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RSAC Survival Guide – Part 1 of 3: The Basics

by | Apr 22, 2024 | Core Functions, Events, Industry Dynamics | 0 comments

Introduction

The RSA Conference (RSAC) is the cybersecurity industry’s premier event. This is a usually must-attend if you’re a vendor in this business which means it’s time to step up your game if you’re a Cyber PMM. This Survival Guide series will take you through the ins and outs that I’ve learned after attending many RSAC’s. RSAC is held annually in San Francisco, and is going to be held from May 6-9th this year.

A Quick History of RSAC

Here’s a little background for you history nerds:

  • 1991 – The Beginning: The RSA Conference began in 1991 as a forum for cryptographers to gather and share the latest knowledge and advancements in the field of Internet security. It was initiated by RSA Data Security, Inc., which organized the conference to promote a secure cyberspace.
  • Early 2000s – Expansion and Growth: Throughout the early 2000s, as cybersecurity became increasingly crucial for businesses and governments worldwide, RSAC grew in size and scope. It expanded its agenda to include more comprehensive topics in cybersecurity, encompassing policy discussions, cybersecurity practices, emerging technologies, and hands-on training sessions.
  • Mid-2000s to Early 2010s – Diversification: By the mid-2000s to early 2010s, RSAC had become a staple event in the tech world. The conference diversified its sessions and workshops to cater to a broader range of professionals from various sectors including finance, healthcare, government, and more. The event also started attracting more international attendees.
  • Late 2010s – Innovations and Challenges: As cybersecurity threats evolved, so did the RSA Conference. The late 2010s saw the introduction of more advanced topics such as artificial intelligence, blockchain, and quantum computing. 
  • 2020 and Beyond – Virtual Adaptations: The COVID-19 pandemic in 2020 forced many events to go virtual, and RSAC was no exception. It adapted by offering digital versions of its sessions, allowing a global audience to participate remotely. 
  • Recent Trends: In recent years, the conference has focused heavily on topics like ransomware, nation-state cyber threats, and cybersecurity regulations. It continues to be a key venue for networking, professional development, and showcasing the latest security solutions.

Surviving RSAC – The Basics

  • Take it as a learning opportunity – sure, it’s a circus, but it’s a great microcosm of our industry.
    While the event receives a lot of criticism for seeming like a “circus” environment, I think RSAC provides the best microcosm of our industry that you will find. Walking around the expo halls can be a way to visually witness the typical digital experiences we have when trying to investigate who is who, and which vendor offers which technologies. I really enjoy this aspect, because it makes the industry more real (or less digital?), even though it is still “a show”. If you ever have attended this conference, then you understand what I’m talking about when I say that it can be overwhelming. 
  • Get to know the key players – picture it like an animal kingdom scene.
    Attending RSAC makes it more clear in terms of who the major cyber players are, and who the emerging players are. The expo halls are basically set up like the animal kingdom. You have your top predators or largest animals like elephants, giraffes and lions and then you have all the surrounding species in all different shapes, sizes and colors. Some new startups that have 10-20 employees have little booths on the outskirts. Then some companies are massive multi-billion dollar brands that are front and center. Understanding this vendor spectrum and the broad range of products and services within our industry has taken me the better part of the last 11 years to understand, and RSAC has been a key to gaining this understanding.
  • Decipher the messaging codes.
    When you walk around RSAC enough times, you will gain a much better understanding of not only who is who, but what the messaging on each vendor’s booth really means. You also better understand what the inter-vendor competitive dynamics are like. Yes, it’s very chaotic and hard to decipher but it starts to make sense after you attend a few times. And as you build messages on your own, you start to see big taglines and come up with an understanding of where the vendor is positioning themselves, or what customer profiles they are trying to reach. 
  • Explore beyond the expo halls.
    Staffing your demo pod all day then going back to your hotel and hiding out is a wasted opportunity. I know you’re exhausted, but much of the conference occurs outside of the expo halls. There are a massive amount of sessions held, and you can review all of that in the conference catalog on their website. Then there are a large number of sponsored events and parties happening around the event so at least get your free meals and use your daily spend quota for a better breakfast. These side-events offer a great chance for you to network and learn more about the industry, if you’re willing to endure the process of registering, showing up, and networking.
  • Put faces to names. Yes, even you, introverts.
    I think the best part of attending RSAC is running into your colleagues and friends from your current company. Or if you’re like me, you can meet people from the many places you’ve worked prior! Especially in the age of remote work the value of meeting people in person has become even greater. Sometimes it’s your first time “putting a face to the name”. I don’t care what you say – there’s a big difference when you shake hands with someone or give them a hug and speak to them in person and make eye contact. It also enhances your collaboration when you return to your remote bunkers. So be sure to attend your company functions and dinners, and play along from a social standpoint. If I can do it as a highly introverted person, anyone can!

Closing

That’s it for Part 1. In the Part 2 of the RSAC Survival Guide Series we’ll dive into the area of demos and theater talks.

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