Raz Herzberg is the CMO and VP of Product Strategy at Wiz. She reflects on the company's early product iteration and initial enterprise sales pitches before pivoting to cloud security.
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“Wiz was actually called at the beginning Beyond Networks, and we would talk to CISO security teams, and we would kind of pitch them on this Network idea.”
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More from Raz Herzberg
Insight
CMO Raz Herzberg claims marketing is intuitive and less complex than engineering
“I also think marketing is not that complicated. I mean, it's not like engineering where, you know, our VP of engineering, he has so much deep, deep, deep knowledge in the domain. I just don't believe it's that way for marketing. I think people overly complex i…”
Raz HerzbergDec 12, 2025▶ 58:4820Growth: How Wiz Built a $30BN Brand in Enterprise | What Worked vs What Was a Mega Failure: Lessons Learned | Why Marketers Make the Worst CMOs & What To Look for in Growth with Raaz Herzberg
Opinion
CMO Raz Herzberg claims marketing attribution in B2B SaaS is complete bullshit
“I think pipeline numbers and attribution, I think attribution and the whole discussions around attribution is complete bullshit.”
Raz HerzbergDec 12, 2025▶ 1:01:3320Growth: How Wiz Built a $30BN Brand in Enterprise | What Worked vs What Was a Mega Failure: Lessons Learned | Why Marketers Make the Worst CMOs & What To Look for in Growth with Raaz Herzberg
Disclosure
Wiz invests heavily in unquantifiable brand efforts over pipeline metrics
“And we spend a lot of our efforts on those types of things, and I have no way of tying it back to a number. And I don't really care because I think that's what really matters.”
Raz HerzbergDec 12, 2025▶ 18:4620Growth: How Wiz Built a $30BN Brand in Enterprise | What Worked vs What Was a Mega Failure: Lessons Learned | Why Marketers Make the Worst CMOs & What To Look for in Growth with Raaz Herzberg
AssertionNot checkable as stated
Every fired marketing leader had green pipeline metrics when they left
“I think every marketing leader that was ever fired had green numbers on his pipeline.”
Raz HerzbergDec 12, 2025▶ 19:0920Growth: How Wiz Built a $30BN Brand in Enterprise | What Worked vs What Was a Mega Failure: Lessons Learned | Why Marketers Make the Worst CMOs & What To Look for in Growth with Raaz Herzberg
Insight
Enterprise sales is about workflow integration, not the product itself
“When you understand enterprise, you know, that it's also just never really about the product. It's about really understanding how you integrate into their processes, their workflows, their complexity of the environment.”
Raz HerzbergDec 12, 2025▶ 27:4320Growth: How Wiz Built a $30BN Brand in Enterprise | What Worked vs What Was a Mega Failure: Lessons Learned | Why Marketers Make the Worst CMOs & What To Look for in Growth with Raaz Herzberg
Insight
Product features that fail at infinite scale should never be built
“If something doesn't work at an infinite scale, it doesn't work. You never put it in there for the first place.”
Raz HerzbergDec 12, 2025▶ 28:4120Growth: How Wiz Built a $30BN Brand in Enterprise | What Worked vs What Was a Mega Failure: Lessons Learned | Why Marketers Make the Worst CMOs & What To Look for in Growth with Raaz Herzberg
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