Positioning a startupin a big old fat market

René BonvanieNovember 7, 2014

Palo Alto Networks at a glance

Corporate highlights

Founded in 2005; first customer shipment in 2007

$16Bn+ enterprise security market

Marketing’s role

Position the company

Obsess about the story

Enable sales

Obsess about demand

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More details on what to obsess about

Audacity

Simplicity

Positioning discipline

Sacred words

Competition : rear-view, side-view, and front-view

Dare to be different and stand out

Metrics – especially leading indicators

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5 years ago

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Our core value proposition

An enterprise security platform

that safely enables all applicationsthrough granular use control

and prevention of known and unknown cyber threatsfor all users on any device across any network.

And its ‘bigger’ brother

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Palo Alto Networks is the only enterprise security platform

That safely enables all applicationsthrough granular use control

and prevention of known and unknown cyber threatsfor all users on any device across any network

Unlike traditional firewalls, UTM’s, anddisparate stand-alone security point-products

That offer limited control for some applications andlimited detection of some cyber threats

What not to obsess about

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You need simplicity

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3 tips for the CEOs in the room

1. Customers aren’t investors

2. Do not think of sales & marketing: think of go-to-market

3. Don’t buy your marketing; build it

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You need simplicity

Palo Alto NetworksAdvanced Endpoint Protection

Palo Alto Networks Next-Generation Firewall

Palo Alto Networks Threat Intelligence Cloud

Inspects all traffic

Blocks known threats

Sends unknown to cloud

Extensible to mobile & virtual networks

Next-Generation Firewall

Gathers potential threats from network and endpoints

Analyzes and correlates threat intelligence

Disseminates threat intelligence to network and endpoints

Threat Intelligence Cloud

Inspects all processes and files

Prevents both known & unknown exploits

Integrates with cloud to prevent known & unknown malware

Advanced Endpoint Protection