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HP CloudSystemSales Playbook
HP Restricted. For HP Internal and authorized Channel partner use.
July 2011
Elevator pitch
HP CloudSystem is the industry’s most complete,
integrated, open system for building and managing
services across private, public, and hybrid
environments. Based on proven HP Converged
Infrastructure and HP Cloud Service Automation, you
can get new cloud services running in minutes and
manage them throughout their lifecycle.
What’s insidePage 2 Business Drivers and TrendsPage 3 HP Cloud LeadershipPage 4 HP CloudSystem Page 5 HP ServicesPage 6 HP SoftwarePage 7 HP Converged InfrastructurePage 8 Prepare to SellPage 9 Target RolesPage 10 Sales PlaysPage 18 Best Sales ArgumentsPage 20 Handling ObjectionsPage 23 How to Engage
• Put your customer back in the game—With business users adopting cloud services five times faster than IT (Forrester), many CIOs are concerned with improving manageability, ensuring security, and accelerating business performance. Gartner named cloud computing as 2011’s top IT initiative, yet most companies don’t have a solid plan. HP CloudSystem is the fastest way to get your customer on track for success.
• Be a hero—Help your service provider customers beat the race to market, accelerate service delivery, and generate new revenue streams with a solution designed specifically for them. Help your enterprise customers gain agility and speed of service deployments on private, public, and hybrid cloud environments.
• Don’t get squeezed out—Cloud is hot! Eighty percent of new applications will be cloud-based (IDC). Many providers have aggressive cloud sales efforts.
• Speed it up—Building clouds may appear to be complicated, causing some to pass up the opportunity. HP CloudSystem will shorten your selling time. HP CloudStart gets even the most unprepared customers in the cloud in a flash.
• Open the door for future deals—HP CloudSystem, more than any other HP solution, can help define the customer’s future data center architecture, setting you up to own the business as their cloud environment evolves.
WifmWhat’s in it for me
2
Business drivers and trEnDS• Business users out in front—Frustrated business users are
adopting cloud services five times faster than IT (Forrester), acquiring software-as-a-service and cloud services for themselves bought with credit cards. This creates a potentially risky “shadow IT” within the enterprise. Most companies have some notion of a plan, but not enough information to act.
• the “it sprawl”—Today there are hundreds, if not thousands, of piecemeal cloud solutions to address immediate needs. By adopting such solutions without an overall strategy and endgame in sight can foster an “IT sprawl” which leads to the same complexity, security issues, and management costs it seeks to avoid.
• Cloud is about operations, not technology—Barriers to adoption include security and privacy concerns, lifecycle management, application migration, and IT skills. Governance is the main issue, and cloud automation is the secret sauce to solving governance.
• Private clouds offer the best 2011 opportunity—Seventy percent of enterprises are considering or are already using
a private cloud (IDC). Private clouds are a logical first step for organizations looking to deploy test/dev or print servers and other business applications such as infrastructure servers (Gartner).
• Enterprises today look more like service providers—An Enterprise IT department that delivers services to its customers (Lines of Business) via a cloud begins to think and act more like a Managed Services Provider. Improve your ability to sell to these “new enterprises” by understanding the shift.
• Service Providers heat up—A few telcos, cable companies, and wireless operators have entered the cloud market, and virtually every xSP is formulating a cloud strategy. The traditional VAR channel is building their own cloud offering as well as new specialty providers focused on community verticals.
• the future is hybrid—With the breadth of business requirements (millions of possible applications with varying requirements) and the expansion of possible service options (private, virtual private, public, community), most organizations will eventually need hybrid clouds that combine different styles of IT delivery.
trAnSfOrm legacy infrastructure, applications, and processes
HP delivers consulting services to plan, design, and implement cloud
BUiLD public, private, and hybrid cloud services
HP provides an integrated private and public cloud solution optimized for applications
mAnAGE AnD SECUrE across legacy applications and cloud assets
HP provides seamless heterogeneous management, security, and governance of services across traditional, public, and private cloud
COnSUmE public services securely
HP offers flexible, secure, pay-as-you-go enterprise cloud services
IT needs to optimize service delivery while integrating cloud
Business Transformation to Instant-On
IT Transformation to Strategic Service Broker
Become a ServiceBroker
Standardizeandconsolidate
Virtualizeand automate
Aggregateinternal and externalservices
Self-provision serviceson-demand
non-missioncritical andmission-critical
The journey to cloud
3
While moving to the cloud offers powerful benefits, the shift is not trivial. Your customers need help—and they know it. Think of all the changes the information technology industry has undergone since HP was founded more than 70 years ago. We’ve helped our customers through these earlier changes, and they trust us to do it again.
We’re up to the task. HP’s cloud offerings, including HP CloudSystem, use our powerful inventory of components and capabilities. We have more cloud resources than any other company. HP deeply understands that cloud is a new design point, and we are building our cloud solutions with this new paradigm in mind.
LEADErSHiPHP Cloud
Leader in cloud enablement Cloud capability• History of cloud-predecessor innovations (Utility Data Center,
Instant Capacity on Demand, BladeSystem, Virtual Connect, Converged Infrastructure, IT Shared Services Consulting)
• Leader in management software, including governance, application lifecycle management, automation, service assurance, and security (Gartner 2011)
• HP CloudAgile Service Provider Program extends the reach of cloud providers to drive growth
• Proven heritage of helping customers consolidate, virtualize, and automate
• Enterprise-class cloud components for hardware, software, and services
• Unique HP CloudStart service gets clouds up and running within weeks
• HP Solution Support across hardware and software• Leader in cloud infrastructure consulting services (TBR Cloud
Professional Services Study, 2010)
Dedicated to openness Cloud experience• Hardware-independent services and software• Software-independent hardware• Excellent reputation as an ecosystem partner
• 3 most popular social media properties in the U.S.• 4 out of 5 of the world’s largest search engines • 8 out of 10 of the world’s most trafficked websites
The cloud will be part of every business process• All enterprise applications will be designed
to be cloud-enabled • Every major business process will rely on a
hybrid of cloud applications integrated with open systems
• Data privacy and compliance management will impact every industry
• All business processes will require “borderless” end-to-end security assurance
• Business and IT must synchronize change, from development to delivery
Introducing HP CloudSystem
HP CloudSystem allows customers to build and manage services across the private, public, and hybrid clouds of their choice
• Single services view across private, public, and hybrid cloud
• Multi-hypervisor, multi-OS, heterogeneous infrastructure
• Intelligent automation and lifecycle management; application-to-infrastructure
• Scalability and elasticity• Built on proven and market-leading
HP Converged Infrastructure and HP Cloud Service Automation
Simplifies cloud adoption bysimplifying integration
! 20% 12%of enterprises will have no IT resources by 2012 (Gartner).
of enterprise workloads are expected to be in public clouds by 2013 (Cisco IBSG).
Public cloud service market will be $143B USD in 2013.
Cloud service market
4
HPCLOUDSyStEm
HP CloudStart optionHelp customers get started with HP CloudSystem in as little as 30 days with a fixed-price, fixed-scope project. Based on CloudSystem Matrix (including application provisioning and monitoring), HP CloudStart services establish a private cloud service catalog with up to four services integrated into customers’ backup and security environments.
HP is introducing a comprehensive, well-thought-out portfolio of products and services designed to accelerate deployments of cloud computing solutions for public, private, and ‘hybrid’ clouds.
