HP Cloudsystem Sales Playbook

HP CloudSystem Sales Playbook

What’s inside Page 2 Business Drivers and Trends Page 3 HP Cloud Leadership Page 4 HP CloudSystem Page 5 HP Services Page 6 HP Software Page 7 HP Converged Infrastructure Page 8 Prepare to Sell Page 9 Target Roles Page 10 Sales Plays Page 18 Best Sales Arguments Page 20 Handling Objections Page 23 How to Engage

Elevator pitch wifm What’s in it for me HP CloudSystem is the industry’s most complete, • Put your customer back in the game—With business users integrated, open system for building and managing adopting cloud services five times faster than IT (Forrester), many CIOs are concerned with improving manageability, ensuring security, and accelerating business performance. services across private, public, and hybrid Gartner named cloud computing as 2011’s top IT initiative, yet most companies don’t have a solid plan. HP CloudSystem environments. Based on proven HP Converged is the fastest way to get your customer on track for success. • Be a hero—Help your service provider customers beat the Infrastructure and HP Cloud Service Automation, you race to market, accelerate service delivery, and generate new revenue streams with a solution designed specifically for them. Help your enterprise customers gain agility and can get new cloud services running in minutes and speed of service deployments on private, public, and hybrid cloud environments. manage them throughout their lifecycle. • Don’t get squeezed out—Cloud is hot! Eighty percent of new applications will be cloud-based (IDC). Many providers have aggressive cloud sales efforts. • Speed it up—Building clouds may appear to be complicated, causing some to pass up the opportunity. HP CloudSystem will shorten your selling time. HP CloudStart gets even the most unprepared customers in the cloud in a flash. • Open the door for future deals—HP CloudSystem, more July 2011 than any other HP solution, can help define the customer’s HP Restricted. For HP Internal and future data center architecture, setting you up to own the authorized Channel partner use. business as their cloud environment evolves. 2 Business drivers and trends • Business users out in front—Frustrated business users are a private cloud (IDC). Private clouds are a logical first step for adopting cloud services five times faster than IT (Forrester), organizations looking to deploy test/dev or print servers and acquiring software-as-a-service and cloud services for other business applications such as infrastructure servers themselves bought with credit cards. This creates a potentially (Gartner). risky “shadow IT” within the enterprise. Most companies have some notion of a plan, but not enough information to act. • Enterprises today look more like service providers—An Enterprise IT department that delivers services to its customers • The “IT sprawl”—Today there are hundreds, if not thousands, (Lines of Business) via a cloud begins to think and act more like of piecemeal cloud solutions to address immediate needs. a Managed Services Provider. Improve your ability to sell to By adopting such solutions without an overall strategy and these “new enterprises” by understanding the shift. endgame in sight can foster an “IT sprawl” which leads to the same complexity, security issues, and management costs • Service Providers heat up—A few telcos, cable companies, and it seeks to avoid. wireless operators have entered the cloud market, and virtually every xSP is formulating a cloud strategy. The traditional VAR • Cloud is about operations, not technology—Barriers to channel is building their own cloud offering as well as new adoption include security and privacy concerns, lifecycle specialty providers focused on community verticals. management, application migration, and IT skills. Governance is the main issue, and cloud automation is the secret sauce to • The future is hybrid—With the breadth of business requirements solving governance. (millions of possible applications with varying requirements) and the expansion of possible service options (private, virtual private, • Private clouds offer the best 2011 opportunity—Seventy public, community), most organizations will eventually need percent of enterprises are considering or are already using hybrid clouds that combine different styles of IT delivery.

IT needs to optimize service delivery while integrating cloud

TRANSFORM legacy infrastructure, MANAGE AND SECURE across legacy applications, and processes applications and cloud assets HP delivers consulting services to HP provides seamless heterogeneous plan, design, and implement cloud management, security, and governance of services across traditional, public, and private cloud

BUILD public, private, CONSUME public and hybrid cloud services services securely HP provides an integrated HP offers flexible, secure, private and public cloud pay-as-you-go enterprise solution optimized for cloud services applications

The journey to cloud Become a Service Aggregate Broker internal and Self-provision external Business services services Transformation Virtualize on-demand to Instant-On and non-mission Standardize automate critical and and mission-critical consolidate IT Transformation to Strategic Service Broker 3 HP Cloud LEADERSHIP While moving to the cloud offers powerful benefits, the shift is not trivial. Your customers need help—and they know it. Think of all the changes the information technology industry has undergone since HP was founded more than 70 years ago. We’ve helped our customers through these earlier changes, and they trust us to do it again. We’re up to the task. HP’s cloud offerings, including HP CloudSystem, use our powerful inventory of components and capabilities. We have more cloud resources than any other company. HP deeply understands that cloud is a new design point, and we are building our cloud solutions with this new paradigm in mind. Introducing HP CloudSystem

Simplifies cloud adoption by The cloud will be part of simplifying integration

every business process HP CloudSystem allows customers to build and manage services across the • All enterprise applications will be designed private, public, and hybrid clouds of to be cloud-enabled their choice • Every major business process will rely on a • Single services view across private, hybrid of cloud applications integrated with public, and hybrid cloud open systems • Multi-hypervisor, multi-OS, • Data privacy and compliance management heterogeneous infrastructure will impact every industry • Intelligent automation and lifecycle • All business processes will require “borderless” management; application-to- end-to-end security assurance infrastructure • Business and IT must synchronize change, • Scalability and elasticity from development to delivery • Built on proven and market-leading HP Converged Infrastructure and HP Cloud Service Automation

Leader in cloud enablement Cloud capability • History of cloud-predecessor innovations (Utility Data Center, • Enterprise-class cloud components for hardware, software, Instant Capacity on Demand, BladeSystem, Virtual Connect, and services Converged Infrastructure, IT Shared Services Consulting) • Unique HP CloudStart service gets clouds up and running • Leader in management software, including governance, within weeks application lifecycle management, automation, service • HP Solution Support across hardware and software assurance, and security (Gartner 2011) • Leader in cloud infrastructure consulting services (TBR Cloud • HP CloudAgile Service Provider Program extends the reach Professional Services Study, 2010) of cloud providers to drive growth • Proven heritage of helping customers consolidate, virtualize, and automate

Dedicated to openness Cloud experience • Hardware-independent services and software • 3 most popular social media properties in the U.S. • Software-independent hardware • 4 out of 5 of the world’s largest search engines • Excellent reputation as an ecosystem partner • 8 out of 10 of the world’s most trafficked websites

Cloud service market

of enterprises will have of enterprise workloads Public cloud service market no IT resources by 2012 are expected to be in public will be $143B USD in 2013. ! 20% (Gartner). 12% clouds by 2013 (Cisco IBSG). 4 HP CLoudSystem Always lead with HP CloudSystem HP maintains that the move to the cloud and the full exploitation of the cloud are best accomplished via an integrated systems approach. We built and delivered HP Converged Infrastructure to solve the data center problem of IT sprawl, and now we’ve extended it for cloud with HP CloudSystem. Lead with HP CloudSystem, but always sell the portfolio to retire quota and get customers on the path to cloud.

