IBM Systems and Technology Group
Start your New Year off with a Bang!
STG Sales Play Activation
Guide for the
Protect More Store Less
for Midmarket Sales Play
1st Half 2010
For IBM and BP Use Only
© Copyright IBM Corporation 2010
Table of Contents
 Purpose of the STG Sales Play Activation Guide
 Play overview: Protect More Store Less for Midmarket






Providing value to the customer
Reasons of call
Call to action and resources
Building your customer story
Building your 60 second elevator pitch
Play summary
© Copyright IBM Corporation 2010
For IBM and IBM BP Use Only
2
STG Sales Play Activation Guide
 Purpose: give sellers easy to read, easy to
follow instructions on play execution
enabling them to quickly get off and running
 What is it: A single package of key seller
“how to execute” information for each play
including:
1) where to win with the play
2) how this play provides value to your customer and helps overcome CFO hurdles
3) 3 reasons of call for you to use in contacting customers
4) 3 steps in developing the elevator pitch with content provided for this play
5) 4 steps in developing the customer story with content provided for this play
6) IBM and BP links to key resources
7) play summary (mini Quick Reference Guide)
© Copyright IBM Corporation 2010
For IBM and IBM BP Use Only
3
Protect More Store Less - Midmarket
This play targets competitive and existing DS4000 customers including those with multi vendor environments and or need for large
amount of backup data requirements. Leverage the superior performance and scalability of IBM System Storage DS5020 as well as
SVC’s ability to provide superior features with DS5020 disk, This play also leverages ProtecTIER ability to provide industry leading
de-duplication performance and data reduction
Where to Win – Competitive accounts with need for data storage, cost
reduction and increased backup speeds
The ideal platform to penetrate into competitive accounts with DS5020 and SVC
 Lower storage acquisition costs by up to 70%, but reduces energy, cooling, floor space, management and maintenance costs
 Up to 57% reduction in infrastructure costs when using iSCSI and FC for production and secondary storage. Combing with SVC,
consolidation and tiering of storage is addressed and customers can discover up to 30% of additional available capacity. Also they
will be able to locate less active data on lower cost storage
Increase speed of backup operations and recover data more quickly
 Reduces cost of backup infrastructure (infrastructure and media). Deduplication technologies can provide up to 25 times storage
capacity reduction
 Inline processing performs at speeds up to 1000 MB/sec
Customer Pain Points:
Play Overview:
The objective of this play is to establish an IBM disk
storage footprint in competitively installed (EMC,
Hitachi and HP) customers. IBM has cutting edge,
highly differentiated storage offerings; DS5020,
ProtecTIER Deduplication and SVC with IBM disk
storage that lower customer costs and improves
efficiency
© Copyright IBM Corporation 2010
Cut cost – store more data on less infrastructure and
decrease energy consumption
Protect data – reduce the time it takes to backup and
archive data, so that its better protected
Increase productivity – simplify management of the
information infrastructure to increase administrator
productivity
For IBM and IBM BP Use Only
4
Providing value to your customer
Customer Benefits
Lower storage needs
Reduce 25TB of data into 1TB of storage capacity, 9x faster than any other
solution in the market with innovative ProtecTIER data deduplication
appliances.
Simplify storage capacity deployment and management
Pay as you grow scalability , reduction of storage power, cooling and operating
costs with DS5020 Express storage system for open environments (nonmainframe).
Smart storage
Virtualize your existing storage systems (IBM, EMC, HP, Hitachi and more),
increase utilization by more than 30% and save up to 50% in administration
and management costs with SAN Volume Controller (SVC).
Meeting CFO Requirements in Today’s Economic Environment:
Intelligent cost reduction
 Not only lowers storage acquisition costs by up to 70%, but reduces energy,
cooling, floor space, management, support and maintenance costs.
 Reduces cost of backup infrastructure (such as reducing downtime and time
spent managing and supporting systems).
Swift payback on investments & strong ROI
 Reduces cost of backup infrastructure (infrastructure and media).
