When we think of cybersecurity, we often focus on tools, threats, and technologies. But behind every secure system is something just as critical: a trusted partner—someone who can navigate complexity, build relationships, and solve problems that technology alone can’t.

Meet Maria Estepa, a seasoned cybersecurity sales leader with over 15 years of experience in the channel and reseller space. Her career has spanned industry shifts, evolving threats, regulatory challenges, and cultural change. Through it all, she has stayed grounded in one principle: real cybersecurity success is built on trust, adaptability, and inclusion.

This is her story and her advice to anyone looking to make their mark in the field.

The Human Firewall: How Real Sales Leaders Build Trust

When asked what makes a cybersecurity partnership truly “trusted” today, Maria doesn’t hesitate.

“It’s all about being honest and showing up as part of their team—not just popping in when it’s time to renew a contract. Trust comes from checking in often and working together through the ups and downs.”

Whether it’s a public-sector deployment or a healthcare rollout, Maria believes trust isn’t just promised, it’s built over time, in the trenches, when things don’t go perfectly.

Getting vendors, partners, and customers aligned isn’t easy, especially when each sees risk differently. Her approach starts with clarity and continuous conversation.

“I try to set clear goals with everyone right from the start so we all know what we’re working toward. Keeping the conversation open through the whole project helps us adjust when things change.”

In highly regulated industries, the tension between compliance and real risk can stall progress. Maria believes the key is anchoring everything to business impact.

“I focus on bringing it back to what really matters for business. Sure, we need to check the boxes for compliance, but I also ask, ‘What are we actually worried about?’ That way, we’re not just following rules—we’re actually making things safer.”

One common misconception she still hears in the channel space?

“They think buying the tool means they’re done. But it’s never a ‘set it and forget it’ deal. You need to keep working with your partner through implementation, reviewing and tweaking things so everything’s running the way it should.”

In a field where change is constant, adaptability is essential. This does not just apply to the technology but also to the people behind it.

“I look for people who are open to feedback and willing to switch things up when needed. The best ones keep learning, move fast when something new pops up, and work well with everyone.”

Talk Tech to Me (But Make It Clear)

In cybersecurity, translating between business and technical needs isn’t a bonus, it’s a necessity. For Maria, that translation work is at the core of her leadership style.

“Honestly, business and tech go hand in hand in cybersecurity. I rely on what I’ve learned to find common ground and make sure everyone sees how their part matters—no complicated talk needed.”

One of her most fulfilling moments came not from a major contract, but from solving a real problem at the right time.

“I once brought in an email security tool for a customer. It quickly found threats their old tool was missing. The timing worked out since their contract was expiring, and over time, they switched to us completely. It felt bigger than a sale—it was about solving a real problem together.”

When speaking with non-technical stakeholders, especially executives, Maria avoids overwhelming them with technical language.

“I like using simple analogies or real-life situations. It’s about making them feel comfortable asking questions, not overwhelmed by too much tech speak.”

So what distinguishes a true partner from someone who’s just closing a sale?

“Someone just making a sale disappears after the contract is signed. A real partner sticks around, brings new ideas, and is focused on helping your team succeed—not just meeting their sales goals.”

Representation, Resilience, and the Road Ahead

Maria’s leadership doesn’t stop at client relationships. She’s also a dedicated advocate for inclusion, especially for women in cybersecurity sales and partner roles, where representation remains limited.

“Early on, I noticed hardly any women were in leadership where I worked. Sometimes I was the only woman in the room. That made me realize things needed to change, not just for me but for everyone coming up after me.”

She speaks openly about the subtle challenges that still persist.

“Sometimes people assume you’re in a support role, not leading. Or your suggestions get ignored until a guy repeats them. There are also ideas about how ‘assertive’ women should be, which can be frustrating.”

To build a more inclusive partner ecosystem, Maria believes it starts with widening the funnel and continuously supporting people once they’re in.

“I’d open up hiring to more people with different backgrounds—not just the usual suspects. I’d also set up real mentoring programs, let people grow at their own pace, and train partners to welcome everyone no matter their path.”

She practices what she preaches through active sponsorship and mentorship.

“I always try to celebrate their wins, introduce them to people who can help them, and give honest advice. If I get a seat at the table, I look for ways to bring other women along and make sure their voices are heard.”

And to women worried about breaking into cybersecurity without a technical degree?

“Don’t let that hold you back! You don’t have to be super technical like the engineers and support team. Let them do what they do best. Don’t try to oversell skills you don’t really have because that’s what being part of a team is all about. What really matters is being curious, not giving up, and knowing how to work well with others.”

She sees empathy, communication, and insight as key strengths women bring to cybersecurity sales.

“A lot of women are great at listening and building trust, which is huge in sales. They’re naturally good at understanding what customers are struggling with and breaking down risks in a way people get.”

Balancing advocacy with personal performance is something Maria embraces, not avoids.

“It’s a balance every day. I want to do right by my team and help others get a shot, but I’m also competitive, and I love showing others my value too. Both matter.”

And when it comes to inclusion, she emphasizes that allies have a crucial role to play.

“Allies can make a huge difference—calling out unfairness, supporting fair chances, and using their voices to make change. I wish more guys understood that fairness helps the whole team do better, not just women.”

Final Word: What Real Partnership Looks Like

At a time when cybersecurity is growing more complex, and the demand for inclusive leadership is louder than ever, her story reminds us that technical skill alone is not enough. Leadership, trust, and collaboration remain the real differentiators.

“Staying honest, building real relationships, learning as you go, and lifting others up—that’s what I believe makes someone a real partner in cybersecurity.”

For those considering a path in cybersecurity, her journey offers a clear message: You don’t have to know everything to get started. You just need to show up, keep learning, and bring others with you.