Be a hero. Help your customers get high-performance
backup and recovery.
A door-opening guide to HP Data Protector software
Enabling 24x7 business
operations and improving IT
resources is a complex and
ongoing issue. Companies need
a flexible and scalable solution
that automates backup and
recovery. You are in a unique
position to help them. There has
never been a better time to sell
HP Data Protector software.
About this guide
Everything you will need to find and open doors
HP wants to help you find the right doors and open them wider.
We have created this modular guide to provide simplified, useful
information to help your firm succeed. You will find a high-level
summary of the solution’s differentiators, a spotlight on the ideal
prospect companies, profiles of the key targets you are likely to
encounter as account entry points, and conversation guides to enable
successful prospecting, qualifying, and discovery.
A program with something for everyone
Why the need for HP Data Protector software?
Protect the data businesses rely on.
HP Data Protector software enables 24x7 continuity.
A number of incalculable threats—from natural disasters to security breaches to planned
downtime—can result in critical data loss for businesses. Due to the potential impact to
customers, market share, company profit, or credibility, companies need to protect critical
business information and facilitate it’s recovery to meet application-specific recovery-point
and recovery-time objectives. IT managers struggle to back up open files and databases,
and backup windows are luxuries that do not exist in 24x7 operations. With stricter
business requirements such as regulations and compliance, the reliance
on IT to maintain resilient operations and protect the company’s increasing data is
greater than ever.
HP Data Protector software automates high-performance backup and recovery, from
disk or tape, over unlimited distances, to enable 24x7 business continuity and improve
IT resource utilization. Along the way, HP Data Protector software helps customers respond
to the pressure of reducing IT costs and achieving greater operational efficiency by
offering acquisition and deployment costs that are up to 70% less than the competition.
HP Data Protector software simplifies the use of complex backup and recovery procedures
with fast installation, automated routine tasks, and easy-to-use features. With centralized
multi-site management, customers can easily implement changes and adapt in real time to
shifting business requirements.
Before
After
Backup processes for email, files, and
databases require multiple staff, thereby taking
precious IT resources and time away from more
strategic issues.
Desktops/PCs
IT staff
Long backups impact
PC connectivity and
availability with
Exchange and
file servers.
Limited or no central management is available
to manage backup and recovery processes
and multi-site changes.
File
server
SQL server
Client Environment
Desktops/PCs
Backup/
media server
Centralized multi-site management easily
implements global changes in real time to
better adapt to shifting business requirements.
Remote offices
Exchange
server
Tape drive
or library
SQL server
Backup/
media server
Data Center
Client
Environment
File and
backup
servers
File
server
HP
HP Data
Protector
Protector
software
software
Tape drive
or library
Data Center
Backup and recovery is not
automated for remote offices
and requires manual
intervention by IT.
File and
backup
servers
Improve IT productivity and resource
utilization with fast installation, automated
routine tasks and easy-to-use features.
Exchange server
File servers
Remove need for backup servers
in remote office locations through
automated backup and recovery
over unlimited distances to
centralized storage systems.
File servers
Remote offices
4
Solution Guide
Qualifying Guide
Have your prospecting team, either a third-party firm
or inside sales, use the audience-centric conversation
guide as a phone script or as talking points to qualify
the prospect.
The audience-centric orientation
This solution is for businesses that have demanding 24x7 environments
and need high-performance backup and recovery. Maneuvering
through these companies and identifying the right prospect can be
challenging. We have identified and profiled the primary gatekeeper
and built audience-specific qualification and discovery guides to hit
their hot buttons and get them saying “I need it.”
HP is committed to you
HP has a focused information management (IM) technology strategy, and our solutions
have been developed specifically to address customers’ needs. Our IM specialists,
storage specialists, and solution area experts are available to help you through your
customer selling engagements.
•Over 1,200 HP specialists and solution architects worldwide have delivered hundreds
of architecturally grounded solution engagements for almost 20 years.
•Over $4 billion annual R&D investment continually fuels innovative products, solutions,
and technologies for you to sell and serve to customers.
•Our deep technology experience has been built up over the past 68 years.
Program Guide
Solution Guide
Give your telemarketing team and sales representatives
the critical information they need to get through the
prospecting and discovery phase of the sale with a
high-level overview of the solution.
Discovery Guide
Give your field reps a solid role-oriented preparation
for leading the first discovery meeting and help them
overcome objections and caution to this solution.
You’ve partnered with the storage leader
Winning big deals takes a big partnership. With HP, you can feel confident going
in to your customer engagements, knowing that you’re backed by the leader in
storage systems
1 1
#
in worldwide total
disk storage system
units shipped for all
of 2007
#
in worldwide total
disk storage system
terabytes shipped for
all of 2007
2
#
in worldwide total
disk storage system
revenue for all of
2007
2
We want you to succeed
What is the opportunity for you—the rep? What is the opportunity for the channel
As the threat of data loss could potentially also mean loss
partner?
of customers, market share, profit, or credibility, you’ve got
a willing and interested audience to learn how HP Data
Protector can help.
•According to an ESG survey conducted in 2008, the
greatest challenge in the storage environment is the need
to improve backup and recovery processes. Backup and
recovery software is the top application expected to drive
mid-market server and storage spending over the next
24 months.
