Brand Awareness
42%
+3.2% vs last quarter
Consideration
28%
+2.1% vs last quarter
Usage
12%
+1.8% vs last quarter
NPS Score
+47
+5 vs last quarter
Brand Preference
18%
No change
SailPoint Brand Funnel
Awareness to preference conversion
Unaided Awareness
Aided Awareness
Consideration
Investigation
Usage
Market Context
Identity Security category, US market
4.2M
IT Decision Makers
68%
Category Penetration
$18.5B
Market Size (2025)
Conversion Rate
67%
Awareness → Consideration
↑ 4% above category average
SailPoint vs Competitor Brands
Filtered by Sep 2025 — Nov 2025 | All demographics | Identity Security | United States
| Metric |
SailPoint
|
Okta
|
CyberArk
|
Ping Identity
|
Category Avg
|
|---|---|---|---|---|---|
| Awareness |
42%
|
58%
|
35%
|
24%
|
32%
|
| Consideration |
28%
|
41%
|
22%
|
15%
|
21%
|
| Investigation |
19%
|
32%
|
17%
|
11%
|
16%
|
| Usage |
12%
|
24%
|
10%
|
7%
|
11%
|
| Preference |
18%
|
28%
|
14%
|
9%
|
14%
|
How the Brand is Perceived
Attribute associations by respondents who are aware of each brand
SailPoint
Enterprise Grade
Secure
Complex
Reliable
Expensive
Scalable
Innovative
Leader
Trusted
Okta (Primary Competitor)
User Friendly
Modern
Fast
Cloud-First
Popular
Expensive
Easy
Trendy
Net Promoter Score
Among current SailPoint users
+47
NPS Score
Promoters
58%
Passives
31%
Detractors
11%
Brand Awareness Trend
12-month rolling awareness metrics
Awareness
Consideration
Brand Statement Agreement
% of aware respondents who agree with each statement
"Is a leader in identity security"
72%
"Has enterprise-grade security"
68%
"Provides comprehensive identity governance"
65%
"Is innovative and forward-thinking"
54%
"Is easy to implement and use"
41%
"Offers good value for the price"
38%
Research Methodology
This brand health tracker is based on quarterly surveys of IT decision makers and security professionals in enterprises with 500+ employees across the United States. Sample size: n=1,247 respondents. Data collected September–November 2025. Awareness metrics are aided brand recognition. Consideration measures intent to evaluate within next 12 months. Investigation indicates active evaluation or demo request. Usage represents current deployment. Preference measures primary vendor selection among those evaluating. NPS calculated among current users only (n=148). Margin of error: ±2.8% at 95% confidence level. Category definition: Identity Security including Identity Governance & Administration (IGA), Privileged Access Management (PAM), and Identity & Access Management (IAM).
SailPoint's Brand Funnel
Detailed funnel analysis with absolute numbers and conversion rates
Funnel Breakdown (Percentages)
% of total market at each stage
Unaided Awareness
Aided Awareness
Consideration
Investigation
Usage
Preference
Absolute Numbers
Estimated IT decision makers at each stage
Total Addressable Market
4,200,000
Unaided Awareness
630,000
Aided Awareness
1,764,000
Consideration
1,176,000
Investigation
798,000
Usage
504,000
Preference (among evaluators)
143,640
Funnel Conversion Efficiency
Stage-to-stage conversion rates
67%
Awareness →
Consideration
Consideration
68%
Consideration →
Investigation
Investigation
63%
Investigation →
Usage
Usage
29%
Usage →
Preference
Preference
29%
Awareness →
Usage (Total)
Usage (Total)
Conversion Analysis
SailPoint vs Competitor conversion rates at each funnel stage
SailPoint vs Competitor Brands
Filtered by Sep 2025 — Nov 2025 | All demographics | Identity Security | United States
| Metric | SailPoint |
Okta |
CyberArk |
Ping Identity |
Category Avg |
|---|---|---|---|---|---|
| Awareness | 42% |
58% |
35% |
24% |
32% |
| Consideration | 28% |
41% |
22% |
15% |
21% |
| Investigation | 19% |
32% |
17% |
11% |
16% |
| Usage | 12% |
24% |
10% |
7% |
11% |
| Preference | 18% |
28% |
14% |
9% |
14% |
Conversion Rate Comparison
Awareness → Consideration rate by brand
SailPoint
67%
Okta
71%
CyberArk
63%
Ping Identity
63%
Category Avg
66%
Win Rate Analysis
Preference among those who investigated brand
SailPoint
42%
Okta
48%
CyberArk
38%
Ping Identity
35%
Category Avg
36%
Brand Perception & Imagery
How brands are perceived by aware respondents
Brand Attribute Associations
Relative size indicates strength of association
SailPoint
Enterprise Grade
Secure
Complex
Reliable
Expensive
Scalable
Innovative
Leader
Trusted
Okta (Primary Competitor)
User Friendly
Modern
Fast
Cloud-First
Popular
Expensive
Easy
Trendy
Attribute Comparison (Quantified)
% of aware respondents associating attribute with brand
Positive Attributes
Enterprise-grade security
68%
Reliable & trustworthy
64%
Scalable for large orgs
61%
Industry leader
58%
Innovative technology
52%
Areas for Improvement
Complex to implement
47%
Expensive / premium priced
44%
Steep learning curve
38%
Legacy / traditional
29%
Slow to deploy
26%
Brand Statement Testing
Agreement with key positioning statements among aware respondents
Leadership & Trust Statements
"Is a leader in identity security"
72%
"Is a brand I can trust"
69%
"Has strong industry expertise"
66%
"Is recommended by peers"
54%
Product & Technology Statements
"Has enterprise-grade security"
68%
"Provides comprehensive identity governance"
65%
"Is innovative and forward-thinking"
54%
"Has best-in-class AI capabilities"
47%
Experience Statements
"Has excellent customer support"
58%
"Is easy to implement and use"
41%
"Offers good value for the price"
38%
"Integrates well with existing tools"
52%
Net Promoter Score
Among current SailPoint users
+47
NPS Score
Promoters
58%
Passives
31%
Detractors
11%
Historical Trends
12-month rolling metrics for SailPoint brand health
Awareness & Consideration Trend
Dec 2024 — Nov 2025
Awareness (42%)
Consideration (28%)
Usage (12%)
NPS Score Trend
Quarterly NPS among users
Q1
+38
Q2
+41
Q3
+42
Q4
+47
Key Metrics Summary
Year-over-year change
Awareness
42%
↑ 8%
Consideration
28%
↑ 6%
Usage
12%
↑ 4%
NPS Score
+47
↑ 9 pts
Preference
18%
↑ 2%