Three deals. Walk away.
Walk · 01
SMB pure-SAT replacement, low-complexity
Buyer wants training, simulations, compliance modules, cheap, deployed in a week. KnowBe4 Silver or Gold tier is hard to beat. Not Moxso's ICP.
Walk · 02
Locked stack, AIDA renewed in last 12 months
KSAT plus AIDA plus SecurityCoach plus Defend bought together at last renewal. Commercial headroom gone for this cycle. Re-engage 6 to 9 months before next renewal.
Walk · 03
One-vendor-throat-to-choke IT director
Buyer's primary criterion is vendor consolidation. KnowBe4 single-platform SAT plus Email Security plus Compliance reduces vendor count. Architectural argument loses to consolidation preference at this level. Go higher: Security Leader, CFO, board sponsor.