•Key industry analysts like Gartner tell us that swapping
out backup systems is becoming more common and less
“sticky.” According to their recent user survey, two-thirds
of organizations surveyed report they will redesign their
backup solutions in the next year.
•Backup to disk is a key trend fueling market growth.
A 2008 Storage Trends survey showed that 46% of
businesses are planning to add disk backup. Looking
even further ahead, according to Gartner, disk will be the
primary medium for the recovery of critical data by 2010.
•Server virtualization and deduplication are two emerging
trends providing new entry points to accounts for
advanced data protection. According to Gartner, the
need to lower TCO will drive the purchase of tools that
increase operational efficiency, such as deduplication
and virtualization.
As an HP Channel Partner, your success is our success.
Arming your firm with the most innovative technology
solutions gives you the advantage required to succeed in
this competitive marketplace.
•Selling solutions that help your clients drive towards
strategic initiatives, that is, information management (IM),
makes you their consultative partner—not a software
salesperson. This stronghold is critical to retaining and
growing the account.
•Boost your company’s revenue opportunities and get deeper
penetration and more mindshare in installed-base accounts.
•Get exposure to more opportunities earlier in the sales
cycle—perhaps even help write the RFP.
What is the opportunity for my customer?
Whether or not your customers use the term “information
management” to describe their current efforts or initiatives—
they are all making strides toward some form of strategy to
manage and protect their company’s information. Partnering
with HP can help them achieve their goals.
•Ease your customers’ concerns with hitting widening
backup windows, meeting recovery time objectives, and
reducing operating and management costs.
•Provide them with robust backup solution designed for
the most demanding 24x7 environments with automated
high‑performance backup and recovery from disk or tape,
and the confidence they will keep pace with industry trends
such as server virtualization and capacity optimization—
one product to manage all their data protection needs.
•Provide your customers with leading backup and
recovery innovation and functionality at a compelling
price/performance ratio, up to 70% lower than
competitive solutions.
•Give your customers the peace of mind that comes
with the ability to centralize multi-site management
capabilities, automate routine tasks easily, and implement
change effectively.
•HP storage customers get the added knowledge that their
hardware and software infrastructure will work together
flawlessly with advanced integration capabilities.
What makes this guide unique?
Because an IM solution can require a longer selling dynamic, HP has created this guide to help accelerate your lead generation efforts. We’ve extracted the most critical and
compelling aspects of the solution and developed at-a-glance conversation guides to provide laser-point focus to quickly identify, qualify, and engage early-stage prospects
quickly to streamline the sale.
Program Guide
3
Why the need for HP Data Protector software?
Protect the data businesses rely on.
HP Data Protector software enables 24x7 continuity.
A number of incalculable threats—from natural disasters to security breaches to planned
downtime—can result in critical data loss for businesses. Due to the potential impact to
customers, market share, company profit, or credibility, companies need to protect critical
business information and facilitate it’s recovery to meet application-specific recovery-point
and recovery-time objectives. IT managers struggle to back up open files and databases,
and backup windows are luxuries that do not exist in 24x7 operations. With stricter
business requirements such as regulations and compliance, the reliance
on IT to maintain resilient operations and protect the company’s increasing data is
greater than ever.
HP Data Protector software automates high-performance backup and recovery, from
disk or tape, over unlimited distances, to enable 24x7 business continuity and improve
IT resource utilization. Along the way, HP Data Protector software helps customers respond
to the pressure of reducing IT costs and achieving greater operational efficiency by
offering acquisition and deployment costs that are up to 70% less than the competition.
HP Data Protector software simplifies the use of complex backup and recovery procedures
with fast installation, automated routine tasks, and easy-to-use features. With centralized
multi-site management, customers can easily implement changes and adapt in real time to
shifting business requirements.
Before
After
Backup processes for email, files, and
databases require multiple staff, thereby taking
precious IT resources and time away from more
strategic issues.
Desktops/PCs
IT staff
Long backups impact
PC connectivity and
availability with
Exchange and
file servers.
Limited or no central management is available
to manage backup and recovery processes
and multi-site changes.
File and
backup
servers
File
server
Desktops/PCs
Backup/
media server
Backup and recovery is not
automated for remote offices
and requires manual
intervention by IT.
Exchange
server
Tape drive
or library
SQL server
Backup/
media server
Data Center
Client
Environment
File and
backup
servers
File
server
HP
HP Data
Protector
Protector
software
software
Tape drive
or library
Data Center
Remote offices
Solution Guide
Centralized multi-site management easily
implements global changes in real time to
better adapt to shifting business requirements.
Exchange server
SQL server
Client Environment
Improve IT productivity and resource
utilization with fast installation, automated
routine tasks and easy-to-use features.
File servers
Remove need for backup servers
in remote office locations through
automated backup and recovery
over unlimited distances to
centralized storage systems.
File servers
Remote offices
4
What is HP Data Protector software?
The solution components
Starter Pack: Every HP Data Protector software
environment comes with a Starter Pack. It can be
purchased for a Windows, Linux, HP-UX, or Solaris
backup server and allows backup of an unlimited
number of workstations to one tape drive.
