© 2011 IBM Corporation

Lead Generation Call Guide and Campaign Training

WW STG Smarter Storage FlashSystem Campaign

MPID = 103FK

CAMPAIGN TACTIC CODES: 103FK44T, 103FK45T, 103FK47T

IBM Americas General Business

© 2011 IBM Corporation

Campaign and Tactic Targets Tactic Description 103FK44T LDR follow-up on E code response: response triggered

proactive call

103FK47T LDR follow-up on W code response: response triggered proactive call

103FK45T LDR follow-up on D code response: response triggered proactive call

Tactic Codes 103FK44T, 103FK47T, 103FK45T

Tactic Start Date 3Q 2013

Audience Size, Target, Industry, Roles

Size: 1000+ Industry: All with focus on banking & finance, healthcare, Government, telecom industries

Roles: VP of Data Center, Storage Admin or Storage Manager, IT Manager, VP Sales, VP Marketing, CIO, CTO, Application Owners, LOB

Estimated Responses (20% reach rate)

Validated Leads

(1.6% lead rate)

Validated Lead Revenue ($)

Wins

(20% win rate)

Win Revenue ($)

Avg. Deal Size ($)

IBM Americas General Business

© 2011 IBM Corporation

Compelling Reason to Act (CRA)CRA: WHY should customers care / benefits to them/their co.?

Primary benefit / compelling reason to act (for client)

IBM can help you achieve extreme performance and reduce costs so you can compete, innovate and grow. Compared to 15K Hard Disk Drives (HDD), IBM FlashSystem is:• 19x more cost efficient in dollar/per IOPs than HDD• 315x denser (meaning more space-efficient)• 115x more energy efficient• 20x faster • 10x more durable (since it has no moving parts)

Secondary benefit / compelling reason to act (for client)

Speed up your critical applications

• Rathbones, a UK wealth management provider accelerated processing 40 times and reduced power 87 percent

• 2.5 times faster than lowest flash competitor

• IBM FlashSystem is 20 times faster than 15k hard disk drives

IBM Americas General Business

© 2011 IBM Corporation

Compelling Reason to Act (CRA)

CRA: WHY should customers care / benefits to them/their co.?

Key Messages

Businesses face increasing velocity of big data and a growing need for real-time computing. These businesses have intensive computing needs that are being limited by their storage performance. This is where IBMFlashSystem™ comes in. FlashSystem has no moving parts and is purpose-built to deliver extreme, reliable results compared to disk. Businesses can finally unleash the power of their most critical applications to make real time strategic decisions.

 

• Extreme Performance: enable business to unleash the power of performance, scale, and insight to drive services and products to the market faster.

• MicroLatency: Microsecond latency facilitates the data path that will accelerate critical applications to achieve a true market based competitive advantage.

• Macro Efficiency: Driven by consolidation of hardware and software, deployment speed, efficient use of strategic IT staff, and power and cooling savings. Leverage the economies of scale with flash and achieve real and measurable IT efficiencies:

• Enterprise Reliability: durable and reliable designs that use enterprise class flash and patented data protection technology.

IBM Americas General Business

© 2011 IBM Corporation

Business Solution Overview, Benefits, Pain PointsHigh level solution overview

Flash technology is defining the new landscape of computing. IBM flash storage provides extreme performance with IBM MicroLatency™ to achieve macro efficiency with best in class reliability. When compared to disk technology flash is superior in storage density, cost efficiency, packaging, energy consumption and speed to deployment. Businesses can finally unleash the performance of their business critical applications to make real-time, strategic decisions.  It’s time to consolidate legacy systems and create new applications with IBM flash storage. It’s time for flash.

Business benefits Speed up critical applicationsMacro efficiency- lower licensing, operational (server/storage) ,power and cooling costs and reduced overall footprintEasily integrate without changing existing architecturesMake decisions faster using insights from Big DataDurability at the chip, module and system level for enterprise reliabilityHighly available solutions for the most demanding applications

Business Problems this solution / offering solves

Users are complaining that business applications are running too slowly.Client implemented new software or hardware and has a sudden performance problem.Client can't solve a lingering performance problem and need a long term solution that is economical.Business is increasing and existing servers/storage are overburdened.Need enterprise reliability

Client Pain Points and how solution addresses them

Pain: Users are complaining that business applications are running too slowly. Solution: Extreme Performance: enable business to unleash the power of performance, scale, and insight to drive services and products to the market faster.

