Inside the Mind of a Cybersecurity Leader

From Cybersecurity Startups to Global Impact

Cybersecurity is one of the most critical industries in today’s digital-first world. As cyber threats become more sophisticated and damaging, businesses across industries are investing in cybersecurity solutions, hiring top security professionals, cybersecurity leaders, and strengthening their security postures. But how do cybersecurity startups break into this competitive space? What does it take to scale a cybersecurity company, differentiate from competitors, and attract top cybersecurity sales talent?

In the latest episode of Tech Salescraft, host James Hounslow sits down with cybersecurity leader Paz Shwartz, CEO & Co-Founder of Persist Security, to explore his journey from physical security to cybersecurity, the evolution of offensive security strategies, and how Persist Security is redefining cyber defence.

The conversation highlights how cybersecurity startups can compete against industry giants, the importance of talent in cybersecurity sales, and how Managed Security Service Providers (MSSPs) are shaping the future of enterprise security.

From Physical Security to Cybersecurity Leader: A Founder’s Journey

With more than 25 years of experience in security, Paz Shwartz has built a unique perspective on cyber threats and risk mitigation. His career began in physical security before transitioning into cybersecurity, working with global enterprises like Microsoft and travel tech firms. Eventually, he co-founded Persist Security, a leading cybersecurity company that provides penetration testing, security awareness training, regulatory compliance consulting, and MSSP services.

The transition from physical security to cybersecurity was not just a career shift; it was a strategic move in understanding how attackers operate in both physical and digital landscapes. For cybersecurity sales professionals, having this kind of insight into attacker behaviour and security vulnerabilities is a competitive advantage when selling cybersecurity solutions.

As cybersecurity recruiting becomes more competitive, companies need cybersecurity sales professionals who can articulate the importance of proactive security measures. Knowing how hackers think, understanding the offensive security mindset, and explaining how cyber threats evolve is key to closing cybersecurity sales deals.

Cybersecurity Sales: The Growing Demand for Top Talent

One of the biggest challenges in the cybersecurity industry is finding the right sales professionals who can sell complex security solutions while also understanding the technical side of cybersecurity. The best cybersecurity sales jobs require a mix of technical expertise, sales acumen, and the ability to build trust with enterprise clients.

For cybersecurity sales professionals, knowing how to sell MSSP services is critical. The cybersecurity market is saturated with vendors, and companies are looking for partners that go beyond traditional security measures.

This is why cybersecurity recruitment agencies are seeing higher demand for cybersecurity sales roles, particularly in London, Tel Aviv, New York, and Silicon Valley—all key hubs for cybersecurity startups and enterprise security firms.

The Challenges of Scaling a Cybersecurity Startup

Building a cybersecurity startup isn’t just about developing innovative technology—it’s also about creating a strong go-to-market strategy and hiring the right sales and security professionals. Persist Security’s growth has been fuelled by strategic hiring, customer trust, and a commitment to delivering exceptional cybersecurity services.

For startup founders, securing Series A funding or venture capital funding can be the catalyst for rapid growth. Many cybersecurity startups look to expand their sales teams to increase market reach and revenue generation.

For this reason, cybersecurity recruiting agencies are playing an integral role in helping cybersecurity startups hire the best cybersecurity sales talent. The right cybersecurity sales professionals are those who:

• Understand the cyber threat landscape
• Know how to position MSSP services within enterprise security strategies
• Can clearly communicate the ROI of cybersecurity investments

With cybersecurity job openings increasing, professionals looking to break into tech sales should consider the cybersecurity sales career path as one of the most lucrative opportunities in the industry.

What Makes a Great Cybersecurity Sales Professional?

Hiring for cybersecurity sales roles is unique because sales professionals must not only sell a product or service but also educate customers on the risks of not investing in cybersecurity. The best cybersecurity sales leaders:

• Understand security vulnerabilities and how attackers exploit them
• Can articulate complex security solutions in simple business terms
• Build strong relationships with enterprise clients
• Stay ahead of cybersecurity trends and evolving threats

This is why companies rely on cybersecurity recruitment agencies to find top sales talent—cybersecurity sales recruiting is not just about finding good salespeople; it’s about identifying professionals who understand cybersecurity deeply enough to sell it effectively.

