In this episode of The Rise Podcast, Abhishek speaks with Rinki Sethi, a longtime cybersecurity leader who has led security programs at companies like Twitter, Bill.com, and Palo Alto Networks, about how startups can successfully sell to enterprises—and why relationships, trust, and real problem-solving matter more than technology alone. Rinki shares insights from both sides of the table: as a former enterprise buyer managing large security budgets and now as a founder and investor through Lockstep Ventures. She explains how founders can stand out when pitching security leaders, why many enterprise deals stall after strong demos, and how early-stage startups can find and work with the right design partners. They also discuss the realities of enterprise procurement, the importance of integrity when things go wrong with customers, and how community-driven investing is reshaping the cybersecurity startup ecosystem.Key topics include:- How startups should approach enterprise CISOs and security buyers- Why strong demos often fail to convert into real deals- Finding early adopters and design partners inside large organizations-Navigating enterprise stakeholders beyond the CISO-Handling customer failures with integrity and partnership-Why community and practitioner insight matter in venture investing-Lessons from early startup adoption inside large enterprises-A practical and candid conversation for founders building enterprise security startups and leaders navigating innovation inside large organizations.🔑 TakeawayEnterprise sales in cybersecurity isn’t about the best technology—it’s about understanding the buyer’s real problems, building trust across multiple stakeholders, and showing up as a partner when things go wrong. Startups that succeed in enterprise markets lead with empathy, credibility, and long-term relationships rather than product pitches.🎙️ Soundbite“Founders who succeed in enterprise sales don’t just sell technology—they understand the problem, the people, and the organization they’re selling into.”00:00 – Introduction to Rinki SethiHer cybersecurity leadership journey and transition into investing and strategy03:20 – What Startups Get Wrong When Pitching EnterprisesWhy understanding the buyer’s real problem matters more than technology07:40 – Breaking Through the Noise as a First-Time FounderHow founders can reach enterprise leaders and build meaningful relationships12:30 – Why Rinki Took Risks on Startup TechnologyLessons from adopting early security startups inside large companies16:45 – Why Great Security Demos Still Lose DealsEnterprise procurement, stakeholders, and internal objections21:30 – Navigating Legal, Risk, and Procurement in EnterprisesHow startups should manage momentum after the initial excitement26:15 – Finding Early Adopters and Champions Inside OrganizationsWhy innovation often starts with practitioners, not executives30:40 – When Startup Deployments Go WrongA story about early phishing testing and how strong partnerships recover trust34:10 – What Founders Should Do When Customers Are UpsetOwning mistakes, integrity, and long-term relationships37:00 – Why Rinki Started Lockstep VenturesBuilding a practitioner-driven investment model and cybersecurity community39:30 – Leadership, Work-Life Integration, and Final AdviceLessons on time management, career growth, and balancing priorities This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit risepodcast.substack.com