The Changing It’s understandable that an IT decision maker might be resistant to dire warnings coming from a sales rep regarding an impending cyberattack on their infrastructure. That’s less a matter of “crying wolf” and more a matter of “Yeah, we’ve heard that many times before.” Nonetheless, a cavalier approach to cybersecurity often leads to tragic consequences. There’s no denying that AI-enabled attackers are smarter and faster than ever, while AI applications, cloud services, SaaS sprawl and remote workers and their devices are introducing new exposures at speeds and distances that traditional security approaches weren’t always expected to handle. So, it’s also completely understandable that security leaders are responding to the new realities of dynamic risk with changes to how they source security solutions, what they buy and where their priorities lie. Indeed, many organizations are currently reviewing and rethinking their security stacks and the vendors that provide them. According to one survey of cybersecurity decision makers by technology marketing company The Hoffman Agency, three in five respondents are looking either for By Martin Vilaboy Shifts in attacks are altering how and what security is being purchased CYBER PATROL CyberSec Sales Cycle What factors drive the need to purchase new cybersecurity technology? (Top 5 responses) Technology advances 65% Keep up with increasingly sophisticated threats 62% Response to an attack 49% Expansion into new business area or geography 48% Regularory demands 47% Source: The Hoffman Agency; Coleman Parkes Research What cybersecurity products are being bought? Past 12 Months Next 12 Months 20 CHANNELVISION | SUMMER 2026
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