SM

For enterprises seeking	Bitwarden offers	Made for
Password management that provides security, drives collaboration and boosts productivity	Bitwarden Password Manager	Teams, enterprises, and everyone
Secure and easy-to-use secrets management across the development lifecycle	Bitwarden Secrets Manager	Developers, DevOps, IT, and security teams
Convenient passwordless authentication for web applications, built on FIDO2 and WebAuthn standards	Bitwarden Passwordless.dev	Developers

Secrets Manager positioning

Secrets management solutions on the market today are difficult to set up and do not adequately scale with developer needs. Bitwarden aims to set a new standard for the secrets management market, dominated by competing solutions that are expensive and hard to use.

With Secrets Manager, Bitwarden delivers a simpler, easier way for developers, devops, and cybersecurity teams to secure and manage secrets at scale in privileged developer environments.

Bitwarden Secrets Manager helps prevent unauthorized access to sensitive data and systems, so companies can mitigate data breaches and identity theft.

What makes Bitwarden Secrets Manager unique?

Other competitors use weak encryption methods. Bitwarden has a strong security posture with zero knowledge, end-to-end encryption.

Bitwarden offers a predictable pricing structure that is easy to plan for.

Every Secrets Manager plan supports the ability to store and secure unlimited secrets.

Bitwarden Secrets Manager seamlessly works alongside with Password Manager, allowing your team to manage your company’s important credentials — all from one location.

Already is trusted by millions of individuals and businesses across the globe to secure their privileged credentials.

Key benefits

https://bitwarden.com/blog/why-does-my-development-team-need-a-secrets-manager/

One platform for all secrets Centralize the management and access of infrastructure secrets and other developer credentials to one tool and stop the secrets sprawl across your development ecosystem.

Enables secure collaboration across the development lifecycle - no more hard coding secrets or unsecure sharing!

Safeguard privileged credentials at scale - Maintain tight control over machine and human access to your company’s secrets with SSO integrations, event logs, and access permissions for individuals and groups.

Easy-to-use - Unlike other offerings which are complex and difficult to use with steep learning curves, Bitwarden supports easy onboarding and deployment with comprehensive help documentation.

Powerful encryption With end-to-end, zero knowledge encryption, Secrets Manager keeps privileged credentials safe and secure.

Open source security you can trust Built on the same open source security as the Bitwarden Password Manager, Secrets Manager benefits from the watchful eyes of an active community and third-party security experts. Secrets Manager also empowers users to submit code contributions via the open source code base.

Flexibility for teams of all sizes - Secrets Manager offers custom operations with an SDK, command-line interface, open source codebase, self-hosting option, and a growing list of integrations.

Automatic retrieval and revoking of secrets - Facilitates a secure and systematic approach to creating and automating secrets for all your resources and applications.

Platform-agnostic - Bitwarden Secrets Manager offers multi-platform support for secrets storage and is not tied to one cloud provider.

How does Bitwarden Secrets Manager differ from Bitwarden Password Manager?

While Secrets Manager and Password manager have a lot in common in terms of providing the ability to securely store sensitive enterprise information, they are vastly different in application.

Secrets Manager enables development teams to automatically retrieve secrets from the Bitwarden server to use within their chosen applications via an access token.

Secrets Manager is specifically designed with the development lifecycle in mind and supports the storage of secrets, which encompasses a broader range of sensitive credentials than those supported in the Password Manager.

Secrets Manager is NOT for:

Individual use. It is designed for enterprise or business teams (B2B).

Storing passwords for non-developer applications (i.e. asana)

Competitors for Password Manager

LastPass

1Password

Dashlane

KeePass

Keeper

NordPass

Password Safe

SecureAuth Passcode

CyberArk

Beyond Trust

Delinia

Competitors for Secrets Manager

Hashicorp Vault and HCP Vault Secrets

AWS Secrets Manager

Azure Key Vault

Google Secrets Manager

EnvKey

Doppler

Infisical

Akeyless

1Password Secrets Automation and 1Password Service Accounts

Keeper Secrets Manager

BeyondTrust DevOps SecretsSafe

CyberArk Conjur Secrets Manager

Delinea DevOps Secrets Manager

Keywords from prospects that make them suited for Password Manager

Passwords

______ team (that is not developer, IT, or cybersecurity)

Autofill

Keywords from prospects that make them suited for Secrets Manager

Development team

Developer secrets

Machine secrets

API and other application keys/credentials

SSH Keys

Database passwords

Private encryption keys

IT ecosystem

Automatic retrieval

Competitive Landscape

Competitive one-liners

Competive Sales One-Liners

Customer opportunity and deployment

Full adoption for Secrets Manager is different than Password Manager, given that the target user and workflow is more specialized. Based on the primary use case of developers managing their secrets for a CI/CD pipeline, the following is considered successful adoption for Secrets Manager:

Entire engineering team (developers, QA engineers, DevOps) licensed and utilizing Secrets Manager to access secrets

IT and security teams licensed and utilized Secrets Manager to manage access and audit logs

Secrets Manager is fully integrated into the customer’s CI/CD pipeline to retrieve secrets across development, testing, staging, and production environments

Example

A customer has 1000 employees

IT department is 50 employees

Engineering is 200 employees

Successful sales motion and adoption for Password Manager and Secrets Manager would be the following:

Password Manager: buyer is IT, licenses procured and deployed for all 1000 employees

Secrets Manager: buyer is Engineering, licenses procured and deployed for 200 engineers and a few IT/security teams that will manage Secrets Manager, service accounts deployed for all secrets in the CI/CD pipeline (typically, a few hundred secrets).

Customer buyer and users

Developer

Bitwarden end-user

Example title: Software Development Team Lead

Role description: Software and application development

Department/function: Development/Engineering

What do they want?
- Easy way to automate their workflows
- Out of the box integrations and/or SDK

Decision criteria: Perceived ease of use

DevOps

Bitwarden admin

Example title: Senior DevOps Engineer

Role description: Responsible for the smooth operation of a company's infrastructure across the development lifecycle.

Department/function: DevOps/Infrastructure

What do they want?
- Intuitive and scalable access management or secrets
- Quick deployment
- Secure collaboration
- Streamlined software time to market
- Lower cost of GTM

Decision criteria: Perceived productivity improvement

IT leadership

Bitwarden buyer

Example title: Chief Information Security Officer

Role description: Implementing, managing, monitoring, and upgrading security measures for the protection of the organization's data, systems, and networks.

Department/function: IT/Cybersecurity leadership

What do they want?
- Central management of security and access permissions
- Auditing for what users and service accounts have access to
- Sees centralized password and secrets management as a big benefit

Decision criteria: Price and Security (compliance, audits, encryption)

Bitwarden Secrets Manager GA pricing and features

While in beta, Bitwarden Secrets Manager remains free for all users. When Secrets Manager enters general availability in summer 2023, the following pricing and feature information will be applicable.

Pricing cards: https://bitwarden.com/products/secrets-manager/#pricing

Compare features and plans
Features	Free	Teams	Enterprise
Unlimited secret storage	☑	☑	☑
Securely share secrets with users	Up to 2 users	Unlimited users	Unlimited users
Machine access via service accounts	Up to 3 service accounts	Up to 50 service accounts, 50¢ per additional service account	Up to 200 service accounts, 50¢ per additional service account
Organize secrets via projects	Up to 3 projects	Unlimited projects	Unlimited projects
Two-step login	Authenticator apps, email	Authenticator apps, email, Yubikey, FIDO2, and Duo	Authenticator apps, email, Yubikey, FIDO2, and Duo
Organization Two-Step Login via Duo	•	☑	☑
Event and Audit Logs	•	☑	☑
User groups	•	☑	☑
Directory Connector	•	☑	☑
SSO Integration	•	•	☑
SCIM Support	•	•	☑
Enterprise policies	•	•	☑
Admin password reset	•	•	☑
Custom roles	•	•	☑
SCIM integrations	•	•	☑
Priority Support	•	•	☑
Self-host option	•	•	☑

Pricing and Discount Considerations

Learn more about general pricing and discount considerations in the Sales Runbook.

Secrets Manager GA sales assist sign-ups

During the initial GA launch phase, Bitwarden Secrets Manager users will also be Bitwarden Password Manager users whether that plan is paid for, or free temporarily as granted by the Bitwarden team. Below are the sign-up experiences:

Current Bitwarden Password Manager customers: they will be able to add on Secrets Manager via self-serve to their existing organization. They will also have the option to reach out to Sales for assistance in enabling a sales-assist trial through the Bitwarden Portal.

New Bitwarden Secrets Manager customers with no existing organization: can reach out to Sales for assistance in enabling a sales-assist trial through the Bitwarden Portal. In cases where a customer prefers not to purchase Bitwarden Password Manager, Sales, in collaboration with the CS Billing team, will ensure that it remains complimentary during this period.