Key differentiators at a glance
Use this quick snapshot of differentiators as your one-minute cheat sheet to describe what makes
HP Data Protector unique.
Drive and Library licenses: Supports additional
tape drives and tape libraries added easily to your
DP environment with these licenses.
Online Backup: Back up databases and applications
online; enable application-aware backups and restores.
Advanced Backup to Disk: Disk backup logically
presents itself to the SAN as a tape library; option to
copy or move the backup to tape; supports file library
and virtual tape library.
Manager of Managers: Allows scalability for multiple
cells or domains and up to hundreds of clients, servers,
and backup media devices, all managed from one
central location.
Zero Downtime Backup and Instant Recovery: Enables the
management of replication on leading HP XP and EVA
disk arrays; facilitates continuity of business operations.
Data Protector Media Operations: Tracks and manages
offline storage media; enables user-defined data
retention and recycling policies to secure media and
enforce audit policies.
Services to complement the sale
For partners that resell HP Services, please refer to these
HP service offerings.
HP Backup and Recovery Solution service facilitates
smooth implementation for customers with medium- to
high-complexity backup environments.
HP Software Support services offer a portfolio of
offerings to meet your individual needs including
9x5 or 24x7 phone-in assistance and 24x7 web-based
intelligent response
Education Services provide knowledge to manage SAN
environments and streamline business continuity.
Solution Guide
1
Broad Interoperability: Get fully heterogeneous support across all major
operating systems, applications, and hardware platforms. Standardize on
ONE solution for the entire business.
2
Virtual Server Protection: Choose your hypervisor and be assured of
protection. Use one product to manage both your physical and virtual
environments. Data Protector also provides advanced capabilities for VMware
to achieve no impact backup and instant recovery.
3
Storage Capacity Optimization: Choose from four options to reduce backup
data, including unique virtual full backups, backup to any deduplicated
target, advanced backup options to HP Virtual Library Systems, and backup to
HP Integrated Archive Platform with single instance storage.
4
Lowest TCO in Enterprise Backup: Get innovation, performance, and
functionality at a much lower cost, up to 30–70% lower than competitive
solutions. The simplest and most flexible licensing model in the industry that
requires no client licensing!
5
Easy to Use and Deploy: Enjoy the advantage of simple installation and a
fully-automated software distribution of agent software to all connected clients,
including a centralized licensing interface that reduces complexity.
6
Zero Downtime Backup: Get automatically performed backups on production
copies with the option to copy or move it to tape. The backup and recovery
are performed in minutes and not hours.
7
Instant Recovery: Retrieve data directly from replicas on disk to eliminate
unplanned downtime through continuous information availability. Also, you
can move Zero Downtime Backup further by allowing multiple replicas to be
kept and rotated on disk.
8
Satisfies All Recovery Objectives: Avail tape, disk, and near-CDP options to
suit varying business-driven recovery point and time objectives. The remote
replication prevents data loss at remote sites.
How HP Data Protector software optimizes business outcomes.
1
Mitigates risks associated with data loss
and downtime
2
Lowers costs and improves productivity of
IT operations processes
3
Improves 24x7 business continuity so
businesses can stay up and running
5
HP versus the competition
Their strengths
Your posture
Their weaknesses
How to pounce
Leading market share for backup
and recovery
Data Protector revenue grew more than 3x Symantec from 2006–2007, according to
IDC (WW Data Protection report, HP grew 15.3% from 2006–2007, while Symantec
only grew 4.7%). Also, because Data Protector is also much more inexpensive than
NetBackup, license distribution is much more comparable. Data Protector has over
22,000 customers and is installed in almost 50% of all Global 500 companies.
NetBackup and Backup Exec
are the most expensive products
for large and small environments,
respectively
Not only is HP Data Protector software priced 70% below competitors, it also
offers a simple licensing model and attractive upgrade options.
Two solutions for backup and
recovery let customers choose
the first-rate product for their
organization—NetBackup for
enterprise customers and Backup
Exec for smaller environments
There is actually internal competition between NetBackup sales and Backup Exec
sales, leading to confusion for some customers. HP Data Protector software is a
single robust backup solution that scales easily from small to large enterprises.
Symantec customers are often
faced with steep support renewal
costs
HP offers extremely competitive support costs—and in fact—most times deploying
a new DP solution (product + support) is often less expensive than simply
renewing a Symantec support contract.
Not a complete storage, software,
and services vendor
Symantec does not offer server, storage, or network solutions. HP offers solutions
across the entire IT environment, for a complete solution from one vendor.
Their strengths
Your posture
Their weaknesses
How to pounce
Strong sponsoring from Microsoft,
Windows backup documentation
refers directly to CommVault
CommVault targets Windows-centric enterprises; has lack of knowledge and
experience with non-Windows environments.
No services of expertise on
storage or systems infrastructure
HP has a focused information management technology strategy, backed by a
comprehensive portfolio of systems, software, and services.
Lack of support for heterogeneous,
non-Windows environments
HP Data Protector software supports dozens of platforms and operating systems
as well as over one hundred 3rd-party hardware products.
