An Interview with
Daniel Rathbun
From Risk Reduction to Revenue:
Cybersecurity as a Sales Driver
About the Interviewer:
Matt Gordon
Matt is a Chicago-based cybersecurity headhunter, focusing exclusively on partnering with CISOs to help them land their next role and build their security functions. A Principal Consultant at Intaso, the team brings over 30 years of combined experience connecting technical security talent with innovative companies resulting in more than 100 successful CISO placements.
Intaso’s success is built on a genuine passion for the cybersecurity industry, a commitment to quality, and a tailored, personal approach that delivers results for businesses of all sizes.
Daniel Rathbun
Daniel Rathbun is a dynamic and accomplished Chief Information Security Officer (CISO) with 20 years of experience helping organizations reduce risk and enhance resilience. He has built global security programs at Fortune 500 companies and firms across the defense/aerospace, critical infrastructure, advanced manufacturing, and semiconductor sectors.
Dan is recognized for building high-performing programs, establishing robust cyber-defense, leading major incident response efforts, and driving board-level strategies that reduce risk while enabling market expansion.
What do you mean by
“cybersecurity as a sales accelerator”?
Many companies think of cybersecurity only as a cost or an insurance policy. But it can provide a sales advantage.
Think about what happens in a typical deal: a customer wants proof that you’ll keep their data safe. If you have the proper certifications, a trust portal, or strong answers to their security questionnaire, you can move faster through the procurement process. If you don’t, the process drags out, or you lose the deal entirely.
Having effective cybersecurity makes it easier to do business with you.
It reduces friction, builds trust, and often shortens sales cycles by weeks or even months.
So, cybersecurity can help close deals faster?
Exactly. I’ve seen software companies cut contract negotiations in half just by being ready with SOC 2 reports and audit evidence. Instead of scrambling to answer each new question, their sales teams could focus on value and outcomes.
The same thing applies to service providers. When you can demonstrate to clients that you take their data as seriously as they do, you earn their confidence. That confidence often turns into signed contracts.
Where does cybersecurity create access to new markets?
In today’s world, security is a ticket to entry.
For example:
- If you want to sell to the U.S. Department of Defense, you need to meet CMMC requirements.
- If you want to expand into Europe, you need to comply with GDPR.
- If you want to join certain supply chains, you’ll be asked to prove NIST CSF or ISO 27001 alignment.
Do customers really notice this?
Or is it more of a behind-the-scenes thing?
Customers notice. In fact, they expect it.
Buyers are becoming more security-conscious every year. They seek partners who can safeguard their data and reputation. For many of them, cybersecurity is an integral part of their brand promise to their clients.
What about metrics? How do you prove that cybersecurity is helping the business?
This is where many security leaders struggle. They talk about firewalls, patches, and vulnerabilities, but boards and customers want numbers tied to business outcomes.
Some examples that resonate:
- Reduction in sales cycle time due to faster security reviews.
- Percentage of deals won or accelerated because of security credentials.
- Revenue linked to certifications that opened new markets.
- Downtime avoided by strong incident response (measured in hours saved or dollars protected).
These metrics shift the conversation from “we bought a tool” to “we unlocked $10M in new contracts” or “we prevented $12M in downtime.” That’s powerful.
What common mistakes do organizations make when talking about security and sales?
Two things.
First, they keep security and sales separate. The sales team is out pitching while the security team sits in the background. By the time a questionnaire shows up, it’s a scramble.
Second, they speak different languages. Security leaders often speak in technical terms, whereas sales and customers are primarily concerned with trust, time, and money. Bridging that gap with plain language and clear metrics makes a huge difference.
How can companies integrate security into the sales process?
A few practical steps:
- Build a trust portal with your certifications, policies, and FAQs so prospects can see your posture right away.
- Train sales teams to talk confidently about security basics. They don’t need to be experts, just able to show credibility.
- Work with marketing to highlight security achievements as part of your brand story.
- Run tabletop exercises with leadership so everyone understands how security supports resilience and customer confidence.
What’s the first step an organization can take today?
Start by tracking deals that stall or slow down due to security concerns. Ask your sales team: how often are we delayed by questionnaires, certifications, or trust concerns?
That gives you a baseline. From there, you can measure improvements as you add certifications, build your portal, or streamline responses. It transforms security into a business conversation rather than a technical one.
Final Thoughts
Cybersecurity isn’t just about keeping attackers out. It’s about creating trust that accelerates sales, opens doors to new markets, and proves business value with metrics.
In a competitive market, that can be the edge that wins.