 20-50% saving in infrastructure cost over a period of time through
virtualization and thin provisioning and immediate savings and rapid ROI,
usually less than 12 months
© Copyright IBM Corporation 2010
For IBM and IBM BP Use Only
NEW DS5020 EXPRESS
 The DS5020 Express: Next
generation disk storage
architecture designed to
eliminate the complexity of
administration and
management of tiered storage
 FDE drives for security
enhancement without
performance penalties
These Key Offerings Also
Help Provide Superior
Solution
 ProtecTIER: Deduplication
technologies can provide up to
25 times storage capacity
reduction.
 Inline processing performs at
speeds up to 1000 MB/sec.
 SAN Volume Controller
Entry Edition with IBM disk:
Allows customers freedom of
storage choice without being
locked into one vendor’s
technology
5
Reasons of Call
1) Reduce your monthly IT
operations costs (with
DS5020 and disk)
2) Improve Storage utilization 3) Recover data more quickly
and management (with SVC) (with ProtecTIER)
Lower acquisition, support and
operational costs with exceptional
performance and capabilities for
growth and
consolidation/virtualization
Improve underutilized storage
resources and environmental
complexity
Increase speed of backup
operations and recover data more
quickly
Example:
Example:
Example:
Due to it is a new product there are no
yet available references for DS5020,
but we can look into a reference for the
family of this product:
“With the SVC, we can do all the
maintenance we need to do during
normal business hours. It has allowed
us to virtualize the disk array the way
VMware allowed us to virtualize our
servers."
William Stillwell
Systems Architect, Able Body Labor
“Choosing IBM as our vendor for
servers and storage was the best
decision I’ve made for SECAR”
Petr Krstev
IT administrator for SECAR
© Copyright IBM Corporation 2010
"We’ve seen a dramatic improvement
in disk performance" ,"We needed to
get organized on the backend so we
could enable competitive advantages
for the business, the IBM storage
solution has allowed us to do that.”
Paul Zimorski
CIO , Able Body Labor
For IBM and IBM BP Use Only
“Quality of service to users is much
better. Before ProtecTIER, we had to
spin tapes or request off-site tapes,
which took two to four hours at best.
Now, the typical restore request takes
five minutes.”
Karl Barth
Director of Systems
and Operations, Fox Chase
Cancer Center
6
Call to Action
OI Targeted Areas
Call to Action

 Review competitive accounts where opportunities
meets the profile below:
– With disk storage from multiple vendors supporting
open environments with few or no IBM disk
systems
– Experiencing rapid growth of storage requirements
– Recently consolidated server environment, Using
server virtualization like VMware
– Have tight windows to conduct backups
– Planning to deploy new applications that have
large storage needs (SAP, Healthcare PACS, etc)
Week 2 – Identify
Week 3 / 4 – Call on customers
Quick Proposals are available for:
DS5020 (IBM / BP), ProtecTIER (IBM / BP),
and SVC (IBM / BP)
 Educate yourself on how you can help customers
with a swift ROI and take advantage of the loyalty
programs (slide 12 has IBM & BP links to ROI / TCO
tools in “Sales Enablement for Sellers”)
- During week 3
 Close opportunities focusing on the competitive
advantages of IBM
- During week 4 / 5
© Copyright IBM Corporation 2010
Competitive accounts especially EMC for IBM
disk solution with open environments with few or
no IBM disk systems and accounts looking for a
fast backup solution for 3+TBs per night of data
backups
Key Links
 IBM links to Quick Proposals for: DS5020, ProtecTIER, SVC
 IBM link to Financial Selling Module (FSM) Sales Kit (individual
FSM for this play will be available at this link 1Q10)
 BP links to Quick Proposals for: DS5020, ProtecTIER, SVC
 BP link to Financial Selling Module (FSM) Sales Kit (individual FSM
for this play will be available at this link 1Q10)
Other Available Resources
(icons are hotlinks )
Sales Kits (with sales resources) for
This Sales Play
(with Quick Ref
Guide)
DS5020
Sales Kit
SVC
Sales Kit
ProtectTIER
Deduplication
Sales Kit
I
B
M
B
P
For IBM and IBM BP Use Only
7
Protect More Store Less – customer ‘story’ (cont’d)
1. Preparation: What is the reason we are calling on the customer?
 What is the reason for the call? Why are you asking the customer for time?
