Erika Childers 20 min

The Keys to Orchestrating BigID's Cloud GTM Strategy


BigID has effectively propelled its revenue growth by capitalizing on Marketplace and co-sell opportunities. Hear how Connie Dodmead, Sr. Director of Tech Alliances, has leveraged Cloud GTM to streamline sales workflows and nurture BigID’s strategic cloud partnerships.



0:00

All right, we are here and we're live.

0:10

So thank you all so much for being here and my name is Ashley Stuchera.

0:15

I am one of our senior cloud go-to-market coaches here at Tackle and I have the

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absolute pleasure

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of being accompanied in this session by one of my favorite customers.

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I'm only one of the greatest, most honest and funniest champions to work with.

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Connie, Connie, I will let you introduce yourself and then we'll get right into

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it.

0:35

Thanks, Ashley.

0:36

So hello everyone.

0:38

Connie Doddme, and I'm a senior director of technology alliances at Big ID.

0:43

And for those of you who might not be familiar with Big ID, we are a data

0:46

discovery and classification

0:48

platform.

0:49

We help customers have a better understanding of their data across the entire

0:54

enterprise

0:55

landscape, whether that be on-prem or on cloud or in a SaaS application so that

1:01

they can

1:01

make better data-driven decisions and improve their risk profile.

1:06

Perfect.

1:07

That was great to set the stage.

1:09

I was going to be one of my questions to just tell us about Big ID, but I think

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now

1:12

that we've done that and we set the stage a little bit, can you elaborate a

1:16

little bit

1:17

on the role, the impact of cloud go-to-market at Big ID?

1:22

Yes.

1:23

So we really started our cloud go-to-market journey about the time that I

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joined Big ID,

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which was just shy of three years ago.

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We had, we are a SaaS platform that is built on AWS.

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And so we were looking to leverage that partnership, lean into that partnership

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a bit more.

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So cloud go-to-market was a no-brainer for us.

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It was just a matter of how do we do that, right?

1:51

It sounds simple, but the actual rolling out of a cloud strategy can be quite

1:57

daunting

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and difficult.

2:00

So fortunately, I had the privilege of working with Tackle at a previous

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company where we

2:06

also started our cloud journey with you guys.

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So I immediately said, "We've got to talk to Tackle," and we started to work

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together

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on getting our listings up and running and starting that Co-SEL process.

2:19

This was back in 2021, so middle of the pandemic, which I think was a great

2:26

time to be embarking

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on this because it was giving customers another option for how they can

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purchase.

2:34

And then since we've come out of the pandemic, I think we've all seen the

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retracting of budgets.

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But a lot of these companies still have these large cloud spends.

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And so it's actually offered us an opportunity to help customers tap into those

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cloud spends

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and keep these different projects rolling forward, whereas they may have been

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otherwise delayed

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due to a new budget constraints.

2:57

Yeah, absolutely.

2:58

I love that one of the first things that you did coming into Big ID is let's

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get this

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started, let's get Tackle on board.

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And that's a, that obviously speaks volumes to you having leveraged that at a

3:10

previous

3:11

organization, and then you saw how instrumental it was in getting it stood up,

3:15

that Big ID.

3:16

So I think you've already kind of hit on this, but was there any resistance to

3:22

the executive

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or the leadership buy-in for getting Cloud but a market as a preferred channel

3:27

for Big

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ID?

3:29

Talk to me about that at the start.

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You know, I am, I can pleasantly say that there really wasn't at Big ID.

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They were bought in, you know, and in fact that's part of the reason why they

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brought

3:41

me on board.

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But I can speak to that in terms of my previous company where this was, this

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was completely

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new.

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I mean, it wasn't just new in terms of a new route to market, but it was also,

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you know,

3:54

a new product strategy starting to launch more SaaS applications moving away

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from the

3:59

traditional on-premise software sales.

4:03

So you know, you had the product angle of it that you had to consider, you know

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, how

4:07

are we going to deploy, how is this going to be usable for customers?

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But in addition to that, you know, we, that company, and I think a lot of

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companies, you

4:17

know, had been a traditionally channel driven organization.

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And so when they looked at their sales, they thought about it in terms of, you

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know, direct

4:25

sales, distributor sales, and then resellers and VARs.

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And you know, we were starting to dabble in the MSSP space as well.

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Now when you start to think about adding in, you know, the marketplace as

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another option,

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well, that's now adding yet another channel.

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And there was a lot of concern around the impact that this would have on the

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existing,

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you know, channel strategy.

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You are they going to be, you know, damaging relationships with other resellers

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You know, how is this going to work where we, you know, had, you know, already

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two-tier,

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you, uh, delivery models for sales?

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So there was, there was quite a bit of, um, work that had to go into aligning

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all of the

5:06

stakeholders getting their buy-in and being able to address their concerns.