The Future of Cybersecurity Sales and Global Expansion

Looking ahead, Persist Security plans to expand its global footprint, hiring cybersecurity sales professionals beyond Israel to scale its business. As cybersecurity recruitment in London, New York, and Silicon Valley continues to grow, startups are competing for top cybersecurity sales talent to help them break into new markets.

With the cybersecurity industry evolving rapidly, there are huge opportunities for sales professionals looking to break into cybersecurity tech sales. Understanding how cybersecurity solutions are positioned in the market, how to sell MSSP services, and how to communicate security risks to enterprise clients are all critical skills for those looking to thrive in cybersecurity sales.

For startup founders, understanding the importance of hiring the right cybersecurity sales professionals is essential. With cyber threats increasing and regulatory requirements becoming stricter, businesses need MSSP services that go beyond traditional security solutions.

Final Thoughts: Cybersecurity Sales is a High-Growth Market

The conversation between James Hounslow and Pa Shwartz underscores the importance of cybersecurity in today’s business world. From penetration testing and compliance consulting to security awareness training and threat intelligence, the demand for cybersecurity services is greater than ever.

For cybersecurity sales recruiters, this means one thing: cybersecurity sales roles will continue to be one of the most in-demand areas in tech sales.

If you’re a cybersecurity leader looking to build a sales team, or a sales professional exploring cybersecurity career opportunities, now is the time to take action.

At North Starr, we specialise in cybersecurity sales recruitment, connecting top sales professionals with the best tech startups and cybersecurity firms. Whether you’re a startup founder looking for a cybersecurity leader or a sales professional looking to pivot into cybersecurity sales, we can help.

Cybersecurity Sales: A High-Growth Market with Limitless Potential

As the conversation between James Hounslow and Paz Shwartz highlights, the cybersecurity industry is at a critical juncture. With cyber threats evolving at an unprecedented pace, businesses cannot afford to be reactive. Instead, they must adopt proactive cybersecurity strategies—and this is where Persist Security and other innovative MSSPs come in.

The growing demand for cybersecurity services means that cybersecurity sales professionals will continue to play a pivotal role in helping companies navigate security challenges. However, as Paz Shwartz emphasized, cybersecurity sales is more than just selling a product—it’s about educating customers, understanding attack vectors, and positioning security solutions as business-critical investments.

For startups and scale-ups in cybersecurity, having the right go-to-market strategy is crucial. Sales talent will always be the differentiating factor between a company that survives and one that thrives. Cybersecurity recruitment agencies are seeing a sharp rise in demand for cybersecurity sales talent, as more businesses recognise that strong sales teams are just as vital as cutting-edge technology.

If you are a cybersecurity sales professional, now is the time to capitalise on the high-growth opportunities in cybersecurity sales roles. If you are a startup founder, investing in top-tier cybersecurity sales recruiters can ensure you hire the best talent to drive growth.

North Starr

At North Starr, we specialize in connecting top sales professionals with the fastest-growing technology companies, including cybersecurity, FinTech, SaaS, and enterprise tech firms. Our expertise in tech sales recruitment enables us to help businesses build high-performing sales, pre-sales, and leadership teams, ensuring they have the talent needed to drive growth and market success.

As the cybersecurity industry expands, the demand for skilled cybersecurity sales professionals continues to rise. Whether you’re a startup looking for a cybersecurity leader, sales manager, a scale-up seeking enterprise sales talent, or a sales professional exploring new opportunities, we have the network and expertise to support your next move. Whether you’re looking to scale your cybersecurity sales team or break into the cybersecurity market, we can help.

The insights shared by cybersecurity leader Paz Shwartz, CEO & Co-Founder of Persist Security, on Tech Salescraft are essential for anyone in cybersecurity sales, tech startups, or MSSP services. From penetration testing strategies to scaling a cybersecurity business, this episode is packed with valuable lessons for sales professionals, founders, and cybersecurity leaders alike.

If you’re looking to enhance your sales strategy, hire top cybersecurity sales talent, or gain a deeper understanding of the evolving cybersecurity landscape, this episode is a must-watch.