Traditionally, as an industry, we rely heavily on metrics like the cost of a data breach as a tool to discuss return on investment (ROI). Third-party data provides a level of credibility when engaging in discussions about the need for specific capabilities to prevent specific types of attacks and avoid losses. But when decision makers start to dig a little deeper invariably questions arise, and pushback happens, like “what are the odds of that happening to us?” or “we aren’t that big”. It can be a stretch for decision makers to internalize the data and believe that it is relevant to them and their organization. Cost avoidance is not tangible for several reasons.

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