5:10

Yeah.

5:11

I think you just hit on a really important point, um, which is the, what seems

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to be

5:17

like an added layer of complexity, um, you know, from an optics view of like

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getting

5:22

the sales team on board.

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That is one of the trickiest topics, I think, for many of the ISVs that we all

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work with

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here is like, how do I get my sales team bought in on this?

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Like this just feels, you know, obviously it's a top-down executive initiative.

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We're here.

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We're listed on marketplace, but like talk to me about how you got your sellers

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to care

5:42

and really what it looks like to get them to lean in on this.

5:46

Yes.

5:47

Yes.

5:48

Well, that is, you know, in all transparency, that's an ongoing challenge,

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right?

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Like that is an, that was, I would not.

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Not all some type of rainbow.

5:55

That project's not done.

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However, you know, once you start to, you get that momentum going and you have

6:02

a few sellers

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who get some good deals in and they start to see the power of the marketplace,

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then,

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then that helps to build the momentum.

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But, you know, again, it's, it's a new, it's a new sales channel.

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You know, it's not just new in terms of how customers are buying software, but

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it's,

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it's new in terms of how, um, sellers are partnering with other organizations.

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So this is not, you know, the cloud provider sales teams, they're not reseller

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sales teams,

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right?

6:30

So it's, it's a very different conversation.

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It's probably a lot more aligned to a tech alliance conversation where you're

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talking

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about synergies between your products or, you know, desired outcomes that

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customers

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can obtain by using your solutions, you know, together.

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But with, you know, when you're thinking about that in terms of just going in

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and networking

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with a customer and understanding their landscape, that's one piece.

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When you're starting to talk about actually transacting, um, you know, what I

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find sellers

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most often struggle with is that first conversation.

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I like to call it the awkward first date where you are talking, um, and you're

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just

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kind of both sitting there trying to decide, you know, what do you want to do?

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What do you want to do?

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Like you're afraid to ask questions.

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So getting over that fear of, you know, asking questions and asking for help

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and saying,

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you know, this is what I know.

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This is what I don't know.

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Can you help me navigate this channel?

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That that's the hardest part.

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So.

7:26

Yeah, that, that definitely resonates.

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Um, the awkward first date, thanks.

7:30

Very funny.

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Um, because it's probably really true.

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And I'm sure there's a lot of people not in their heads and be like, yeah, no,

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I feel

7:35

that and my seller told me that.

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I think the one thing that you hit on that is worth just bringing back to the

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forefront

7:41

is once a few sellers see the value and see the success.

7:47

And I think that that also probably really helps other people, obviously helps

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other

7:50

people get on board.

7:51

But to your point, like in the asking for help and in the, well, hey, my peers

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are doing

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it and now I can lean and ask them like, what worked really well?

7:59

What didn't work well?

8:00

So I think the more that you're doing that, like broadcasting that is like

8:03

sales are having

8:04

the sellers are having success.

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It gets them to not only lean into the process, but also to their peers to help

8:09

with that

8:09

enablement as well.

8:10

So I love that you that's one trend you're seeing is more sellers get on board.

8:14

It's continuing to grow and expand.

8:17

Yeah.

8:18

And I will say that when they find those sellers that they gel with and that

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they have success

8:24

with and those sellers see the success that they can bring, then they tend to

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stay in contact

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and that can help open doors to other accounts that you maybe you're having a

8:36

hard time getting

8:37

a foot in the door.

8:38

Yeah.

8:39

Yeah, absolutely.

8:41

So switching gears a little bit to going back to tackle.

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So you're a two time tackler customer.

8:48

I'm a tackler.

8:49

I'm a tackler.

8:50

What up?

8:51

So in that, what are the most valuable tools to you?

8:57

Like what has really helped you in your in Big ID and your previous employer,

9:01

like the

9:02

cloud go to market strategy?

9:03

What are the tools that are using that are imperative for that success?

9:05

Yeah.

9:06

Okay.

9:07

Honestly, the one that you guys have in preview right now using gen AI to help

9:11

build out the

9:12

stories for submitting the co cells.

9:15

Huh, game changer.

9:17

Save so much time.

9:18

I am not a fan.

9:22

Yes.

9:23

So, but you know, outside of that, you know, tackle Co cell is a is a huge,

9:28

huge time saver.

9:30

You know, the challenge we had previously was if you wanted to co sell with AWS

9:36

, you had

9:36

to lock into a separate corner.

9:39

And you had to get your reps to see you were forced into two buckets, either I

9:43

enter everybody's

9:44

registrations for them or I forced them to register for the access and then

9:48

they do it.

9:51

Tough, tough, hill climb Microsoft Microsoft, same sort of scenario.

9:58

But if you're not an Azure shop, like if you're not in 365, good luck.

10:04

It is difficult to get everybody registered and signed up.

