Audit Deadline
A SOC 2, ISO 27001, PCI, HIPAA, FedRAMP, or internal-audit cycle is approaching. Evidence has to exist, controls have to be operating, the auditor has to be satisfied.
The compliance lead becomes the de-facto buyer. Procurement timelines shrink to match the audit calendar. 'Nice to have' becomes 'required' overnight.
Replacement or consolidation. The buyer's existing process is manual, audit-painful, or scope-bloated. The vendor that can show evidence collection in days, not months, wins.
One to two quarters out. The deal must close at least 60 days before the audit so controls can be observed operating.
Treating compliance buyers like security buyers. The compliance buyer wants audit-friendly language, defensible evidence, and a story the auditor will accept — not technical depth.