Sarah Richards

Trailblazer
DISC Type : DI

Field and Channel Marketing at Wallarm: API Security Leader

United Kingdom

Overview

Sarah is the International Marketing Director at Wallarm, leading field and channel marketing. With a background in computer science from Durham University, she has a long track record of driving pipeline growth for software companies like Digital. ai and Chef Software. Colleagues describe her as energetic, goal-oriented, and an exceptional leader.

Her technical degree in Computer Science provides her with a unique and powerful foundation for marketing in the software industry.

Personality Overview

Achievement-Oriented

Persuasive

Charismatic

They prefer to ensure that they are in control of the situation.  They are charming and can persuade others to support their decisions. If they come to believe in your value proposition, they will be your champion.

Topics They Care About

API Security
Her current leadership role is at Wallarm, a company specializing in API security, making this a core professional focus.
AI in Software Delivery
She recently hosted discussions on the impact of AI on software delivery teams, based on the 18th State of Agile report.
Global Field Marketing
She has extensive experience leading worldwide field and event marketing teams at Chef Software, Digital. ai, and now Wallarm.

Media Appearances

Sarah has no verified media appearances

Work History

1-2026
Field and Channel Marketing at Wallarm: API Security Leader
7-2025 - 12-2025
VP, Field Marketing at Digital.ai
4-2023 - 7-2025
Senior Director, EMEA / APAC Marketing at Digital.ai
1-2021 - 3-2023
Director, EMEA Marketing at Digital.ai
5-2020 - 12-2020
Head of Field Marketing & Events at Chef Software

Education

BSc(Hons) from Durham University
Education details unavailable from Newstead Wood School

More Information

Social Presence :

Prographics :

Exp : 10 Location : United Kingdom Job Level : Middle Designation : Field and Channel Marketing at Wallarm: API Security Leader
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Insights For Selling To Sarah

During A Call Or A Meeting

DO's

  • Keep your pitch focused on the impact but nurture the relationship too
  • Showcase existing customers and use case-studies to grab their attention
  • Address your competition clearly and confidently

DONT's

  • Do not look like someone who doesn’t know what they are talking about
  • Avoid unnecessary negativity or slowness
  • Don’t force involvement of other stakeholders unless it is critical

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sarah is

  • Relationship and product conviction matter equally, followed by a sense of achievement.
  • Will you ever get a clear answer from Sarah

  • If they are not convinced, they will say no though in a friendly way.

Insights For Deal Planning

    How fast (or slow) will Sarah move?

  • If you earn their trust and they develop faith in the product, they can make decisions quickly.
  • Can Sarah take some risk or not?

  • If necessary, they will be ready to take risks.

You And Sarah

Personality Compatibility


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