IDC Link, “HP Announces Broad Initiative for Cloud Computing; Will Wear Many Hats as Provider of Hardware, Software and Services,” February 2011
Always lead with HP CloudSystemHP maintains that the move to the cloud and the full exploitation of the cloud are best accomplished via an integrated systems approach. We built and delivered HP Converged Infrastructure to solve the data center problem of IT sprawl, and now we’ve extended it for cloud with HP CloudSystem. Lead with HP CloudSystem, but always sell the portfolio to retire quota and get customers on the path to cloud.
HP CloudSystem matrix HP CloudSystem Enterprise HP CloudSystem Service Provider
Private cloud, IaaS Private & hybrid cloud, XaaS Public & hosted private cloud, XaaS
Infrastructure and Basic Application
Deployment and Monitoring
Advanced Application to Infrastructure
Lifecycle Management Single Services View
Software as a Service Aggregation and Management
CORE
HP BladeSystem HP matrix OE
HP CSA for matrixHP Cloud maps
HP Services
HP BladeSystem HP matrix OE
HP Cloud Service Automation 2.0HP Cloud maps
HP Services
HP BladeSystem HP matrix OE
HP Cloud Service Automation 2.0HP Aggregation Platform for SaaS
HP network AutomationHP Cloud maps
HP Services
EXTE
NSI
ON
S
HP Software: Service Portfolio Governance (HP itfm, HP PPm), Application readiness (HP Application Lifecycle management, HP fortify), Service Assurance (HP Business
Service management, HP it Service management), threat and risk management (HP ArcSight, HP tippingPoint) and information management (HP Storage Essentials, HP Data Protector)
HP Storage: 3PAr, EVA, XP HP networking
mission Critical: HP-UX, Serviceguard
HP financial Services
5
Engage with servicesCloud-Cautious customers Cloud-Confident customers Cloud-Eager customers
Get the customer moving by reducing uncertainty about cloud
Help customers start down the path to cloud if they are not quite ready
Provide pragmatic action plans that set up the deal
Open the door when you have zero business in an account
Position HP as a full-service cloud vendor
Engage the customer in a relationship, enabling you to follow up for a hybrid solution
What to sell
• HP Cloud Discovery Workshop• HP Converged Infrastructure
Maturity Model• HP CloudSystem Matrix Conversion
Services (if they have BladeSystem)
• HP Cloud Discovery Workshop• HP CloudStart• HP Cloud Roadmap Service • HP Transformation Workshop
• HP CloudStart• HP Application Transformation to
Cloud services• HP Enterprise Cloud Services—Compute
12
12
12
HP Services for CloudSystem• HP Applications transformation to
Cloud (At2C) Services—Help enterprises analyze their application and infrastructure environments to determine cloud suitability, develop a customized roadmap for transformation, and ultimately deliver those applications via the cloud.
• HP Cloud Consulting and implementation (tS and PS)—Consulting, implementation, integration services for HP CloudSystem that mitigate implementation risk.
• HP Cloud Discovery Workshop—Cloud vision and components, cloud opportunities and implications, and key considerations for the business.
• HP Cloud roadmap Service—Cloud architecture, gap analysis and program planning, multi-year roadmap for cloud adoption.
• HP Cloud Security Analysis Service—Security and compliance assessment and remediation roadmap, understanding protection technologies and controls.
• HP Hybrid Delivery Strategy Service— Develops a hybrid provisioning strategy using a unique model for business-driven decisions involving shared services IT.
• HP Private Cloud for test Service— Implement a private cloud for testing across development and operations.
• HP Hybrid Delivery Workload Analysis—Analyzes targeted workloads to make efficient use of cloud infrastructure in hybrid environments.
• HP Support Services—Provides assistance with the technology products included in HP CloudSystem.
• HP transformation Experience Workshop—Practical, interactive, slide-fee workshop that simulates a whole IT transformation to help customers achieve business goals faster.
HPSErViCESWhy talk about services early? • Speeds up the deal—Services accelerate and support a
customer’s transformation from today’s environment to the cloud.
• Positions HP and our partners as valuable Sis—Systems integrators are the top choice agents for 63.5% of customers moving to the cloud (Gartner).
• Establishes HP credibility and expertise—HP has a strong and leading service heritage. This provides confidence that HP can look across the portfolio and understand business requirements.
• Lead with a “cloud conversation” that includes services—Leading with services works better than a product conversation. It signals to customers that we care about their objectives and are not just trying to sell something.
• HP CloudSystem includes services—HP is delivering a complete cloud system, not a box. Services are a mandatory element.
HP services strengths• it Service management heritage—HP is a proven leader in
ITSM, a key enabler of the private cloud.
• trusted it advisor—With our EDS heritage, enterprises have relied on us for their most mission-critical projects.
• focused practice areas—We’re strong and experienced in key cloud-enabling processes and technologies, including security, governance, and management.
• Choice and openness—You can use HP services in the cloud without having to use them everywhere. HP not only supports our own products, but also offers hardware and software independent services.
6
HPSOftWArEWhy talk about software?• Software is the cloud’s brain—Without specialized cloud service
management software, the client doesn’t have a cloud. HP CloudSystem includes cloud software.
• HP’s cloud software portfolio will give you an edge—We have what it takes to provision, manage, retract, track, and build cloud services, as well as the management portal and service catalog to manage them.
• Cloud software is the linchpin for future business—Cloud management software is so critical to the customer that they are likely to prefer whatever vendor becomes their standard.
HP Cloud maps • Unlike anything else available from any other vendor, these
pre-configured infrastructure-to-application service definitions simplify, optimize, and accelerate the creation of the HP CloudSystem service catalog.
• HP Cloud Maps fast-track the automation of business applications, saving days or weeks of time while ensuring accurate deployment, configuration, and sizing of cloud services.
• We have Cloud Maps for popular business applications such as SAP, Microsoft Exchange, and RedHat Linux, as well as Platform-as-a-Service middleware.HP Cloud
ServiceAutomation
HP Cloud Service Automation for matrix—Pre-integrated software package that includes Server Automation (Starter Edition) and SiteScope. It brings basic application lifecycle management to HP CloudSystem Matrix with application deployment and monitoring.
Key components of Cloud Service Automation:• CSA foundation Server—Intelligent, self-service portal for LOB,
cloud controller, resource management, and HP uCMDB, enabling seamless integration to BSM/ITSM
• Server Automation—Lifecycle management for enterprise servers and applications for provisioning, configuration management, and execution
• SiteScope—Physical/virtual infrastructure and application monitoring
• Operations Orchestration—Automates routine IT processes, such as repetitive maintenance, change provisioning, and incident resolution
• Database and middleware Automation—Best-practice automation for database and middleware lifecycle management
more cloud capability than other management solution on the market. Cloud Service Automation is the industry’s most extensible cloud management solution, offering application and infrastructure provisioning for private, public, and hybrid cloud IT services.
Cloud Service Automation delivers:• Advanced provisioning and management of applications
and infrastructure with industry best-practice templates, providing greater flexibility at a lower cost
• Highly flexible, scalable architecture with advanced workload optimization and metering, supporting heterogeneous environments
• role-based portals to enhance the user experience in designing, building, and consuming private and public cloud services
• Extensible platform that supports service assurance, application lifecycle management, security, and compliance
HP Cloud Service Automation (CSA)
• Service Portfolio Governance—Govern and manage your published catalog of hybrid services (HP IT Financial Management, HP Project Portfolio Management).
