Evgeniya Naumova , VP , Global Sales Network , Kaspersky , on the challenging market conditions and how the cybersecurity vendor is helping its enterprise customers and channel partners to navigate the security challenges they are currently facing .

I approach all obstacles and difficulties as opportunities – and instill this mindset in my team . As a result , in 2020 our business showed the best sales results in the company ’ s history . Although a challenging time , with the right sales approach and decision making , we were able to achieve strong enterprise sales growth and efficiency .

Let me share with you five main elements that made our enterprise sales strategy succeed .

Trust

The new digitalised business environment relies on trust : trust in brands , trust in partnerships , and trust in technology . If you do not understand how something works or how it handles your data , it is not deserving of your trust .

In cybersecurity , the industry for which trust is key , emphasis should be placed on greater transparency as well as the longterm relationships built with your customers .

In such challenging times , many organisations find themselves between

Evgeniya Naumova , VP , Global Sales Network , Kaspersky a rock and a hard place . Businesses have had to adapt to new digital realities by setting everything up remotely ( and at the shortest possible time ), and at the same time cybercriminals have built momentum and the ability to broaden the pool of those to attack and the tools in their arsenal . Which means , customers need cybersecurity support now more than ever .

At Kaspersky , for example , we prepared a free online course on how to adapt to working safely from home and offered an ‘ anti-COVID ’ package that included a number of different products and services to support all companies worldwide for several months . Our primary focus was on healthcare organisations and we developed a special , free package for this sector , which was on the forefront of battling both the epidemic and among the most vulnerable to IT security risks during this difficult time .

Stability

In times of turbulence , businesses appreciate stability most of all – not only from vendors , but the vendors partners as well . When a client sees that a partner ’ s business is stable and developing , they feel safe and confident in the services being proposed . This involves continuously investing in improving the

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