VMware vCloud IaaS Sales Guide

VMware vCloud IaaS extends the virtualization strategies for over 400,000 VMware virtualization customers by bridging on-premise IT solutions with those available from providers of vCloud services, improving agility and lowering operational cost. Customers can use trusted partners to reduce the cost and perceived risk in introducing Cloud services.

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VMware vCloud IaaS

Why is it worth my time?
IaaS is a hot topic; its part of a world-wide Cloud adoption phenomenon that is happening now, a global activity the analyst community reports being worth over $50Bn a year. VMware customers want to know how IaaS will enable their business, improve IT team productivity, help retire legacy systems or improve the Return on Investment from existing infrastructure. VMware virtualization customers have the building blocks to adopt a hybrid deployment of on-premise and Cloud computing and VMware partners are uniquely positioned to make them successful. Value of typical sale
Example $240-$300 per VM per month (Total cost of supply, includes top line deal Compute, Storage, Networking, VMs and Connections) values Time to close Add-on opportunity Example cross-sell/ up-sell Typical 3 to 6 month sales cycle. Time to revenue typically no more than 90 days Capacity upgrades: Compute, Storage, Networking and VMs. Professional Services For Solution Vendors: professional services, managed services, extended solution selling opportunities, e.g. disaster recovery, load balancing, application development and test For Service Providers: network connectivity, hosted IT services, SaaS, Hosted PBX/Contact Center, MPLS

Solution / Offer summary

Click here

The opportunity in brief

Application areas
n  IaaS for Public, Private and Hybrid deployments n  vCloud Service Provider partners offer options for, resilience, DR

to refer to Solution Overview

and back-up

n  Solution Partners offer a broad portfolio of related technical,

application and vertical market services

Hybrid Cloud
Management VMware vSphere

Target Markets and Customers

400,000 VMware enabled customers, within which are medium businesses and autonomous departments of large Enterprises

App Loads

Sizing guidance
Management VMware vSphere

Companies with more than 150 employees, those with less than 100 employees are less likely to realize a compelling ROI for IaaS

Bridge Private Clouds Public Clouds

Services
VMware Solution and Service Provider partners offer a broad range of related vertical market and application services.

Business
vCloud IaaS is a proven way to make IT more agile and productive. Many service providers have a free or specially-priced evaluation service. VMware vCloud partners provide SLAs, support plans and vertical market coverage, which satisfy certification and compliance mandates.

How do we compare with the competition?

Click here

to refer to Positioning to Win Competition

Strength or weakness We rate ourselves Rackspace (Open Stack) F F F F F E Microsoft Azure

Why is it worth my customers time?

Click here

The customer wants

Amazon

Cloud services are widely understood and proven, and many businesses are now evaluating Infrastructure as a Service. In todays economy companies need to balance business agility with reduced spending power. Customers want to understand how IaaS can complement their existing virtualization strategies, by delivering cost savings, productivity gains and operational control. VMware virtualization is a key enabler for businesses that want to exploit the business benefits of a Cloud strategy:
n  Using vCloud IaaS, customers can rapidly deploy compute capacity

Capability Proven platform Choice Expertise Relevant references Geographic reach Cost

5 4 5 4 5 3

S S S S S N

E F F L F E

F F F F F E

Operational
VMware vCloud Director gives customers control over workload provisioning, administration, reporting and management. VMware vShield ensures that workloads move securely between on-premise and Cloud infrastructure. Remember, as a provider of vCloud services, you may also offer high availability, resilience and disaster recovery options.

and related services, billed per use on short or long-term contracts n  VMware virtualization customers have the foundations for a hybrid Cloud deployment n  Our world-wide partner network delivers the technology, application and vertical market expertise they need n  Customers retain control across on-premise and Service Provider Clouds Confidential no external distribution

Technical
vCloud IaaS is a proven and recognized IT enabler. VMware is recognized by the analyst community as the market leader in virtualization for IaaS. Customers can be assured of total portability between on-premise and certified vCloud Service Provider Clouds.

Score: 1-2 = Weakness (W), 3 = Neutral (N) & 4-5 = Strength (S). Competitive key: L = Leads, E = Equals, F = Follows. When all competitors follow, you deliver unique value, this is a Unique Selling Point (USP).

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(USP)?

to refer to Opportunity Drivers

Financial
vCloud IaaS is a cost effective way to rapidly deploy compute capacity. Partners offer a variety of consumption models and payment plans; from by the minute to fixed-term contracts and options for committed or ondemand capacity. IaaS is typically an operational expense (OpEx), freeing up capital for investment in other areas.

