A Startup Journey Fuelled by Resilience

From Pen Testing to CEO

In this insightful episode of Tech Salescraft, host James Hounslow sits down with Roi Cohen, CEO and Co-Founder of Vicarius, to dive deep into his remarkable journey from a technical pen tester to leading one of the most promising cybersecurity startups. Roi’s story is a testament to the resilience, adaptability, and learning curve required to excel in tech sales careers, especially for those coming from purely technical backgrounds.

This episode is particularly valuable for anyone interested in tech sales jobs, cybersecurity recruiting, and understanding the mindset shift required when transitioning from engineering to technology sales roles.

Early Life and Technical Foundations

Roi was born and raised in Jerusalem, Israel—a hub for Israeli startups and an ecosystem rich with tech jobs in Israel. His early fascination with hacking and problem-solving led him naturally into a career in cybersecurity. From his teenage years, Roi enjoyed exploring the inner workings of computers, a curiosity that later evolved into a professional pursuit. His education took him through technical school, followed by undergraduate and postgraduate degrees, culminating in a robust foundation in cybersecurity.

His formative years in Jerusalem exposed him to diverse cultures and experiences, but it was his technical education that laid the groundwork for what would later become a prominent role in Israel’s cybersecurity scene. During his early career, Roi engaged in pen testing, malware research, and various roles that allowed him to explore vulnerabilities in software systems—a skillset that would later inform the development of Vicarius.

The Entrepreneurial Spark and First Startup

Interestingly, Roi didn’t initially aim to become an entrepreneur. His first startup wasn’t even in cybersecurity but focused on air pollution hazard measurement. This venture highlighted his ability to identify real-world problems and create solutions, even in fields far from his core expertise. It was a learning ground for understanding go-to-market strategies and the nuances of startup funding.

What stood out was Roi’s relentless drive. He recounted how he tracked down the founder of a local sensor company using unorthodox methods—essentially “hacking” his way into an opportunity. This initiative led to the creation of an application that allowed users to measure pollutant exposure in real time. Though unrelated to tech sales or cybersecurity, the experience provided him with foundational knowledge about go-to-market strategies for startups and the complexities of product development.

This experience also gave him a first-hand look into the challenges of startup sales jobs—a recurring theme in his journey. It became clear that sales recruiting and building a go-to-market team were as crucial as the technical development of any product.

Founding Vicarius: Bridging Cybersecurity and Tech Sales

The idea for Vicarius came during Roi’s time leading a malware research team. The “aha” moment occurred when he realised that if a small, underfunded team could efficiently discover vulnerabilities using automation, bad actors with more resources could wreak havoc on an unprecedented scale. This insight planted the seed for Vicarius—a cybersecurity platform focused on automating vulnerability remediation.

But starting Vicarius came with its own set of challenges. Despite his technical prowess, Roi took on the role of Chief Revenue Officer (CRO) in the early days, leading the company’s tech sales efforts. This decision exemplifies a common scenario in tech startups, where founders often wear multiple hats, including sales.

For anyone wondering “How do I get into tech sales?” or “Why start a career in tech sales?”, Roi’s journey offers a unique answer. Even without prior sales experience, he took the plunge into technology sales jobs, driven by the need to ensure his product found its market.

Overcoming Sales Challenges: A Technical Founder’s Perspective

Roi openly discussed the initial struggles he faced in transitioning into tech sales. Cold calling, one of the first tactics he tried, yielded dismal results. He humorously shared how, after making around 1,000 cold calls, only two people answered—a moment that highlights the difficulty many technical founders face when stepping into direct sales jobs.

This phase of his journey underscores the importance of sales leadership skills and the steep learning curve associated with developing a go-to-market plan. For those looking into tech sales careers or even cybersecurity tech sales jobs, Roi’s candidness about his initial failures is a reassuring reminder that success in tech sales is often built on resilience and the ability to adapt.

To overcome his challenges, Roi sought out mentors and immersed himself in learning the art and science of tech sales recruitment. He built a sales playbook that not only focused on pitching Vicarius effectively but also addressed customer pain points—a key to excelling in technology sales jobs.

