About Crossing Waters
Product and sales leadership in one team
Crossing Waters is a product and Go-To-Market advisory for cybersecurity companies, based in Dresden, Germany, and working with clients across Europe, the USA and the UK. We have led product, sales and marketing organizations, not just advised them.
How it started
Crossing Waters started in Los Angeles. Our founder Felix Rosbach was advising a client on product-market fit, and over dinner, somewhere between the main course and dessert, the conversation turned to why companies actually struggle to succeed in the market. Usually it is not a strategy problem. It is the moat between departments: product, marketing and sales each defending their own territory instead of pulling together. Selling across the Atlantic makes it harder in both directions, with European companies landing in the USA and the other way around.
Somewhere in that conversation the idea came up, half-joking, that crossing those waters, the moat inside a company and the ocean between markets, is a business of its own. Something about it stuck. And if you do it properly, there is no halfway version: either you take on the whole process, or you do not do it at all.
That is still the premise today. We do not stop at Go-To-Market. We work on positioning, product strategy, vision and product marketing until they pull together, and on the processes and tools behind them, AI included, so it sticks. The picture above is from that evening.
Product success is all about the system you build around it.
Crossing Waters
Product success comes from a clear process, a system that keeps improving itself, motivated teams and real alignment. Not from months of internal debate or hiring your way out of a problem.
Whether you are entering a new market, launching a new product or rethinking your strategy, we give you fast access to product, sales and marketing experience, backed by a real network and channel access. We stay until it is stable, and help you build the team that carries it from there.
The team
Felix Rosbach
Managing Director | Co-Founder
Felix has spent more than 15 years in enterprise data security and cybersecurity, across product marketing, product management and product leadership. At comforte AG he spent more than a decade, growing from technical and project roles to VP Product Management. He then became VP Product at STP/Septeo, responsible for more than 50 international products, a team of product managers and product designers, and Go-To-Market. He co-founded the cybersecurity event series Please Don’t Hack Me.
Christian Milde
Go-To-Market Advisor | Co-Founder
Christian has scaled Go-To-Market organizations for international cybersecurity brands, most recently as Worldwide VP Sales and Managing Director Central Europe. He grew Kaspersky’s Central Europe region into its best-performing international market and built the cybersecurity joint venture Code Blue by Dussmann. He knows how to motivate, structure and scale successful sales organizations, for Software as a Service (SaaS) solutions as well as in combination with managed services, and he brings a network of more than 1,000 channel partners in Germany.
Please Don’t Hack Me
Please Don’t Hack Me is a cybersecurity event series and community co-founded by Felix Rosbach: no pitches, no slides, just security leaders having real conversations. It has grown into events across Europe, and it is one of the reasons we know the room before we ever sell into it.
Let’s talk
The first conversation is a short one.