HP CloudSystem Matrix HP CloudSystem Enterprise HP CloudSystem Service Provider Private cloud, IaaS Private & hybrid cloud, XaaS Public & hosted private cloud, XaaS Infrastructure and Basic Advanced Application to Software as a Service Aggregation Application Infrastructure and Management Deployment and Monitoring Lifecycle Management Single Services View

HP BladeSystem HP BladeSystem HP BladeSystem HP Matrix OE HP Matrix OE HP Matrix OE HP Cloud Service Automation 2.0 HP CSA for Matrix HP Cloud Service Automation 2.0 HP Aggregation Platform for SaaS

CORE HP Cloud Maps HP Cloud Maps HP Network Automation HP Services HP Services HP Cloud Maps HP Services

HP Software: Service Portfolio Governance (HP ITFM, HP PPM), Application Readiness (HP Application Lifecycle Management, HP Fortify), Service Assurance (HP Business Service Management, HP IT Service Management), Threat and Risk Management (HP ArcSight, HP TippingPoint) and Information Management (HP Storage Essentials, HP Data Protector)

HP Storage: 3PAR, EVA, XP HP Networking Mission Critical: HP-UX, Serviceguard EXTENSIONS

HP Financial Services

HP CloudStart option HP is introducing a comprehensive, well- thought-out portfolio of products and services Help customers get started with HP CloudSystem in as little as 30 days with a fixed-price, fixed- designed to accelerate deployments of cloud scope project. Based on CloudSystem Matrix computing solutions for public, private, and (including application provisioning and monitoring), HP CloudStart services establish ‘hybrid’ clouds. a private cloud service catalog with up to four services integrated into customers’ backup and security environments. IDC Link, “HP Announces Broad Initiative for Cloud Computing; Will Wear Many Hats as Provider of Hardware, Software and Services,” February 2011 5 HP services Why talk about services early? HP services strengths • Speeds up the deal—Services accelerate and support a • IT Service Management heritage—HP is a proven leader in customer’s transformation from today’s environment to the cloud. ITSM, a key enabler of the private cloud. • Positions HP and our partners as valuable SIs—Systems • Trusted IT advisor—With our EDS heritage, enterprises have integrators are the top choice agents for 63.5% of customers relied on us for their most mission-critical projects. moving to the cloud (Gartner). • Focused practice areas—We’re strong and experienced in key • Establishes HP credibility and expertise—HP has a strong and cloud-enabling processes and technologies, including security, leading service heritage. This provides confidence that HP can governance, and management. look across the portfolio and understand business requirements. • Choice and openness—You can use HP services in the cloud • Lead with a “cloud conversation” that includes services— without having to use them everywhere. HP not only supports Leading with services works better than a product conversation. our own products, but also offers hardware and software It signals to customers that we care about their objectives and independent services. are not just trying to sell something. • HP CloudSystem includes services—HP is delivering a complete cloud system, not a box. Services are a mandatory element.

Engage with services

Cloud-Cautious customers Cloud-Confident customers Cloud-Eager customers

Get the customer moving by reducing Provide pragmatic action plans that Position HP as a full-service 1 uncertainty about cloud 1 set up the deal 1 cloud vendor

Help customers start down the path Open the door when you have zero Engage the customer in a relationship, to cloud if they are not quite ready business in an account enabling you to follow up for a 2 2 2 hybrid solution What to sell

• HP Cloud Discovery Workshop • HP Cloud Discovery Workshop • HP CloudStart • HP Converged Infrastructure • HP CloudStart • HP Application Transformation to Maturity Model • HP Cloud Roadmap Service Cloud services • HP CloudSystem Matrix Conversion • HP Transformation Workshop • HP Enterprise Cloud Services—Compute Services (if they have BladeSystem)

HP Services for CloudSystem • HP Applications Transformation to • HP Cloud Roadmap Service—Cloud • HP Hybrid Delivery Workload Analysis— Cloud (AT2C) Services—Help enterprises architecture, gap analysis and program Analyzes targeted workloads to make analyze their application and planning, multi-year roadmap for efficient use of cloud infrastructure in infrastructure environments to determine cloud adoption. hybrid environments. cloud suitability, develop a customized • HP Cloud Security Analysis Service— • HP Support Services—Provides assistance roadmap for transformation, and Security and compliance assessment and with the technology products included in ultimately deliver those applications remediation roadmap, understanding HP CloudSystem. via the cloud. protection technologies and controls. • HP Transformation Experience • HP Cloud Consulting and Implementation • HP Hybrid Delivery Strategy Service— Workshop—Practical, interactive, slide- (TS and PS)—Consulting, implementation, Develops a hybrid provisioning strategy fee workshop that simulates a whole IT integration services for HP CloudSystem using a unique model for business-driven transformation to help customers achieve that mitigate implementation risk. decisions involving shared services IT. business goals faster. • HP Cloud Discovery Workshop— • HP Private Cloud for Test Service— Cloud vision and components, cloud Implement a private cloud for testing opportunities and implications, and across development and operations. key considerations for the business. 6 HP software Why talk about software? HP Cloud Maps • Software is the cloud’s brain—Without specialized cloud service • Unlike anything else available from any other vendor, these management software, the client doesn’t have a cloud. pre-configured infrastructure-to-application service definitions HP CloudSystem includes cloud software. simplify, optimize, and accelerate the creation of the • HP’s cloud software portfolio will give you an edge— HP CloudSystem service catalog. We have what it takes to • HP Cloud Maps fast-track the automation of business provision, manage, retract, applications, saving days or weeks of time while ensuring track, and build cloud services, accurate deployment, configuration, and sizing of cloud services. as well as the management • We have Cloud Maps for popular business applications such portal and service catalog as SAP, Microsoft Exchange, and RedHat Linux, as well as to manage them. HP Cloud Service Platform-as-a-Service middleware. • Cloud software is the linchpin Automation for future business—Cloud HP Cloud Service Automation for Matrix—Pre-integrated software management software is so package that includes Server Automation (Starter Edition) and critical to the customer that they SiteScope. It brings basic application lifecycle management to are likely to prefer whatever HP CloudSystem Matrix with application deployment and monitoring. vendor becomes their standard.

HP Cloud Service Automation (CSA)

More cloud capability than other management solution on the Key components of Cloud Service Automation: market. Cloud Service Automation is the industry’s most extensible • CSA Foundation Server—Intelligent, self-service portal for LOB, cloud management solution, offering application and infrastructure cloud controller, resource management, and HP uCMDB, provisioning for private, public, and hybrid cloud IT services. enabling seamless integration to BSM/ITSM Cloud Service Automation delivers: • Server Automation—Lifecycle management for enterprise servers • Advanced provisioning and management of applications and applications for provisioning, configuration management, and infrastructure with industry best-practice templates, and execution providing greater flexibility at a lower cost • SiteScope—Physical/virtual infrastructure and application monitoring • Highly flexible, scalable architecture with advanced • Operations Orchestration—Automates routine IT processes, workload optimization and metering, supporting such as repetitive maintenance, change provisioning, and heterogeneous environments incident resolution • Role-based portals to enhance the user experience in designing, • Database and Middleware Automation—Best-practice automation building, and consuming private and public cloud services for database and middleware lifecycle management • Extensible platform that supports service assurance, application lifecycle management, security, and compliance

