trust much faster. Having the confidence to discuss your product’s limitations actually enhances your credibility. Consultative selling is becoming increasingly crucial – provide value before attempting to close a sale. Security leaders want concrete examples and real-world case studies, not vague product demonstrations.

Rethinking security marketing

The traditional sales-driven approach is becoming increasingly ineffective in the security sector. Vendors need to reassess their strategy and shift focus toward relationship-building, transparency, and developing a nuanced understanding of the complex challenges facing today’s security professionals.

Trust isn’t built through sales rhetoric but by demonstrating value through proof-of-concept offerings, customer references, and genuine engagement. CISOs aren’t shopping for individual products; they’re seeking reliable partners. Software vendors who position themselves as transparent, knowledgeable partners stand the best chance of long-term success in this competitive market.

Security leaders increasingly favour vendors who actively participate in the CISO community, share knowledge through webinars, events and reports, and have established themselves as trusted advisors.

More effective alternatives to traditional sales approaches

• Education over sales pitches – give CISOs and their teams space to conduct their own research while providing genuinely valuable insights through webinars, white papers and roundtable discussions.
• Community involvement – vendors who actively contribute to professional communities (like the CISO Community Netherlands and Connect2Trust) and share valuable knowledge build trust more quickly. Maintaining a presence at industry events such as Hackershotel or CyberSec reinforces this reputation.
• Authentic case studies – skip the theoretical promises in favour of concrete, real-world examples demonstrating how your solution delivers results.

Finding the right balance

Successful engagement with CISOs revolves around trust, transparency and relevance. Listen rather than push. Respect their time constraints and challenges, be forthright about your product’s capabilities, and demonstrate value through trials and practical examples. Avoid generic solutions, be transparent about integration requirements and pricing structures, and don’t create vendor lock-in. Build relationships by sharing expertise and actively participating in the security community.

Of course, at some point sales conversations must happen. CISOs understand this reality, provided you don’t bombard them with empty marketing claims and AI buzzwords. Approach sales with respect and acknowledge their expertise—think of it like a first date: showing interest is appropriate, but coming on too strong will backfire.

This perspective aligns perfectly with Fleur van Leusden’s recent article “Stop Giving Snake Oil Salespeople a Platform at Industry Events.” Too often, self-proclaimed experts lacking substantive knowledge dominate industry platforms, subjecting CISOs to superficial sales pitches instead of valuable insights. If you want to be taken seriously, position yourself as a trusted advisor, not a glorified salesperson.

Creating meaningful differentiation

Vendors who invest in transparency and trust will stand out in this crowded marketplace. Want to make a real impact in the security sector? Move beyond pure sales tactics. Be transparent, provide value before expecting anything in return, and work to overcome the trust barrier. This is the only sustainable way to remain relevant and build lasting relationships with today’s security leaders.