• Application readiness—Deliver modernized, cloud-ready, hybrid applications quickly and securely (HP Application Lifecycle Management, HP Fortify).
• Service Assurance—Assure the availability and performance of dynamic hybrid services (HP Business Service Management, HP IT Service Management).
• threat and risk management—Secure and control cloud enabled business processes (HP ArcSight).
• information management—Visualize your heterogeneous storage infrastructure and protect your data in a hybrid environment (HP Storage Essentials, HP Data Protector).
• Aggregation Platform for SaaS (AP4SaaS)—Single point of access integrating and aggregating multiple SaaS and hosted services enables service providers to offer a “one-stop-shop” experience to their customers.
• network Automation—Tracks, regulates, and automates configuration and software changes across globally distributed, multi-vendor networks.
• Advanced resource manager—Automates the decision-making process and provisioning of resources based on business policies, cost, and performance goals.
Software extensions for HP CloudSystem
7
What is Converged Infrastructure?HP Converged Infrastructure provides your customers with a blueprint for the data center of the future in order to accelerate the provisioning of Converged Infrastructure services. It integrates technologies—servers, storage, networking, security, power, cooling, and facilities—into shared pools of interoperable resources, all managed through a common management platform.
HP InfrastructureCOnVErGEDWhy sell HP Converged Infrastructure?• Position HP as visionary—HP believes that the industry is at a major inflection point where all core technologies are coming
back together. Converged Infrastructure is our IT strategy to help customers cut spending on operations and increase spending on business innovation.
• ideally suited to deliver—HP is best positioned to deliver convergence based on our proven expertise, application integration, broad range of delivery options, and heterogeneous IT management. HP is the only company to offer a full portfolio of standard-based, integrated solutions and services developed specifically to solve data center complexities and overcome the inefficiencies caused by IT sprawl.
• market leadership—HP is the #1 market share leader for blade servers, x86 servers, and combined Unix, Linux, and Windows servers. HP is the leader in systems management software, the second largest networking company, and the third largest storage vendor.1
• HP BladeSystem—Common modular infrastructure constructed for any workload from client to cloud. HP Thermal Logic embedded technology can deliver a 30% reduction in facility power and cooling costs.
• HP matrix Operating Environment— A common platform for advanced infrastructure lifecycle management for drag-and-drop provisioning of complex, multi-tier infrastructure in minutes.
• HP ProLiant G7 servers —Provide 3x more performance, 2x improved availability, 20:1 greater consolidation, 8x faster remote management, and a 96% reduction in power and cooling.
• HP Virtual Connect—A common, virtualized network fabric that connects servers to networking and storage while simplifying and increasing flexibility from the data center to the network edge.
• HP 3PAr Storage: f Class and t Class—Thin provisioned storage optimized for hybrid clouds with multi-tenancy capability, cutting capacity overhead by 50%.
• HP EVA, XP—Traditional architecture storage arrays that bridge to traditional storage technology.
• HP tippingPoint: vController + vfW—Security solutions for physical and virtual clouds providing security for entire data center attack protection, including the hypervisor.
• HP networking (A12500, 5800, 5100)—High-performance, flexible core-to-edge networking fabrics.
• HP integrity servers with mission-critical HP-UX 11i v3—The world’s first scale-up blades with an operating system for demanding mission-critical workloads.
Converged infrastructure for HP CloudSystem
8
Are they executing against an
Enterprise Transformation Strategy?
Has the customer virtualized and/or deployed
automation?
Do they want SaaS transformation of their enterprise
applications?
Is the customer interested in buying the
infrastructure to run the cloud?
Do they want to deliver IaaS
services only to the IT department?
Yes Yes
YesYes
NoYes No
NoNo
No
Go to Sales Play 2
• Engage in virtualization• Sell HP Cloud Discovery
Workshop
Go to Sales Play 1
Go to Sales Play 4
Go to Sales Play 2
Go to Sales Play 3
Prepare toSELLThree steps to cloud selling successSuccessfully selling to customers who buy cloud requires careful listening for clues, and then matching the right cloud solution to the right situation. The good news is that HP has a cloud solution for nearly every scenario. To find the right solution and get into the right selling motion, follow these three steps:
Select the right SALES PLAyThe sales plays in this playbook assume that your customer is interested in building their own cloud environment. If your customer is interested in outsourcing their cloud environment, HP can help with this situation, too.
Use the “SELECT THE RIGHT SALES PLAY” map below to identify which of the four selling motions is appropriate for your customer situation.
Each SALES PLAY contains a “SELECT THE RIGHT HP SOLUTION” map to guide you from your customer’s situation to the HP solution most likely to meet their needs. In every case, lead with HP CloudSystem. The solutions suggested on this map will complement CloudSystem or be a fall-back position.
Each sales situation changes depending on which competitors and/or partners are involved. Following the four Sales Play sections, use the tips on PARTNER CONSIDERATIONS and COMPETITIVE CONSIDERATIONS to guide your actions.
PLAyS
SOLUtiOn
COntEXt
9
TargetrOLESCiO Key Concerns
“I need a cloud environment that lets me govern how the business takes advantage of internal and public cloud services. But how will I manage it? How secure is it?”
This customer worries that he/she lacks the time, money, or skills for the cloud. He/She also suspects that the technology can’t deliver on its promises. Assure him/her that HP will help him/her be credible, flexible, and responsive to his/her business users. HP CloudSystem and HP services will help him/her get back in control.
Line of Business Owner Key Concerns
“My competitors will eat my lunch if I don’t get this new application now. Buying services from the cloud is cheap and easy. I’ll just buy it on my own.”
This customer doesn’t care what technology drives the cloud he/she is using. That’s someone else’s problem. However, he/she does care about his/her business initiative success. Find out his/her strategy requirements. Link HP CloudSystem to the flexibility and speed he/she is sure to need.
Service Provider Key Concerns
“I need to get to the cloud fast. I’ve got a huge opportunity to attract new customers if I can offer affordable, secure, on-demand business value. I can’t let my competition beat me to the punch.”
This customer is likely to be cloud-sophisticated and concerned that cloud-in-a-box is too simplistic for his/her needs. Demonstrate that HP’s cloud vision—hybrid and heterogeneous—ensures his/her future success. Suggest that HP CloudSystem will help him/her gain experience with new business models.
it/Applications Key Concerns
“Users are going directly to the cloud instead of coming to me, so I need a new approach to run applications internally and externally.”
This customer is less worried about the details than he/she is about being responsive. HP CloudSystem helps him/her serve his/her internal customers fast and flexibly. HP ALM lets them manage applications on-premise and in the cloud.
it/Data Center Key Concerns
“We are already virtualized.” This customer is caught between mandates to squeeze value out of legacy investments and cut costs by standardizing and yet satisfy growing demand. Virtualization made him/her a hero. He/She may be reluctant to go farther. Help him/her understand how HP CloudSystem achieves his/her financial objectives, yet adds the lowest possible operations overhead.
it/networking Key Concerns
“Service availability and performance are my new metrics.”
This customer used to simply focus on resource management, but the cloud puts service availability and performance front and center. Multi-tenancy, bursting, and hybrid all add complexity. HP CloudSystem will give him/her management tools and automate repetitive tasks, giving him/her incredible flexibility to problem-solve and orchestrate service.
10
StrategiesJust start—Many IT organizations are under pressure from executives to figure out how the business can start benefiting from cloud computing with an internal, private, infrastructure-as-a-service cloud. They may be late to deliver and are anxious to understand what cloud is all about. They need to quickly demonstrate credibility and ROI.
