If I am reading the trend correctly, we will soon see Trust/Security/Assurance move into more of a GTM function for B2B product companies.

GTM = Go To Market?

Correct.

how do you arrive at this conclusion?

With the recent attacks, particularly supply-chain attacks, B2B buyers would be asking more security questions to their vendors.

Vendors will soon be competing on the quality and reputation of their security features.

Finally, I think regulation night be coming down in the area soon. My read is that this will be welcomed by big enterprises, and they go to market touting their "enterprise-grade security features". Eventually, all B2B teams will have a Trust/Assurance portion to their GTM playbook.

have you sold any security products?

infosec is basically QA with veto powers. It's mostly just checklists and passing the book. A cost center everyone wants to cut..until it's too late.

For every company that is not selling a security product, this is self evidently true.

^^^ This