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Jan 30, 2023 · 32m · mad

Data Visibility & Control | BigID Co-Founder & CEO Dimitri Sirota

Dimitri Sirota · 26m spoken Matt Turck · 2m spoken
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In this episode of The MAD Podcast, host Matt Turck interviews BigID Co-Founder and CEO Dimitri Sirota about building a next-generation enterprise data visibility, privacy, and security platform. Sirota discusses BigID's cloud-native architecture, regulatory tailwinds like GDPR, enterprise sales strategies, and lessons on scaling past $100 million in revenue.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Matt holds 8.3% of the talking time here. How this is scored →

Matt as informed peer 4.4 Guest teaching 5.3 Guest disagreement 1.4 Matt pushing back 1.5
05100:0010:0020:0030:000:09–4:19 · Matt as informed peer 3/10 What BigID Does and Its Core Value Host opens with standard interview questions while citing portfolio context like CockroachDB. Guest provides detailed background on historical DLP tools and GDPR regulations.4:19–6:58 · Matt as informed peer 4/10 Navigating Privacy Regulations and Granular Identity Data Host asks a targeted question regarding GDPR's individual-level data complexity. Guest educates on global privacy laws using the solar system versus Milky Way analogy for personal data.6:58–11:00 · Matt as informed peer 6/10 BigID Architecture, Scanners, and Graph Database Host actively synthesizes BigID's multi-tier technical architecture. Guest gently reframes the summary to clarify that scanners are parsing endpoints while orchestration occurs on the backend.11:00–14:52 · Matt as informed peer 3/10 Expanding Beyond Privacy to Governance and Security Host prompts guest to detail expanding use cases beyond privacy. Guest provides an extended masterclass on metadata harvesting, classification, and profiling capabilities.14:52–17:52 · Matt as informed peer 4/10 Go-To-Market Strategy and Enterprise Buyer Personas Host inquires about go-to-market buyer personas. Guest details sales distribution across CISOs, CDOs, and privacy teams during cloud migration.17:52–22:18 · Matt as informed peer 5/10 Creating an Application Marketplace for Data Controls Host expresses healthy skepticism about early-stage startups executing an app marketplace model. Guest jumps in with high attach rate metrics to defend the strategy.22:18–27:55 · Matt as informed peer 6/10 Enterprise Sales Motion and Launching SmallID Host challenges conventional VC wisdom against selling to enterprise accounts early and asks about SmallID. Guest explains the technical realities of enterprise requirements like password vaults and RBAC.27:55–32:06 · Matt as informed peer 4/10 Serial Entrepreneurship Lessons and Market Timing Host asks macro questions about serial entrepreneurship lessons. Guest shares reflections on macro black swan events, regulatory tailwinds, and established spend categories.0:09–4:19 · Guest teaching 5/10 What BigID Does and Its Core Value Host opens with standard interview questions while citing portfolio context like CockroachDB. Guest provides detailed background on historical DLP tools and GDPR regulations.4:19–6:58 · Guest teaching 6/10 Navigating Privacy Regulations and Granular Identity Data Host asks a targeted question regarding GDPR's individual-level data complexity. Guest educates on global privacy laws using the solar system versus Milky Way analogy for personal data.6:58–11:00 · Guest teaching 6/10 BigID Architecture, Scanners, and Graph Database Host actively synthesizes BigID's multi-tier technical architecture. Guest gently reframes the summary to clarify that scanners are parsing endpoints while orchestration occurs on the backend.11:00–14:52 · Guest teaching 5/10 Expanding Beyond Privacy to Governance and Security Host prompts guest to detail expanding use cases beyond privacy. Guest provides an extended masterclass on metadata harvesting, classification, and profiling capabilities.14:52–17:52 · Guest teaching 4/10 Go-To-Market Strategy and Enterprise Buyer Personas Host inquires about go-to-market buyer personas. Guest details sales distribution across CISOs, CDOs, and privacy teams during cloud migration.17:52–22:18 · Guest teaching 5/10 Creating an Application Marketplace for Data Controls Host expresses healthy skepticism about early-stage startups executing an app marketplace model. Guest jumps in with high attach rate metrics to defend the strategy.22:18–27:55 · Guest teaching 6/10 Enterprise Sales Motion and Launching SmallID Host challenges conventional VC wisdom against selling to enterprise accounts early and asks about SmallID. Guest explains the technical realities of enterprise requirements like password vaults and RBAC.27:55–32:06 · Guest teaching 5/10 Serial Entrepreneurship Lessons and Market Timing Host asks macro questions about serial entrepreneurship lessons. Guest shares reflections on macro black swan events, regulatory tailwinds, and established spend categories.0:09–4:19 · Guest disagreement 1/10 What BigID Does and Its Core Value Host opens with standard interview questions while citing portfolio context like CockroachDB. Guest provides detailed background on historical DLP tools and GDPR regulations.4:19–6:58 · Guest disagreement 1/10 Navigating Privacy Regulations and Granular Identity Data Host asks a targeted question regarding GDPR's individual-level data complexity. Guest educates on global privacy laws using the solar system versus Milky Way analogy for personal data.6:58–11:00 · Guest disagreement 2/10 BigID Architecture, Scanners, and Graph Database Host actively synthesizes BigID's multi-tier technical architecture. Guest gently reframes the summary to clarify that scanners are parsing endpoints while orchestration occurs on the backend.11:00–14:52 · Guest disagreement 1/10 Expanding Beyond Privacy to Governance and Security Host prompts guest to detail expanding use cases beyond privacy. Guest provides an extended masterclass on metadata harvesting, classification, and profiling capabilities.14:52–17:52 · Guest disagreement 1/10 Go-To-Market Strategy and Enterprise Buyer Personas Host inquires about go-to-market buyer personas. Guest details sales distribution across CISOs, CDOs, and privacy teams during cloud migration.17:52–22:18 · Guest disagreement 2/10 Creating an Application Marketplace for Data Controls Host expresses healthy skepticism about early-stage startups executing an app marketplace model. Guest jumps in with high attach rate metrics to defend the strategy.22:18–27:55 · Guest disagreement 2/10 Enterprise Sales Motion and Launching SmallID Host challenges conventional VC wisdom against selling to enterprise accounts early and asks about SmallID. Guest explains the technical realities of enterprise requirements like password vaults and RBAC.27:55–32:06 · Guest disagreement 1/10 Serial Entrepreneurship Lessons and Market Timing Host asks macro questions about serial entrepreneurship lessons. Guest shares reflections on macro black swan events, regulatory tailwinds, and established spend categories.0:09–4:19 · Matt pushing back 1/10 What BigID Does and Its Core Value Host opens with standard interview questions while citing portfolio context like CockroachDB. Guest provides detailed background on historical DLP tools and GDPR regulations.4:19–6:58 · Matt pushing back 1/10 Navigating Privacy Regulations and Granular Identity Data Host asks a targeted question regarding GDPR's individual-level data complexity. Guest educates on global privacy laws using the solar system versus Milky Way analogy for personal data.6:58–11:00 · Matt pushing back 2/10 BigID Architecture, Scanners, and Graph Database Host actively synthesizes BigID's multi-tier technical architecture. Guest gently reframes the summary to clarify that scanners are parsing endpoints while orchestration occurs on the backend.11:00–14:52 · Matt pushing back 0/10 Expanding Beyond Privacy to Governance and Security Host prompts guest to detail expanding use cases beyond privacy. Guest provides an extended masterclass on metadata harvesting, classification, and profiling capabilities.14:52–17:52 · Matt pushing back 1/10 Go-To-Market Strategy and Enterprise Buyer Personas Host inquires about go-to-market buyer personas. Guest details sales distribution across CISOs, CDOs, and privacy teams during cloud migration.17:52–22:18 · Matt pushing back 3/10 Creating an Application Marketplace for Data Controls Host expresses healthy skepticism about early-stage startups executing an app marketplace model. Guest jumps in with high attach rate metrics to defend the strategy.22:18–27:55 · Matt pushing back 3/10 Enterprise Sales Motion and Launching SmallID Host challenges conventional VC wisdom against selling to enterprise accounts early and asks about SmallID. Guest explains the technical realities of enterprise requirements like password vaults and RBAC.27:55–32:06 · Matt pushing back 1/10 Serial Entrepreneurship Lessons and Market Timing Host asks macro questions about serial entrepreneurship lessons. Guest shares reflections on macro black swan events, regulatory tailwinds, and established spend categories.