Establish a beachhead—Demonstrate empathy about their concerns, but probe to discover inevitable business needs that IT is not addressing. Suggest easier, lower-risk entry points with HP Cloud Discovery Workshop and HP CloudStart so they gain courage from quick success. Suggest they start with converting low-risk IT-centric applications like test/dev or infrastructure applications.
triggers• IT has not yet started moving
to the cloud and may have no specific plan
• There is a lack business agility• Tension between IT and
LOB owners; LOB users and developers may already be buying cloud services like salesforce.com and EC2
• IT needs to prove to the business that they can meet new and changing demands
• Desire to pilot internal infrastructure provisioning via cloud to prove internal benefit and grow
• Urgency—Are you looking to test the value of cloud? Are you evaluating the business case for building a private cloud versus consuming public cloud services? Are you looking for a fast-track deployment to gain executive buy-in? Are your developers or knowledge workers bypassing IT and going out to the cloud?
• Virtual and/or physical—Have you made any decisions about your approach to provisioning infrastructure? Are you prioritizing virtual servers for your internal cloud?
• Use cases—What use cases are top priority? Test and development? Infrastructure standardization and automation? IT department modernization?
• HP CloudSystem matrix is a great way to get started with cloud—It lets you provision infrastructure and applications in minutes. It’s the ideal private cloud. Since you are just starting out with your cloud, we suggest you start with non-mission-critical applications such as IT test/dev. HP can offer you a solution that is low cost and will get you up and running fast so you can prove to the business that IT can meet its changing needs.
• HP CloudStart eliminates almost all of your start-up issues—It’s less expensive and easier than you think. Your team may lack the time and the skills. However, our deep experience in business transformation services will help with your readiness. We can help you get your private cloud service catalog set up in 30 days so you can start delivering cloud services right away.
• if you aren’t ready today, you can still future-proof your environment—Start with cloud-ready components such as HP 3PAR storage, HP BladeSystem, and HP Software.
Say
Sales PLAy 1“We need to deploy cloud fast, but how should we start?”
SELL: Matrix w/extended infrastructure or Up-sell to Sales Play 2 or 3 or TS/PS custom engagement
Heightened risk to sales outcome. Pay special attention and escalate as needed.
SELL: Matrix Conversion Service2
SELL: Matrix Starter Kit SELL: CSA for Matrix
SELL: CloudSystem Matrix without CSA for Matrix or CloudStart.
SELL: Position HP Server Automation and SiteScope or upsell to use Sales Play 2 or 3. Position Matrix with extended infrastructure
Heightened risk to sales outcome. Pay special attention and escalate as needed.
SELL: Matrix Conversion Service2
SELL: Matrix Starter Kit
SELL: CSA for Matrix3
SELL: CloudSystem Matrix or CloudStart
No
No
No
Need basic app deployment, monitoring,
and compliance?
Yes
Yes
Yes
Yes
No
No
No
YesPrefer new infrastructure?
Yes Need basic app deployment, monitoring,
and compliance? HP Matrix installed?
Yes Need basic app deployment, monitoring,
and compliance? HP Blades installed?
Need basic app deployment, monitoring,
and a compliance?
Customer uses non--HP or DLs
Evaluation of customer needs and choice points HP Solutions to sell
Always lead with CloudSystem matrix
Select the right HP Solution
Integrated IT-focused IaaS
Ask
1111
PlayersCiO: Sell to the CIO and IT leadership. Decisions to go to the cloud are not made at lower levels in the organization.
LOB: Involve the LOB executives in the discussion. Business users are driving companies to the cloud. Without their push, IT is unlikely to move. Sales, Marketing, and HR are likely candidates.
Current and net-new customers: Key descriptors in this play are “cautious” and “uncertain.” You may find this situation in HP customers and net-new.
your Cloud Conversion Checklist
Give the HP Hybrid IT presentation.
Ask if they have a cloud strategy. If yes, ask to see it.
If no, sell HP Cloud Discovery Workshop.
Drive for a CloudSystem Matrix demo
More PLAy 1
• Set the business context correctly—Since the LOB executives drive cloud, it is vital that you understand the relevant use cases—and their urgency.
• Bring in our consultants—Cautious companies or those that are brand-new to cloud are going to need a lot of hand-holding. Services, whether offered as part of the solution as in HP CloudStart, delivered as part of a pre-sales engagement, or customized to your client’s particular needs, will be critical to building confidence and ultimately a successful implementation.
• Establish HP as the cloud leader—Eventually, most enterprises will have at least some part of their IT in the cloud. Maybe it’s today; maybe it’s in a few years. When they start down the path, someone will be there to guide them. If it’s not you, it will be a competitor. You risk getting relegated to second-class status and having to fight for every future sale. Owning the cloud will soon become a key component in “account control.”
• Have a fall-back position—If the organization remains reluctant, paint a vision of the cloud and show them how discrete investments in products such as BladeSystem today can make it easier for them to move to the cloud when they are ready.
Engagement tips
“i am concerned about openness and vendor lock-in.”
• While CloudSystem is optimized for HP, it’s a very open solution.
• It supports Linux, Windows, and HP-UX, and hypervisors including VMware, Microsoft, and HP Integrity Virtual Machines.
• Once deployed, CloudSystem will interoperate within your broader heterogeneous infrastructure, letting you easily grow your cloud environment. Specifically, it supports non-HP storage, non-HP networking, and even virtual machines running on non-HP servers.
“Cloud is just an extension of virtualization. i’ll see what my current virtualization provider recommends.”
• Although virtualization is a natural pre-cursor to cloud, delivering cloud services is a very different situation. Virtualization is about hardware scaling—its benefits are confined to the data center. Cloud is about the users; it’s about business agility.
• New management software, new processes, and new governance models are needed, as well as the right converged infrastructure to support them.
• As long as you are considering making this leap, consider what HP’s CloudSystem delivers, the ability to provision both physical and virtual environments. Plus, you can build on and extend the virtualized environment you already have while not locking yourself in to a single virtualization platform.
Handling objections
Integrated IT-focused IaaS
12
Sales PLAy 2• Going beyond iaaS—Are you looking to extend your current IaaS? Is your company moving
towards a shared-service model? • Vision for PaaS/SaaS—Are you planning to offer rich platform environments like Hyper-V
or HP-UX in a cloud model? What if you could create service packages tailored for and consumed by your Lines of Business? Would you like visibility to cloud services costs or the ability to charge back to the businesses?
• Enabling users—Do you envision your users requesting and deploying services from a self-service portal?
• need to scale—Are you looking for a solution that’s extremely scalable and customizable?
Ask
“We’re ready to implement a cloud. We’re looking for an integrated solution. Where do we go from here?”
ESCALAtE as a must win if not successful in getting new HP HW in deal. Must not lose a CI friendly accountSell: Cloud Service Automation 2.0Heightened risk to sales outcome. Pay special attention and escalate as needed.
SELL: Cloud Service Automation 2.0, Matrix OE for DL
SELL: Matrix Conversion Service2
SELL: Matrix Starter KitSELL: Cloud Service Automation 2.0
SELL: Cloud Service Automation 2.03
SELL: CloudSystem Enterprise
No
YesOpen to new infrastructure?
Yes
No, Third Party
Customer uses HP SL, DL?
Evaluation of customer needs and choice points HP Solutions to sell
Always lead with CloudSystem Enterprise
No
HP Matrix installed?
