AI Changed Work. We Protect It.
“The aha moment was when the leadership team understood the connection between our category, our differentiation, and the proof of why we have that differentiation.”
Reason to Reposition
A Changing Market Demands a New Story
“We didn’t have time for trial and error. We needed a proven approach to get us from A to B.”
Cyberhaven had built a successful data security business over seven years. But AI was transforming the market, the company's strategy was evolving, and customers and prospects weren't always clear on what made Cyberhaven different.
New CMO Aaron Feigin faced a strategic challenge: define the position Cyberhaven wanted to own in a rapidly changing market and bring the leadership team together around it.
Aaron partnered with ZOOM to accelerate the path to strategic clarity and a market-validated position.
Positioning Breakthrough
Claiming the Future Instead of Predicting It
Already protecting the most sensitive data of the world's most innovative companies, Cyberhaven had the credibility to lead the next era of data security. ZOOM helped Cyberhaven make a bold strategic leap: stop debating when the agentic enterprise would arrive and position the company as already leading it.
Market Category: Data Security for the Agentic Enterprise
The category connects an established buyer need with the next generation of work. Aaron initially questioned whether “agentic enterprise” was too Silicon Valley, but market research removed that doubt. 92% of prospects validated the positioning direction, giving Cyberhaven confidence to claim leadership in an emerging market.
Cyberhaven’s launch video brings the campaign to life, showing how AI is transforming the way work gets done and why data security must evolve with it.
Campaign: AI Changed Work.
We Protect It.
ZOOM tested different ways to communicate how AI is transforming workflows. Customer feedback pointed us to a bigger idea: AI isn't just changing workflows. It's changing work itself. The winning campaign elevates Cyberhaven above product capabilities to lead a conversation about the future of work, positioning the company as an enabler of innovation rather than a barrier to it.
Aligning the Team
One Story. One Direction. Organization-Wide Confidence.
The new positioning gives Cyberhaven a shared language for where the company is going and why it matters, aligning executives, marketing, and sales around one compelling story.
The Cyberhaven leadership team raises a toast at its offsite, to align on the road ahead.
One of the most valuable deliverables to Aaron is the positioning summary document from ZOOM. He shares it with new hires and senior executives to quickly communicate the company's strategy, differentiation, and direction. When Cyberhaven's new President of Global Go-to-Market read it on his first day, he praised its clarity and how quickly it helped him understand the company's purpose, strategy, and direction.
For Aaron, the real value is organizational velocity: leaders can get aligned and contribute from day one, rather than spending their first 90 days figuring out where the company is headed.
Market Insights
Leading with a Market-Validated Position
ZOOM's research helped Cyberhaven move beyond internal opinions and validate a position with the buyers who matter most.
Data-Driven Win
Data Security for the Agentic Enterprise
83% of prospects really like or like
Positions Cyberhaven to lead an emerging market shaped by AI and agentic workflows.
Comparative Concept
Contextual Data Security
75% of prospects really like or like
Emphasizes an important capability, but doesn't establish the same forward-looking market leadership.
Why Data Security for the Agentic Enterprise won over Contextual Data Security.
A Partnership Worth Repeating
“I can’t imagine that there’s a CMO that isn’t trying to figure out what’s a differentiated story that really cuts to the core of why that company is valuable. And if they don’t have the answer to that, they should be starting with ZOOM.”
For Aaron, ZOOM's value came from combining a rigorous, evidence-based process with the experience and intuition to recognize the breakthrough ideas.
The partnership helped Cyberhaven do more than sharpen its message. It gave the company a clear strategic direction, a story its people believe in, and the confidence to bring that story to market.
Business Results
From Positioning to Market Momentum
Cyberhaven moved quickly to put its new story into action.
Market Launch: The positioning debuted ahead of Black Hat, one of cybersecurity's biggest industry events.
CEO Thought Leadership & Investor Validation: CEO Nishant Doshi introduced the new positioning in a LinkedIn announcement, earning praise from an investor: “Really love the positioning here.”
Product Launch Aligned with Positioning: Cyberhaven introduced Flow, its AI-native data security platform for the agentic enterprise, bringing its new positioning to life by connecting lineage, identity, and behavior to protect data across human and AI workflows.
Faster Onboarding: ZOOM's positioning summary document drives consistency in message by helping stakeholders quickly understand the company's strategic direction.
The result is a clearer, more confident organization, equipped to lead the conversation as the market evolves.
What builds confidence in positioning decisions in the age of AI?
Original research from ZOOM reveals why real-buyer insights and executive alignment matter more than ever.
Read the article: Positioning in the AI Age