 Have you heard about IBM’s new DS5020 Express and SVC? Do you know that you can discover up to 30% of additional available capacity with
these offerings? Did you know that you can increase your backup peed while reducing the cots?
 What is the IBM value that we will bring to the customer?
 20-50% saving in infrastructure cost over a period of time through virtualization and thin provisioning and immediate savings and rapid ROI, usually
less than 12 months
 Bring this value to a TCO / Cost savings value prop
 lowers storage acquisition costs by up to 70%, but reduces energy, cooling, floor space, management, support and maintenance costs
 With ProtectTIER store up to 25 times or more data on disk. 250TB reduced to only 10TB with enterprise class data integrity. Also, reduce backup
and restore times. High speed inline data deduplication at up to 1000MB/sec or more
 What is the offer? Have one ready.
 The WW STG Migration Factory can help customers reduce the risk of transferring competitive environment to IBM and/or IBM-to-IBM environments
to consolidate their workload. The program provides various cross-platform assistance / funding offerings for providing TCOs, Studies,
Migration/SCON assessments and/or proof-of-concepts. The WW STG Migration Factory – Storage Sales kit ( IBM / BP) has additional information
including contacts. WW contact is Donnella Wills, Sr. Program Manager, WW STG Migration Factory at willsd@us.ibm.com
 TCONow or Alinean or other financial tool example done to show independent proof points (links on slide 9)
 Pre-prepare IBM Competitive value prop
 50% efficiency improvement as a result of Reduction in storage management and administration cost by combining DS5020 with SVC
 With ProtectTIER store up to 25 times or more data on disk. 250TB reduced to only 10TB with enterprise class data integrity. Also, reduce backup
and restore times. High speed inline data deduplication at up to 1000MB/sec or more
2. Setting up the customer visit / call: the value proposition and being valued as a partner.
 What is the customer thinking? What is their perception of IBM?
 Customer might be thinking that the DS5020+SVC platform is not strategic, but the new next generation DS5020 hardware and the robust roadmap
is a testament to our long-term strategy to invest in this program to address the needs of our most demanding clients
 Use your prepared set of value propositions and Alinean (or other tool) output. Use business language to describe
the benefits.
 The new DS5020 incorporate Power6 technology to dramatically improve system performance providing an opportunity for customers to reduce
floor space, power and management complexity while improving service levels and securing data with Full disk encryption.
 DS5020 combined with SAN Volume Controller solution, will allow to improve the utilization of storage through virtualization. When virtualization is
done, consolidation and tiering of storage is addressed and customers can discover up to 30% of additional available capacity. \
 All technology must be discussed in terms of business benefits. Use real-life analogies to explain technology.
Avoid specifications.
© Copyright IBM Corporation 2010
For IBM and IBM BP Use Only
8
Protect More Store Less – customer ‘story’ (cont’d)
3. It’s all about saving money -- direct and TCO savings.
 Have printed TCONow or Alinean or other TCO tool results for each of the offerings to show real dollar savings.
They may not be the customer’s exact environment but will help prove your point. Doing this gest the customer
involved in the process and therefore increases the chances of success.
– The IBM System Storage DS5020 storage system is a next generation disk storage architecture designed to eliminate the complexity of
administration and management of tiered storage. FDE drives for security enhancement without performance penalties
– ProtectTIER Deduplication technologies can provide up to 25 times storage capacity reduction with Inline processing performs at speeds up to
1000 MB/sec.
– SAN Volume Controller Entry Edition with IBM disk allows customers freedom of storage choice without being locked into one vendor’s
technology.
