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GLP ZFSSA Customer Qualification Discovery v3 PDF
GLP ZFSSA Customer Qualification Discovery v3 PDF
I’m Nancy Hart, a director in the ZFSSA development organization and I’ll be your emcee for this module. Let’s get
started!
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After this module, Sales Representatives and Consultants will be able to describe characteristics of the ideal
customer for ZFS Storage Appliance, identify key buyers and decision makers in your customer as well as identify
customer characteristics you should NOT waste your time pursuing.
We will cover this set of skills for our target markets of Primary NAS and Data Protection
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Just a quick reminder where we are in Oracle’s broad storage portfolio. This learning module is specific to the ZFS
Storage Appliance which includes ZS5‐4 and ZS5‐2 systems as well as the ZFS Backup Appliance – as known as ZBA
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Remember Oracle’s storage strategy
Oracle’s storage strategy is simple: start with best‐in‐class components and then integrate them to make these
components work faster and more efficiently when used together. Our engineering focus has coalesced around
these three areas that we will cover in depth in future modules:
1. Delver the fastest & most efficient storage for data protection and primary NAS use case
2. Continue to be Oracle’s preferred storage technology – both in customers’ own datacenters as
well as our own
3. last but not least to work with other Oracle teams to co‐engineer advancements in the storage
hardware layer that let customers get the most out their investments in Oracle software
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Let’s start with Primary NAS use cases. What sets ZFSSA apart in this market segment is: best performance, most
efficient and engineered for Oracle. Now lets see how to take these differentiators to your customers
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Within the Primary NAS market, there are couple of very specific use cases you need to focus on:
‐ Tier 2 production Oracle databases (In MAA language, these are called Bronze or Silver level
databases)
‐ Non‐production database copies such as test/dev/QA for ALL levels of databases
‐ additional storage capacity for Engineered Systems such as SPARC SuperCluster, PCA or Oracle
Cloud Machine, for example
Beyond the Oracle redstack, you can also focus on high performance NAS opportunities (such as in Media &
Entertainment) and emerging uses for cloud storage including on‐premises private cloud and access to public
clouds
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First thing is to understand your customers use cases and then determine if they will be a target for ZFS…
1. Do they fit in one or our primary targets (DB/Eng Sys) or secondary targets (non‐Oracle DB workloads)?
2. Which audience members are you going to target – who will the decisions makers and influencers be.
Cultivating the right decision makers at your account can mean the difference between closing a big win or
getting stuck on the sidelines. I can NOT stress enough that DBAs are critical to your success. Storage admins
probably already have 2 vendors of choice and just look at you as more work. DBAs and Line of Business
leaders will understand the value of ZFSSA and can be powerful internal champions. BUILD THOSE
RELATIONSHIPS!
1. Who are your likely competitors
2. What are the general pain points your customer may be experiencing
These will help you flag talking points for when you engage with the customer.
If they are DB customers they are already invested in Oracle, if Engineered Systems customer they are already
invested in co‐engineering, Based on my experiences working with our customers, they are likely experiencing
pain from their current NAS vendor. This is the opening you are looking for.
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Your #1 Key influencer is the DBA
Cares about the day to day impact to the DB. Her focus will be on production copies. She will likely have a messy
test/dev/QA environment. Backup & recovery will only be a piece of her DB concerns and he likely won’t have
control over it but she can still recommend/influence it.
In a DBA’s world, infrastructure teams – especially dealing with Storage Admins – are a significant pain.
Also understand that DBA responsibilities are expanding to include more & more infrastructure administration
work. Especially if there is an Exadata or other Engineered System on the floor, that DBA will have now hardware
duties. They are looking for more independence, more self‐service without needing to be storage experts.
With ZFS Storage Appliance, you can show a DBA how to take back control with our deep co‐engineering with the
Oracle database such as Oracle Intelligent Storage Protocol, Hybrid Columnar Compressions, 12c Pluggable
Database Analytics and more
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CIO/VP level is going to be bigger picture. They are looking at managing the ins & outs of the business – growing
revenue, reducing cost, mitigating risk. In today’s cloud world, concerns around increasing IT agility and driving
innovation are particularly important.
With ZFS Storage, you can show a CIO or IT Director how to speed up applications, have a more efficient
organization as well as provide cloud insurance to match their strategic plans
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Storage Admin smaller sphere of reference.
He’s going to be more concerned about the Day to Day impact on his JOB. Be aware he likely concern that his job
is threatened with growing DBA independence and executive edicts to move the cloud
With ZFSSA, show a Storage Admin how we can make his life easier with hybrid storage pools and detailed
analytics.
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Know your audience and know your elevator pitch.
ZFS Storage Appliance is the ideal high performance NAS solution for ANY database, ANY application, ANY file type.
