Industry events like RSA are where cybersecurity brands bring their A-game — on the stand, in the press and across the sales floor. They’re also a clear reminder of what’s possible when marketing and sales teams are genuinely aligned.
The tight-knit collaboration of sales and marketing teams shouldn’t die a sudden death as soon as the latest exhibition lights dim. Whether it’s RSA, Infosec or any other major industry event, the same pattern repeats: big spend, big buzz and a scramble to turn attention into action.
These events are often the accidental pressure test for how well your internal teams are working together.
Events as the ignition point
Whether you’re showing off your latest threat detection tech or trying to edge out competitors with eye-catching gimmicks, the core purpose is the same: generate meaningful engagement, and ultimately, convert leads.
That’s why pre-show planning and cross-team coordination are non-negotiable.
We spoke to Robert Kelsall, VP Global Enterprise Sales, Secpod on the show floor at RSA as he explained: “We set goals with the marketing team to pre-set meetings with potential new clients, as well as goals for the onsite team for badge scans and pipeline expectations. We exceeded all goals. It was our most successful RSA from that perspective with foot traffic and seniority up considerably from last year.”
That kind of success only happens when marketing and sales operate from a shared playbook with a unified understanding of what the business is trying to achieve and who it’s trying to reach.
Justin Ordman, Corporate Communications Director at Delinea, backs this up:
“Some companies like to lean in hard on gimmicks to draw attention, but success at events like this depends on more than just foot traffic. Its real value lies in alignment between marketing, sales and your brand message. Those who thrive come in with clear goals, a unified voice and a plan to turn conversations into meaningful outcomes.”
Why this matters beyond events
The alignment that’s forced into action at an event often disappears once teams return to their usual silos. Marketing moves on to the next campaign. Sales moves onto new leads. Messaging starts to drift. Momentum fades.
But if events prove anything, it’s that collaboration works. So why not make it permanent?
A year-round approach to alignment ensures that:
- Marketing content reflects what prospects care about
- Sales is equipped with the latest collateral and messaging to support their cycle
- The message stays consistent — whether it’s a webinar, a blog, a call with procurement or a media interview, everyone should be telling the same story (just tailored to their audience)
How PR helps keep the gears turning
A smart PR partner sits at the intersection of brand, product, marketing and sales — helping each speak the same language, to the right people, at the right time.
That means:
- Unifying the message across earned and owned channels
- Repurposing content and insights across the funnel
- Keeping campaigns relevant to both technical and business buyers
- Creating media strategies that align with go-to-market goals, not just vanity metrics
In the cybersecurity space, where trust and clarity are everything, this matters even more.
What’s next?
If your teams are heading into another big event like Infosecurity, don’t let it be another one-off burst of energy. Use it as a checkpoint. Are your sales and marketing teams genuinely aligned? Are they speaking to the same goals? Are they helping each other succeed?
And if you’re not sure how to get there — that’s where we come in.
We’ll be publishing more insights soon on how to bridge RSA-style momentum into long-term brand and pipeline growth, and what companies get right (and wrong) when trying to stand out in this crowded market.