speaking balance: gold is Matt, purple is the guest (3 minute bins)

0:00 · Matt 9.3% · guest 90.7%0:00 · Matt 9.3% · guest 90.7%3:00 · Matt 7.7% · guest 92.3%3:00 · Matt 7.7% · guest 92.3%6:00 · Matt 5.1% · guest 94.9%6:00 · Matt 5.1% · guest 94.9%9:00 · Matt 15.8% · guest 84.2%9:00 · Matt 15.8% · guest 84.2%12:00 · Matt 5% · guest 95%12:00 · Matt 5% · guest 95%15:00 · Matt 0.5% · guest 99.5%15:00 · Matt 0.5% · guest 99.5%18:00 · Matt 1.4% · guest 98.6%18:00 · Matt 1.4% · guest 98.6%21:00 · Matt 22.3% · guest 77.7%21:00 · Matt 22.3% · guest 77.7%24:00 · Matt 11.7% · guest 88.3%24:00 · Matt 11.7% · guest 88.3%27:00 · Matt 9.9% · guest 90.1%27:00 · Matt 9.9% · guest 90.1%30:00 · Matt 0.9% · guest 99.1%30:00 · Matt 0.9% · guest 99.1%
Sharpest disagreement ▶ 21:25 Pushing back on marketplace difficulty

Guest interjects as the host expresses skepticism about marketplace models for young startups, immediately citing strong attach rate metrics.