– For Storage sellers there is a TCOnow tool which includes the DS5020 Express and other tools. The TCONow tool is an easy-to-use tool that
can compare the TCO of IBM disk vs. the competition in minutes. Links to TCONow and other TCO/ROI tools are::
O
IBM links for Storage ROI/TCO Tools are:
O
BP links for Storage ROI/TCO Tools are:
O
DS5020 Express: TCONow
O
DS5020 Express: TCONow
O
ProtecTIER: IBMer TCO Tool
O
ProtecTIER: BPs TCO Tool
O
SVC IBMer TCO Tool
O
SVC BPs TCO Tool
O
IBM link for Alinean Tool (IBM Server
Consolidation Evaluation Tool by
Alinean –aka Alinean tool) is:
O
https://roianalyst.alinean.com/ibm/Welcome.do
1) Business Partners send an e-mail with contact
information to roi@us.ibm.com for a user id and
password.
2) Once received, go to:
https://roianalyst.alinean.com/ibm/Welcome.do
© Copyright IBM Corporation 2010
BP link for Alinean Tool (IBM Server
Consolidation Evaluation Tool by
Alinean –aka Alinean tool) is:
For IBM and IBM BP Use Only
9
Protect More Store Less – customer ‘story’
4. The “Final Blow”: be different from Competition; offer help to the customer.
 IBM is unique. tell the customer why.
–
–
–
–
–
DS5020 Built-in efficiencies lower acquisition and operational costs
DS5020 Intermixing FDE, FC, SATA drives lower up to 25% enclosure costs
IBM deduplication can reduce backup storage requirements by up to 25:1
IBM deduplication up to 10x improvement in backup and recovery time enabling the customer’s to consistently meet SLA’s
Improve storage utilization giving the possibility to use capacity on multi disk arrays on same server
 Offer to help with their business case, create an effective ROI case for your clients based on customer TCO/ROI
tools listed in part 3 (found on the previous slide).
 Use resources such as analyst whitepapers to support claims on savings, etc. .
– Sales Portals for IBM & BP Sellers:
DS5020 competitive response
Protect Tier Value Proposition
SVC Benefits
– Whitepaper (IBMers & BPs): DS5020 solution for Exchange
 TotalStorage/System Storage case studies can be found by clicking here
– St Paul Travelers UK: “The IBM solution is already saving administrative time and effort, freeing up the team and enabling us to be more
proactive, and has made it much easier to perform capacity planning for the future.”
– Trowers & Hamlins selects Tectrade for its innovative IBM SAN solution :Trowers & Hamlins worked with Tectrade to implement two
SANs based on IBM hardware and software, one for production systems and the other at the company's disaster recovery site. IBM SAN
Volume Controller provides asynchronous data replication between the two sites.,”
© Copyright IBM Corporation 2010
For IBM and IBM BP Use Only
10
60 Second Elevator Pitch
1. You have 10 seconds to get their attention.
Did you know the new System Storage DS5020 Express lowers storage acquisition costs by up to 45%, but reduces energy,
cooling, floor space, management, support and maintenance costs? Customers can discover up to 30% of additional
available capacity by virtualizing their environment by combining DS5020 Express with SVC
Did you know that you can reduce cost of backup operations and increase speed of backup operations with ProtecTIER?
2. Use real dollar amounts and factoids.
 By combining DS5020 with SVC, customers can reduce storage acquisition costs, energy costs, cooling, floor space,
management, support and maintenance costs. It is possible to achieve up to 50% efficiency improvement as a result of
reduction in storage management and administration cost.
 With ProtectTIER store up to 25 times or more data on disk. 250TB reduced to only 10TB with enterprise class data
integrity. Also, reduce backup and restore times. High speed inline data deduplication at up to 1000MB/sec or more
3. What will the customer remember from your call? / Next Step
 IBM offers industry leading next generation data storage (DS5020), storage virtualization and management technology
(SVC) and data reduction/deduplicaiton technologies (ProtecTIER) at an attractive price for mid market customers.
 When would be a good time for us to get together and discuss evaluating your IT infrastructure to determine where best
to implement these solutions so that you can start saving money today?