No
Yes
HP Blades installed?
Strategiesrich, HP-based cloud—Many organizations are ready to implement a private cloud as part of their cloud strategy, or may be pressured by executives to head towards the cloud. They are looking for an integrated solution as the foundation. They may already have HP infrastructure, and want to base their rich cloud-service catalog (IaaS, PaaS, and/or SaaS) on HP products.
Give them a vision—Get their buy-in that they are headed towards a world of hybrid IT delivery. Give them a bridge to cloud by converting their existing server investments into a HP CloudSystem Matrix-based private cloud. They’ll now be on the path to hybrid delivery and can easily transform into a hybrid cloud when the time is right.
Present the full solution—There’s no cloud without hardware, software, and services. HP CloudSystem is a great way to demonstrate how much benefit there is to combining hardware, software, and services into a single solution. Cloud will drive a huge need for servers and storage. However, you risk being marginalized by the next wave of transformation if you don’t involve software and services.
triggers• Open to an HP infrastructure-
based solution• Customer has virtualized much
of their server infrastructure yet still can’t keep up with the pace of LOB demands
• Demonstrates concern over rogue, shadow IT
• Wants a quick way to test IaaS workloads along with the option to expand to richer services
• Understands hybrid delivery model is a cost-efficient resource pool
Select the right HP Solution
Service provisioning in a Converged Infrastructure
• HP for rich clouds—HP CloudSystem Enterprise is ideal for clients looking to deploy private and hybrid cloud environments and the full range of service models (IaaS, PaaS, and SaaS). You can manage your cloud and your traditional IT environment with a single services view. With advanced application lifecycle management, you can apply cloud techniques to complex applications like databases.
• HP helps you eliminate rogue, shadow it activity—You can quickly respond to your developers’ needs with a cloud that stands up fast.
• HP gives you options—There’s no vendor lock-in. HP CloudSystem gets you up and running fast and yet allows you to extend to include your legacy systems and any hardware you want to add in the future. You can continue to support your simplified/standardized infrastructure approach (all blades, Linux, Windows, and HP-UX).
Say
Yes
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Service provisioning in a Converged Infrastructure
More PLAy 2
• Get our consultants engaged—Deploying a cloud of any scale requires change and transformation from the application layer—possibly across the data center. Engage your consultants from Technology Services and Software Services to demonstrate their expertise and entice customers to participate in Transformation Experience Workshops and Application Transformation to Cloud services.
• Accurate rOi is about operational costs—At some point, you’ll likely be asked for competitive ROI. Keep in mind that although cost savings are a cloud driver, operational costs rather than just capital costs are what enterprise customers are concerned about. With CloudSystem, customers will be able to track cloud service costs and compare them to historical expenses to develop and deliver an IT service.
• Stress security—Security concerns are the #1 inhibitor to moving to the cloud. Stress HP’s enterprise heritage, strong security services and software capability. For extra proof—do a demo. Seeing is believing.
• Highlight seamless conversion—Help BladeSystem customers advance their current IaaS towards CloudSystem with Matrix Conversion Services.
Engagement tips
“Adding PaaS and/or SaaS to our current cloud will make it more complex to manage.”
With CloudSystem, deploying a hybrid cloud will not increase the amount of complexity you might imagine. CloudSystem Enterprise will let you manage private and hybrid clouds, for IaaS, PaaS, and/or SaaS in a single integrated solution. You’ll be able to automate the complete application lifecycle in each cloud delivery method—provisioning, customization, and configuration, as well as ongoing patch management and, ultimately, system retirement. This will save you days to weeks compared to provisioning approaches in which your cloud deployments are disparate and siloed.
Handling objections
PlayersCiO: May worry that IT is getting cut out of the picture. He/She will be interested in showing how he/she can quickly add value to keep shadow IT from growing.
LOB: Understand where he/she is coming from. He/She may be happy to get his/her applications in the cloud so that IT can’t say no.
VP/it Operations: Cloud forces operational changes this executive wants to avoid. He/She may settle for brand-specific silos in order to keep his/her costs down. HP’s lifecycle management automation and governance consulting will make his/her life easier—even in heterogeneous environments.
it Director: May be concerned that cloud hands over infrastructure control to other IT groups (networks, software, hosting). Quick implementation of a private IaaS cloud will help his/her case.
Service provisioning in a Converged Infrastructure
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Sales PLAy 3“We’re ready to implement a cloud. It needs to encompass our existing heterogeneous infrastructure. Where do we go from here?”
• Level of transformation—Are you looking to transform your IT into a shared services center—or build a department-level IaaS?
• fit into mixed environment—What are your requirements for leveraging the existing infrastructure? Have you standardized on an enterprise management platform? What is your mix of server vendors? Where are you in your blade adoption? What is your mix of storage and networking? What, of your mix, do you need to leverage?
• Competitive evaluation—What other solutions for private and/or public cloud are you evaluating? What claims for heterogeneity have they made? How have they supported those claims? Has anyone presented a completely integrated cloud solution—hardware, software, and services? How do you plan to manage and orchestrate a mixed solution?
Ask
• HP CloudSystem Enterprise was designed to help you respond quickly to business needs—Many people in your situation are concerned because they can’t respond to business needs as quickly as needed. We can help you get a cloud up and running quickly so that you can deliver IaaS, PaaS, or SaaS.
• focus on flexibility—HP’s cloud solutions adapt well to your existing environment. No matter where you are today, we can help you deploy your private or public cloud regardless of your broad, mixed infrastructure.
• Extend your vision—You want to integrate your current heterogeneous infrastructure investments into an enterprise cloud model. We can help you do this faster and more cost effectively than you imagined. Even if you eventually want to completely transform your business into a shared service center or an internal private cloud, you can start with something simple and extend.
Say
Strategiesrich service, heterogeneous infrastructure, cloud—Many organizations are ready to implement a private cloud or public cloud as part of their cloud strategy or are experiencing pressures from executives to head towards the cloud. They may be well on their way towards consolidating, standardizing, and virtualizing their data centers. They may have HP software, yet are not standardized on HP hardware. They want to leverage their existing investments, which may or may not include HP hardware and software.
Consolidate initiatives—Selling cloud is a big boon because it will help you consolidate a lot of initiatives into a single sale. Users of the HP BSA and BSM software suites have invested in rich capabilities for traditional environments. They’ll want to avoid retooling old IT infrastructure and will want to start cloud on a new foundation leading to a hybrid delivery model.
Speed to value—Evangelize a simpler/faster approach to standing up a private or hybrid cloud that fits into their heterogeneous environment.
triggers• Has been driving against
big strategic initiatives (consolidation, standardization, virtualization)
• Random cloud initiatives scattered throughout the organization
• Current management software running up against limitations
• Wants a quick way to test IaaS workloads along with the option to expand to richer services
• Understands that the hybrid delivery model is a cost-efficient resource pool
SELL: CloudSystem Enterprise
SELL: Cloud Service Automation 2.0 + other HP hardware SELL: Cloud Service Automation 2.0 (if customer adverse to HP hardware)
SELL: Cloud Service Automation 2.03
SELL: Matrix Conversion Service2
SELL: Matrix Starter KitSELL: Cloud Service Automation 2.0
SELL: Cloud Service Automation 2.0
Yes
No
Accepting of HP Matrix?
Evaluation of customer needs and choice points HP Solutions to sell
Always lead with HP CloudSystem Enterprise
No
YesHP Blades installed?