Software extensions for HP CloudSystem • Service Portfolio Governance—Govern and manage your • Information Management—Visualize your heterogeneous published catalog of hybrid services (HP IT Financial storage infrastructure and protect your data in a hybrid Management, HP Project Portfolio Management). environment (HP Storage Essentials, HP Data Protector). • Application Readiness—Deliver modernized, cloud-ready, hybrid • Aggregation Platform for SaaS (AP4SaaS)—Single point of applications quickly and securely (HP Application Lifecycle access integrating and aggregating multiple SaaS and hosted Management, HP Fortify). services enables service providers to offer a “one-stop-shop” • Service Assurance—Assure the availability and performance experience to their customers. of dynamic hybrid services (HP Business Service Management, • Network Automation—Tracks, regulates, and automates HP IT Service Management). configuration and software changes across globally • Threat and Risk Management—Secure and control distributed, multi-vendor networks. cloud enabled business processes (HP ArcSight). • Advanced Resource Manager—Automates the decision-making process and provisioning of resources based on business policies, cost, and performance goals. 7 HP ConVERGED Infrastructure Why sell HP Converged Infrastructure? • Position HP as visionary—HP believes that the industry is at a major inflection point where all core technologies are coming back together. Converged Infrastructure is our IT strategy to help customers cut spending on operations and increase spending on business innovation.

• Ideally suited to deliver—HP is best positioned to deliver convergence based on our proven expertise, application integration, broad range of delivery options, and heterogeneous IT management. HP is the only company to offer a full portfolio of standard-based, integrated solutions and services developed specifically to solve data center complexities and overcome the inefficiencies caused by IT sprawl.

• Market leadership—HP is the #1 market share leader for blade servers, x86 servers, and combined Unix, Linux, and Windows servers. HP is the leader in systems management software, the second largest networking company, and the third largest storage vendor.1

What is Converged Infrastructure? HP Converged Infrastructure provides your customers with a blueprint for the data center of the future in order to accelerate the provisioning of Converged Infrastructure services. It integrates technologies—servers, storage, networking, security, power, cooling, and facilities—into shared pools of interoperable resources, all managed through a common management platform.

Converged Infrastructure for HP CloudSystem

• HP BladeSystem—Common modular infrastructure • HP 3PAR Storage: F Class and T Class—Thin provisioned constructed for any workload from client to cloud. storage optimized for hybrid clouds with multi-tenancy HP Thermal Logic embedded technology can deliver capability, cutting capacity overhead by 50%. a 30% reduction in facility power and cooling costs. • HP EVA, XP—Traditional architecture storage arrays that • HP Matrix Operating Environment—A common platform bridge to traditional storage technology. for advanced infrastructure lifecycle management for • HP TippingPoint: vController + vFW—Security solutions for drag-and-drop provisioning of complex, multi-tier physical and virtual clouds providing security for entire data infrastructure in minutes. center attack protection, including the hypervisor. • HP ProLiant G7 servers—Provide 3x more performance, • HP Networking (A12500, 5800, 5100)—High-performance, 2x improved availability, 20:1 greater consolidation, flexible core-to-edge networking fabrics. 8x faster remote management, and a 96% reduction in power and cooling. • HP Integrity servers with mission-critical HP-UX 11i v3— The world’s first scale-up blades with an operating system • HP Virtual Connect—A common, virtualized network fabric for demanding mission-critical workloads. that connects servers to networking and storage while simplifying and increasing flexibility from the data center to the network edge. 8 Prepare to SELL Three steps to cloud selling success Successfully selling to customers who buy cloud requires careful listening for clues, and then matching the right cloud solution to the right situation. The good news is that HP has a cloud solution for nearly every scenario. To find the right solution and get into the right selling motion, follow these three steps:

Use the “SELECT THE RIGHT SALES PLAY” map below to identify which of the four selling motions is appropriate for your customer situation. PLAYS

Each SALES PLAY contains a “SELECT THE RIGHT HP SOLUTION” map to guide you from your customer’s situation to the HP solution most likely to meet their needs. In every case, lead with HP CloudSystem. The solutions suggested on this map will complement SOLUTION CloudSystem or be a fall-back position.

Each sales situation changes depending on which competitors and/or partners are involved. Following the four Sales Play sections, use the tips on PARTNER CONTEXT CONSIDERATIONS and COMPETITIVE CONSIDERATIONS to guide your actions.

Select the right SALES PLAY The sales plays in this playbook assume that your customer is interested in building their own cloud environment. If your customer is interested in outsourcing their cloud environment, HP can help with this situation, too.

Are they Has the customer Yes No Is the customer No Go to executing against an virtualized and/or deployed interested in buying the Enterprise Transformation Sales Play 3 automation? infrastructure to run Strategy? the cloud? No • Engage in virtualization Yes Yes • Sell HP Cloud Discovery Workshop No Do they want Do they want No Go to SaaS transformation to deliver IaaS Sales Play 2 Go to of their enterprise services only to the Sales Play 2 applications? IT department?

Yes Yes

Go to Go to Sales Play 4 Sales Play 1 9 Target ROLES CIO Key Concerns “I need a cloud environment that lets me This customer worries that he/she lacks the time, money, govern how the business takes advantage or skills for the cloud. He/She also suspects that the of internal and public cloud services. But technology can’t deliver on its promises. Assure him/ how will I manage it? How secure is it?” her that HP will help him/her be credible, flexible, and responsive to his/her business users. HP CloudSystem and HP services will help him/her get back in control.

Line of Business Owner Key Concerns “My competitors will eat my lunch if I don’t This customer doesn’t care what technology drives the get this new application now. Buying cloud he/she is using. That’s someone else’s problem. services from the cloud is cheap and However, he/she does care about his/her business easy. I’ll just buy it on my own.” initiative success. Find out his/her strategy requirements. Link HP CloudSystem to the flexibility and speed he/she is sure to need.

Service Provider Key Concerns “I need to get to the cloud fast. I’ve got a This customer is likely to be cloud-sophisticated and huge opportunity to attract new customers concerned that cloud-in-a-box is too simplistic for his/her if I can offer affordable, secure, on-demand needs. Demonstrate that HP’s cloud vision—hybrid and business value. I can’t let my competition heterogeneous—ensures his/her future success. Suggest beat me to the punch.” that HP CloudSystem will help him/her gain experience with new business models. IT/Applications Key Concerns “Users are going directly to the cloud This customer is less worried about the details than he/she instead of coming to me, so I need a new is about being responsive. HP CloudSystem helps him/her approach to run applications internally serve his/her internal customers fast and flexibly. HP ALM and externally.” lets them manage applications on-premise and in the cloud.

IT/Data Center Key Concerns “We are already virtualized.” This customer is caught between mandates to squeeze value out of legacy investments and cut costs by standardizing and yet satisfy growing demand. Virtualization made him/her a hero. He/She may be reluctant to go farther. Help him/her understand how HP CloudSystem achieves his/her financial objectives, yet adds the lowest possible operations overhead.