 Hardest push from Matt ▶ 22:29 Challenging enterprise-first sales strategy

Host directly challenges guest's early enterprise strategy by invoking standard VC guidance against selling to Global 2000 accounts as a tiny startup.

 Biggest teaching moment ▶ 24:44 Explaining technical enterprise requirements vs SMB ease

Guest educates the host on detailed architectural demands like CyberArk password vaulting and RBAC that make moving from SMB to enterprise sales difficult.

 Matt holds his own ▶ 9:58 Synthesizing BigID architectural layers

Host demonstrates strong domain grasp by accurately summarizing BigID's scanner layer, graph database, and machine learning components in real time.
the scores for every segment, with the reasoning behind each
ChapterTopicMatt as informed peerGuest teachingGuest disagreementMatt pushing backWhy
What BigID Does and Its Core Value 3511 Host opens with standard interview questions while citing portfolio context like CockroachDB. Guest provides detailed background on historical DLP tools and GDPR regulations.
Navigating Privacy Regulations and Granular Identity Data 4611 Host asks a targeted question regarding GDPR's individual-level data complexity. Guest educates on global privacy laws using the solar system versus Milky Way analogy for personal data.
BigID Architecture, Scanners, and Graph Database 6622 Host actively synthesizes BigID's multi-tier technical architecture. Guest gently reframes the summary to clarify that scanners are parsing endpoints while orchestration occurs on the backend.
Expanding Beyond Privacy to Governance and Security 3510 Host prompts guest to detail expanding use cases beyond privacy. Guest provides an extended masterclass on metadata harvesting, classification, and profiling capabilities.
Go-To-Market Strategy and Enterprise Buyer Personas 4411 Host inquires about go-to-market buyer personas. Guest details sales distribution across CISOs, CDOs, and privacy teams during cloud migration.
Creating an Application Marketplace for Data Controls 5523 Host expresses healthy skepticism about early-stage startups executing an app marketplace model. Guest jumps in with high attach rate metrics to defend the strategy.
Enterprise Sales Motion and Launching SmallID 6623 Host challenges conventional VC wisdom against selling to enterprise accounts early and asks about SmallID. Guest explains the technical realities of enterprise requirements like password vaults and RBAC.
Serial Entrepreneurship Lessons and Market Timing 4511 Host asks macro questions about serial entrepreneurship lessons. Guest shares reflections on macro black swan events, regulatory tailwinds, and established spend categories.

Statements from this episode (10)

Disclosure
BigID sold exclusively privacy use cases for its first two years
“That was our first use case, and honestly, the only thing we sold for two years.”
Dimitri Sirota Jan 30, 2023 ▶ 9:12
Disclosure
BigID has raised approximately $250 million in venture funding to date
“We raised, I think, I don't know, two 50 now”
Dimitri Sirota Jan 30, 2023 ▶ 9:22
Assertion Not checkable as stated
BigID generated $5M in revenue in year one and $15M in year two
“In our first full year, we did five million in revenue. And in our second full year, we did fifteen million in revenue.”
Dimitri Sirota Jan 30, 2023 ▶ 12:41
Disclosure
CISOs and Chief Data Officers each drive 40% of BigID's business
“About 40, give or take, 40% of our business is the CES organization, about 40% the CDO. Maybe about 20% is privacy and compliance.”
Dimitri Sirota Jan 30, 2023 ▶ 15:00
Prediction Not checkable as stated
BigID expects to cross $100 million in revenue during 2023
“We'll cross a hundred million this year.”
Dimitri Sirota Jan 30, 2023 ▶ 17:12
Disclosure
BigID launched its marketplace strategy while generating under $30 million in revenue
“Look, we were, we had revenue, but I still think it was probably under 30.”
Dimitri Sirota Jan 30, 2023 ▶ 19:59
Disclosure
BigID generated nearly $1 million from its SmallID product since September 2022
“We did a soft rollout. We have a little bit under a million dollars in revenue. We started rolling it out around September.”
Dimitri Sirota Jan 30, 2023 ▶ 26:59
Insight
Selling B2B software to enterprises beats selling to startups during economic downturns
“Good luck selling to another startup today, they're trying to like rationalize all of their tools. We are doing it. And it's much better to be selling to enterprises and selling to security.”
Dimitri Sirota Jan 30, 2023 ▶ 28:51
Assertion Not checkable as stated
BigID closed Nike for $400k after one visit as a six-person team
“The reason I was able to sell Nike, I think we only visited them once before they gave us a check for, 400,000. We told them we're six people. They had no illusions about how, you know, how big we were over Zoom.”
Dimitri Sirota Jan 30, 2023 ▶ 29:39
Assertion Not checkable as stated
The API security market did not materialize until AWS and mobile launched
“My second company, we started talking about API security and management in 2003. Nobody knew what the hell an API was. They couldn't even spell an API until really Amazon Web Services came out, mobile applications took off. So you're really looking at 2009, 20…”
Dimitri Sirota Jan 30, 2023 ▶ 30:38
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