Will your brand survive in a digital world?

How sales and marketing executives can build trust through cybersecurity

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EY - Ken Allan

There are only two types of organizations those who have suffered a cyber breach, and those who do not know it yet.

Ken Allan, Global Cybersecurity Leader, EY

The fragility of organizational reputation in the digital age

Would you trust your good money to an organization that didn’t have good cybersecurity?

Customers need to trust the people they buy from. Organizations need to trust the companies they partner with. Companies must work hard to build that trust. But all that hard work can be ruined by one careless employee opening an email or a lone wolf hacker discovering the organization’s most valuable or confidential data.

EY’s Global Information Security Survey (GISS) 2015

EY's Global Information Security Survey (GISS) 2015

36% of organizations say that it is “unlikely” or “highly unlikely” that they would be able to detect a sophisticated cyber attack.

The chief sales officer (CSO) and chief marketing officer (CMO) act as first line of defense for the organization’s fragile reputation. As such, they need to work together to avoid anything that may threaten that fragile trust.

They need to be aware of their environment and the data critical to the organization and their operational areas. To achieve this, they need to understand not only the markets they operate in, but also the geopolitical and cyber risks of operating in those markets.

They also need to be prepared. They must have one clear cyber crisis response plan, which can be embedded within the current disaster recovery (DR) or business continuity plan (BCP) and which addresses different types of cybersecurity breach, including intellectual property (IP) loss, research and development (R&D) disruption, client data loss, and negative social media campaigns.

Although threats are growing in today’s digital environment, so are the opportunities.

Digital channels and information have become inextricably entwined in the implementation and measurement of initiatives in the communication strategy and marketing mix. Customer access and relevance is vital to future success, and businesses are responding rapidly to embrace new technologies and benefit from their capabilities.

At the same time, however, they must view cybersecurity as a core critical element which is necessary for the organization to survive and be sustainable in the future.