Overview
Our company beliefs and brand foundations guide how we build the product. The same care should go into how we sell it.
Today, the founders handle sales through manual LinkedIn outreach, demos, and paid pilots. Here’s what our beliefs mean for that work.
Meet people where they are
We build for security and IT teams using Microsoft 365. That doesn’t mean everyone we speak to is a full-time security engineer.
Not every buyer has the same experience investigating email threats.
Not every team has the same tools, time, or people available.
Not every company evaluates software the same way.
Be genuinely helpful, whether you’re talking to an experienced security engineer or an IT manager handling phishing reports alongside everything else. Explain things clearly without talking down to them.
That means we need to know the product ourselves. Learn it deeply so we can meet people where they are, not where we assume they should be.
Make it easy to move forward
We don’t hold back answers to force a meeting.
We don’t create hoops for people to jump through.
If someone asks a straightforward question on LinkedIn, answer it. If a link to the docs would help, send it. If avoiding an unnecessary call means a bit more work on our side, do the work.
Sometimes a call genuinely helps. It uncovers something we hadn’t understood, lets us work through an investigation together, or helps someone decide whether the product solves their problem. The difference is why we’re asking. If it serves them, ask. If it only serves us, find another way.
We earn the right to ask for time by being helpful first.
Write things down
Our docs help security and IT teams set up SucuriLabs, investigate incidents, and understand what the product does. In sales, writing things down also helps us capture what we’re learning.
Every conversation teaches us something – about how a team works, what their current tools miss, what competitors do well, or what someone needs to see before trying the product. Turn those conversations into knowledge the company can use.
Keep the prospect’s problem, confirmed fit, unanswered questions, and agreed next steps in TwentyCRM. Record who will do what and when. Someone reading the record should understand where things stand without having to ask.
We don’t hoard knowledge. We write things down, share what we learn, and use it to improve the product and the next conversation.
Keep the context
People shouldn’t have to start from scratch every time they speak to us.
Read the previous conversations and notes in TwentyCRM before a call. Know what they told us, what we promised to find out, and what the next step was.
If another founder takes the next call or handles a follow-up, brief them. Make sure the question gets answered and the agreed action still happens. Someone being away shouldn’t mean a prospect gets forgotten.
Take responsibility for having the context, rather than expecting someone else to hand it to you.
Predictable by design
We don’t oversell. We don’t overpromise. We don’t let someone buy one thing and discover a different reality afterwards.
What we say should match what they’ll experience in the product. Detection-only mode reports potential threats without blocking delivery. Active prevention blocks malicious content. Explain the difference, and show the settings and actions that matter to their team.
Know what we’re selling. If you don’t know an answer, say, “I don’t know, let me find out”, and then find out. If SucuriLabs doesn’t solve their problem, say that too.
When we agree on a paid pilot, be clear about the scope, goals, duration, price, and setup. Those terms are agreed case by case. What we discuss in sales, show in the demo, and test in the pilot should line up.
Be fast and accurate
Response time matters. Someone who’s interested or waiting for an answer shouldn’t sit for days because we forgot to follow up.
But fast doesn’t mean sloppy.
A quick “I’m looking into this, I’ll get back to you by tomorrow” is better than silence. And then we actually get back to them by tomorrow. If we need more time, tell them before the deadline passes.
Being responsive shows we care. Sending another generic follow-up doesn’t. Reply to the question they asked, do what you said you’d do, and keep things moving at a pace that makes sense for them.
No detail is too small
Most sales experiences feel generic. You’re one of hundreds of people in a sequence, hoping you’re the one who says yes.
Sales should be done with the same care as the product.
That means a useful demo, a clear message, and links that work. It means noticing the small things: their setup, a detail from a previous conversation, or a question we can answer before they have to ask it again.
It means being helpful in ways that show we paid attention, rather than sending the same deck or message to everyone.
It also means using the product ourselves. Go through the Microsoft 365 setup, activate users, work through an incident investigation, and understand the available review and response actions. Write down where you get stuck and work out how to fix it. When someone says, “I got stuck here”, we should understand what they’re talking about.
Sales is an extension of the product, not a separate function. We represent SucuriLabs in every interaction.