How SOC2 / ISO 27001 Certification Improve Enterprise Sales Wins
TLDR
Security Certifications help startups improve their chances in bagging enterprise customers. Security certifications like SOC 2 and ISO 27001 serve as critical trust signals when startups approach enterprise clients, effectively addressing the primary concern enterprises have about working with new, unproven companies. These certifications not only demonstrate that a startup has invested in proper security measures but also typically satisfy most requirements in enterprise risk assessment forms, significantly streamlining the sales process. Instead of getting stuck in lengthy security questionnaires and risk assessments, certified startups can move directly to discussing their solution’s business benefits with enterprise clients. The presence of these certifications transforms the conversation from risk assessment to value proposition, enabling startups to close enterprise deals more efficiently.
Table Of Contents
- How can a startup successfully sell to an enterprise?
- Why does the big enterprise want to talk to a startup?
- How can security certifications help startups?
- Why does the big enterprise want to talk to a startup about a cost-saving utility?
- Summary: Why security certifications help startups get success with enterprise clients
- References
How can a startup successfully sell to an enterprise?
For a startup that enables sales of an enterprise product, the startup needs to work closely with the enterprise sales team to close joint customer deals. In parallel, the startup needs to contact the corresponding product leaders to provide customer feedback on the joint solution.
For example, suppose you are a startup that provides a data protection service for enterprise storage products. One of your sales teams has a customer using your product with a leading enterprise storage vendor. Your sales team begins working with the enterprise sales team. This leads to meeting the enterprise partner team followed by meeting the storage product leadership team.
Why does the big enterprise want to talk to a startup?
Two reasons:
1) The startup can bring new customers to the enterprise – Reason: enterprise sales teams can’t spend time developing a small opportunity.
2) The startup can bring concentrated insights on customers – Reason: enterprise product leaders have limited time with customers and miss key insights.
For a startup that sells to an enterprise without a joint customer, then the startup needs to join the enterprise’s partnership program. And the startup needs to get the users in the enterprise to try their product. Before attempting to get enterprise users, the startup needs to show there is no security or compliance risk to the enterprise. You can see some examples of partnership programs at Microsoft, AWS, and Dell.
Let’s suppose you have an AI utility that can extract speech-to-text from customer service calls. This utility can save time handling incoming support calls by routing the call to the right expert in the enterprise. You would need to provide a copy of your utility to the enterprise so the enterprise call data is not exposed outside. You also join the enterprise partner program.
Related reading: Combatting Human Error To Prevent Cyber Threats
How can security certifications help startups?
As a founder or business executive, if you have applied for a RFP recently, chances are that you would have come across a risk assessment form for you to fill out. Most of these are quite similar in nature and get you to fill out detailed information. Now why do enterprises (and established organizations) need this? Third party security risks are a huge thing & no organization wants to be in a sticky position on account of the services they use from their partners.
Security certifications like SOC2 / ISO27001 have a standard of trust & credibility associated with them.
If you have these certifications, it provides two benefits.
A) By association, you get the trust & credibility associated with these certifications & organizations know that you possibly have gone through the diligence & vetting needed to secure your product.
B) Since most of the risk assessment forms you need to fill up have the same controls already taken care of in these certifications, most organizations will accept the certifications in place of the risk assessment forms. This saves you a whole lot of time & effort.
Why does the big enterprise want to talk to a startup about a cost-saving utility?
1) The enterprise leaders are under intense pressure to modernize and find cost savings – a startup has examples of real cost savings
2) The startup offers a low-risk way to demonstrate costs savings – the startup has covered security and privacy concerns
Summary: Why security certifications help startups get success with enterprise clients
Security certifications like SOC 2 and ISO 27001 act as powerful door-openers for startups targeting enterprise customers. Here’s why they matter:
When enterprises consider working with startups, their primary concern is risk management. Even if a startup offers an innovative solution that could save money or improve efficiency, enterprises must first ensure the startup won’t create security vulnerabilities in their system.
Security certifications solve two critical challenges. First, they provide instant credibility – enterprises recognize these certifications as trusted standards for security practices. It’s like having a trusted referee vouch for your security protocols. Second, these certifications typically cover most of the requirements in enterprise risk assessment forms. This means instead of filling out lengthy security questionnaires for each potential client, startups can simply present their certification documentation.
For example, imagine a startup offering an AI tool for analyzing customer service calls. Even if this tool could save the enterprise significant time and money, the enterprise’s first question will be about data security. Having SOC 2 or ISO 27001 certification immediately demonstrates that the startup has invested in proper security measures, making the enterprise more likely to proceed with evaluating the actual product benefits.
In essence, security certifications transform the conversation from “Can we trust this startup?” to “How can this solution help our business?” This shift is crucial for startups looking to close enterprise deals efficiently.
References
Excerpted from Maja Voje article with Amy Mitchell (Feb 7,2025 – article/newsletter name – Enterprise GTM unpacked). Read the entire article here
https://knowledge.gtmstrategist.com/p/enterprise-gtm-strategy-unpacked
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About the Authors
Amit Sarkar (amit.sarkar@friggp2c.com) is the Founder of Frigg Business Solutions at Sheridan, Wyoming, USA, and Hyderabad, Telangana, India. A seasoned writer whose multiple articles have been published in HCCA and SCCE. He is a former CEO of a US Healthcare Regulatory Compliance service organization, and a senior global leader in HIPAA Compliance, IT Security, Risk Management, and Compliance Governance.
LinkedIn: Amit Sarkar | LinkedIn
A tenured business leader with over two decades of experience leading organizations across multiple domains including healthcare. He has seen the impact of security breaches first hand and has become a passionate advocate for security & compliance preparedness in organizations.
LinkedIn: Ayan Chatterjee | LinkedIn