• Unlock scale of users and processes

• Speed up transactional, analytics, and batch applications (better business agility, quicker time to value)

• Provide best end-user experience (competitive advantage, more productivity)

• Increase revenue or accelerate cost savings when time is money (time saved is time invested)

• Boost performance without database and system administrator time commitments, administrator can focus on other business needs

IBM Americas General Business

© 2011 IBM Corporation

Business Solution Pain PointsClient Pain Points and how solution addresses them

Pain: Business is increasing and existing servers/storage are overburdened.

Solution: Macro Efficiency: do more with less using purpose-built flash storage architectures

• Improve application efficiency by spending less time waiting on I/O

• Reduce hardware and software licensing cost by reducing number of CPU cores required

• Extend useful life of existing storage assets by offloading heavy workloads

• Save power, cooling, and “rack estate” versus traditional performance storage solutions

Pain: Need enterprise reliability.

Solution: Maintain data availability and longevity in demanding 24x7x365 enterprise environments

Gain durability with enterprise grade flash technology (eMLC, SLC)

Reduce flash failure maintenance events with IBM Variable Stripe RAID™ technology

Protect data with best in class two-dimensional flash RAID technology

Leverage wear leveling, ECC (error correcting code), and checksums for additional protection

Manage component issues with hot-swap capabilities and internal redundancies

IBM Americas General Business

© 2011 IBM Corporation

Questioning for NeedsDiagnostic Questions

 Are you achieving your performance targets? What is your biggest performance problem? What is your flash strategy? Are you trying to consolidate application hardware and licensing?

Needs Development Questions

What is your flash strategy? What is your current storage footprint? Are you challenged to meet performance criteria?Are your customers looking for faster response times?

Attach / Cross Sell Questions

Does your application recquire consolidated host-level management? (SVC / V7000) Have you heard of real time compression in order to maximize your storage investment?Are you considering, an enterprise class server and operating system to connect to your enterprise storage?Are you running mission critical applications on your server that require storage to meet the performance of the server?

Objection Handling - and rebuttals

Objection 1: “Your system is great, but my current system/someone else’s system is good enough.” Response 1: The main defense against “good enough” is opportunity costs, tied to efficiency. While the existing system may be providing the desired level of performance, what if the customer could:

• Accomplish similar or better performance in less than 50 percent of the space or with less than 50 percent of the power?

• Save 50 percent or more of their database/application license costs by removing bottlenecks?• Scale to twice the number of users that can currently access the system?• Decrease user response times by an order of magnitude?• These results all depend on the exact application environment, but we are always happy to provide a no-

charge analysis to show the possibilities beyond just “good enough” Objection 2: Software Features. “We want more features than a dumb and fast flash array.” OR “We need array-based replication due to our application and /or our business structure.”Response 2: IBM® FlashSystem™ products are designed to be the performance engine in the overall solution architecture. IBM® FlashSustem™ products do not include software-heavy data migration (tiering, caching, etc.), reduction (dedupe, compression, thin provisioning, etc.), or reliability (async/sync replication, snapshots, etc.) capabilities because such features add significant overhead that limits performance for many customers who do not require those capabilities. That said, our extensive experience helping customers with these kinds of environments gives us several options if such capabilities are required:

We support various virtualization platforms and front-ends like IBM SAN Volume Controller/IBM Storwize® V7000 that provide feature functionality independent of higher-level applications.

We may also be able to help you find those features elsewhere in your application architecture. For example, Oracle and Microsoft SQL Server platforms include many reliability features we can utilize.

IBM Americas General Business

© 2011 IBM Corporation

Opening Statement & VoicemailOpening Statement Clients are spending too much money on their storage – IBM can help you spend

less and improve overall operations. Would you be interested in reducing your admin time by 47%, use up to 80% less disk space or have 30% less capacity growth.

