Rob Charlebois

PMM managers hit a point where they feel disconnected from the work. You’re suddenly... - Reviewing GTM strategy docs/decks you have (more) limited context on - Coaching teams on how to position against competitors you haven’t heard customers talk about directly - Helping with messaging for products you have limited hands on exp with This drift is natural, but risky. The further you get from the craft, the harder it is to make the right calls on strategy, resourcing, or hiring. The fix isn’t to jump back in everywhere. It’s to choose the right leverage points: 👉 Lead one messaging workshop yourself. 👉 Run a win/loss deep dive with a direct report and actually sit and participate on the calls 👉 Own a competitive research project end-to-end These are a few high-value touchpoints where you sharpen your own intuition and elevate your team. PMM leaders who never touch the work risk managing in abstraction. PMM leaders who dive in with intent build sharper instincts - and stronger teams. In my experience...almost every manager begins to feel the balance shifting. Don't be ashamed or feel awkward about it. But DO try and address it - this is where we're all headed.

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Beazley Security's Security Posture Reports are used to assess risk in underwriting but are now available to any organization to provide a point in time view of their external attack surface. Learn how you can access at: https://lnkd.in/gwbMXWsb. Next up, we're going to make this functionality continuous and available as service through the VERACIS™ client portal.

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Is security enough for data protection ? Or do we need a little more ? ISMS, or information security management systems are designed to protect information, confidentiality, integrity, availability. Now, when using SFTP, the files are perfectly secure from a transfer standpoint, but, what about governance ? Audit capability ? Access control ? That's where the gap is. And yes, having an authentication bringing audit capability is also a factor in data governance. 👉 https://gag.gl/2ZxYDE #cybersecurity Kiteworks #governance #SSH #SFTP

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Running cyber ABM campaigns on LinkedIn? Don't make these content mistakes You know, like: → Sending irrelevant content to the wrong personas → Assuming EVERY single content asset is targeted for CISOs  → Treating all verticals the same (they're not) → Sending a 90-page Gartner report without any context → Reusing the same whitepaper from 2021 without updates Every piece of content must have a purpose Otherwise, you're just torching precious LinkedIn budget And you know how expensive that gets, right? Not to mention the $50k+ you're spending on that ABM solution. What should you do instead? Break your cybersecurity ABM content into buckets Here's what I mean: ToFu (Build awareness) → 2-minute video snippet agitating a specific pain point (ransomware in OT) → How-to guide -"5 Ways to Reduce Your Cloud Attack Surface Without Buying More Tools" → LinkedIn carousel – "Permission Sets: How Many SaaS Apps Are Your Employees Really Using?” → Infographic (same as carousel, but data-heavy) → Funny meme that hits real pain points (Dr. Cyber loves these very much) MoFu (Educate & differentiate) → CEO thought leadership LinkedIn post (super valuable) → Technical whitepaper - “The Complete DevOps Guide to Kubernetes Security for Dummies"  → Security assessment checklist (make it visual and interactive) → Comparison guide – “Which MDR Is Right for Your Security Maturity Level?” BoFu (Decision-making) → Customer case study (try to avoid the anonymous ones) → ROI calculators (show them how your solution can cut their TCO by 40% or estimate the potential cost of a breach in their organization) → Security validation checklist – “10 Questions to Ask Before You Choose a New Cloud Security Vendor” (include your point differentiators) → Compliance readiness guide – How your solution helps meet THEIR specific regulations (ISO 26262 for automotive functional safety) → Detailed product datasheet (integrations are very important) Stop sending prospects those bland landing pages With the same "book a demo" CTA that no one cares about. When they don't know much about you yet That's not a good way to build a long-term relationship Send your cyber buyers targeted content pieces That will help guide them through each step of their journey And make their purchasing decisions easier. Which will shorten your sales cycles considerably. Break your cybersecurity ABM content into targeted buckets. 