No
YesHP Matrix installed?
No
YesOpen to new infrastructure?
Customer uses third party or HP SL/DLs
Select the right HP Solution
Service provisioning in a heterogeneous environment
Yes
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More PLAy 3
• Help them gain control—HP Cloud Discovery Workshop is a great way to corral the various cloud projects, put them into enterprise perspective, and fit them into a coherent plan.
• focus on hardware independence—Software leaders may think of hardware as a commodity. Talk about how HP’s cloud software is hardware agnostic.
• Pay attention to company politics—Learn about the overall corporate cloud vision. If cloud has been deemed strategic, then it will be politically expedient for IT to say they are already doing cloud. But are they? Probe on this. Offer help to get them from risky “cloud-washing” to actually delivering value.
• Be prepared to go custom—If the customer is resistant to an integrated solution or to deploying new hardware, demands leveraging existing infrastructure, or has many of the HP software components for the cloud, it may be a better fit to create a custom solution for them where selling Cloud Service Automation is the right solution.
Engagement tips
“How will HP CloudSystem fit into our primarily (Dell/iBm /Cisco/EmC) hardware environment?”
HP CloudSystem is an open extensible solution that fits into any environment—HP or non-HP. You get everything you need for cloud delivery with no compromise, and no lock-in. HP offers services to assess the impact on what you do today and help you to integrate and transition as smoothly as possible.
“Why would i need an integrated solution like HP CloudSystem when i could just add software?”
Let’s talk about your situation. Companies choose an integrated solution because it is faster time to value—building your own can be slow and complex. Integrated solutions are less error prone and are easier to use and maintain. HP has carefully designed CloudSystem to make it useful for a large number of situations. Let’s discuss the trade-offs and determine which is right for you. If you decide against an integrated solution, we can help you build a customized cloud environment with our Cloud Service Automation software on any hardware you choose.
Handling objections
PlayersCiO: The CIO may want control of the cloud strategy to rein in LOB experiments.
CtO: He/She understands how the company vision links to cloud. He/She may own the developers who go outside for cloud resources.
VP/Software Architecture: Executives responsible for their company’s applications are highly likely to be the ones who initiate a cloud solution purchase. Working with business owners, the architects feel the pressure first, and best understand the drivers. Architects wield power in vendor selection.
Director of Security: Security is the biggest cloud concern, so get him/her on your side.
Positioning with Cloud Service Automation• Offers lifecycle management for
applications, middleware, and database support for patching, automation, monitoring, and updates. Not limited to x86 servers.
• Lets customers build a just-in-time stack provisioning of physical and virtual resources.
• Offers multi-vendor hypervisor support and enables customers to burst to any public cloud by using the provider’s APIs.
Possible limitations with virtualized-only solutions• May not address the complete
lifecycle of applications, middleware; may only address the database x86 servers.
• May not have templates; may only offer “images” that don’t act like virtual templates and provision only virtual machines.
• May limit/eliminate choices for bursting to public cloud providers.
Service provisioning in a heterogeneous environment
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“We need to deliver new and additional cloud services faster, to better serve our constituents and customers.”
Strategiestransforming to shared services—Your customer may be an enterprise with a large data center or a company whose business model is based on selling some kind of IT service. In either case, this customer has big ideas. They’ll be interested in a rich service catalog, sophisticated management capability, and a more enhanced user portal capability.
Selling to a service provider— Broaden your perspective of a Service Provider and keep in mind that enterprises are beginning to look and act like them. They understand shared services. They need to migrate from thinking about the cloud as a big hunk of machinery where they physically separate customers, to a sophisticated view of portals, service automation, governance, and service catalogs. With HP CloudSystem Service Provider, HP can accelerate their time-to-delivery with a test bed that propels them past their competition into getting hands-on experience in public or hosted private clouds.
triggers• Losing revenue; market share• Wants to build a shared-
services cloud• Enterprises looking to offer
hosted private cloud to compete against “over-the-top” cloud providers such as Amazon or Rackspace
• Communication Service Provider needs to add cloud services because connectivity services have commoditized
• to CSPs—Do you want to offer data center services to complement your communication services?• to mSPs—Are you looking to transform your business model and deliver managed services via
the cloud?• Cloud outcomes—What business-critical services do you plan to operate in a cloud environment?
What revenue opportunities might you miss if you delay your entry into cloud services?
Ask
• HP CloudSystem Service Provider for multi-tenant environments—Service Providers like you particularly need a rich cloud environment. With this solution, you can deploy public and hosted private clouds that deliver XaaS aggregation and management. You can also create IaaS and SaaS offers via a multi-tenant environment and provide those offers via a portal while enabling provisioning, access and control, and billing to multiple tenants.
• Expand to wherever your vision takes you—Start with IaaS and build up from there. You can bring in HP and non-HP legacy investments. You can evolve your operation towards being a full Managed Service Provider (MSP) if you desire. We’re finding that many enterprises want to operate their private clouds like a Service Provider, even if they never intend to go public.
• Offer one-stop shopping—HP CloudSystem Service Provider makes servicing even the most complex service environments easier. If you are a Communication Service Provider (CSP), you can provide data center services to complement your communication services. Enterprises can extend to offering services when they are ready.
• Service customers more easily—You can create templates that deliver the services your customers want, when they want it, and at whatever price point makes sense.
Say
Understand the same choice points from Sales Plays 2 or 3. LEAD with CloudSystem Service Provider
SELL: If customer does not desire CloudSystem Service Provider, Complement Sales Play 2 or 3 (CloudSystem Enterprise) with the following ADDs based on choice points below
ADD: Aggregation Platform for SaaS
ADD: Network Automation to Solution
ADD: Cloud Discovery Workshop
ADD: Advanced Resource Manager as an option: This would allow more refined and dynamic optimization of the resource usage for these compute-intensive tasks
Always sell with CloudSystem Service Provider
Yes
Yes
Yes
Yes
Wants to offer service in a multi-tenant way to large-
scale of end users?
Does customer intend to run large compute-
intensive tasks such as business analytics?
No
No
No
Has multiple DCs with complex
networking topology?
Wants to deliver S/P/IaaS services together with communication QoS
across DCs?
Customer lacks comprehensive cloud strategy
and roadmap?
Evaluation of customer needs and choice points HP Solutions to sell
Select the right HP Solution
Sales PLAy 4 Complete IT transformation journey based on cloud
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Who are the Service Providers?Service Provider Business types: Cloud is the future for all types of Service Providers. They are all formulating cloud strategies or already on the move. Get in now.
• Communication Service Providers (CSPs) such as telcos (ex. AT&T), cable companies (ex. Comcast), wireless companies (ex. Verizon)
• IT Hosting Providers and Managed Service Providers (ex. Navisite)
• Internet Service Providers (ISPs) (many small and mid-sized local providers)
• Value-added Resellers and Systems Integrators (ex. Ingram Micro)
• Software-as-a-Service and Platform-as-a-Service Providers (ex. Salesforce.com)
• Enterprise companies offering public cloud services (mobile banking, personal healthcare portals)
types of it Services these firms may provide: Service Providers operate at one or more of the following levels:
• rent managed data center space—Their customers have their own equipment but can avoid the expense of operating their own data center. These Service Providers will need to upgrade so that their customers can run clouds in the rented data center.
• rent shared resources—These Service Providers rent not only the managed data center space but also the equipment. They’ll be expected to offer traditional resources but also be cloud-ready.