Voicemail Sample #1 Pass

Good morning/afternoon. This is <_____> calling from IBM/ BP. The reason I am calling today is that we’re seeing customers, similar to you, changing their approach to storage and getting great benefit from IBM’s Smarter Storage. May we spend a few minutes discussing how our IBM’s new flash offerings may help you speed up applications and save you money?

Voicemail Sample #3 Pass

Good morning/afternoon. This is <_____> calling from IBM/BP. The reason I am calling today is that we’re seeing customers, similar to you, spending too much money on their storage – IBM can help you spend with the FlashSystem family of storage. May we spend a few minutes discussing how our solutions may benefit you?

IBM Americas General Business

© 2011 IBM Corporation

Objection Handling and Rebuttals

Objection Handling - and rebuttals

1. Lack of management capabilities - not a robust monitoring/alerting mechanism. FlashSystem products include a basic GUI that can manage multiple systems from a "single pane of glass", as well as capture real-time performance and diagnostic data. Clients can also use the management CLI if desired. All FlashSystem products now have call-home functionality.2. No de-duplication or compression. FlashSystem, with an all-hardware data path, was engineered to deliver the lowest possible latency (25-100 microseconds).  Any layered software will mitigate this effect and typically add some amount of latency to the solution. Efficiencies like de-duplication, compression are great to have for specific workloads but will come with a price in both performance and cost.3. No snapshots, replication or advanced capabilities. Deploying FlashSystem behind a storage hypervisor like SVC or Storwize allows customers to take advantage of the real-time compression feature available in it.  As for de-duplication, we find that the only use case where it adds any real value is VDI using persistent images.  In order to contain storage sprawl and derive the greatest value from a flash investment for VDI, we recommend customer use non-persistent images using Linked Clones.4. Not certified with VMware. VMware is a strategic technology partner with IBM and we are working to achieve the highest levels of integration and optimization possible in the next FlashSystem generation. In the meantime, IBM technical teams can work with customers on manually setting up virtualized infrastructures to take advantage of the extremely low latency provided by FlashSystem.5. No snapshots, replication or advanced capabilities. FlashSystem, with an all-hardware data path, was engineered to deliver the lowest possible latency (25-100 microseconds).  Any layered software will mitigate this effect and typically add some amount of latency to the solution. Deploying FlashSystem behind a storage hypervisor like SVC or Storwize allows customers to take advantage of advanced features like thin provisioning, snapshots, local and remote replication etc., while still getting the deterministic low latencies of the flash technology.6.Disruptive capacity upgrades and code upgrades. True, capacity and code upgrades require a planned maintenance window today. However, deploying FlashSystem behind a storage hypervisor such as SVC, or in an HA configuration will allow performing code and capacity upgrades without any disruption. It is important to note that FlashSystem are different from traditional storage disk arrays with respect to code upgrades. FlashSystem has a hardware only data path to the flash modules with a very minimal software stack that includes just the FC & IB protocol drivers. These drivers are very mature and do not need frequent code upgrades. The average frequency of code upgrades on a FlashSystem is once every 12-18 months. In fact quite a few of our customers did not need a code upgrade through the entire lifecycle of the product.

IBM Americas General Business

© 2011 IBM Corporation

ResourcesUrl’s / websites The IBM Flash website:

http://www-03.ibm.com/systems/storage/flash/

Sales Support Information on IBM FlashSystem:

SSI

Whitepapers / demos / downloads / Special Offers

Resources page for FlashSystem family

http://www-03.ibm.com/systems/storage/flash/resources.html

Client References http://www-03.ibm.com/systems/storage/flash/resources.html

Competitive Information

Techline STG Flash

COMP

IBM FlashSystem Tech Sales Community includes competitive info:

https://w3-connections.ibm.com/communities/service/html/communityview?communityUuid=3f406b24-76b3-4c8c-a6d0-3bfa58a74294

IBM Global Financing Options

IBM Global Financing IGF