Building a Sales Team: Lessons in Tech Sales and Cybersecurity Recruiting

As Vicarius grew, Roi needed to scale his tech sales team. He highlighted the importance of hiring the right people and shared insights into his tech sales recruiting process. One of his unique methods involves asking candidates to create a sales plan and then challenging their assumptions during the interview. This approach allows him to gauge not just technical sales skills but also adaptability—a critical trait for anyone in technology sales careers.

For those in tech sales recruitment agencies, this part of the conversation offers valuable takeaways on how to identify talent that can thrive in fast-paced tech sales startup environments.

Roi also touched on the importance of pre-sales recruitment and the role that pre-sales consultants play in bridging the gap between technical teams and clients. Building a cohesive go-to-market team meant recruiting for a range of roles, from account management jobs to customer success roles, each playing a crucial part in the customer journey.

Networking and Startup Growth within Cybersecurity

A recurring theme in Roi’s journey is the power of networking. In the early stages of Vicarius, many of the company’s first customers came through Roi’s network. For tech sales recruiters and sales job recruiters, this emphasises the importance of relationship-building in tech sales careers.

Roi’s story also highlights how essential networking is in the cybersecurity recruitment space. Israel, known for its cybersecurity startups, provided an ecosystem where Roi could connect with potential clients, partners, and even investors. His journey reflects the broader landscape of Israel cyber security companies and the opportunities available for tech sales professionals in this niche.

Transitioning to CEO: Expanding Leadership Responsibilities

Eventually, Roi transitioned from CRO to CEO, a move that expanded his responsibilities beyond sales. This shift required a broader focus, encompassing product development, operations, and overall company strategy. However, his grounding in tech sales provided a strong foundation for leading the company effectively.

As CEO, Roi had to make strategic decisions about product-market fit, scaling operations, and fundraising—a common trajectory for founders in tech sales startups. His experience also underscores the importance of sales leadership qualities in guiding a company through hypergrowth phases.

Scaling Vicarius: Growth and Future Plans

Under Roi’s leadership, Vicarius has seen remarkable growth, now serving over 600 customers, with 20% added in the last quarter alone. This success is a testament to the company’s robust go-to-market strategy and its ability to adapt to the evolving landscape of cybersecurity tech sales.

Looking ahead, Roi emphasised the importance of continued innovation and staying ahead of emerging cybersecurity threats. For anyone interested in cybersecurity tech sales jobs or exploring fintech SaaS recruitment, Vicarius offers a case study in how to scale a tech startup successfully.

Key Takeaways for Tech Sales Professionals and Founders and Those in Cybersecurity

Roi’s journey offers several lessons for tech sales professionals, founders, and recruiters. His transition from technical expert to sales leader and then CEO underscores the importance of adaptability in today’s tech sales landscape.

For those asking “How can I break into SaaS sales?” or wondering about the best path into cybersecurity tech sales, Roi’s story highlights that a non-linear path can often lead to the most rewarding careers.

Additionally, his emphasis on building a cohesive go-to-market team and focusing on customer pain points aligns with the core principles of successful technology sales careers.

Conclusion

This episode of Tech Salescraft offers a deep dive into the world of cybersecurity, and startup leadership through the lens of Roi Cohen’s inspiring journey. From navigating the challenges of tech sales recruiting to leading a growing cybersecurity startup, Roi’s experiences provide invaluable insights for anyone looking to advance in tech sales careers or explore opportunities in cybersecurity recruiting.

At North Starr, we specialise in connecting top talent with leading companies in tech sales, SaaS recruitment, cybersecurity recruiting, and beyond. Roi’s journey serves as a reminder of the diverse paths available in technology sales jobs and the potential for growth when resilience meets opportunity.

This episode of Tech Salescraft perfectly aligns with North Starr‘s mission as a leading tech sales recruitment firm. Roi Cohen’s journey from a technical background to mastering tech sales and eventually leading a thriving cybersecurity startup highlights the critical role that skilled sales talent plays in scaling tech companies. His experiences navigating sales challenges, building a go-to-market strategy, and assembling a high-performing tech sales team directly reflect the qualities North Starr seeks when connecting top talent with innovative businesses. As specialists in technology sales recruitment, we understand the importance of finding candidates who not only excel in sales but can also adapt, problem-solve, and drive growth in fast-paced startup environments—just like Roi did with Vicarius.