10:09

And I mean, if you think the AWS portal was a was a tough slog, then just

10:13

forget it.

10:13

Like don't don't even bother.

10:15

You're going to be doing it all on your own.

10:17

So if I having this all driven through tackle co cell right out of the sales

10:21

force, right

10:22

out of the opportunity pulling the the relevant information into that co cell

10:27

form, man, GCP

10:29

get on it.

10:30

Like I can't wait for like three clouds there because it's it's just a massive

10:34

massive

10:34

time saver.

10:35

So I knew I had a winner when I had a sales rep walk through it with me just so

10:40

I could

10:40

grab screenshots, you know, for a presentation I was going to do.

10:44

And then after two minutes, like that's it.

10:47

I'm done.

10:48

Yeah, you're done.

10:49

Yeah, that's it.

10:50

Love it.

10:51

I think it's a really it's super important to for a lot of ISVs that are

10:57

looking to scale

10:59

and go multi cloud.

11:00

Like what you just said, I'm sure really resonates, which is like the idea of

11:04

having to do it

11:05

in all of these different places and portals like the ease of having it all

11:11

with example,

11:12

like love hearing that or even all within sales force, if you're going to look

11:16

at it

11:16

as a perspective, yeah, they have so much thrown at them, so many different

11:21

sales tools

11:22

thrown at them, so many different, you know, different aspects to their job

11:26

that you asking

11:27

them to do one more thing, even if it is in their best interest, even if it is

11:31

helpful

11:31

to them, it's just one step too far and I get it.

11:36

Yeah, I get it.

11:37

I've been in sales myself, so I understand their pain there.

11:41

Yeah, can't be adding friction to that.

11:45

One question I do want to ask because it comes up a lot and it's one that I

11:50

think when we

11:51

worked with your team, your sales force team, it was it was certainly very

11:55

enlightening for

11:56

all of us to hear what we believe to be true, which is I think that there was a

12:00

little

12:00

bit of hesitation from the internal sales force team on implementing the tackle

12:07

co-sell

12:07

into your sales force environment as we understand, like if everyone's sales

12:11

force, we call it

12:11

as for me, it's a special snowflake, like there's a lot of like hesitation

12:15

around what

12:15

does this work really going to look like.

12:17

Yeah, Connie, what are you going to do?

12:20

Yeah, Connie, what have you signed us up for?

12:22

Yeah, actually, look, would you mind sharing just like what their, what that

12:26

experience

12:27

was like, like how you navigate it and like what their reaction was on the

12:30

other side?

12:31

Well, my way of navigating a lot of these things is just telling people we're

12:35

going

12:35

to do it.

12:36

Like, you're with me.

12:39

You're with me.

12:40

We can do this the easy way or the hard way, like either I'm going to nag you

12:42

until it's

12:43

done or you know, or we can just all work on this together.

12:47

But, you know, that slight joke aside, kind of true, you know, our sales, our

12:55

sales force

12:56

team had been implementing a lot of different sales tools that were connecting

13:00

in with,

13:00

you know, sales force for our teams, including a CPQ tool, which anybody who's

13:04

gone through

13:05

that nightmare, it's a heavy lift.

13:08

So the idea of having to do yet one more thing, they were concerned.

13:11

There was also concern because we had looked at another solution and the

13:15

feedback that

13:16

we were receiving from some of our peers in the industry who had signed up with

13:19

that

13:19

other solution was that, you know, implementation was taking six months or more

13:24

Like, it was really not simple.

13:27

So we went in, you know, conservatively hopeful.

13:34

And I remember the first call that we had with the team and, you know, we were

13:37

saying,

13:38

okay, maybe we can have this done, you know, by the start of Q4, you know, and

13:44

we can have

13:45

you know, an enablement session, you know, at the beginning of the year in Q1.

13:51

And in that was, that was going to give us about six weeks to get it done.

13:56

And then the next week, I got an email from them saying, hey, are you available

14:01

to test

14:02

this out?

14:03

We're done.

14:04

It took them three days, you know, like, and that was including scheduling the

14:08

call

14:09

with me to actually test it out.

14:11

It was so simple.

14:14

It was, it was, yeah, love to hear it.

14:17

I'll be using that soundbite for future conversations.

14:21

What do you think kind of just going back to now, just Connie, in your roles

14:26

previous

14:27

current in your experience working across the cloud, like what has changed the

14:32

most about

14:33

your relationships with the cloud providers from where you were to where you

14:38

are now?

14:39

Well, in some cases, I now have a relationship with the cloud providers.

14:43

That's fair.

14:44

You will, you will, you will very quickly learn if you're just getting into the

14:50

marketplace

14:51

arena.

14:53

The cloud providers are leaning more and more into marketplace as they're go to

14:57

market route

14:58

with partners.