VMware vCloud IaaS

How to win
Our Unique Selling Points (USPs)
n Choice n Expertise n Geographic reach

Who do I talk to and what do they need

Click here

Be sure to deal with the objections

Click here

to refer to the Critical Business Issues

to refer to Dealing with Objections

Business
n Line of Business Head n Business Owner e.g. Managing Director n CTO n Head of Application Development n IT Manager or Director

Operational
n O  perations Director n I T Manager or Director n C  TO

Many objections can be forseen and therefore your answers can be prepared in advance

Our Strength
n Proven platform

Demonstrating success
Click here

to refer to the Success Stories

Winning indicators
We win when we
n I llustrate the simplicity of VMware to VMware hybrid Cloud n n n n n n

Financial
n Finance Director or CFO n Line of Business Head n Business Owner e.g. Managing Director n CTO

Technical
n H  ead of Application

Development

n CTO n IT Manager or Director

mobility as a simple extension to on-premise infrastructure Engage around the Cloud as a business enabler but focus on IaaS L  ead with a consultative approach and ask the customer to present their vision for IaaS S  ell at Director-level or above use your contacts to get the introduction C  ommunicate the benefits of the VMware partner eco-system S  ell to our existing customers we have 350,000 existing virtualization customers A  lign the customers IT needs with how VMware can be used in hybrid deployments of on-premise and Cloud infrastructure

Can we align their needs with our key attributes?

Key attributes
Proven and recognized business enabler World-wide availability of compatible Cloud services Broad and deep skills base accessible through partner eco-system Proven and certified IaaS providers and data centers 400,000 invested customers Simple consistent way to define, dimension and fulfill service needs

An Electronic Point of Sale solutions company was challenged with IT resource issues. Its staff was distracted from revenue generating work because of the need to support infrastructure split between the office and a managed hosting provider. Initially the company was reluctant to consider IaaS, but they trusted a VMware partner to prove the case by running a pilot. By consolidating the infrastructure in the partners IaaS data center, the company saved $75K/year over the previous arrangement. The customer has full control over the IaaS instance using a self-care portal, and their recovered IT resources have been used to accelerate delivery of other customer facing projects. An Architectural Advisory Services company was transforming its paper-based content to an on-line format in order to ensure its subscription services remained competitive. The company was concerned about the upstream financial impact of inaccurate sizing and the support overheads for its new IT infrastructure. Using a pilot, a VMware partner was able to accurately size the capacity needed for the new on-line service. This activity proved a financial case for IaaS with a nine month ROI, compared with eighteen months for an in-house alternative. The partner also demonstrated how immediate access to further capacity provided a safe way to meet unpredictable growth.

We lose when we
n Arrive late to an RFx and are just making the numbers n D  ont extend our relationship with the decision-makers for a

company-wide IaaS initiative

Establishing a vision for action based on needs

Click here

n F  ail to uncover the business drivers that will justify investment n F  ail to uncover existing customer relationships with other IaaS

to refer to the Directed Discovery Questions

Sales best practice

Do I have an opportunity?
Click here

vendors early in the sale n D  ont address the competitive situation explaining our key advantages of vSphere compatibility, choice and expertise n O  verlook relevant references Contact the VMware Cloud team via public_cloud_sales@vmware.com n P  osition on cost rather than value, or let the customer think IaaS is a commodity purchase

n Enabling our business to be responsive and effective n Managing the cost of IT as a percentage of turnover n Understanding the cost of doing business

to go to the Targeting Chart page

How do I manage the sales cycle?

Click here

Can I create the financial argument?

Click here Click here

to open the Sales Map

to refer to the Financial Illustration Overview to access the Financial Illustration Spreadsheet

How do I plan my sales campaign?

Click here

to go to the Deal Planner page

Work with your customer to build the financial argument that is specific to their situation Confidential no external distribution

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VMware vCloud IaaS

Sales Map
Planning your sale with VMware vCloud IaaS
The sales guide is structured to guide you through the key facts about the VMware vCloud IaaS proposition that drive sales success. This sales map serves as a useful aide memoir when planning your sale heres a reminder of how to apply the contents of this sales guide to your opportunity.

Playing to your strengths Identify and qualify new opportunities

 Contact existing customers for up-sell opportunities Execute a co-branded  campaign (e.g. VMware Real World Advantage mid-market campaign) and qualify leads for follow up Stimulate customer interest  in vCloud IaaS with a meeting or webcast event (e.g. using the VMware event in a box kit) Identify a clear opportunity for the Key Attributes, these are:  Proven and recognized business enabler  World-wide availability of compatible Cloud services  Broad and deep skills base accessible through partner eco-system  Proven and certified IaaS providers and data centers 400,000 invested customers  Simple consistent way to define, dimension and fulfill service needs Use the TARGETING CHART to prepare your first call

How do you change the game?