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"Can you give examples of 1:1 content? And the format you deliver it in?" Here are three examples, along with a step-by-step how-to. EXAMPLE 1. Account Love Letter Example: "Here is how I'd optimize the new enterprise pipeline ABM strategy for multi-regional B2B tech company like Agicap." (https://lnkd.in/ebUxaR6w) Format: LinkedIn post + content hub + 1:1 messages. How to: 1. Every week, check new engagement and intent signals for your target accounts 2. Identify accounts that reach criteria to be promoted  - From Cluster ICP to Future Pipeline list (e.g. repeated visits to high intent pages + 1+ named buyer engaged via social or newsletter or webinar) - From Future Pipeline to Active Focus (e.g. provided insight about priority problem via progressive profiling) 3. Run account research and define blind spots - Map the buying committee, their responsibility and KPIs  - Research information we need to know about the target account to create relevant content and a personalised offer (e.g. they started an expansion to a new region, challenges: lack of brand awareness in target regions, stronger local competition...) - Plan touchpoints to get insider information (=progressive profiling) 4. Plan the activities you will use In this example, Andrei Zinkevich created the "account love letter" LinkedIn post, and used it to connect to the members of the buying committee. He also created a personalized content hub and used in in follow up (see below). EXAMPLE 2. Personalized Solution Example: "What do cycling and complex B2B SaaS have in common?" Format: 1:1 letter sent in a parcel with a book about the prospect's hoby (Alpine cycling). How to (continued): 5. Start mapping your value proposition with the identified KPIs, goals, and challenges of every buying committee member. 6. Write a 1-page personalized solution for target buying committee members. Include: - Context - How exactly your product helps to achieve their goals or solve the challenges - Relevant social proof EXAMPLE 3. Personalized Content Hub Example: in both examples from above, we created a personalized content hub. Format: deal room tools (e.g. we use Aligned), to quickly spin up 1:1 content hubs. How to (continued): 7. Map content that can help demonstrate how you can solve the challenges identified in research, along with any relevant social proof, product information and answers to questions frequently asked by buyers 8. 1:1 distribution of the content you've created to the buying committee members. --- BONUS EXAMPLE: Answer to Buyer's Question The first line of this post was actually a question we got during our last week's Full-Funnel Live. I decided to create this LinkedIn post as an answer, and use it to "show, not just tell". Next step: I'm going to share it with the person who asked. 

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Contact rate KPI mattered when self-service meant “hope they find the answer.” AI made that mindset obsolete. Here is how I think AI systems make that metric irrelevant. ⬇️ That logic made sense in a world built on static FAQs, knowledge bases, and ticket deflection. But in an AI-powered support ecosystem, contact rate collapses as a useful metric. Not because it’s “wrong,” but because it measures the wrong thing. Contact rate measures only one thing: the ratio between the number of website visitors and the number of customers who contact your team. It says nothing about why customers contacted you, what they tried before reaching out, whether the answer was already known to the system, or whether AI silently resolved the issue without touching an agent’s queue. AI changes everything. Today, AI resolves questions before they become tickets. It interprets intent, offers step-by-step guidance, pulls from multiple data sources, and answers instantly. Those micro-interactions never appear in your traditional contact rate analysis. The metric can’t distinguish between: — self-service that deflects — self-service that prevents — self-service that intercepts — self-service that resolves — and self-service that augments an agent Contact rate only sees “contact” or “no contact,” which is fundamentally too binary for modern support. ⛔ In 2025, the goal isn’t to reduce contact. 🎯 The goal is to reduce unnecessary friction. AI-powered support systems don’t just deflect, they reshape how demand appears. They turn what would become a ticket into a one-message resolution handled far from the inbox. In many cases, the customer never even enters a “contact flow.” Their issue is solved upstream. ➡️ Your KPIs must evolve accordingly. Measuring modern self-service effectiveness requires metrics that capture the quality and completeness of AI resolution: — AI resolution rate — Assisted resolution rate (AI + human) — Time-to-self-serve — Volume prevented, not deflected — % of customers who solved issues without human effort — Customer effort score across automated paths Contact rate?It can’t reflect any of that. It was built for a pre-AI world, and it shows. Self-service in 2025 isn’t about stopping customers from contacting you.It’s about empowering them to solve problems instantly, wherever they are, without jumping through hoops. That’s the vision. And the metrics must finally catch up.

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Your facial recognition vendor should do more than match faces accurately. They should protect you from deepfakes. They should make verification so seamless that users actually complete it. And they should meet ISO 30107-3 compliance without you having to ask twice. We've put together a guide covering what CTOs and security leaders should look for—from passive liveness detection to scalable SDK integration to real-world fintech and e-government use cases. Because in regulated industries, "good enough" security isn't good enough. Full article: https://lnkd.in/e7hutQy4 #Cybersecurity #BiometricVerification #KYC #FraudPrevention #DigitalIdentity

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If you keep hearing about disclosure digital tagging and iXBRL but you don't know exactly what it looks like, EFRAG just released a very easy to use spreadsheet template for #VSME and a converter to iXBRL. In other words, everything needed to generate a digitally tagged VSME report. Give it a try: https://lnkd.in/eS4SRfFf Well done Richard Bössen! I cannot wait to see digital tagging for #ESRS, although we'll need to wait still a bit longer for that. In the meantime, if you're curious about what a typical CSRD statement looks like, check out our research on Wave 1: https://lnkd.in/eFcvPHRR