Strong reputation as a backup
vendor
Not a comprehensive systems software and services provider like HP and often
has difficulty selling products other than Galaxy.
Lacks key software integration
points with enterprise
management platforms
HP Data Protector software is part of a complete HP management solution
and integrates with management software products such as HP OpenView
and HP Storage Essentials.
Their strengths
Your posture
Their weaknesses
How to pounce
TSM cannot read or recover tapes
without associated TSM database
Data Protector is consistently rated high by its customers for product quality.
Customers rated DP #1 in Initial Product Quality in the Storage Magazine Quality
Awards for 2008 while IBM came in 3rd.
Poor scalability due to
administrative complexity and a
slow proprietary database
Data Protector has proven its ability to scale to the largest enterprises with
installations in almost 50% of all Global 500 corporations. In the past year,
DP has replaced TSM in several enterprise customers including MAN AG,
Danske Bank and EDB.
Poor usability capabilities
including limited scheduling, poor
multiplexing, limited reporting,
and a Web UI that is not intuitive
From licensing and support pricing, to automated agent installation and
easy‑to‑use software, HP Data Protector has always led the industry in delivering
an enterprise solution with extremely low cost of ownership. In fact, the 2008
Storage Magazine Awards found that HP DP customers were the “happiest
overall,” rating #1 in the question: Would Buy This Product Again? IBM TSM
came in 4th out of 5 enterprise vendors.
IBM Platform Coverage
Incremental Forever Technology
Solution Guide
While this may be valuable to IBM-dominated data centers, most enterprises are
heterogeneous and TSM has weaker Microsoft coverage and poor support for
HP platforms.
IBM’s early time to market with this capability gave TSM the reputation of fast
backups but restore times have been reportedly very slow; in addition, they
have failed to improve this technology to include synthetic/virtual full backups to
reduce the backup data size.
6
Leverage the success
22,000+
Number of organizations
using HP Data Protector.
What makes HP Data Protector software easier to sell? Why should you sell it?
1
Increased need for business protection. Stricter business requirements such as
compliance and 24x7 operations mean downtime is no longer acceptable.
2
Specialists at every turn. You will seldom get stuck in the sale because
HP solution architects are available to help out if things get complicated.
3
The solution fully integrates with the rest of the HP IM and storage portfolio.
HP Data Protector software is designed for heterogeneous environments so it
will fit quickly and easily into any environment for fast results.
1
Big potential to be a hero. Businesses rely heavily on data availability. Here’s your
chance to provide a true data management solution and become a trusted advisor.
2
Backup and recovery is a tipping point—as you gain exposure into your customer’s
environment, you’ll have the opportunity to extend the relationship into other
related areas such as storage, archiving, and other data protection technologies.
3
Easy targets to find. No matter what industry, nearly all companies need to be
able to sufficiently backup and recover critical data within their organization. As
the problem grows, opportunities arise. Yet most currently don’t have a plan or
solution in place.
HP Users are “Happiest Overall”
According to the 2008 Storage Magazine Quality Awards for Enterprise Backup & Recovery, HP Data Protector rated #1 for Initial Product Quality,
Sales Force Competence, and Would You Buy This Product Again?
Customer wins
Name
Solution Guide
Specific challenges
Big results
Cost-effective
Staples increasing environment size—with over 600 TB of data backed up
monthly—demanded a lower cost of ownership and backup failure rate to
scale across multiple geographies.
Reduced TCO and backup failure rates by replacing IBM Tivoli Storage
Manager with approximately 1,000 HP Data Protector clients across all
locations and various operating environments.
Stability
Stabilize backup and restore environment to manage a shrinking
backup window for 1.2 PB storage environment of 3500 Windows and
UNIX servers.
Reduced backup window and removed the need to manage two teams of
backup specialists by replacing NetBackup with HP Data Protector with
Advanced Backup to Disk and Zero Downtime Backup and Instant Recovery
extensions in conjunction with StorageWorks EVA.
Speed
Inability to protect data within available window forced the need for faster
backup and restore of critical customer billing data.
Deployment of new HP Data Protector system required no additional training
and achieved faster backup to tape as well as disk-to-disk backups using
Advanced Backup to Disk extension that save time, effort and money.
Backups are now completed within the available window.
Simplify
State Bank’s consolidation of their distributed global IT network required a
simplification of the bank’s round the clock data management activities to
support the growth of their 66 offices in 29 countries that span all time zones.
Automated previously labor-intensive data management activities and
achieved enhanced available- and response-times. In addition, they have
now achieved seamless scalability for future upgrades.
7
Finding prospects
Understanding the landscape
The qualifying guide lets your inside sales or telemarketing firm identify the right organizations as well as the right titles to contact. This guide will advance their prospecting efforts for
list buys and phone qualification to hand off more, and better, qualified leads to your sales reps.
What to look for
Target industries
Target Size
Target Environment
Top Opportunities
• Mid-range and enterprise IT
organizations that need a backup solution
for heterogeneous environments and have
at least one system administrator.
HP Data Protector software is appropriate
for midsize businesses, small and medium
enterprises as well as the largest enterprises.