Compete on our agenda, use the CBIs and the Positioning to Win section as examples of the customers success criteria. Have they accepted the unique value of VMware vCloud services?

Get buy-in
Use the Solution Description and Directed Discovery questions, emphasize how we change the game for Cloud adoption through the use of VMware virtualization. Align these attributes to the customers drivers for success.

vCloud IaaS VALUE

Preparing for close Manage the financial debate

Help the customer realize the cost savings through a wellmanaged proof of concept Use Handling Objections to deal with those awkward questions. Summarize their needs and align our combined capabilities and financial impacts

IDENTIFY THE OPPORTUNITY

ESTABLISH FIT

DISCOVER THE DRIVERS

UNCOVER AGENDAS

SELLING THE vCloud IaaS ADVANTAGE

MAKING THE CASE

UNIFY DECISION MAKERS

Whats going to make the customer buy?

Using the Solution Description, think about the questions you need to ask to understand what will drive decision what are the issues that will drive a decision? Remember you may need to create the link for the customer.

Who or what else is in the game?

Are you competing with another IaaS vendor? Does the customer already have a Cloud partner? COMMERCIALS

Closing the deal

Use the DEAL PLANNER to understand when you can press for the close. Obtain verbal agreement that VMware vCloud answers the need and provides a compelling business case. Commit the buying team to receive your proposal and deliver the order CLOSE

Manage the commercials

Engage with the purchasing and legal decisionmakers early in the game, if you can offer a POC or trial, ensure the POC contains exit criteria that convert into a contracted sale.

Confidential no external distribution

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VMware vCloud IaaS

Target Markets finding the right prospects
400,0O0 VMware enabled customers, within which are:
n Medium businesses and small within large departmental needs in large Enterprises

Sizing guidance: IaaS opportunities with 150+ employees, opportunities with less than 100 employees are less likely to realize a compelling ROI for IaaS

To use this form, click here to open the document container, then right-click on the 01.TARGET MARKETS.pdf to save a copy The more questions answered with a YES the better the prospect.
1. Do I know a key decision maker or influencer? 2. Do they already use VMware virtualization?

Important: DO NOT open the form straight from the document container as it will disable the save feature.

Yes

No

3. Are we the preferred IT services partner today? (If there is an incumbent we may not be given the opportunity to supply).
4. Does the customer already consume Cloud-based or hosted services? 5. Do we supply managed services to this customer today? 6. Has the company made a business-wide decision to use Cloud? 7. Does the customer have seasonal or bursty fluctuations in their business?

A reminder of what my business prospects care about.

Click here

to refer to the Critical Business Issues

Business
n  The ability to sustain peaks in

Operational
n  Speed of execution for new

Do they have multiple instances of ad-hoc Cloud services? (This is often an indicator that a company is ready for a strategic 8. Cloud initiative).
9. 10.

If they have to comply with data management or governance mandates, will we (or the preferred) Service Provider meet the need? Will they be subject to specific geographic rules governing the location of data, will we (or the preferred) Service Provider meet the need?

trading n  Time to market for new initiatives n Customer experience/ satisfaction n  The ability to win share or competitive advantage

projects

n  The cost of support n Energy efficiency n  Service, infrastructure and

application availability

Financial
n Cost reduction n  Cost of IT as a percentage of

Technical
n Data security n  Supporting mobility in the

11. Have they acquired or merged with another business will they need to consolidate? 12.

If they will buy using a RFx process (government etc) are we early enough to influence this?

Proactive use of the Targeting Chart and Deal Planner in this Sales Guide is the best way to secure help from the VMware sales team.

the business n  Optimization of CapEx and OpEx n  Idle assets across the business

business

n Migration strategy n  Knowing the technology is

ready or fit for purpose

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VMware vCloud IaaS

Deal Planner (part 1)
Check the box that most represents your understanding Parameters Low 0 1 2 3 4

To use this form, click here to open the document container, then right-click on the 02.DEAL PLANNER.pdf to save a copy
Parameters High Whats our plan to improve our score?

Important: DO NOT open the form straight from the document container as it will disable the save feature.

Action owner?

Target date

Situation
What's the Opportunity Assessment Score from the Targeting Chart?

Section Score:
above 50% Minimum score

75% or more Target date for achieving cost savings. New application go live date Yes Strong No/existing customer

Have we identified a compelling event driving the need for Cloud? Do they consume value-added or hosting services from you today? What is your gut feeling? Will we have to participate in a Rfx or Tender process with other vendors?