IT/Networking Key Concerns “Service availability and performance are This customer used to simply focus on resource management, my new metrics.” but the cloud puts service availability and performance front and center. Multi-tenancy, bursting, and hybrid all add complexity. HP CloudSystem will give him/her management tools and automate repetitive tasks, giving him/her incredible flexibility to problem-solve and orchestrate service. 10 Sales PLAY 1Integrated IT-focused IaaS Strategies “We need to deploy cloud fast, but how should we start?” Just start—Many IT organizations are under pressure from executives to figure out how Ask the business can start benefiting from cloud computing with an • Urgency—Are you looking to test the value of cloud? Are you evaluating the business case internal, private, infrastructure- for building a private cloud versus consuming public cloud services? Are you looking for a as-a-service cloud. They may be fast-track deployment to gain executive buy-in? Are your developers or knowledge workers late to deliver and are anxious bypassing IT and going out to the cloud? to understand what cloud is • Virtual and/or physical—Have you made any decisions about your approach to provisioning all about. They need to quickly infrastructure? Are you prioritizing virtual servers for your internal cloud? demonstrate credibility and ROI. • Use cases—What use cases are top priority? Test and development? Infrastructure Establish a beachhead— standardization and automation? IT department modernization? Demonstrate empathy about their concerns, but probe to discover inevitable business needs that IT is not addressing. Say Suggest easier, lower-risk entry points with HP Cloud Discovery • HP CloudSystem Matrix is a great way to get started with cloud—It lets you provision Workshop and HP CloudStart infrastructure and applications in minutes. It’s the ideal private cloud. Since you are just so they gain courage from quick starting out with your cloud, we suggest you start with non-mission-critical applications such success. Suggest they start with as IT test/dev. HP can offer you a solution that is low cost and will get you up and running converting low-risk IT-centric fast so you can prove to the business that IT can meet its changing needs. applications like test/dev or • HP CloudStart eliminates almost all of your start-up issues—It’s less expensive and easier than infrastructure applications. you think. Your team may lack the time and the skills. However, our deep experience in business transformation services will help with your readiness. We can help you get your private cloud service catalog set up in 30 days so you can start delivering cloud services right away.

Triggers • If you aren’t ready today, you can still future-proof your environment—Start with cloud-ready components such as HP 3PAR storage, HP BladeSystem, and HP Software. • IT has not yet started moving to the cloud and may have no Select the right HP Solution specific plan • There is a lack business agility Evaluation of customer needs and choice points HP Solutions to sell • Tension between IT and Always lead with CloudSystem Matrix LOB owners; LOB users and Yes Yes Need basic app SELL: CloudSystem Matrix or CloudStart developers may already be Prefer new deployment, monitoring, buying cloud services like infrastructure? and compliance? SELL: CloudSystem Matrix without CSA for Matrix salesforce.com and EC2 No or CloudStart. • IT needs to prove to the No Yes business that they can meet SELL: CSA for Matrix3 new and changing demands Yes Need basic app deployment, monitoring, • Desire to pilot internal HP Matrix installed? SELL: Matrix Conversion Service2 and compliance? infrastructure provisioning via Yes SELL: Matrix Starter Kit cloud to prove internal benefit SELL: CSA for Matrix and grow No SELL: Matrix Conversion Service2 No SELL: Matrix Starter Kit Yes Need basic app HP Blades installed? deployment, monitoring, and compliance? SELL: Position HP Server Automation and SiteScope or upsell to use Sales Play 2 or 3. Position Matrix with extended infrastructure No Yes Heightened risk to sales outcome. Pay special attention and escalate as needed. Need basic app Customer uses deployment, monitoring, SELL: Matrix w/extended infrastructure or Up-sell non--HP or DLs and a compliance? to Sales Play 2 or 3 or TS/PS custom engagement

No Heightened risk to sales outcome. Pay special attention and escalate as needed. 11 More PLAY 1Integrated IT-focused IaaS Players CIO: Sell to the CIO and IT leadership. Decisions to go Handling objections to the cloud are not made at lower levels in the organization. “I am concerned about openness and vendor lock-in.” LOB: Involve the LOB executives in • While CloudSystem is optimized for HP, it’s a very open solution. the discussion. Business users are driving companies to the cloud. • It supports Linux, Windows, and HP-UX, and hypervisors including VMware, Microsoft, and Without their push, IT is unlikely HP Integrity Virtual Machines. to move. Sales, Marketing, and HR are likely candidates. • Once deployed, CloudSystem will interoperate within your broader heterogeneous infrastructure, letting you easily grow your cloud environment. Specifically, it supports Current and net-new customers: non-HP storage, non-HP networking, and even virtual machines running on non-HP servers. Key descriptors in this play are “cautious” and “uncertain.” “Cloud is just an extension of virtualization. I’ll see what my current virtualization You may find this situation in provider recommends.” HP customers and net-new.

• Although virtualization is a natural pre-cursor to cloud, delivering cloud services is a very different situation. Virtualization is about hardware scaling—its benefits are confined to the data center. Cloud is about the users; it’s about business agility. Your Cloud • New management software, new processes, and new governance models are needed, as well as the right converged infrastructure to support them. Conversion Checklist Give the HP Hybrid IT • As long as you are considering making this leap, consider what HP’s CloudSystem delivers, the ability to provision both physical and virtual environments. Plus, you can build on and presentation. extend the virtualized environment you already have while not locking yourself in to a single Ask if they have a cloud

virtualization platform. strategy. If yes, ask to see it. If no, sell HP Cloud

Discovery Workshop. Engagement tips Drive for a CloudSystem

Matrix demo • Set the business context correctly—Since the LOB executives drive cloud, it is vital that you understand the relevant use cases—and their urgency.

• Bring in our consultants—Cautious companies or those that are brand-new to cloud are going to need a lot of hand-holding. Services, whether offered as part of the solution as in HP CloudStart, delivered as part of a pre-sales engagement, or customized to your client’s particular needs, will be critical to building confidence and ultimately a successful implementation.

• Establish HP as the cloud leader—Eventually, most enterprises will have at least some part of their IT in the cloud. Maybe it’s today; maybe it’s in a few years. When they start down the path, someone will be there to guide them. If it’s not you, it will be a competitor. You risk getting relegated to second-class status and having to fight for every future sale. Owning the cloud will soon become a key component in “account control.”

• Have a fall-back position—If the organization remains reluctant, paint a vision of the cloud and show them how discrete investments in products such as BladeSystem today can make it easier for them to move to the cloud when they are ready. 12

