Identity at the Center Identity at the Center #65 - Inside the IGA Sales Cycle with Mary Berg
Oct 12, 2020
Mary Berg, Vice President of Channels and Alliances at CloudBridge, shares her extensive experience in the identity market. She discusses emerging SMB-focused identity vendors and the integration of IGA with ServiceNow. Mary highlights the unique challenges SMBs face in staffing identity roles and offers insights into the IGA sales cycle, including negotiation tips and crafting clear proposals. She emphasizes the importance of choosing partners who genuinely care about customer success and staying current through networking and local IAM events.
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SMB Focus Reshapes The IGA Market
- Small and mid-size businesses are becoming a primary IGA target as new vendors build simpler, scalable solutions.
- Vendors like SATH ID Hub and SecurEnds tailor usability and lower TCO to capture this underserved segment.
Mary's Identity Career Path
- Mary explains she fell into identity after Dell pushed acquired products to enterprise SEs and she got hooked.
- She later worked at Centrify, SailPoint, Omada and others, building broad market experience.
New Vendors Reimagine Governance Models
- New entrants blend usability and alternative governance models to challenge legacy IGA vendors.
- Some focus on empowering managers rather than centralizing every identity control.