Closing with Confidence: Security as a Competitive Edge in the Sales Process

Learn from security and revenue leaders at Hubspot and Safebase as they share insights on their best practices when working with security.

In today’s rapidly evolving world, security breaches are becoming more common. In order to build a sustainable business, organizations must make security a top priority. But for many organizations, this is easier said than done. 

In this masterclass, leaders from SafeBase and HubSpot share insight into why security is a top priority, when it’s best to bring security into the conversation with customers and how to use it as a competitive advantage, and best practices for collaborating with security teams. 

Watch the full masterclass and get their advice below!

Why security is a top priority for revenue leaders

Nowadays, security isn’t a luxury—it’s a necessity. With increased breaches, customers want to know exactly how their data will be managed and protected prior to moving forward with a new product or service. 

“Customers expect security,” says Sam Shoolman, Senior Director of Corporate Sales at HubSpot. “If we have a security breach and we don’t have answers to our customers’ questions, we’re going to lose access to future customers and revenue. Companies need to be transparent with how they handle data protection, privacy, and cybersecurity, and this information needs to be accessible as well.” 

The bottom line? Security reviews have become a standard and indispensable part of the deal-making process. For revenue leaders, prioritizing security isn’t just about risk mitigation — it’s also about capitalizing on opportunities to strengthen customer trust, ensure compliance, and create a secure business environment conducive to short and long-term growth. 

The best time to bring security into the conversation with customers

It’s often beneficial to bring security into the conversation at the start of customer interactions, where it can be positioned as a key value prop. This requires a collaborative effort between sales, legal, security, and compliance teams. 

For example, in a FinTech company, the sales team could utilize insights from legal and security experts to address industry-specific compliance demands, such as those related to data security and financial regulations.

“At SafeBase, our DPA is publicly available,” says VP of Revenue and Operations, Macy Mody. “We have a full privacy card on our trust center to show people our stance and what we believe in. This way if they have questions, they can come to us. Our hope is that most questions are answered upfront in a transparent way.”

Your frontline teams should also attend regular internal training sessions so they’re able to effectively communicate the most up-to-date security measures and their benefit to customers. This approach will help build trust and demonstrate operational excellence so your customers know your company is a top-tier organization. 

Best practices for collaborating with security teams 

Collaborating effectively with your security teams begins by having a well-defined process in place. This starts with early engagement of the security team in any project or product development cycle. 

“Legal contribution, in particular, is a critical part of establishing a good security process. There are so many questions you have to answer, and it gets really complicated,” says HubSpot Security Manager, Jessie Karabiyik. 

Here are some tips for how to collaborate with security teams: 

  • Schedule regular meetings and information-sharing sessions: Set regular meetings and in-house training sessions between the security team and other departments. This helps everyone stay informed about security policies and any changes in compliance requirements. 
  • Leverage shared resources and tools: Information related to security compliance, training, capabilities, and FAQs should be readily available for all frontline employees and stakeholders. This way, all teams are working with the most up-to-date information. 
  • Create a feedback loop: Design a feedback loop that encourages open communication and information sharing across relevant departments such as sales, IT, legal, and your security team.  

Effective collaboration with your security team is critical to maintain customer trust. By hosting regular information-sharing sessions, maintaining up-to-date resources, and having a feedback loop will ensure all departments are aligned on security matters. 

Closing thoughts

Protecting customer data and ensuring privacy isn’t a “nice to have” option anymore, it’s a must have. By integrating security at every stage, from customer engagement to cross-departmental collaboration, businesses not only safeguard their assets but also enhance their reputation and reliability in the eyes of their clients.

This process, in turn, leads to higher customer satisfaction, increased revenue, and greater trust — all of which are key to building a successful, sustainable business. 

To learn more, watch the full masterclass here