Sales Service provisioning in a PLAY 2 Converged Infrastructure Strategies “We’re ready to implement a cloud. We’re looking for an integrated Rich, HP-based cloud—Many solution. Where do we go from here?” organizations are ready to implement a private cloud as part of their cloud strategy, or may be pressured by executives to Ask head towards the cloud. They are • Going beyond IaaS—Are you looking to extend your current IaaS? Is your company moving looking for an integrated solution towards a shared-service model? as the foundation. They may already have HP infrastructure, • Vision for PaaS/SaaS—Are you planning to offer rich platform environments like Hyper-V and want to base their rich cloud- or HP-UX in a cloud model? What if you could create service packages tailored for and service catalog (IaaS, PaaS, consumed by your Lines of Business? Would you like visibility to cloud services costs or and/or SaaS) on HP products. the ability to charge back to the businesses? Give them a vision—Get their • Enabling users—Do you envision your users requesting and deploying services from a buy-in that they are headed self-service portal? towards a world of hybrid IT • Need to scale—Are you looking for a solution that’s extremely scalable and customizable? delivery. Give them a bridge to cloud by converting their existing server investments into a HP CloudSystem Matrix-based Say private cloud. They’ll now be on • HP for rich clouds—HP CloudSystem Enterprise is ideal for clients looking to deploy private the path to hybrid delivery and and hybrid cloud environments and the full range of service models (IaaS, PaaS, and SaaS). can easily transform into a hybrid You can manage your cloud and your traditional IT environment with a single services view. cloud when the time is right. With advanced application lifecycle management, you can apply cloud techniques to complex applications like databases. Present the full solution—There’s no cloud without hardware, • HP helps you eliminate rogue, shadow IT activity—You can quickly respond to your software, and services. HP developers’ needs with a cloud that stands up fast. CloudSystem is a great way to • HP gives you options—There’s no vendor lock-in. HP CloudSystem gets you up and running demonstrate how much benefit fast and yet allows you to extend to include your legacy systems and any hardware you want there is to combining hardware, to add in the future. You can continue to support your simplified/standardized infrastructure software, and services into a approach (all blades, Linux, Windows, and HP-UX). single solution. Cloud will drive a huge need for servers and storage. However, you risk being Select the right HP Solution marginalized by the next wave of transformation if you don’t involve Evaluation of customer needs and choice points HP Solutions to sell software and services. Always lead with CloudSystem Enterprise Yes Open to new SELL: CloudSystem Enterprise Triggers infrastructure? • Open to an HP infrastructure- based solution No Yes • Customer has virtualized much SELL: Cloud Service Automation 2.03 of their server infrastructure HP Matrix installed? yet still can’t keep up with the pace of LOB demands No Yes SELL: Matrix Conversion Service2 • Demonstrates concern over SELL: Matrix Starter Kit rogue, shadow IT SELL: Cloud Service Automation 2.0 HP Blades installed? • Wants a quick way to test IaaS workloads along with Yes the option to expand to No SELL: Cloud Service Automation 2.0, Matrix OE for DL richer services

• Understands hybrid delivery Customer uses ESCALATE as a must win if not successful in getting new model is a cost-efficient HP SL, DL? HP HW in deal. Must not lose a CI friendly account resource pool No, Third Party Sell: Cloud Service Automation 2.0 Heightened risk to sales outcome. Pay special attention and escalate as needed. 13

Service provisioning in a More Service provisioning in a Converged Infrastructure PLAY 2 Converged Infrastructure Players CIO: May worry that IT is getting cut out of the picture. He/She will be interested in showing how he/ she can quickly add value to keep Handling objections shadow IT from growing. LOB: Understand where he/she “Adding PaaS and/or SaaS to our current cloud will make it more complex to manage.” is coming from. He/She may be With CloudSystem, deploying a hybrid cloud will not increase the amount of complexity happy to get his/her applications you might imagine. CloudSystem Enterprise will let you manage private and hybrid clouds, in the cloud so that IT can’t say no. for IaaS, PaaS, and/or SaaS in a single integrated solution. You’ll be able to automate the VP/IT Operations: Cloud forces complete application lifecycle in each cloud delivery method—provisioning, customization, operational changes this executive and configuration, as well as ongoing patch management and, ultimately, system retirement. wants to avoid. He/She may This will save you days to weeks compared to provisioning approaches in which your cloud settle for brand-specific silos deployments are disparate and siloed. in order to keep his/her costs down. HP’s lifecycle management automation and governance consulting will make his/her life Engagement tips easier—even in heterogeneous environments. • Get our consultants engaged—Deploying a cloud of any scale requires change and IT Director: May be concerned transformation from the application layer—possibly across the data center. Engage that cloud hands over infrastructure your consultants from Technology Services and Software Services to demonstrate their control to other IT groups expertise and entice customers to participate in Transformation Experience Workshops (networks, software, hosting). and Application Transformation to Cloud services. Quick implementation of a private IaaS cloud will help his/her case. • Accurate ROI is about operational costs—At some point, you’ll likely be asked for competitive ROI. Keep in mind that although cost savings are a cloud driver, operational costs rather than just capital costs are what enterprise customers are concerned about. With CloudSystem, customers will be able to track cloud service costs and compare them to historical expenses to develop and deliver an IT service.

• Stress security—Security concerns are the #1 inhibitor to moving to the cloud. Stress HP’s enterprise heritage, strong security services and software capability. For extra proof—do a demo. Seeing is believing.

• Highlight seamless conversion—Help BladeSystem customers advance their current IaaS towards CloudSystem with Matrix Conversion Services. 14

Sales Service provisioning in a PLAY 3 heterogeneous environment Strategies “We’re ready to implement a cloud. It needs to encompass Rich service, heterogeneous our existing heterogeneous infrastructure. Where do we go from here?” infrastructure, cloud—Many organizations are ready to implement a private cloud or Ask public cloud as part of their cloud strategy or are experiencing • Level of transformation—Are you looking to transform your IT into a shared services center—or pressures from executives to head build a department-level IaaS? towards the cloud. They may • Fit into mixed environment—What are your requirements for leveraging the existing be well on their way towards infrastructure? Have you standardized on an enterprise management platform? What is your consolidating, standardizing, and mix of server vendors? Where are you in your blade adoption? What is your mix of storage virtualizing their data centers. and networking? What, of your mix, do you need to leverage? They may have HP software, yet are not standardized on HP • Competitive evaluation—What other solutions for private and/or public cloud are you hardware. They want to leverage evaluating? What claims for heterogeneity have they made? How have they supported those their existing investments, which claims? Has anyone presented a completely integrated cloud solution—hardware, software, may or may not include HP and services? How do you plan to manage and orchestrate a mixed solution? hardware and software. Consolidate initiatives—Selling Say cloud is a big boon because it will help you consolidate a lot • HP CloudSystem Enterprise was designed to help you respond quickly to business needs— of initiatives into a single sale. Many people in your situation are concerned because they can’t respond to business needs Users of the HP BSA and BSM as quickly as needed. We can help you get a cloud up and running quickly so that you can software suites have invested in deliver IaaS, PaaS, or SaaS. rich capabilities for traditional environments. They’ll want to • Focus on flexibility—HP’s cloud solutions adapt well to your existing environment. No matter avoid retooling old IT infrastructure where you are today, we can help you deploy your private or public cloud regardless of your and will want to start cloud on broad, mixed infrastructure. a new foundation leading to a • Extend your vision—You want to integrate your current heterogeneous infrastructure investments hybrid delivery model. into an enterprise cloud model. We can help you do this faster and more cost effectively than you imagined. Even if you eventually want to completely transform your business into a shared Speed to value—Evangelize service center or an internal private cloud, you can start with something simple and extend. a simpler/faster approach to standing up a private or hybrid cloud that fits into their Select the right HP Solution heterogeneous environment. Evaluation of customer needs and choice points HP Solutions to sell

Always lead with HP CloudSystem Enterprise Triggers Yes • Has been driving against SELL: CloudSystem Enterprise big strategic initiatives Open to new Yes Accepting of (consolidation, standardization, infrastructure? HP Matrix? virtualization) SELL: Cloud Service Automation 2.0 + other HP hardware SELL: Cloud Service Automation 2.0 (if customer adverse • Random cloud initiatives No to HP hardware) scattered throughout the No organization Yes HP Matrix installed? • Current management software SELL: Cloud Service Automation 2.03 running up against limitations No • Wants a quick way to test IaaS workloads along with the option Yes SELL: Matrix Conversion Service2 HP Blades installed? to expand to richer services SELL: Matrix Starter Kit • Understands that the hybrid SELL: Cloud Service Automation 2.0 delivery model is a cost-efficient No resource pool Yes Customer uses third SELL: Cloud Service Automation 2.0 party or HP SL/DLs 15

