BigID’s Path to Growth: From Marketplace Integration to Channel Alignment

Unlock Cloud Go-to-Market

"Don't build for perfect. Just build for simple. As you go, you can make adjustments to fit what reality is." - Connie Dodmead, Senior Director of Tech Alliances at BigID

In today’s episode of Unlock Cloud Go-To-Market, hosts Patrick Riley and Erin Figer sit down with Connie Dodmead, Senior Director of Tech Alliances at BigID. She shares her tenure at Forcepoint, where she pioneered the company's entrance into the marketplace and her current strategic initiatives at BigID.

She also covers channel and marketplace strategies, from aligning stakeholders and managing pricing to balancing current channels with new dynamics. Ultimately, you’ll learn that education within the team and with cloud sellers plays a critical role in GTM success.

In this episode, you’ll learn:

1. The importance of building end-to-end marketplace processes to align sales, operations, and marketing teams, creating a frictionless path for transactions and customer onboarding.
2. Why educating both internal teams and cloud provider sellers on marketplace workflows is critical to avoid missed opportunities and streamline the sales process.
3. The value of adopting a compensation-neutral approach to incentivize teams to prioritize customer outcomes, regardless of whether sales come through marketplaces or direct channels.

Resources:

Connect with Connie on LinkedIn: https://www.linkedin.com/in/conniedodmead/

Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickmriley/

Connect with Erin on LinkedIn: https://www.linkedin.com/in/erinfiger/

Learn more about Tackle: https://tackle.io

Timestamps:

(00:00) Cloud giants’ game plan: AWS, Microsoft & Google predictions

(02:48) BigID’s first marketplace steps & co-sell secrets

(04:39) Streamlining marketplace operations using Tackle

(05:53) Fixing BigID’s marketplace strategy: what’s missing?

(10:55) Blending marketplace & reseller sales

(13:26) Solving marketplace vs. channel tensions

(14:04) Comp-neutral approach to enhance customer-first selling

(17:53) Educating cloud provider sellers and partners on marketplace processes

(29:43) Tackle x Salesforce: co-sell made simple

(35:42) The future of BigID in the cloud marketplace

(40:10) Key takeaways from Erin and Patrick