14:59

You know, there is an understanding that not all the customers are going to

15:02

want to buy

15:03

there.

15:04

So not saying that it's like, you know, marketplace or nothing, but having that

15:09

listing there,

15:10

you and engaging with their sales teams in the Co-Cell process, it puts you on

15:16

the map.

15:17

So with some, with one provider, it's gotten us much deeper entrenched with

15:22

some of the

15:23

vertical teams because we've had a lot of successes in those verticals that,

15:27

you know,

15:28

when their teams look up to see who big ID is, they can see all the customers

15:32

that we've

15:32

sold and the value of those deals.

15:36

You know, with another provider, you know, they're finally talking to me.

15:40

They were, you know, they were very polite previously, but you know, their

15:45

hands were

15:45

tied until we got a listing in marketplace.

15:48

There was not a whole lot that they could do.

15:50

Now I'm getting invited to previews for, you know, new marketplace features

15:54

that are

15:54

coming.

15:55

So, you know, it really can help you get you on the map with these cloud

16:01

providers.

16:02

And that can stretch not just from sales, but also in new product launches and

16:08

other

16:08

initiatives that there's a lot of value for you as an ISV to be part of those

16:14

launch announcements

16:15

when they come out.

16:17

Yeah, absolutely.

16:18

Nope.

16:19

I mean, you invest in them.

16:20

They'll invest in you.

16:21

I think that's a really key takeaway.

16:23

Certainly one that we will always give the guidance around is like what you put

16:29

into it

16:30

is what you get back out of it.

16:31

And I think that it's really been awesome to see the big ID cloud go to market

16:35

strategy

16:36

evolve this year with that additional provider.

16:38

Yeah, so I actually sent an update to my CFO and his team yesterday.

16:47

I was just going through some of our reporting.

16:50

And so in the month of June, we will do more marketplace revenue just in the

16:56

month of June

16:58

than we did in our first 18 months on marketplace.

17:02

Why?

17:03

That's awesome.

17:05

Yeah.

17:06

I mean, it builds.

17:08

It builds.

17:09

Yeah.

17:10

So, you know, it's not going to, it's a marathon guys, right?

17:15

Like you got the time, you got to put in the training, you got to put in the

17:19

hours, but

17:20

there are beer and metals at the end.

17:22

So, you know, just why we're all running, let's be honest.

17:26

We're coming to the close.

17:29

So I do have one kind of like closing question that I think is, I always like

17:33

to ask and

17:34

I know that there are others out there watching that are at very different

17:38

stages of their

17:39

journey as Alliance leaders and in their different stages of maturity with

17:41

their organizations.

17:42

But what advice would you give to those other Alliance leaders who are in those

17:47

early stages?

17:48

Well, I will definitely, you know, I'm up.

17:51

I feel like I should be on the retainer with tackle because the first thing I

17:55

tell everybody

17:55

is if you're not working with tackle, you need to reach out to them.

17:59

And I say that because you guys really have become like part of the team.

18:03

You're an extension of our ops team.

18:06

You're able to get me in contact with the right people at the cloud providers

18:10

when I

18:11

do run into challenges.

18:12

You know, you take a lot of feedback.

18:14

I give a lot of feedback, but you take it really well and turn around some, you

18:19

know,

18:20

some great services.

18:21

So I would say, you know, having, I wish that when I started my journey and I

18:28

did start

18:29

it with you guys, but I wish that there had been conferences like this one then

18:34

to help

18:34

you give that insight into, you know, what are other companies doing?

18:38

How are they being successful?

18:40

You know, it's really about networking with your peers and then, you know, and

18:44

leveraging

18:45

them to get to the right people within the different CSPs so that you can, you

18:49

know,

18:50

get to market faster and just start growing your business.

18:54

It's not going to be, you know, it's not going to be a cakewalk, you know, but

18:58

once you start

19:00

to really, you lean in and get your teams behind you leaning in, then you too

19:05

will be

19:05

saying, holy crap, you know, my next month's going to be more than the last two

19:10

years.

19:11

And that's one month, you know, so it builds.

19:14

It does.

19:15

So you just really have to stay persistent and leverage your team.

19:19

Oh, love it.

19:20

That is a beautiful ending note.

19:22

And again, congrats on the success of the coming month of June.

19:26

We're excited to see all those deals come through and support you along the way

19:31

as we

19:31

always do.

19:32

And genuinely can't thank you enough for sharing your time and your advice and

19:36

wisdom

19:37

with the audience today.

19:38

Kind of this wonderful having you here.

19:40

Well, thank you for inviting me.

19:41

It was great to be here.

19:43

All right.

19:44

So I'm going to give another session following this or everyone stick around

19:48

and I hope you

19:49

have a great recipe event.

19:50

Thanks, Connie.

19:51

Thanks.

19:52

Bye. Bye.

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