© Copyright IBM Corporation 2010
For IBM and IBM BP Use Only
11
Competitive Initiative
STG / WW: Harold Pike – hpike@us.ibm.com
Protect More. Store Less. – Midmarket
(page 1 of 2)
OI: BPs OO: BPs
Play Overview:
What to look for – Target Audience and “typical" Customer Profile:
 Displace competitors with IBM storage technology which offers lower TCO, can reduce overall infrastructure
and/or have an ROI in less than 12 months!
 The objective of this play is to establish an IBM disk storage footprint in competitively installed (EMC,
Hitachi and HP) customers. IBM has cutting edge, highly differentiated storage offerings; DS5020,
ProtecTIER Deduplication and SVC with IBM disk storage that lower customer costs and improves
efficiency.
 Customer engagements are for $50,000 of revenue and up.
LE or MM customers with disk storage from multiple vendors, open environments
(non-mainframe) with little or no existing IBM disk storage
Rapid growth of data storage requirements and or consolidated environments.
Concern over tight processing windows for backup (3TBs per night of data
backups)
New applications planned or being implemented that drive significant storage
growth (SAP, Healthcare PACS, etc.)
Target Partner Profile:
BP Value Proposition:
IBM Systems and Technology
authorized Resellers (SP/1, SP/2,
etc.)
 Executing this play will provide Business Partners with a means of growing their customer base, revenue, and profit margins by penetrating accounts where
they have not been successful in the past.
 This play provides compelling value to the customer and offers opportunities for business partners to sell their consulting, implementation services.
Customer Pain Points:
Value Proposition CIO / LOB:
Value Proposition CFO:
Cut cost – store more data on
less infrastructure and decrease
energy consumption
Lower storage needs
Reduce 25TB of data into 1TB of storage capacity, 9x faster than any other
solution in the market with innovative ProtecTIER data deduplication appliances.
Protect data – reduce the time it
takes to backup and archive
data, so that its better protected
Simplify storage capacity deployment and management
Pay as you grow scalability, reduction of storage power, cooling and operating
costs with DS5020 Express storage system for open environments (nonmainframe).
Intelligent cost reduction
Not only lowers storage acquisition costs by up to 70%, but reduces
energy, cooling, floor space, management, support and maintenance
costs.
Reduces cost of backup infrastructure (such as reducing downtime and
time spent managing and supporting systems).
Increase productivity – simplify
management of the information
infrastructure to increase
administrator productivity
Smart storage strategy
Virtualize your existing storage systems (IBM, EMC, HP, Hitachi and more),
increase utilization by more than 30% and save up to 50% in administration and
management costs with SAN Volume Controller (SVC).
Swift payback on investments & strong ROI
Reduces cost of backup infrastructure (infrastructure and media).
20-50% saving in infrastructure cost over a period of time through
virtualization and thin provisioning and immediate savings and rapid
ROI, usually less than 12 months.
Offering Overview:
Customer Incentives / Offers:
DS5020 Express – next generation disk storage architecture designed to eliminate the complexity of administration and management of tiered
storage and information lifecycle management yielding a lowered TCO especially in consolidated environments.
POCs, Migration Assistance, Storage
Assessments, Discount on Softek and
Novus. Customer loyalty program on
DS5020 express
ProtecTIER Deduplication appliances – meets the disk-based data protection needs of the enterprise data center while enabling significant
infrastructure cost reductions. The solution offers high-performance in-line data de-duplication.
SVC is designed to virtually consolidate capacity from different storage systems, help provide common copy functions and enable data movement
without server disruption, while supporting management of diverse storage from a single point.
