Creating the Go-to-Market
Security Category

In this episode of Behind the Category, CHEQ CEO and Co-Founder Guy Tytunovich shares the origin story behind one of the most defining cybersecurity innovations of the last decade: go-to-market security. With $183 million in funding and a global customer base, CHEQ has emerged as the category leader in protecting revenue teams from bots, fake users, and invalid traffic.

Guy offers a behind-the-scenes look at his journey from Israeli military intelligence to tech entrepreneurship — and how that background helped shape a bold vision for a new cybersecurity discipline focused on marketing, sales, and web operations.

In this episode:

• From military intelligence to market leadership — and how that shaped CHEQ’s operational mindset
  
• Why GTM security was a missing piece in cybersecurity, and how CHEQ built the case for a new category
  
• How CHEQ timed its product vision to match emerging customer needs — and won support even with zero budget
  
• The role of sales enablement, repeatable operations, and internal evangelism in scaling a new market

Whether you’re a founder, GTM leader, or category design enthusiast, this episode offers a masterclass in how to build a movement — not just a product.