More Service provisioning in a PLAY 3 heterogeneous environment Players CIO: The CIO may want control of the cloud strategy to rein in LOB experiments. Handling objections CTO: He/She understands how the company vision links to cloud. He/ “How will HP CloudSystem fit into our primarily (Dell/IBM /Cisco/EMC) She may own the developers who hardware environment?” go outside for cloud resources. VP/Software Architecture: HP CloudSystem is an open extensible solution that fits into any environment—HP or non-HP. Executives responsible for their You get everything you need for cloud delivery with no compromise, and no lock-in. HP offers company’s applications are highly services to assess the impact on what you do today and help you to integrate and transition as likely to be the ones who initiate a smoothly as possible. cloud solution purchase. Working with business owners, the architects “Why would I need an integrated solution like HP CloudSystem when I could just feel the pressure first, and best add software?” understand the drivers. Architects wield power in vendor selection. Let’s talk about your situation. Companies choose an integrated solution because it is faster Director of Security: Security is the time to value—building your own can be slow and complex. Integrated solutions are less error biggest cloud concern, so get him/ prone and are easier to use and maintain. HP has carefully designed CloudSystem to make it her on your side. useful for a large number of situations. Let’s discuss the trade-offs and determine which is right for you. If you decide against an integrated solution, we can help you build a customized cloud environment with our Cloud Service Automation software on any hardware you choose. Positioning with Cloud Service Automation • Offers lifecycle management for Engagement tips applications, middleware, and database support for patching, • Help them gain control—HP Cloud Discovery Workshop is a great way to corral the automation, monitoring, and various cloud projects, put them into enterprise perspective, and fit them into a coherent plan. updates. Not limited to x86 servers. • Focus on hardware independence—Software leaders may think of hardware as a • Lets customers build a just-in-time commodity. Talk about how HP’s cloud software is hardware agnostic. stack provisioning of physical and virtual resources. • Pay attention to company politics—Learn about the overall corporate cloud vision. If cloud has been deemed strategic, then it will be politically expedient for IT to say • Offers multi-vendor hypervisor they are already doing cloud. But are they? Probe on this. Offer help to get them from support and enables customers to burst to any public cloud by risky “cloud-washing” to actually delivering value. using the provider’s APIs. • Be prepared to go custom—If the customer is resistant to an integrated solution or to deploying new hardware, demands leveraging existing infrastructure, or has many of the HP software components for the cloud, it may be a better fit to create a custom Possible limitations with solution for them where selling Cloud Service Automation is the right solution. virtualized-only solutions • May not address the complete lifecycle of applications, middleware; may only address the database x86 servers. • May not have templates; may only offer “images” that don’t act like virtual templates and provision only virtual machines. • May limit/eliminate choices for bursting to public cloud providers. 16 Sales Complete IT transformation PLAY 4 journey based on cloud Strategies “We need to deliver new and additional cloud services faster, to better Transforming to shared serve our constituents and customers.” services—Your customer may be an enterprise with a large data center or a company whose Ask business model is based on selling some kind of IT service. • To CSPs—Do you want to offer data center services to complement your communication services? In either case, this customer has • To MSPs—Are you looking to transform your business model and deliver managed services via big ideas. They’ll be interested the cloud? in a rich service catalog, sophisticated management • Cloud outcomes—What business-critical services do you plan to operate in a cloud environment? capability, and a more What revenue opportunities might you miss if you delay your entry into cloud services? enhanced user portal capability. Selling to a service provider— Say Broaden your perspective of a Service Provider and keep • HP CloudSystem Service Provider for multi-tenant environments—Service Providers like you in mind that enterprises are particularly need a rich cloud environment. With this solution, you can deploy public and beginning to look and act like hosted private clouds that deliver XaaS aggregation and management. You can also create them. They understand shared IaaS and SaaS offers via a multi-tenant environment and provide those offers via a portal while services. They need to migrate enabling provisioning, access and control, and billing to multiple tenants. from thinking about the cloud • Expand to wherever your vision takes you—Start with IaaS and build up from there. You can as a big hunk of machinery bring in HP and non-HP legacy investments. You can evolve your operation towards being a where they physically separate full Managed Service Provider (MSP) if you desire. We’re finding that many enterprises want to customers, to a sophisticated operate their private clouds like a Service Provider, even if they never intend to go public. view of portals, service automation, governance, and • Offer one-stop shopping—HP CloudSystem Service Provider makes servicing even the most service catalogs. With HP complex service environments easier. If you are a Communication Service Provider (CSP), you CloudSystem Service Provider, can provide data center services to complement your communication services. Enterprises can HP can accelerate their time- extend to offering services when they are ready. to-delivery with a test bed • Service customers more easily—You can create templates that deliver the services your that propels them past their customers want, when they want it, and at whatever price point makes sense. competition into getting hands-on Select the right HP Solution experience in public or hosted private clouds. Evaluation of customer needs and choice points HP Solutions to sell Always sell with CloudSystem Service Provider

Wants to deliver Understand the same choice points from Sales Plays 2 S/P/IaaS services together or 3. LEAD with CloudSystem Service Provider Triggers with communication QoS across DCs? SELL: If customer does not desire CloudSystem Service • Losing revenue; market share Provider, Complement Sales Play 2 or 3 (CloudSystem • Wants to build a shared- Enterprise) with the following ADDs based on choice points below services cloud Customer lacks Yes • Enterprises looking to offer comprehensive cloud strategy hosted private cloud to and roadmap? ADD: Cloud Discovery Workshop compete against “over-the- No top” cloud providers such as Amazon or Rackspace Has multiple Yes DCs with complex ADD: Network Automation to Solution • Communication Service networking topology? Provider needs to add cloud services because connectivity No services have commoditized Wants to offer service Yes in a multi-tenant way to large- ADD: Aggregation Platform for SaaS scale of end users? No

Does customer intend to run large compute- Yes ADD: Advanced Resource Manager as an option: This intensive tasks such as business would allow more refined and dynamic optimization of analytics? the resource usage for these compute-intensive tasks 17

