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