Sales-assist trial sign-up scenarios

Secrets Manager Inbound Templates

If an existing Password Manager customer asks about a Secrets Manager Teams plan:

Search for the existing organization.

In the FEATURES section, enable Secrets Manager. Do not enable Secrets Manager beta. This is only used for customers that enabled Secrets Manager during the beta period.

When Secrets Manager is checked, the SECRETS MANAGER CONFIGURATION will appear.

Enter the number of seats you want to configure the trial for. Note: It cannot exceed the number of Password Manager seats. If you enter more Secrets Manager seats than Password Manager seats, it may save successfully but will ultimately produce an error when the admin attempts to add members.

Under Max Service Accounts (this is the service accounts enabled for the organization, not the maximum), set the service accounts to 50 (this is what the Teams plan provides). Note: Future updates will support pre-set defaults for each plan.

Scroll down to the bottom of the page

Save.

You will need to add a task to manage this trial in Asana: https://app.asana.com/0/1170603950931281/1204926053803673.

Tell the customer they have been enabled for Secrets Manager. The customer will still need to give members in their organization access to Secrets Manager. https://bitwarden.com/help/secrets-manager-quick-start/#give-members-access. (feel free to use this email template to provide instructions).

If the customer decides not to move forward, you will uncheck Secrets Manager and save. This will remove their access to Secrets Manager.

If a customer decides to move forward, you will need to create a ticket for CS billing and attach the Secrets Manager subscription to the organization. Please follow the steps detailed in the sales runbook to do so.

If an existing Password Manager customer asks about a Secrets Manager Enterprise plan:

Search for the existing organization.

In the FEATURES section, enable Secrets Manager. Do not enable Secrets Manager beta. This is only used for customers that enabled Secrets Manager during the beta period.

When Secrets Manager is checked, the SECRETS MANAGER CONFIGURATION will appear.

Enter the number of seats you want to configure the trial for. Note: It cannot exceed the number of Password Manager seats. If you enter more Secrets Manager seats than Password Manager seats, it may save successfully but will ultimately produce an error when the admin attempts to add members.

Under Max Service Accounts (this is the service accounts enabled for the organization, not the maximum), set the service accounts to 200 (this is what the Enterprise plan provides). Note: Future updates will support pre-set defaults for each plan.

Save.

You will need to add a task to manage this trial in Asana: https://app.asana.com/0/1170603950931281/1204926053803673.

Tell the customer they have been enabled for Secrets Manager. The customer will still need to give members in their organization access to Secrets Manager. https://bitwarden.com/help/secrets-manager-quick-start/#give-members-access. (feel free to use this email template to provide instructions).

If the customer decides not to move forward, you will uncheck Secrets Manager and save. This will remove their access to Secrets Manager.

If a customer decides to move forward, you will need to create a ticket for CS billing and attach the Secrets Manager subscription to the organization. Please follow the steps detailed in the sales runbook to do so.

If a new customer asks about a free Secrets Manager plan:

Have the customer create an account (feel free to use this email template to provide instructions).

Have the customer create an organization and choose the Free plan. At the bottom, there will be the option to add the free Secrets Manager plan.

If a new customer asks about a Secrets Manager Teams plan:

Have the customer create an account (feel free to use this email template to provide instructions).

Have the customer create an organization and choose the Free plan. At the bottom of the Bitwarden portal, there will be the option to add the free Secrets Manager plan.

Go into the Bitwarden Portal and find the organization under the customer email.

Scroll to the bottom of the page and click on Teams trial.

In the FEATURES section, enable Secrets Manager. The following should be selected. Do not enable Secrets Manager beta. This is only used for customers that enabled Secrets Manager during the beta period.

When Secrets Manager is checked, the SECRETS MANAGER CONFIGURATION will appear.

Enter the number of seats you want to configure the trial for. Note: It cannot exceed the number of Password Manager seats. If you enter more Secrets Manager seats than Password Manager seats, it may save successfully but will ultimately produce an error when the admin attempts to add members.

Under Max Service Accounts (this is the service accounts enabled for the organization, not the maximum), set the service accounts to 50 (this is what the Teams plan provides). Note: Future updates will support pre-set defaults for each plan.

Click Save.

You will need to add a task to manage this trial in Asana: https://app.asana.com/0/1170603950931281/1204926053803673.

Tell the customer they have been enabled for Secrets Manager. The customer will still need to give members in their organization access to Secrets Manager. https://bitwarden.com/help/secrets-manager-quick-start/#give-members-access. (feel free to use this email template to provide instructions).

