Welcome to another episode of Behind the Category, where we explore the stories of founders who have successfully created and dominated new market categories. In today's episode, we're joined by Guy Tytunovich, CEO and Co-Founder of CHEQ, a go-to-market security platform that has raised an impressive $183 million in funding.

• From Military Intelligence to Tech Entrepreneurship: Guy shares his unique journey from serving in Israeli defense intelligence to founding CHEQ, highlighting how his military experience has influenced his approach to business and category creation.
• The Birth of Go-to-Market Security: Discover the strategic vision behind CHEQ and how Guy and his team identified the need for a new niche in cybersecurity, focusing on safeguarding businesses' go-to-market operations.
• Evangelizing and Educating the Market: Gain insights into CHEQ's efforts to educate the market, overcome initial skepticism, and achieve widespread acceptance through strategic communication and thought leadership.
• Timing is Everything: Guy reflects on the serendipitous timing of CHEQ's launch, aligning with emerging market needs and trends, and emphasizes the crucial role of timing in achieving category success.
• Convincing Customers to Invest in a New Category: Learn about the strategies CHEQ employs to persuade customers of the need for go-to-market security and overcome the challenge of establishing budget allocations for a new category.
• The Importance of Sales Enablement and Operational Excellence: Understand how CHEQ's focus on sales enablement and operational excellence has been pivotal in scaling the business and solidifying the go-to-market security category.