Daniel Maynard champions relationship-driven growth and real-world cyber readiness at GTIA ChannelCon

“Today, people don’t Google a solution—they call someone they trust.” — Daniel Maynard, Director, Strategic Partnerships, DeepSeas

At GTIA ChannelCon 2025, Daniel Maynard of DeepSeas joined Doug Green, Publisher of Technology Reseller News, for a thought-provoking conversation on the shift from transactional selling to trust-based influence—and what that means for cybersecurity partnerships today.

DeepSeas is a comprehensive cybersecurity firm that helps organizations assess where they are on their security journey and builds customized roadmaps to reduce risk and improve resilience. Its services span governance, MDR, and offensive security tools like vulnerability assessments and penetration testing.

But it was a book, not a tech stack, that anchored this discussion. Maynard introduced Nearbound by Jared Fuller—a playbook for winning in the “who economy,” where buyers prioritize recommendations from people they trust over product specs and search engines.

Maynard described a real-life example of this principle in action: A major client preparing for an IPO sought cybersecurity guidance not from a web search, but through a trusted network of consultants and partners—ultimately leading them to DeepSeas.

“The new buying motion is all about credibility and relationships,” Maynard explained. “It’s not about how they find a product. It’s about who they trust.”

For channel leaders and MSPs, this shift underscores the importance of relationship-building, reliability, and reputation—key tenets for thriving in a referral-first world.

To learn more about DeepSeas cybersecurity solutions, visit deepseas.com.