•All major operating system environments:
Microsoft Windows, Sun Solaris, HP-UX
or Linux platforms
Existing HP Data Protector customers:
•Customers adding backup to disk, up-sell
Advanced Backup to Disk extension
•Large enterprises (10,000+ employees)
•Tape, virtual tape or disk backup targets
from all storage vendors
•Customers using or purchasing HP storage (EVA,
XP), up-sell Zero Downtime Backup and Instant
Recovery extensions
•Large enterprise customers with large
data centers as well as thousands of
branch offices distributed over most
countries and time zones in the world.
They could run several thousand or even
more than 10,000 servers.
•Small and medium enterprises
(1,000–10,000 employees)
•Standardization opportunities where customers
use DP and other backup apps, opportunity to
make DP standard and increase footprint
•Midsize business (100–1000 employees)
Competitive Replacement opportunity, look for:
•Customers who run a central mid-size
data center and some branches. They
could run up to several 100 servers.
•Enterprise customer whose maintenance contract
is up for renewal or having support issues
•Acquisition or consolidation where customers
need to standardize on single backup app
•Server virtualization implementations
Key Concerns
•Need to reduce total cost of ownership (TCO)
•Pressure to reduce recovery point and/or
recovery time objectives (RPO/RTO)
•Midmarket customer outgrowing current backup
product (Backup Exec / ARCserve)
•Dissatisfied with current backup solution
because of missed backup windows, high cost of
ownership, unreliability, scripted solutions, and/
or missing features
•Acquisition or consolidation requirement has
forced the need to standardize on one backup
and recovery solution
•Server virtualization deployment has created
new challenges for protecting the virtual machine
and its application data
HP Data Protector software buying landscape
Backup
administrator
YOU
Storage
administrator
Influencer
•Is a part of backup operations team that evaluates
backup and recovery applications
IT Director/
CIO
Buyer and key decision-maker
•Owns and determines IT budgets
•Primary concern is about total cost of ownership
•Requires huge budget expense for tape
Influencer and requester
•Feels operational pain/expense of managing storage infrastructure
•Investigates/recommends solution for backup and recovery problems
•Needs to justify business case of purchases to IT Director/CIO
•May or may not recommend HP
Qualifying Guide
8
Targeting Storage Administrators
Why start here?
Starting with the Storage Administrator is a perfect way to get a deep understanding of the current issues
associated with their backup and recovery processes and disaster-recovery planning, as well as costs and
plans for improvements or initiatives that may be under consideration. They do not usually own the budget
but are key influencers to the IT Director or CIO and enlisting them as internal advocates is necessary.
A day in the life
Storage Administrators are deeply involved in
the daily storage tasks that impact the business’
productivity and performance. They are typically
fire-fighting all day, managing the storage
infrastructure, resolving backup and recovery issues,
provisioning servers and storage, and enabling
nearly continuous availability for the business. They
are required to meet numerous metrics, including
SLAs, RTOs, RPOs, and percentage of uptime.
“I’m responsible for protecting our data from
system failures, viruses, and disasters.”
Potential titles
IT Admin, System Admin, IT Manager
Reports to
IT Director or CIO
Influenced by
Operations management team, backup operations team
Roles and responsibilities
•Implements and manages centralized, complex and heterogeneous
storage environments
•Is concerned about meeting backup windows and delivering SLAs to
the business
•Safeguards critical data and makes it nearly continuously available
•Responsible for formulating and implementing a solid disaster recovery plan
•Recommends and/or strongly influences the purchase of data management
solutions, including backup and recovery software
Qualifying Guide
Pain points affecting service
levels to the business
Performance: Can be a challenge to meet internal
backup windows, specific RTOs and RPOs for
applications and data.
Reliability: Must try to eliminate/minimize
downtime caused by downtime or storage
overload; may have difficulty recovering data in
disaster or failure scenarios.
Preconceived notions about
solution and/or HP
They are most likely aware of HP for storage and
servers but may not know about HP backup and
recovery solutions.
They have more knowledge and awareness of
competing solutions, such as Symantec, and have
most likely seen analyst reports listing them as the
market share leader.
“Gotchas” or special
circumstances to keep in mind
Competitors have been spreading rumors and FUD
that HP is discontinuing HP Data Protector software.
This is completely untrue. HP has a committed,
long-term roadmap and is an integral component
of the overall Information Management vision.
Availability: Can deliver on the SLAs to the business
and enable critical data is up and running 24x7.
Control: In charge of storage capacity planning
that directly affects network performance and data
and software applications. May have difficulty
anticipating storage capacity needs and may end
up overbuying storage infrastructure, leading to
data sprawl.
9
The qualifying conversation
“I strongly influence decisions about
technology that protects the data across
my organization.”
1
Which vendor or vendors are you using for backup and recovery solution?
(check all that apply)
Storage Administrator
Driving the deal through this likely “first contact” and key influencer is a must to proceed
through the account with a strong champion. Any inside sales rep, telemarketing firm, or
appointment-setting service can leverage this conversation into a phone script to qualify the
prospect before turning it over to the rep.
4
How much storage capacity do you currently manage?