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Gaining visibility and control on AI traffic is not just about security, it is also about enabling business models that thrive in this new world. We tested 16,900 websites and our just-released 2025 Global Bot Security Report uncovered two truths: 🤖 97% of websites are unprepared to handle AI threats 🤖 AI traffic is knocking at everyone's doors. Across our customer base we managed 1.7 billion requests from OpenAI in August alone. This could be an agent coming to purchase, or a crawler to index, or a prompt-time scraper to verify an answer. Identity is not enough to make the right business call. Intent, and behavior - is this an appropriate use? - are key in enabling safe and successful experiences and unlocking new consumption models. This marks a turning point, from blocking bots to designing new revenue models around them. 💰 Huge thanks to Jérôme Segura and the DataDome Advanced Threat Research team for this massive research project, and the work you are doing to protect the digital economy. ❤️ 📖 Get your copy: https://lnkd.in/g9XyQUmD

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We just finished surveying 50 enterprise SaaS GTM leaders about how they run demos and presales. Some early nuggets I dug up: ⚡ 74 percent say presales decides deals yet only about 1 in 7 teams use demo-specific software ⚡ Half admit their presales bench is thin, likely driving burnout and slow follow-ups ⚡ Demo ownership is a tug-of-war between AEs and SEs, so the story shifts call to call ⚡ Customization (23%), tracking demo analytics (18%), and inconsistency in quality and messaging (15%) are the biggest pain points* And the kicker: 70 percent still lean on slides and Zoom to sell the product. Getting this close to presales/demo eng makes one thing clear to me - there's a lot of opportunity for specialized tools to help improve demo strategy and the overall experience for prospects. (Full report coming soon...DM me if you'd like a sneak peek) *noted in screenshot

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Is your incident response plan truly resilient, or just reactive? Most IR plans fail because they’re: - Fragmented across teams - Blind to business context - Stuck in manual, reactive steps The result? Longer dwell times, higher breach costs, and greater business risk. It’s time to flip the script with an engineering-led methodology. That means: - Automating triage and workflows for speed and scale. - Embedding context so the response aligns with business priorities. - Driving proactive threat management, not just damage control. - Breaking down silos with unified, data-driven collaboration. The outcome: faster containment, lower costs, and continuous resilience. Discover how Netenrich, Inc. helps organizations engineer incident response for the future: https://gag.gl/Mxrx1W Google Cloud | Google Cloud Security | Google Cloud Partners #CyberSecurity #IncidentResponse #SecOps #CISO #MDR #CloudSecurity

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Your GTM stack is an expensive mess. AI-native companies figured out why. Quick one. How many tools does the average B2B sales rep use to close a deal? Eight. Eight platforms stitched together with Zapier and prayer. 28% of reps hit quota last year. Down from 44% the year before. 72% of their time goes on non-selling activities. Cold email response rates have fallen 41% since 2019. We spent a decade buying tools to make selling easier. We made it harder. The average B2B org runs 305 applications. 53% of licences sit unused. It's $2 of sales and marketing spend for every $1 of new ARR. That's not a tooling problem. That's architectural debt. And the typical response - swap vendors, retrain the team, hire another SDR - is treating symptoms whilst the disease spreads. AI-native companies figured this out. Their response isn't to buy better suites. It's to build composable systems from scratch. Cursor hits $1B ARR with 300 people - $3.3M per employee. Traditional SaaS median? About $112K. That's not a rounding error. That's a different operating model entirely. I tracked 210 GTM roles across OpenAI, Clay, ElevenLabs, Notion, and Anthropic this month. 70% explicitly require AI building capabilities. Not "familiarity with AI tools." Actual building skills. Verkada automated 80% of their SDR workflows - 120 meetings a month versus the typical 20. Rippling doubled YoY cold email performance. Not by working harder. By building better systems. Most companies are assigning juniors to "experiment with AI tools." Nice UX, lightweight workflow tweaks. But when you're trying to 5x total turnover, getting a junior to explore ChatGPT plugins isn't going to move the needle (harsh but true). The companies making this work are hiring senior folk with commercial acumen and giving them product mandates. Sprint cycles. Release notes. Measured outcomes. I wrote up the full breakdown - the economics, the company implementations, and why the gap between intent and execution is a seniority problem, not a technology problem. Read the full post here →

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Making a config change shouldn’t require five tickets and a prayer. But when CLI scripts are manual, device updates are inconsistent, and teams don’t know what’s been touched — change becomes risky. That’s when errors slip in. That’s when compliance drifts. That’s when config management breaks down. Itential brings config management into the modern era — with automation at the core. 🔁 Back up device configs 📋 Track changes and drift in real time 🛠 Automate remediation across any CLI or API-based device 📚 Prove compliance, instantly Manage all of your of devices with the same confidence as one — without the manual effort. See how it works → https://bit.ly/4kOgK9V

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