More Complete IT transformation PLAY 4 journey based on cloud Who are the Service Providers? Service Provider Business Types: Cloud is the future for all types Handling objections of Service Providers. They are all formulating cloud strategies or already on the move. Get in now. “HP just wants to come in and sell me warmed-over enterprise stuff.” • Communication Service Providers On the contrary, HP CloudSystem Service Provider was purpose-built for companies just (CSPs) such as telcos (ex. AT&T), cable companies (ex. Comcast), like yours. With our experience in working with leading Service Providers, we have deep wireless companies (ex. Verizon) knowledge of what it takes for you to be successful. • IT Hosting Providers and Managed Service Providers (ex. Navisite) “Is CloudSystem right for all companies that want to deliver cloud services?” • Internet Service Providers (ISPs) HP CloudSystem Service Provider is ideal for many companies that want to deliver public (many small and mid-sized or virtual private cloud services. However, other companies that deliver more focused cloud local providers) services, such as a company like Salesforce.com, might be better suited to other HP solutions. • Value-added Resellers and Systems Integrators (ex. Ingram Micro) • Software-as-a-Service and Platform-as-a-Service Providers Engagement tips (ex. Salesforce.com) • Enterprise companies offering public cloud services (mobile • Articulate a cloud vision—Understand the Service Provider’s business. Look beyond the banking, personal healthcare immediate sell to talk about the Service Provider’s longer term vision. Express a vision— portals) “here’s how we see you going forward”—and leverage a HP Cloud Discovery Workshop Types of IT Services these firms may to help them get there. provide: Service Providers operate at • Be ready to execute quickly—Since Service Providers will be offering cloud services one or more of the following levels: as a revenue stream, they may be reluctant to invest in infrastructure before they need • Rent managed data center it for a specific customer. They sometimes buy “just-in-time” to meet the needs of their space—Their customers have their new customers and need to you be ultra-responsive. own equipment but can avoid the expense of operating their • Involve HP cloud specialists right away—Expect Service Providers to be sophisticated own data center. These Service buyers and to have complex needs. They’ll appreciate the full service and architectural Providers will need to upgrade so view provided by HP cloud specialists. that their customers can run clouds in the rented data center. • Introduce the HP CloudAgile Service Provider program—Explore whether your Service • Rent shared resources—These Provider meets the requirements and can benefit from program elements like co-selling Service Providers rent not only incentives for HP and channel partners, and certified services like HP CloudSystem the managed data center space hosting and bursting. but also the equipment. They’ll be expected to offer traditional resources but also be cloud-ready. • Rent full IT Services—These Service Providers function as a full outsourced IT shop for their customers. Going to the cloud will expand the kinds of services they can provide as well as help them avoid customers migrating to cloud shops. • Rent everything—including applications: Customers rent applications from these Service Providers (SaaS) as well as everything underneath. Cloud is the only method of delivery. 18 BEST sales arguments

Cloud offering Cloud partner for Enterprise BES• Proven—HP is the #1T IT Vendor and #1 IT Service Provider BES• Speed to value—StandT up a complete cloud in a few short weeks. in the world. Customers include the 3 most popular social media properties in the U.S., 4 out of the world’s 5 largest • Gain control—Lifecycle management and governance capability search engines, 8 out of the 10 most trafficked websites, enable differentiated costs and services across your total cloud and 7 out of the 10 largest cloud service providers. environment, reducing cloud “silos” as well as the need for business units to run amok. • Quality—Reputation for engineering excellence and heritage of innovation such as utility computing. • Retain legacy value—Integrates with your existing multi-vendor environment. • Support—Cloud Solutions Lab, Hosting Service Provider Program, and Cloud Centers of Excellence help channel • No lock-in—Many “clouds-in-a-box” are proprietary, closing you in and alliance partners leverage HP’s expertise and resources. and blocking system elasticity.

Reasons to do the Cloud Integrated platform Discovery Workshop BES• Learn—Find out the benefitsT and risks of various cloud BES• Total solution—UniquelyT combines converged industry-standard options. Get recommendations on migration best practices infrastructure with proven lifecycle management software, cloud and tips on people, process, and technology. maps for leading ISVs, and the services you need to get you up and running on a secure, scalable, and extensible cloud. • Prepare—Your team can assess your readiness for cloud adoption. • Single point of control—Unifies the control and delivery of cloud assets, whether they are in your data center, an HP • Collaborate—Have a powerful conversation that gets your hosted cloud, or a public cloud such as Amazon Web Services. team on the same page. • Integrated by design—Creates an elegant, coordinated • Act—Leave with an operational roadmap and a personalized solution rather than piece parts from partners with conflicting action plan for your business. or overlapping interests.

Ease of implementation BES• Fewer headaches—FastT implementation is an indication that you are avoiding the pain of complex integration. No cloud solution HP’s answer for hosted stands up your cloud faster. HP services insure you against costly errors. cloud for the Enterprise

• Fast POC—Set up a POC in a few weeks instead of a few months. For those enterprises that don’t want to build, own, and manage their own dedicated private cloud, HP Enterprise • Popular applications online in minutes—HP Cloud Maps provide Cloud Services–Compute offers a pre-built, asset-free a fast path to a functional working cloud. enterprise-grade cloud computing service. IT managers get high levels of flexibility, performance, and availability • Expansion—Once you are set up, expanding to new services, in an efficient and flexible consumption model. applications, processes, and policies is simpler than you can imagine. 19 BEST sales arguments

Reasons to move On-ramps to to cloud HP CloudSystem BES• Business agility—BusinessesT respond to market opportunities BES• BladeSystem c-Class—TGive BladeSystem customers a bridge with greater agility. by converting existing server investments to a HP CloudSystem Matrix-based private cloud. • Scales faster—IT scales faster to better meet business needs for collaboration, mobility, and speed. • BladeSystem Matrix—Current BladeSystem Matrix customers are natural candidates, since they have already set up a • Finance positive—Less expensive and more financially private cloud foundation. Understand their needs for cloud predictable than traditional IT. services beyond on-premise and private. Then introduce conversion services such as HP CloudSystem as the next • Service flexibility—Hybrid clouds enable different applications logical step. to use different service features. Security level? Provisioning urgency? Need to burst? Degree of availability? Cost? • HP 3PAR—Since these customers already use a utility model for storage, building out a HP CloudSystem that leverages HP 3PAR technology gives them the most advanced cloud infrastructure available.

• HP software—Help HP BSA and BSM customers build a Path to the future bridge to cloud service delivery. HP can help them establish a pragmatic environment while, in parallel, help them assess BES• Strategic options—EnsuresT a path to whatever cloud strategy which workloads are ready to move to an on-premise cloud. your business will require tomorrow. Evaluate the opportunity for HP software value add integrated with the solution (OO, BSM, etc.) • Choice—Choose and manage whatever combination of cloud delivery options and whatever hardware configurations your users need.

• Help—HP has the services to help you grow and the R&D muscle to ensure you can handle any new workload and any business environment.

Competitive considerations • Make the deal bigger—The more strategic the deal, the better Competitors may have set the stage for how your customer thinks HP will fare. HP has the most complete solution and offers the about cloud. Set the record straight. HP CloudSystem has changed strongest value proposition for hybrid cloud service delivery. HP the game, and competitors are struggling to respond. One positive— CloudSystem is the fastest path to get going. When you are facing customers will already understand cloud advantages. Distinguish a competitor in a tactical, departmental deal, these strengths may HP’s hybrid IT delivery approach and be less meaningful. HP CloudSystem’s comprehensive, fast path to value. • Engage HP cloud specialists—An objective view of a • Support the steps your customer has already taken—Don’t criticize competitive situation will determine whether the opportunity the steps your customer has already taken towards cloud. Suggest is worth investment and developing a strategy to showcase HP Cloud Discovery Workshop to help customers create a plan HP advantages. that moves them forward.

20 Handling objectiONs Objections to moving to cloud

I’m not ready to move With HP, you’ll be able to quickly respond to the needs of your developers and eliminate rogue, shadow IT activity. You can implement complete application infrastructures in minutes to shared services or or hours compared to weeks or months. It’s easier and less expensive than you think. build a private cloud.

HP has helped many companies that face the specter of “shadow IT.” Although SaaS Our users are bypassing IT applications can certainly be a boon to business, their unmanaged use introduces security and compliance risks. HP CloudSystem’s lifecycle management for hybrid cloud and buying SaaS on their own. environments can help drive compliance/governance and reduce risk. HP can help you It’s too late for our own cloud. with a stepwise approach to drive early success.