EMC Networker
CommVault Galaxy
<100 GB
500 TB–1000 TB (or 1 petabyte)
Symantec NetBackup
CA ARCserve Backup
101 GB–1000 GB
>1 PB
Symantec Backup Exec
HP Data Protector (up-sell or standardization opportunity)
1 TB–100 TB
Don’t know
IBM Tivoli Storage Manager
Other:
100 TB–500 TB
2
Who is your current supplier of storage systems? (check all that apply)
EMC
Combination of the above, please state who:
IBM
5
» Go to 16
What is the projected data storage growth rate (percentage) that you
are anticipating?
0–25%
25%–50%
NetApp
Gather details of model and size (terabytes)
for current supplier:
Sun
>50%
Don’t know
» Go to 16
HP
3
What does your storage environment look like today? (check all that apply)
Will your current backup solution scale to accommodate this
anticipated growth?
Yes
Direct-attached to servers (DAS)
No separate storage
SAN islands
Disk backup
NAS
Other:
Tape backup
6
No
7
Competitive replacement opportunity
How much data do you currently back up?
<100 GB
101 GB–500 GB
501 GB–1 TB
>1 TB
Qualifying Guide
10
The qualifying conversation continued...
8
How many employees do you have across the organization?
Capture quantity
9
Is your company going through any consolidation efforts that would require
you to standardize on one storage solution?
Yes
Competitive replacement or standardization opportunity
No
10
Have you implemented server virtualization or are you planning to in the
next 6 months?
Yes, which platform?
Opportunity
No
11
Are you experiencing any issues with your existing backup and recovery
solution? Check all that apply
Maintenance and supports costs too high
Difficult to learn and use
Difficulty meeting backup windows
Inability to meet SLAs
Support lacking for needed application or
operating system
Not enough options for data deduplication
12
Is your support contract for your existing backup product about to expire?
Yes
Competitive replacement opportunity
No
13
Are you currently involved in an evaluation for upgrading/changing
backup and recovery technologies?
Yes
No
Qualifying Guide
14
What is your role in the decision process for projects that involve
backup and recovery?
Influencer
Buyer
Decision-maker
Other:
Evaluator/Recommender
No role
» Go to 16
Part of a Committee or Team
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May an account representative contact you to discuss:
For new HP Data Protector software
customers
How HP Data Protector can solve your data protection challenges,
at a cost that is 30–70% less than your existing solution(s)?
For existing HP Data Protector software
customers
Additional options for HP Data Protector for backing up to disk or
protecting your virtualized servers?
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Are there other individuals within your department to talk with regarding
backup and recovery solutions?
Name, Title, Contact Information:
Certain situations arise that cannot be scripted. Here are a few sample situations that may take you off script, along
with a quick recommended action.
If you hear this
Do this
They are looking for a solution to
back up notebooks.
HP Data Protector software is primarily focused on backing up servers and
not individual desktops and laptops. If they aren’t looking at servers, they
are not a good target prospect. HP Data Protector software can be used in
conjunction with a 3rd-party desktop or notebook solution to meet this customer
need, but may not be the most viable.
They want data protection for IBM
AS/400 (now called System iSeries
or IBM mainframes).
HP Data Protector software is not a viable solution for them. End the call.
Customer has just renewed support
with another backup software
provider within the last 3 months.
It is not likely that this customer would be interested in another backup
software product unless they express interest in evaluating another backup
software product on the call.
They believe they need a specialty
product to protect the data on their
virtual servers
Let them know that HP Data Protector software protects data on their physical
AND virtual servers with many choices and options for VMware, Citrix, and
Microsoft virtualization platforms
11
Lead the discovery
“I already have a backup
and recovery product.”
A
Ask questions that reflect their answers to the Qualifying
Questions to zero in on the key opportunity
Storage Administrator
This conversation flow can guide you through the initial discovery with the prospect. Whether it’s
a phone call or in person, you will have better success if you plan the approach based on the
recommended strategy below. Be open and flexible to the fluid nature of your conversation but try to
guide him through it. You’ll appear consultative and be trusted.
B
Ask questions that get them to acknowledge their current solution approach and associated
pain points
If they are an existing HP Data Protector software customer, get a feel for how they currently using
the product to gauge up-sell opportunities
Learn about their current backup and recovery processes.
• Is Data Protector the only backup and recovery product you use?
• Do you need faster backup and recovery?
• Are you under pressure to reduce the backup or restore times?
• Are you only backing up to tape or have you added additional capabilities for online backup of
applications or backup to disk?
• Did you know that Data Protector provides extensions to the core product for online backup and
backup to virtual tape or disk (Advanced Backup to Disk)?
• Do you also have HP disk storage (EVAs or XPs)?
• Did you know that Data Protector provides unique integration with HP storage to allow zero
impact backup and instant recovery of data in minutes (Zero Downtime Backup and Instant
Recovery extensions)?
• What products do you use today for backup and recovery?
• Is reliability currently an issue for you?
• What applications do you currently protect: Microsoft Exchange, SharePoint, SQL, SAP and Oracle applications, Lotus Notes, or others?
• Do you have a storage area network (SAN) environment?
• What’s the duration of your backup windows, and what is your level of confidence today?
Ask about problems or risk exposures they currently have.
• What are you currently struggling with?
• Have you missed backup windows?