If the customer decides not to move forward, you will uncheck Secrets Manager and save. This will remove their access to Secrets Manager.

You will also uncheck Enabled under the Organization to disable the organization. Note: this feature flag is still in development and the user may still have access to the Secrets Manager organization even after unchecking. This will be resolved in future releases.

If a customer decides to move forward, you will need to create a ticket for CS billing and attach the Secrets Manager subscription to the organization. Please follow the steps detailed in the sales runbook to do so. All new Secrets Manager customers will get a free Password Manager subscription for a short period so the CS Billing team will comp the Password Manager subscription.

If a new customer asks about a Secrets Manager Enterprise plan:

Have the customer create an account (feel free to use this email template to provide instructions).

Have the customer create an organization and choose the Free plan. At the bottom, there will be the option to add the free Secrets Manager plan.

Go into the Bitwarden Portal and find the organization under the customer email.

Scroll to the bottom of the page and click on Enterprise trial.

In the FEATURES section, enable Secrets Manager. The following should be selected. Do not enable Secrets Manager beta. This is only used for customers that enabled Secrets Manager during the beta period.

When Secrets Manager is checked, the SECRETS MANAGER CONFIGURATION will appear.

Enter the number of seats you want to configure the trial for. Note: It cannot exceed the number of Password Manager seats. If you enter more Secrets Manager seats than Password Manager seats, it may save successfully but will ultimately produce an error when the admin attempts to add members.

Under Max Service Accounts (this is the service accounts enabled for the organization, not the maximum), set the service accounts to 200 (this is what the Enterprise plan provides). Note: Future updates will support pre-set defaults for each plan.

Click Save.

You will need to add a task to manage this trial in Asana: https://app.asana.com/0/1170603950931281/1204926053803673.

Tell the customer they have been enabled for Secrets Manager. The customer will still need to give members in their organization access to Secrets Manager. https://bitwarden.com/help/secrets-manager-quick-start/#give-members-access. (feel free to use this email template to provide instructions).

If the customer decides not to move forward, you will uncheck Secrets Manager and save. This will remove their access to Secrets Manager.

You will also uncheck Enabled under the Organization to disable the organization. Note: this feature flag is still in development and the user may still have access to the Secrets Manager organization even after unchecking. This will be resolved in future releases.

If a customer decides to move forward, you will need to send a note to CS Billing to attach the Secrets Manager subscription to the organization. All new Secrets Manager customers will get a free Password Manager subscription for a short period so the CS Billing team will need to comp the Password Manager subscription.

Additional resources

Canned answers for common questions

https://app.textexpander.com/group/820E4C64-38B2-47C7-8F42-296A48739BB9/snippets

The difference between end-to-end encryption and other encryption methods https://bitwarden.com/blog/why-end-to-end-encryption-is-crucial-for-developer-secrets-management/

Why Bitwarden Secrets Manager does not support secret syncing

As your trusted secrets management provider, Bitwarden has opted to not support secret syncing due to the potential security risks that functionality poses.

To secure your secrets, Bitwarden Secrets Manager utilizes end-to-end encryption — a cryptographic method that prevents unauthorized parties from accessing a string of data while it is transmitted. End-to-end encryption is one of the strongest cryptographic methods available and is utilized globally to secure the world's most sensitive data.

Automatic secret syncing across your developer infrastructure (i.e. AWS, Kubernetes, Azure) would break this encryption model and potentially expose your secrets to malicious actors. For these reasons, Bitwarden has decided to not support this functionality for Bitwarden Secrets Manager.

GitHub Actions integration?

https://bitwarden.com/blog/using-bitwarden-secrets-manager-and-github-actions/

Self hosting?

https://bitwarden.com/blog/enterprise-self-hosting-for-bitwarden-secrets-manager/

Discovery questions and what to listen for

Sales Discovery Questions

Sales demo script

[Secrets Manager] Sales demo script

Secrets Manager Sales Training - Q1 and Q2 2023

Day 1: Introduction to the Bitwarden Secrets Manager and Competitive Landscape

watch and read

Day 2- Bitwarden Personas and Pricing

watch and read

Day 2 Part 2 - Discovery questions and Practice

watch and read

Secrets Manager and passkeys

Secrets Manager will support login with passkeys later this year as another method of logging into a Bitwarden account. To better understand how Secrets Manager fits into the broader passkey landscape for Bitwarden, check out this diagram [DO NOT SHARE EXTERNALLY].