• rent full it Services—These Service Providers function as a full outsourced IT shop for their customers. Going to the cloud will expand the kinds of services they can provide as well as help them avoid customers migrating to cloud shops.
• rent everything—including applications: Customers rent applications from these Service Providers (SaaS) as well as everything underneath. Cloud is the only method of delivery.
More PLAy 4
• Articulate a cloud vision—Understand the Service Provider’s business. Look beyond the immediate sell to talk about the Service Provider’s longer term vision. Express a vision— “here’s how we see you going forward” —and leverage a HP Cloud Discovery Workshop to help them get there.
• Be ready to execute quickly—Since Service Providers will be offering cloud services as a revenue stream, they may be reluctant to invest in infrastructure before they need it for a specific customer. They sometimes buy “just-in-time” to meet the needs of their new customers and need to you be ultra-responsive.
• involve HP cloud specialists right away—Expect Service Providers to be sophisticated buyers and to have complex needs. They’ll appreciate the full service and architectural view provided by HP cloud specialists.
• introduce the HP CloudAgile Service Provider program—Explore whether your Service Provider meets the requirements and can benefit from program elements like co-selling incentives for HP and channel partners, and certified services like HP CloudSystem hosting and bursting.
Engagement tips
“HP just wants to come in and sell me warmed-over enterprise stuff.”
On the contrary, HP CloudSystem Service Provider was purpose-built for companies just like yours. With our experience in working with leading Service Providers, we have deep knowledge of what it takes for you to be successful.
“is CloudSystem right for all companies that want to deliver cloud services?”
HP CloudSystem Service Provider is ideal for many companies that want to deliver public or virtual private cloud services. However, other companies that deliver more focused cloud services, such as a company like Salesforce.com, might be better suited to other HP solutions.
Handling objections
Complete IT transformation journey based on cloud
18
BEStReasons to do the Cloud Discovery Workshop
• Learn—Find out the benefits and risks of various cloud options. Get recommendations on migration best practices and tips on people, process, and technology.
• Prepare—Your team can assess your readiness for cloud adoption.
• Collaborate—Have a powerful conversation that gets your team on the same page.
• Act—Leave with an operational roadmap and a personalized action plan for your business.
BEStCloud offering for Enterprise
• Speed to value—Stand up a complete cloud in a few short weeks.
• Gain control—Lifecycle management and governance capability enable differentiated costs and services across your total cloud environment, reducing cloud “silos” as well as the need for business units to run amok.
• retain legacy value—Integrates with your existing multi-vendor environment.
• no lock-in—Many “clouds-in-a-box” are proprietary, closing you in and blocking system elasticity.
BEStIntegrated platform• total solution—Uniquely combines converged industry-standard
infrastructure with proven lifecycle management software, cloud maps for leading ISVs, and the services you need to get you up and running on a secure, scalable, and extensible cloud.
• Single point of control—Unifies the control and delivery of cloud assets, whether they are in your data center, an HP hosted cloud, or a public cloud such as Amazon Web Services.
• integrated by design—Creates an elegant, coordinated solution rather than piece parts from partners with conflicting or overlapping interests.
BEStEase of implementation
• fewer headaches—Fast implementation is an indication that you are avoiding the pain of complex integration. No cloud solution stands up your cloud faster. HP services insure you against costly errors.
• fast POC—Set up a POC in a few weeks instead of a few months.
• Popular applications online in minutes—HP Cloud Maps provide a fast path to a functional working cloud.
• Expansion—Once you are set up, expanding to new services, applications, processes, and policies is simpler than you can imagine.
BESt sales arguments
BEStCloud partner• Proven—HP is the #1 IT Vendor and #1 IT Service Provider
in the world. Customers include the 3 most popular social media properties in the U.S., 4 out of the world’s 5 largest search engines, 8 out of the 10 most trafficked websites, and 7 out of the 10 largest cloud service providers.
• Quality—Reputation for engineering excellence and heritage of innovation such as utility computing.
• Support—Cloud Solutions Lab, Hosting Service Provider Program, and Cloud Centers of Excellence help channel and alliance partners leverage HP’s expertise and resources.
HP’s answer for hosted cloud for the EnterpriseFor those enterprises that don’t want to build, own, and manage their own dedicated private cloud, HP Enterprise Cloud Services–Compute offers a pre-built, asset-free enterprise-grade cloud computing service. IT managers get high levels of flexibility, performance, and availability in an efficient and flexible consumption model.
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BEStOn-ramps to HP CloudSystem
• BladeSystem c-Class—Give BladeSystem customers a bridge by converting existing server investments to a HP CloudSystem Matrix-based private cloud.
• BladeSystem matrix—Current BladeSystem Matrix customers are natural candidates, since they have already set up a private cloud foundation. Understand their needs for cloud services beyond on-premise and private. Then introduce conversion services such as HP CloudSystem as the next logical step.
• HP 3PAr—Since these customers already use a utility model for storage, building out a HP CloudSystem that leverages HP 3PAR technology gives them the most advanced cloud infrastructure available.
• HP software—Help HP BSA and BSM customers build a bridge to cloud service delivery. HP can help them establish a pragmatic environment while, in parallel, help them assess which workloads are ready to move to an on-premise cloud. Evaluate the opportunity for HP software value add integrated with the solution (OO, BSM, etc.)
BESt sales arguments
BEStReasons to move to cloud
• Business agility—Businesses respond to market opportunities with greater agility.
• Scales faster—IT scales faster to better meet business needsfor collaboration, mobility, and speed.
• finance positive—Less expensive and more financially predictable than traditional IT.
• Service flexibility—Hybrid clouds enable different applications to use different service features. Security level? Provisioning urgency? Need to burst? Degree of availability? Cost?
BEStPath to the future• Strategic options—Ensures a path to whatever cloud strategy
your business will require tomorrow.
• Choice—Choose and manage whatever combination of cloud delivery options and whatever hardware configurations your users need.
• Help—HP has the services to help you grow and the R&D muscle to ensure you can handle any new workload and any business environment.
Competitive considerationsCompetitors may have set the stage for how your customer thinks about cloud. Set the record straight. HP CloudSystem has changed the game, and competitors are struggling to respond. One positive—customers will already understand cloud advantages. Distinguish HP’s hybrid IT delivery approach and HP CloudSystem’s comprehensive, fast path to value.
• Support the steps your customer has already taken—Don’t criticize the steps your customer has already taken towards cloud. Suggest HP Cloud Discovery Workshop to help customers create a plan that moves them forward.
• make the deal bigger—The more strategic the deal, the better HP will fare. HP has the most complete solution and offers the strongest value proposition for hybrid cloud service delivery. HP CloudSystem is the fastest path to get going. When you are facing a competitor in a tactical, departmental deal, these strengths may be less meaningful.
• Engage HP cloud specialists—An objective view of a competitive situation will determine whether the opportunity is worth investment and developing a strategy to showcase HP advantages.
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With HP, you’ll be able to quickly respond to the needs of your developers and eliminate rogue, shadow IT activity. You can implement complete application infrastructures in minutes or hours compared to weeks or months. It’s easier and less expensive than you think.
HP has helped many companies that face the specter of “shadow IT.” Although SaaS applications can certainly be a boon to business, their unmanaged use introduces security and compliance risks. HP CloudSystem’s lifecycle management for hybrid cloud environments can help drive compliance/governance and reduce risk. HP can help you with a stepwise approach to drive early success.