Our HP Cloud Discovery Workshop can help you decide and form an action plan that works for you. If you decide that a private or hybrid cloud makes the most sense, I’m not sure whether we need a HP CloudSystem gives you the ability to deploy any cloud. Our HP CloudStart solution private, public, or hybrid cloud. will get you up and running quickly and easily. Plus, we have the services to continue to support you all along your journey. Alternatively, our HP Enterprise Cloud Services– It all seems complicated. Compute can help you safely and securely meet your need to outsource to a virtual private cloud.

Partner considerations: Selling HP CloudSystem to VMware and Microsoft customers • Lead with HP CloudSystem—Sell the vision and CloudSystem differentiators: Interoperable with VMware and Microsoft management and hypervisors. • Sell HP CloudStart for fastest start-up—Interoperable with VMware and Microsoft components. • Highlight HP Cloud Maps—Available for VMware and Microsoft (including Exchange and SharePoint). • Great partners—HP values our strong relationships and can support the customer’s preferences with solutions built with our partners. 21 Handling objectiONs Objections to HP

What makes you think that? A cloud-based IT services delivery system is the very heartbeat of HP’s vision for an Instant-on Enterprise. Our goal is to deliver the power of the cloud to your enterprise—so that you can gain the agility, collaboration, and speed We feel others have more you desire. experience with cloud than HP. We’ve been building this capability for some time. Did you know that the three most popular social media properties in the U.S. are built with HP products and services? Also, 4 out of the 5 largest search engines use HP. HP CloudSystem is our solution for companies that want to build their own clouds.

Although HP CloudSystem does use proven HP infrastructure in the solution, not one HP is just an ‘arms dealer.’ component was casually added. HP CloudSystem was integrated by design. You’re trying to protect your HP CloudSystem was also designed as an open system that gives you the ability status-quo infrastructure business. to integrate with your current and future heterogeneous infrastructure choices. Isn’t CloudSystem just a box of your legacy infrastructure?

Building a cloud requires many pieces—hardware, software, and services. The key question is—how well do those pieces integrate and work together? HP has more of HP is just a piece the required pieces than others. Most importantly, they are glued together in a way parts company. that makes sense—by design. And, with HP CloudSystem, we’ve pre-integrated a full cloud environment.

You will want to choose the cloud stack that best meets your business and operational objectives. If your cloud strategy isn’t as clear as you would like it to be, HP offers the We’re not sure which HP Cloud Discovery Workshop to help you with just that. If your cloud strategy and cloud stack to go with. action plan are complete and you are matching requirements to offerings, I’d suggest visiting our Solution Center for a demonstration, or talking to one of our cloud specialists about a POC.

My cloud plans don’t include HP has a robust portfolio of services of many types. Of course, some are HP hardware or HP software. related specifically to HP products. However, HP also offers vendor-independent Why would I want HP services? professional services. 22 Handling objectiONs Objections to HP CloudSystem

HP’s solution is extremely open. HP CloudSystem works with your choice of An all-in-one system doesn’t fit hypervisors, operating systems, and applications. While HP CloudSystem is our data center architecture and optimized for HP infrastructures, it works well with non-HP storage, non-HP requirements. We don’t want to networking, and non-HP servers for virtual machines. be locked in to one vendor.

VMware: HP CloudSystem is a great companion solution for VMware. Our solution integrates with VMware vSphere, interoperates with vCenter, and we offer HP Cloud Maps that leverage VMware virtual machines. We can build a solution that integrates with vCloud Director. HP can build a solution that utilizes vCloud Director based on customer preference, but the customer will not get all I rely on [VMware/Microsoft] CloudSystem benefits as they would with full lifecycle management. for my virtualization. How will Microsoft: HP CloudSystem is a great companion solution for Microsoft. this integrate? HP CloudSystem integrates with Microsoft Hyper-V, co-exists with System Center Virtual Machine Manager (SCVMM), and we offer HP Cloud Maps for Exchange and SharePoint. HP can build a solution that utilizes only the System Center management suite based on customer preference, but the customer will not get all CloudSystem benefits, such as support for non-Microsoft environments.

Let’s talk about your situation. HP offers an integrated solution as well as the ability to build a customized cloud environment. Companies choose an integrated solution I don’t need an integrated because it is faster time to value—building your own can be slow and complex. solution; I can roll my own. Integrated solutions are less error prone and are easier to use and maintain. HP has carefully designed CloudSystem to make it useful for a large number of situations. Let’s discuss the trade-offs and determine which is right for you.

Yes, you can. HP wants to help you in the way that meets your objectives and Can’t I just add your Cloud requirements. We can help with the right software and/or any hardware to keep Service Automation to my existing your cloud evolving. Here’s a pragmatic approach other customers have found useful: Start with a HP CloudSystem POC to validate our approach. Then use the [competitor’s] infrastructure? HP CloudSystem solution as the nucleus of your new cloud to get going quickly. Then integrate your existing infrastructure into your new cloud when the time is right.

As your data set grows from social web data, smart devices, enterprise systems, user-generated content, etc., wouldn’t you want to gain more insight, value, and advantage from it? A move to the cloud for storage was a great first step. Creating We are content with just having a hybrid cloud services delivery model that lets more of your organization leverage storage in the cloud for now. your data can help your more effectively and efficiently combine, process, manage, analyze, and use that data to find new revenue streams, attract new customers, and deliver services faster. 23 How to Engage Cloud Opportunity Registration Resources After you’ve identified an opportunity, get it registered Channel partner HP CloudSystem website • Use standard processes in Partner Portal to register the deal (U.S. only, required login): 1 • Contact the HP account manager to register the opportunity http://www.hp.com/go/cloudpartner in Siebel Customer-facing HP CloudSystem website: http://www.hp.com/go/cloudsystem Engagement HP CloudAgile Service Provider Program: HP will perform CloudSystem Opportunity Triage http://www.hp.com/go/cloudagile • The first meeting is held and the “go/no-go” decision is made. 2 • HP can combine its cloud offerings with financial offerings from HP Financial Services: HP Financial Services to help clients maximize their financial goals http://www.hp.com/hpfinancialservices in parallel with their pursuit of innovation to drive business growth.

Negotiation Upon successful series of discussions, engage HP pre-sales to generate the appropriate configuration and quotation 3 • Partner then negotiates the final price.

Close and Extend Win and deploy, or expand • All cloud deals will have HP Technology Services and HP Software Services components, and the teams will collaborate to provide their 4 respective services. • Technology Services will to train their Support teams (break and fix team) to understand how to respond to a customer call on their CloudSystem package.

Key takeways The only answer to ensuring the HP is the only vendor to provide HP CloudSystem is the technology right business outcomes with the industry’s most complete, that allows enterprises gain agility the cloud is a comprehensive, integrated and open system to and speed, and service providers integrated system that delivers build and manage services across to drive top-line growth. a truly unified experience. public, private, and hybrid clouds. © 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.

2011 HP Restricted. This document contains confidential and/or legally privileged information. It is intended for HP Internal Use only. If you are not an intended recipient as identified on the front cover of this document, you are strictly prohibited from reviewing, redistributing, disseminating, or in any other way using or relying on the contents of this document.

4AA3-5482ENW, Created July 2011