LEADERSHIP
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Juliette Rizkallah , Chief Marketing Officer at SailPoint , started her career in application software development , transfering to cybersecurity by chance when she fell in love with the sector . “ Digital culture means connectivity ,” she says . “ The most significant current industry trend right now is identity – the new security layer . For the B2B world this means the buyer experience has changed , potential customers like to be informed before they reach out to you . They do their research to learn and hear what others say before they make a decision .
“ The demand from users and buyers to be connected is driving increased availability of vast amounts of information through the web . This drive is digitally transforming organisations to use cloud platforms .” Though digital culture has unleashed vast quantities of behavioural data that can be utilised to better target potential customers , Rizkallah highlights that “ while digital identities are becoming the keys to unlocking the doors to a connected world , they are also becoming so critical that they are the first IT security threat vector , which hackers are targeting more than anything else .” As a result , a new digital culture is enhancing the need for
JANUARY 2020