Our HP Cloud Discovery Workshop can help you decide and form an action plan that works for you. If you decide that a private or hybrid cloud makes the most sense, HP CloudSystem gives you the ability to deploy any cloud. Our HP CloudStart solution will get you up and running quickly and easily. Plus, we have the services to continue to support you all along your journey. Alternatively, our HP Enterprise Cloud Services–Compute can help you safely and securely meet your need to outsource to a virtual private cloud.
OBJECtiOnSHandling
Objections to moving to cloud
Our users are bypassing IT and buying SaaS on their own. It’s too late for our own cloud.
I’m not sure whether we need a private, public, or hybrid cloud. It all seems complicated.
I’m not ready to move to shared services or build a private cloud.
Partner considerations: Selling HP CloudSystem to Vmware and microsoft customers• Lead with HP CloudSystem—Sell the vision and CloudSystem differentiators: Interoperable with VMware and Microsoft management
and hypervisors.
• Sell HP CloudStart for fastest start-up—Interoperable with VMware and Microsoft components.
• Highlight HP Cloud maps—Available for VMware and Microsoft (including Exchange and SharePoint).
• Great partners—HP values our strong relationships and can support the customer’s preferences with solutions built with our partners.
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What makes you think that? A cloud-based IT services delivery system is the very heartbeat of HP’s vision for an Instant-on Enterprise. Our goal is to deliver the power of the cloud to your enterprise—so that you can gain the agility, collaboration, and speed you desire. We’ve been building this capability for some time. Did you know that the three most popular social media properties in the U.S. are built with HP products and services? Also, 4 out of the 5 largest search engines use HP. HP CloudSystem is our solution for companies that want to build their own clouds.
Although HP CloudSystem does use proven HP infrastructure in the solution, not one component was casually added. HP CloudSystem was integrated by design. HP CloudSystem was also designed as an open system that gives you the ability to integrate with your current and future heterogeneous infrastructure choices.
Building a cloud requires many pieces—hardware, software, and services. The key question is—how well do those pieces integrate and work together? HP has more of the required pieces than others. Most importantly, they are glued together in a way that makes sense—by design. And, with HP CloudSystem, we’ve pre-integrated a full cloud environment.
You will want to choose the cloud stack that best meets your business and operational objectives. If your cloud strategy isn’t as clear as you would like it to be, HP offers the HP Cloud Discovery Workshop to help you with just that. If your cloud strategy and action plan are complete and you are matching requirements to offerings, I’d suggest visiting our Solution Center for a demonstration, or talking to one of our cloud specialists about a POC.
HP has a robust portfolio of services of many types. Of course, some are related specifically to HP products. However, HP also offers vendor-independent professional services.
OBJECtiOnSHandling
My cloud plans don’t include HP hardware or HP software. Why would I want HP services?
We’re not sure which cloud stack to go with.
Objections to HP
We feel others have more experience with cloud than HP.
HP is just a piece parts company.
HP is just an ‘arms dealer.’ You’re trying to protect your status-quo infrastructure business. Isn’t CloudSystem just a box of your legacy infrastructure?
22
HP’s solution is extremely open. HP CloudSystem works with your choice of hypervisors, operating systems, and applications. While HP CloudSystem is optimized for HP infrastructures, it works well with non-HP storage, non-HP networking, and non-HP servers for virtual machines.
Vmware: HP CloudSystem is a great companion solution for VMware. Our solution integrates with VMware vSphere, interoperates with vCenter, and we offer HP Cloud Maps that leverage VMware virtual machines. We can build a solution that integrates with vCloud Director. HP can build a solution that utilizes vCloud Director based on customer preference, but the customer will not get all CloudSystem benefits as they would with full lifecycle management.
microsoft: HP CloudSystem is a great companion solution for Microsoft. HP CloudSystem integrates with Microsoft Hyper-V, co-exists with System Center Virtual Machine Manager (SCVMM), and we offer HP Cloud Maps for Exchange and SharePoint. HP can build a solution that utilizes only the System Center management suite based on customer preference, but the customer will not get all CloudSystem benefits, such as support for non-Microsoft environments.
Let’s talk about your situation. HP offers an integrated solution as well as the ability to build a customized cloud environment. Companies choose an integrated solution because it is faster time to value—building your own can be slow and complex. Integrated solutions are less error prone and are easier to use and maintain. HP has carefully designed CloudSystem to make it useful for a large number of situations. Let’s discuss the trade-offs and determine which is right for you.
Yes, you can. HP wants to help you in the way that meets your objectives and requirements. We can help with the right software and/or any hardware to keep your cloud evolving. Here’s a pragmatic approach other customers have found useful: Start with a HP CloudSystem POC to validate our approach. Then use the HP CloudSystem solution as the nucleus of your new cloud to get going quickly. Then integrate your existing infrastructure into your new cloud when the time is right.
As your data set grows from social web data, smart devices, enterprise systems, user-generated content, etc., wouldn’t you want to gain more insight, value, and advantage from it? A move to the cloud for storage was a great first step. Creating a hybrid cloud services delivery model that lets more of your organization leverage your data can help your more effectively and efficiently combine, process, manage, analyze, and use that data to find new revenue streams, attract new customers, and deliver services faster.
OBJECtiOnSHandling
We are content with just having storage in the cloud for now.
Can’t I just add your Cloud Service Automation to my existing [competitor’s] infrastructure?
Objections to HP CloudSystem
I rely on [VMware/Microsoft] for my virtualization. How will this integrate?
I don’t need an integrated solution; I can roll my own.
An all-in-one system doesn’t fit our data center architecture and requirements. We don’t want to be locked in to one vendor.
23
EnGAGECloud Opportunity RegistrationAfter you’ve identified an opportunity, get it registered• Use standard processes in Partner Portal to register the deal• Contact the HP account manager to register the opportunity
in Siebel
EngagementHP will perform CloudSystem Opportunity triage• The first meeting is held and the “go/no-go” decision is made.• HP can combine its cloud offerings with financial offerings from
HP Financial Services to help clients maximize their financial goals in parallel with their pursuit of innovation to drive business growth.
NegotiationUpon successful series of discussions, engage HP pre-sales to generate the appropriate configuration and quotation• Partner then negotiates the final price.
Close and ExtendWin and deploy, or expand• All cloud deals will have HP Technology Services and HP Software
Services components, and the teams will collaborate to provide their respective services.
• Technology Services will to train their Support teams (break and fix team) to understand how to respond to a customer call on their CloudSystem package.
resourcesChannel partner HP CloudSystem website (U.S. only, required login): http://www.hp.com/go/cloudpartner
Customer-facing HP CloudSystem website: http://www.hp.com/go/cloudsystem
HP CloudAgile Service Provider Program: http://www.hp.com/go/cloudagile
HP Financial Services: http://www.hp.com/hpfinancialservices
How to
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Key takewaysThe only answer to ensuring the right business outcomes with the cloud is a comprehensive, integrated system that delivers a truly unified experience.
HP is the only vendor to provide the industry’s most complete, integrated and open system to build and manage services across public, private, and hybrid clouds.
HP CloudSystem is the technology that allows enterprises gain agility and speed, and service providers to drive top-line growth.
© 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.
2011 HP Restricted. This document contains confidential and/or legally privileged information. It is intended for HP Internal Use only. If you are not an intended recipient as identified on the front cover of this document, you are strictly prohibited from reviewing, redistributing, disseminating, or in any other way using or relying on the contents of this document.
4AA3-5482ENW, Created July 2011