• Have you or do you plan to deploy server virtualization?
• Have you lost critical data on Exchange, SharePoint, SQL, or SAP or Oracle servers?
• Did you know that you can use Data Protector also to protect your virtual server environment?
You can even achieve all the benefits of Zero Downtime Backup and Instant recovery if you are
also an HP storage customer.
• Have you had specific pains restoring an OS? How long did it take to restore the system? If not, how are you prepared to deal with a
system or data loss?
If they are not an HP Data Protector customer, get a feel for their current IT exposure
• What experience have you had over the course of a year with recovering data or a system?
• How have your needs or business requirements changed with regards to backup and recovery?
• Will your existing backup and recovery infrastructure scale to your expected organizational and
storage growth projections?
• Has your organization undergone acquisition or consolidation projects?
• Have you deployed server virtualization and need to protect data on both physical and
virtual systems?
• What are you restoring? When was the last time you tested the process? Do you support any SLAs?
• What specific roadblocks do you and your team consistently run into?
• Are you able to meet recovery-time objectives?
• Is your current data and system recovery solution fast and reliable enough?
• Is it a better strategy for the long term?
Drill down on the actual or potential loss or downtime events.
• What was lost (data, emails, server, system), or could have been lost? What caused or could have caused the downtime?
• What specific recovery processes did you attempt or have in place that failed/delayed? What do you think was the weak spot?
• Does your department or organization have specific service level requirements?
• Are you currently involved in/or planning another upgrade, or expansion of your database?
• Do your backup windows put your business operations at risk? If so, how do you deal with
that today?
Probe on satisfaction and confidence.
• Is your current data protection solution difficult to learn, use, or deploy? Do you waste too much of
your IT resources on training and manual processes?
• How confident are you in being able to back up and recover them today?
• Has your budget decreased or failed to increase to meet your spending requirements for
data protection?
• Is your maintenance contract for your existing solution about to expire and too expensive for your
existing budget?
Discovery Guide
• What are your most critical business server applications? Exchange? SQL? SharePoint? Lotus?
They may say they have a good handle on their backup and recovery processes. Then again, they may not. Don’t let this stop you from moving
the conversation along. Move on to their desired goals in section C.
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The discovery continued...
C
Find out their personal goals and requirements for success
D
Use everything you’ve heard to position HP Data Protector software as the answer
Envision what success looks like.
Restate their pain points and barriers as they relate to their current backup solution.
• What are your desired levels of performance, service to the business, time to backup windows,
and so on? How far do you feel you are from those levels?
• I’m hearing that you have the greatest pains around:
• What issues do you face routinely that you would like to eradicate forever?
• Do you have a vision of “nirvana” for your department and how information management should
be handled?
This may help to uncover desired capabilities that HP Data Protector software performs.
Uncover barriers to success.
• What is impossible about getting to “nirvana?”
• Can you help me understand the barriers that keep you from reaching your more specific metrics
or short-term goals?
• Have you identified or initiated approaches to remove those barriers? If so, please elaborate.
Listen for things that indicate whether the key barriers are people, process, or technology in nature.
Find out their requirements and needs for a backup and recovery solution and what they need from
a vendor.
• What requirements do you have for a backup and recovery solution to help you achieve your
goals?
• What role do you want the vendor to play?
−− Hitting backup windows, meeting recovery-time objectives, containing operation and management costs, and ensuring 24x7
business continuity.
Make sure you play back what you’ve learned from them—these are just examples of likely pain points.
Deliver the HP Data Protector software value proposition.
• You will be happy to learn about HP Data Protector software, a robust backup and recovery solution designed for the most demanding
environments. It offers automated high-performance backup and recovery from disk or tape to improve IT resource utilization.
• HP Data Protector software has over 22,000 customers worldwide and no other software can integrate better with your environment.
HP Data Protector software is a key component of the fast-growing HP storage software portfolio, including storage resource
management, archiving, replication, and device management software.
Tell them it offers a compelling price/performance ratio.
• HP Data Protector software delivers backup/recovery innovation, performance, and functionality at acquisition and deployment costs
that are up to 70% lower than other products.
• In addition, there is no licensing required for individual clients as with most backup vendors—so growth in your environment is easy
to manage.
Articulate its ease of use.
• It’s the ideal solution for remote and distributed environments using a distributed architecture for central multi-site management
(Manager-of-Managers feature).
• Installation is simple with fully automated distribution of agent software to all connected clients and a centralized licensing facility.
• Competitive solutions fail to deliver the same level of automation and require manual administration that drives up costs.
Connect to their “nirvana.”
In your description of nirvana, there are a few things that HP Data Protector software actually delivers on today. Let me explain…
• Describe what HP Data Protector software lets his people do that is the same/similar to his description of nirvana.
Get them to champion you.
• Would I need to discuss HP Data Protector software with your IT Director (or CIO) to take this conversation to the next step?
• Would you be able to make an introduction for us?
• Are there particular concerns the IT Director has that would be helpful to understand, so I can address them specifically?
You have completed the discovery process. Now use what you’ve learned to assess prospects and their level of interest to plan your next move.
As you nurture the relationship, find the right moments to engage your HP specialists and solution architects to demonstrate broad expertise and
become a trusted advisor and partner.