Sales Enablement for BP Sellers:
 Play Sales Kit, Financial Selling Module - TBD
 QRG
 DS5020: Sales Kit
 ProtecTIER: ProtecTIER BP Sales Kit
 SAN Volume Controller: SVC BP Sales Kit
 Quick Proposals: DS5020, ProtecTIER, SVC
1Q10 STG Sales Play Concepts
111309
IGF Economic Stimulus Package
Sales Enablement for IBM Sellers:
ROI/TCO Tools for BP Sellers:
 DS5020 Express: TCONow
 ProtecTIER: BPs TCO Tool
 SVC: BPs TCO Tool
 Play Sales Kit, Financial Selling Module - TBD
 QRG
 DS5020: Sales Kit
 ProtecTIER: ProtecTIER TS7650 Internal Sales Kit
 SAN Volume Controller: SVC Internal Sales Kit
 Quick Proposals: DS5020, ProtecTIER, SVC
For IBM and IBM BP Use Only
Links work in slide show mode
GB MM
ROI/TCO Tools for IBM Sellers:
 DS5020 Express: TCONow
 ProtecTIER: IBMer TCO Tool
 SVC: IBMer TCO Tool
12
Competitive Initiative
STG / WW: Harold Pike – hpike@us.ibm.com
Protect More. Store Less. – Midmarket
(page 2 of 2)
Align to Strategic Initiatives:
Align to Sales Programs:
Competitive
Blue Razor / Migration Factory
Seller Call-to-Action:
Detailed Offerings:
Review competitive accounts where opportunities
meets the profile below and use the Sales Play
materials to move customer through the sales cycle.
Storage and data protection for VMware, UNIX, Linux and Windows application environments.
CFO, CIO, VP of IT of LE/MM customers:
With disk storage from multiple vendors supporting
open environments with few or no IBM disk systems
Experiencing rapid growth of storage requirements
Recently consolidated server environment, Using
server virtualization like VMware
Have tight windows to conduct backups
Planning to deploy new applications that have large
storage needs (SAP, Healthcare PACS, etc)
DS5020 Express
Next generation disk storage architecture designed to eliminate the complexity of administration and management of
tiered storage
Mixed workload performance yielding a lowered TCO especially in consolidated environments
FDE drives for security enhancement without performance penalties
ProtecTIER
Deduplication technologies can provide up to 25 times storage capacity reduction.
Inline processing performs at speeds up to 1000 MB/sec.
SAN Volume Controller Entry Edition with IBM disk
Based on market leading SVC with over 15,000 engines shipped.
Allows customers freedom of storage choice without being locked into one vendor’s technology.
GTS Migration Services for Data - Helps with project planning, management and technical migration assistance:
IBM BP
Market Insights:
DS5020
IBMers: DS5020
BPs: DS5020
Marketing Support:
ProtecTIER
 IBMers: ProtecTIER
 BPs: ProtecTIER
SAN Volume Controller
 IBMers: SVC
 BPs: SVC
NEW – IBM DS3000 / 4000 / 5000 Series Portal
Education Plans:
Average Deal Size:
DS5020 Technical Certification
Education materials are available on product sales kits and IBM DS3000 /
4000 / 5000 portal
The deal size is $50,000 or greater depending on the size and scope
DS5020 Express
 IBMers: DS5020
 BPs: DS5020
ProtecTIER
 IBMers: ProtecTIER
 BPs: ProtecTIER
SAN Volume Controller
 IBMers: SVC
 BPs: SVC
It is not uncommon to have deals based on these products to be >$100,000’s dollar sales
because of the other IBM offerings which can be attached to these sales. Softek data migration
services, Novus consulting, Tivoli storage management and security products, deployment,
installation, configuration services, ongoing maintenance software revenue streams.
How to Measure Success:
Customer References:
By the penetration in competitive accounts and win-back sales based on
these 3 product technologies.
DS5000 References (IBM)
SAN Volume Controller – Able Body Labor
DS5000 Case Studies (IBM)
SAN Volume Controller – Franklin Covey
Translation:
This play is not going through the CE super module process at this time for faster delivery. Each geography will be responsible for localization.
1Q10 STG Sales Play Concepts
111309
For IBM and IBM BP Use Only
Links work in slide show mode
GB MM
13
Special notices
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© Copyright IBM Corporation 2010
For IBM and IBM BP Use Only
14
Special notices (cont.)
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STG Sales Play Activation Guide for the
Protect More, Store Less Midmarket Sales Play
Harold Pike
TSO03095-USEN-00
© Copyright IBM Corporation 2010
For IBM and IBM BP Use Only
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