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SIEM, Startups, and the Myth (Reality?) of IT Inertia: A Reformed Analyst Reflects on SIEM MQ 2025
It’s not every day you get to reflect on a journey that started as an odd “googley” startup and culminates in a shiny Leaders placement on a Gartner Magic Quadrant for SIEM 2025 (MQ).
When I joined Chronicle in the summer of 2019 — a name now rolled into the broader Google SecOps product (with SOAR by Siemplify and threat intel by Mandiant) — it was very much a startup. Yes, we were part of Alphabet, but the spirit, the frantic energy, the drive — it was a startup to its core.
And here’s the kicker (and a side rant!): I’m fundamentally allergic to large companies. Those who know me have heard me utter this countless times. So, in a matter of weeks after joining a small company, I found myself working for a very large one indeed.
To me, that pivot, that blending of startup momentum and big company scale, is, in many ways, the secret sauce behind our success today. It turns out, you need both the wild ambition of a young vendor and the solid foundation of a massive enterprise to truly move the needle (and the dots on the MQ … but these usually reflect customer realities).
The MQ and the Price of Poker
Now, as a reformed analyst who spent eight years in the Gartner trenches, I’ll clear up a misconception right away: the Magic Quadrant placement has precisely zero to do with how much a vendor pays Gartner. Trust me, there are vendors in highly visible SIEM MQ positions who’ve probably never sent Gartner a dime over the years.
Conversely, there are large organizations that have paid a fortune and have been completely excluded from the report. The MQ placement reflects customer traction and market reality (usually — there are sad yet very rare exceptions to this, and I will NOT talk about them; there is not enough whiskey in the world to make me). MQ placement is a measure of genuine success, not a destination achieved by writing a big check.
The Evolution of SIEM: Where Did the Brothers Go?
Reflecting on the last few years in SIEM (not 20 years!) and looking at the current MQ, a few things that were once controversial are now conventional wisdom:
- SIEM must be SaaS and Cloud-Native. I’m old enough to remember when the idea of trusting your security data to the cloud was an existential debate. Today, with the relentless attack surface expansion, perhaps more people are realizing that the biggest risk is actually running a vulnerable, constantly-compromised on-prem SIEM stack. Data gravity shifted.
- SIEM and SOAR are fully merged. They are, in essence, two inseparable brothers forming the core of modern SIEM — detection and response. SIEM is really SIEM/SOAR in 2025. Standalone SOAR vendors do exist and some “AI SOC” vendors are really “SOAR 3.0”, but these are — IMHO — outliers compared to the mainstream SIEM.
- The UEBA brother got absorbed, but … Remember the mid-2010s, when User and Entity Behavior Analytics (UEBA) was the new shiny toy, all driven by cool machine learning? While it was an equal brother to SOAR for a moment, it has now largely been absorbed into the detection stack of the main SIEM product. Machine learning’s importance for basic threat detection has subtly decreased (odd…isn’t it?). UEBA has become a single, albeit important, feature within the engine, not a standalone platform.
- Some XDR vendors graduated to real SIEM. EDR-centric SIEM vendors (XDR, if you have to go there), have landed. IMHO, these guys will do some heavy damage in the market in the next 1–2 years.
The Most Powerful Force in the Universe: IT Inertia
When I left Gartner, I famously outlined one key lesson from my analyst time: IT inertia is the most powerful force in the universe.
When you look at the MQ, you might see what looks like “same old, same old,” with certain large, established vendors still floating around. This is NOT about who pays, really! You might not believe it, but this placement absolutely reflects enterprise reality. Large vendors don’t die immediately.
Case in point: it took one particularly prominent legacy SIEM vendor (OK, I will name this one as it is finally dead for real, ArcSight) almost ten years to truly disappear from the minds of practitioners. Most companies were abandoning that technology around 2017–2018), but the vendor only truly died off in the market narrative in 2025. The installed base hangs on, dragging the demise out over a decade.
AI, Agents, and the Missing Tsunami
Finally, a quick note on the current darling: Generative AI and AI Agents.
While some vendors (and observers) expected a massive, dramatic impact from Generative AI on this year’s MQ, it simply hasn’t materialized — yet. As other Gartner papers will tell you, AI does not drive SIEM purchasing behavior today.
Why? Gartner’s assessment is based on customer reports. Vendors can yell all they want about how AI is dramatically impacting their customers, but until those customers report observable, dramatic improvements and efficiencies to Gartner, the impact is considered non-existent in the MQ reality.
The AI tsunami is coming, but for now, the market is still focused on the fundamentals: cloud-native scale, effective detection, and fast/good (AND, not OR) response. Getting those right is what puts you in the Leaders Quadrant. The rest is just noise…
Other SIEM MQ 2025 comments can be found here (more to be added as they surface…)
P.S. The “reformed” analyst reference comes from Tim and our Cloud Security Podcast by Google
SIEM, Startups, and the Myth (Reality?) of IT Inertia: A Reformed Analyst Reflects on SIEM MQ 2025 was originally published in Anton on Security on Medium, where people are continuing the conversation by highlighting and responding to this story.
