Security Sales Playbook.e
Security Sales Playbook.e
Security Sales Playbook.e
Elevator Pitch
Blue Coat Secure Web Gateway combines layered defenses with flexible policy controls on a proven appliance platform known for its stability and performance that continues to lead the industry. Customers have a choice of on-premise, cloud or a hybrid deployment all protected by the WebPulse real-time defense.
Product Strategy
WebPulse is the next generation of web filtering and a new defense layer for Web 2.0 threats where web awareness, real-time inputs and immediate analysis is required 100% inline AV malware analysis (avoiding selective analysis by reputation or risk), plus a choice of leading AV engines, large files, deep archive analysis, 5min updates Rich media optimization and control with live stream splitting, video object caching and bandwidth management Reporter scale, role-based administration, customization ProxyClient (or Security SaaS) for remote users, plus K9 Web Protection for home use Director for device provisioning, license management and policy controls
Sales Strategy
Educate customers, service partners, and resellers Frame the competition on key criteria for a real-time web defense and web gateway features Leverage proof points and reports Frequency of customer communications
For more information on Security Blue Coat Partner: https://bluesource.bluecoat.com Blue Coat Internal: https://intranet.bluecoat.com/marketing/ securewebgateway
2011 Blue Coat Systems, Inc. All rights reserved worldwide. Blue Coat, ProxySG, PacketShaper and IntelligenceCenter are registered trademarksInc. 2011. Systems, Inc. Reserved. Blue Coat Systems, of Blue Coat All Rights
Discovery
A Changing Internet
Social networking now dominates online communications Malware delivery now comes from hacked trusted sites Spear-fishing with zero-day vulnerabilities and exploits Fake AV and SW updates rated as top threats Malvertising moves up, attacks from stealth positions One click opens the door to cyber crime
What dashboards and reports do you have in place to analyze web gateway traffic? How do you analyze trends? How do you provide governance and compliance to remote users? Increases in remote users and desktops? How important are dashboards, role based management, or pushing ownership for adherence out to the business organizations? What concerns do you have about sensitive information leaking beyond the corporate perimeter? What concerns do you have about protecting customer information and confidentiality? How do you assess risk for litigation, loss of revenue, and damage to corporate reputation?
Next Steps
1. 2. 3.
For all opportunities, communicate the value of the WebPulse real-time web defense, testing results and customer metrics. For new opportunities, offer a network assessment to determine web threats, traffic categorization and call-home (botnet) traffic. Ask them to use K9 Web Protecton at home to become part of our real-time web defense.
Challenge
Reputation damage Protect customer information/compliance Legal expenses
Capability
Web threat prevention Leading solution to protect and optimize web traffic Data loss prevention integration Threat prevention Reporting dashboard and trend analysis Web media controls Bandwidth mgmt Real-time web defense 100 percent inline AV Reporting/Dashboard DLP and SSL inspection Remote client/SaaS Real-time web defense Security dashboard Policy flexibility Granular controls
Value
Reduce risk Migitate threats Protect data Meet compliance regulations F500 leading solution Reduced incidents User satisfaction Network perf. and ROI Remote user protection Visibility and control Threat protection Remote workers Bandwidth ROI
Competitive Tactics
Volume purchase discounts Reduced overall service fees Relationship and politics Enterprise mgmt consoles Product suites Relationship Price discounts Under bid deal Misinformation Challenge focus
VP-Level
Protect resources Reduce admin. Bandwidth costs Adapt./flexibility Trend analysis Web threats Information leakage Acceptable use Remote workers
Director
Security Expert
Threat protection User/group controls Supporting exception requests RBAC for web filtering
3rd party reports Fake threat demo. Skip policy reqs. Focus on one advantage
Managing Objections
Blue Coat is not a security vendor/threat lab. How can you protect my network? Blue Coat is an expert on web gateways, web protocols and web content. We run the largest realtime web defense with over 75M users, 300+ real-time rating libraries, real-time and background threat analysis, call-home (botnet) analysis, and real-time phishing detection. Broadband Testing and AVTest.org provides scores of our web gateway defense leadership. Blue Coat is not investing in security. What is the future direction of your company? Gartner Group notes that Blue Coat has the largest development organization for secure web gateway technologies. Blue Coat also just announced a new Security SaaS leveraging its leading WebPulse threat detection and web rating technologies, plus reporting and policy controls unmatched by the competition. Performance levels have increased 2X with OS and HW updates. Why does the Blue Coat solution cost more than the competition? Justify the extra expense. Gartner Group notes that WebFilter is one of the least expensive web filtering solutions and it includes the WebPulse real-time web defense, ProxyClient and K9 for home use by employees. Competitors often bid one year of subscription services, omit or lack key defense layers, under estimate the number of appliances for production. Blue Coat appliances have a minimum of five years of service.
Competitive Strategy
Websense
TRITON unified web, Email, DLP solution (all in one, really multiple servers) Web Filtering Leadership (legacy, only ONE category rating schema, over block) ThreatSeeker Cloud Defense (no real-time web ratings, limited inputs, human raters) V10K & V5K Appliances (selective AV with CommandAV, multiple consoles, issues) Company Focus on Security (publicly stated they are for sale, seeking buyers)
Next Generation Firewall (no real-time content analysis for threats or ratings) Applipedia (allow/block of 100s of web applications, limited operation controls) Inline AV (use stream based AV with IPS like signatures, no heuristics/behavioral) Web Filtering (no real-time inputs or ratings, poor malware & phishing detection) SSL Inspection (known performance issues, no defenses once open, nor DLP) Bandwidth Management (no caching, stream splitting, limited scope)
Leading AV Lab (failed last four AVTest.org tests Q111, Q1-Q2-Q310 for Win desktops) McAfee Web Gateway (Anti-malware impact on legitimate sites, over-blocking) Trusted Source Reputation Ratings (known to break/unreliable in real-time mode) ePO Enterprise Console (web gateway logs too excessive for integration) SmartFilter web filtering (no real-time inputs or web rating services, poor phishing det.) Helix Proxy (covers RTSP, MMS and QT, lacks RTMP for Adobe)
McAfee
M86/Finjan
Secure Web Gateway (strict default policy over blocks, must turn off rules) Threat Analysis/RTCA (limited to files and scripts, no real-time URL analysis/ratings) Inline AV (choice of Kaspersky, McAfee or Sophos, plus True File Type checks) Web Filtering (8e6 list, no real-time inputs or ratings, no real-time web defense) Threat Testing (very poor phishing detection, over block on malware detection)
SIO Labs (focus on network attacks from FWs, IDS and gateways, not URL focused) S-Series Web Gateway (selective use of AV engine by reputation, Facebook passes-by) Senderbase Reputation Ratings (evolved from email gateway, weak real-time defense ScanSafe SaaS (not integrated with web gateway policy or reporting) Web Filtering (no categories for malware, spyware, phishing, potentially unwanted SW)
Cisco/IronPort
Web Gateway (known performance/scale issues, heavy admin, poor reporting) Threat Analysis (generic AV and URL filtering, no real-time web analysis) Web App Controls (none, no operation controls, single category ratings only)
Microsoft TMG/ISA
Open Source Proxy (what version/feature, heavy admin, logs for reporting) Rich Media (limited stream splitting, no RTMP support, basic caching) Threat Analysis (plug in AV and URL filtering, no real-time web defense)
Squid
5/11