Discovery Guide
13
Prepare for the meeting
“I already have a backup and
recovery product.”
Set objectives and outcomes.
•Check customer references and
testimonials for similar industries.
After the meeting
•Confirm timing and implementation details,
including scale and scope of project.
•Identify if there are any other contacts
within the department you should talk with.
•Leverage Storage Admin relationship to
champion a meeting/call with the
IT Director or CIO.
•If possible, try and pre-assess their
current “pain points” and key challenges
regarding backup windows, cost of
ownership, and compliance issues.
One objection doesn’t fit all
We acknowledge that not all Storage Administrators will express these
objections. Our experience and deep knowledge of the target has shown
these objections to be very common. But stay alert—you are bound to
hear other objections. Use your selling skills to maneuver around whatever
big objection is thrown at you. If you find yourself running into other big
objections consistently—let us know, and we’ll work out a response.
Discovery Guide
Understanding the storage environment and associated pain points is a critical first step.
Identifying and handling their big objection through a thoughtful discovery meeting can
help you build trust to help him with his backup and recovery processes.
Their big objections
Carefully plan out your objectives for the meeting and make sure you capture key
information to better assess the opportunity. Once you have got all the information
required, pull in the right IM, and/or storage solution architects to field these questions
and help strengthen the relationship you’ve started building.
Before the meeting
•Confirm that their environment is fully
supported by HP Data Protector software
by checking the latest support matrix
at www.hp.com/go/dataprotector
(for example: IBM AS/400 now called
System iSeries or IBM mainframe
environment is not supported).
Storage Administrator
“I’m already using a backup and recovery product and all our tapes and data are in that format.”
“I heard Symantec has the leading market share. What is HP Data Protector software’s market share,
and what are the analysts saying?”
“I’m required by retention rules to keep everything for at least 7 years. What am I supposed to do with
the current data?”
Handling the big objection
They will be so pleased once you explain that HP Data Protector software has a lower
price point than the solution they are using. And if assistance is required to migrate from
another backup tool, HP offers customized services to your customer to help them through
the transition. They can then slowly age out the old data based on policy.
According to some analysts, other vendors’ products may have leading market share, but those reports
are based on revenue. Since HP Data Protector software costs 30%–70% less, this metric is not applicable.
When comparing license distribution, explain that HP Data Protector comes out more favorably with more
than 10 years of backup industry experience and over 22,000 customers worldwide. In fact, nearly half of
Global 500 corporations use HP Data Protector software today.
Switching backup applications is not unique to them; it is an undertaking many companies go through. They
need a solution that provides peace of mind for scalability, and HP Data Protector software can do that.
HP Data Protector software integrates into complex, distributed, heterogeneous environments for easy
implementation and management.
Alert!
Reduce backup windows and secure high availability of data and systems. For the most mission critical
environments, backups can be performed on the copy of the production data; with the option to copy it or
move it to tape. This solution, totally integrated into HP Data Protector software, is called Zero Downtime
Backup and provides continuity of business operations in 24x7 mission critical environments. HP Data
Protector software fully automates this process, and makes it easy to manage replicated data via a simple
GUI—a unique differentiator for HP storage solutions that other vendors cannot provide.
14
More great stuff
Wealth of tools at your fingertips
HP: here to help
Carefully plan out your objectives for the meeting and make sure you capture key
information to better assess the opportunity. Once you have got all the information
required, pull in the right IM, and/or storage solution architects to field these questions
and help strengthen the relationship you’ve started building.
Partner Program contacts
•AMERICAS: Krista Curtiss, Americas Channels Manager,
krista.curtiss@hp.com
Product Information
•Interactive web site for HP Data Protector: http://www.hp.com/go/imhub/dataprotector
•General HP Data Protector web page: http://www.hp.com/go/dataprotector
(Note: The latest HP Data Protector software support matrices can be found by clicking
“Support Matrices” from this page)
HP Sales Resources
•Sales Portal is the key resource to get all the latest sales tools and product information
(HP Passport sign-in required): http://h20229.www2.hp.com/sales/protected/portfolio/
information-management/data-protector.html
Partner Resources
•Partner Portal is the key resource for partner opportunities in backup and
recovery to get all the latest sales tools and product information:
www.hp.com/software/partner/dataprotector
Resources
•EMEA: Natasha Sandoval, EMEA Channel Marketing Manager,
natasha.sandoval@hp.com
•APJ: Jamie Lim, Product Marketing Manager, Asia Pacific Region,
chen-pei.lim@hp.com
Regional Marketing contacts for HP Data Protector
•AMERICAS: Mike Peebles, mike.peebles@hp.com
•EMEA: Tim Nolte, tim.nolte@hp.com
•APJ: Doris Wong, doris.wong@hp.com
Worldwide Marketing contacts for HP Data Protector
•Billy Naples, billy.naples@hp.com
•Jen Tisevich, jennifer.tisevich@hp.com
•Brad Vincent, brad.vincent@hp.com
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Technology for better business outcomes
To learn more, visit www.hp.com/go/dataprotector
© Copyright 2009 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.
4AA1-6201ENA, January 2009