Not identified No Negative RFx or Tender

Competition
Have we overcome competition for budget from other IT initiatives? Does the prospect value the combination of vCloud IaaS and related services when compared with any other contenders for the budget? If Amazon Web Services or other 'credit card' providers are being considered, is the customer actually looking for a strategic Cloud initiative? Are we in a RFx process where we are making up the numbers?

Section Score:
No

Yes vCloud IaaS vCloud IaaS plus adjacent products and services Need IaaS as a strategic company wide initiative Leading and influencing the process

No Preference is for AWS or Credit Card Yes Neutral

Basis of the decision

Have we proven our capabilities with a proof of concept or trial and can we meet their key decision criteria (e.g. ability to deliver, company profile, business model, references, etc.) Have we understood their decision-making process? Have we successfully used references and/or Exec meetings to demonstrate our collective strengths? Have we created a close plan that has the support of our sponsor?

Section Score:
No No

Yes Yes Reference call planned Reference call and/or Exec meeting completed Yes

No No

Timescale
Can we identify an immediate need that will drive a decsion now? Have we conducted a POC with defined success criteria to accelerate their willingess to invest? Have we engaged purchasing and legal early in the game? Have we proposed a project plan to which both the partner(s) and the customer agree?

Section Score:
No No No No Planned

Yes Completed or not required Yes Work in progress Agreed

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VMware vCloud IaaS

Deal Planner (part 2)
Check the box that most represents your understanding Parameters Low 0 1 2 3

To use this form, click here to open the document container, then right-click on the 02.DEAL PLANNER.pdf to save a copy
4 Parameters High Whats our plan to improve our score?

Important: DO NOT open the form straight from the document container as it will disable the save feature.

Action owner?

Target date

Solution
Are there any uncontrolled risks associated with the delivery, e.g. applications, timeline, Professional Service resources or SLA requirements? Have we enaged with VMware on a vision pitch ? Is the customer going to ask us to implement all or some of its Cloud related Professional Services? Will their adoption of vCloud IaaS add value to an existing contract? Can we identify any contractual terms that will increase our chances of winning against a competitor?

Section Score:
Yes No None No No Some

No Yes or Not Applicable All Yes Yes or Not Applicable OK with pull thru

Money: should we bid is it worth winning?

Is the deal size worth chasing? Can the customer get the budget to spend in our current sale year? Can we evidence the financial benefits from IaaS using Test Drive and/or a POC? Is there pull-through for other products and services? Will this maximise quota or incentive plan objectives?

Section Score:
Too low Next sales year No No No Yes Partly

Worth chasing Current sales year Yes Yes and part of this sale Yes

Authority and relationships

Define our relationship with the Decision Maker or Team Is there clarity over roles and responsibilities with any other Solution or Service Provider partners? Do we have a coach and are they effectively engaged to work with us? Are we engaged with the key influencers - like the business users?

Section Score:
Weak No No No

Strong Other partner leading We are actively leading Yes Yes Payback is >1 year Identified

Need
Is there a business case supported by the prospect's decision makers? Can we link tangible business issues to our proposed solution? (e.g. IT resource recovery, cost reduction, data center consolidation) Does the client agree vCloud IaaS will enable the business to increase opportunity and/or reduce cost?

Section Score:
Still being disccovered None identified

Payback is < 1 year Identified and customer understands the linkage and value Opportunity up and cost down People and capital

No

Opportunity up or cost down People or capital

Will their IT team recover resources people or capital?

No

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VMware vCloud IaaS

Related information for this solution Understanding the Solution
Click here Click here Click here Click here Click here Click here

Understanding the Market

Click here

Competitive and Other

Click here Click here Click here

Contact the VMware Cloud team via public_cloud_sales@vmware.com

Solution Overview Critical Business Issues  Dealing with Objections  Directed Discovery  Questions  inancial illustration F Overview  inancial illustration F spreadsheet

Opportunity Drivers 

 Positioning to Win  Sales Success Stories http://www.vmware.com/files/ pdf/partners/vmware-public Security Advantage cloud-security-wp.pdf?src=vcldWhite Paper 2012-1-blog-PCSA%20whitepaperex-41

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This document is confidential. All rights reserved. Copyright RVWL Ltd 2013. No part of this may be reproduced, disclosed or used except as authorised by contract or other written permission. The copyright and the foregoing restrictions on reproduction and use extend to all media in which the information may be embodied. The information contained herein is confidential and the property of VMware. No liability is accepted for errors or omissions. The VMware logo is a trademark of VMware. The Sales Enablement Program logo is a trademark of RVWL Ltd. Other product names mentioned herein may be trademarks and/or registered trademarks of their respective companies. V1-1

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