Once more and Repeat after me: ZFS Storage Appliance is the ideal high performance NAS solution for ANY
database, ANY application, ANY file type.
Niiiiice!
Remember our differentiators around best performance, most efficiency and engineered for Oracle.
These differentiators add up to: (read slide)
1. Speed
2. Savings
3. Simplicity
4. Security
5. Specialization
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A couple key questions to start a conversation with your audience…
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Top things to remember when qualifying a customer for using ZFSSA in Primary NAS.
First and foremost – you have unfair advantages in Oracle databases that not a single competitor can claim
Secondly and just as import – cloud changes everything and this creates an unprecedented opening for you.
To make the most of this – focus on our strengths: lead with cloud, sell cloud insurance & value of co‐engineering
To make this work, you MUST tailor your message to your audience. How to you talk to a DBA is fundamentally
different than talking to a Storage Admin. You have to fluent in both languages
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Now, lets shift focus to Data Protection Use cases.
Again, our key differentiators of best performance, most efficiency and engineered for Oracle applies
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Within the Data Protection market, there are couple of very specific use cases you need to focus on:
‐ Oracle Database backup & restore (this can be sitting on any kind of compute platform)
‐ Engineered Systems backup and restore
Beyond the Oracle redstack, you can also focus on mixed workloads (beyond database) and multi‐tier (such as
DDT) backup & restore. Also look for emerging uses as a gateway for backing up to off‐premises clouds
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Specifically for Backup & Recovery opportunities – especially in North America – we offer the ZFS Backup
Appliance, a pre‐built system designed for fast customer deployments. if you’re looking for simplicity – fastest
time‐to‐value, ease of deployment,– look to the ZBA
It’s fully engineered and pre‐built so you just have to roll it in, go from power‐on to production in a matter of
hours. Not days or weeks. It’s optimized and comes with Oracle Platinum Services like other engineered systems.
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We never lose a POC to EMC Data Domain. The ZFS Backup Appliance performance advantage ranges from 6X up
65X depending on the configuration. AND we have a 4x TCO advantage.
There are dozens and dozens of customer testimonials and Wins of the Week highlighting our successes against
Data Domain.
Database backup – especially from an Engineered System – is our #1 use case.
Be confident! Be aggressive! Be bold!!!
These are your deals to lose – go get ‘em!!
Oracle Confidential – Internal/Restricted/Highly Restricted 17
First thing is to understand your customers use cases and then determine if they will be a target for ZFS…
Then determine if they will be a target for ZBA…
1. Do they fit in one or our primary targets (DB/Eng Sys) or secondary targets (SYMC, Commvault)?
2. Which audience members are you going to target – who will the decisions makers and influencers be. Once
again, the DBA can have a significant role to play in these opportunities. Be sure that you have that
relationship.
3. Who are your likely competitors? Look for Data Domains backing up databases and go hard!
4. What are the general pain points your customer may be experiencing
These will help you flag talking points for when you engage with the customer.
If they are DB customers they are already invested in oracle, if Eng Sys already invested in co‐engineering,
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And a key influencer is the DBA
Even if the Storage Admin swears they are meeting backup SLAs, take the time to meet with the DBA. More often
than not, you’ll probably hear a different story. You’ll probably hear that the DBAs are spending a lot of time &
effort doing unnatural acts in order to work around capacity & performance constraints in existing backup
systems. Time and energy they would rather be applying to managing production!
Go ahead and ask them…
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Get in the mindset of your audience before you even set foot in the door.
CIO/VP level is going to be bigger picture. What is the impact of BUR on the BUSINESS…for this audience, its about
managing risk.
Backup is one; recovery is everything
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Storage Admin smaller sphere of reference.
Backup admins are responsible for backing up everything in the environment not just the database. Initially, they
will likely resent something they consider to be a one‐trick pony focused on just one thing.
ZBA doesn’t seem so niche now, does it?
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Know your audience and know your elevator pitch.
ZFS Backup Appliance is the ideal backup and recovery for ANY database, ANY application, ANY file type.
Once more with feeling and Repeat after me: ZFS Storage Appliance is the ideal high performance NAS solution for
ANY database, ANY application, ANY file type.
Niiiiice!
Remember our differentiators around best performance, most efficiency and engineered for Oracle.
These differentiators add up to: (read slide)
1. Speed
2. Specialization
3. Savings
4. Security
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A few questions to have at the ready…
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Get specific with your targeted audience…
Tie recovery to impact on the business for the LOB Leader
Tin backup to impact on their job for the DBA
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Remember, we never lose a POC to Data Domain.
Be confident! Be aggressive! Be bold!
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Let’s wrap here. Remember that ZFS Storage Appliance is the storage of choice for Data Protection and NAS
environments based on best performance, best efficiency and engineered for Oracle. This system is trusted by the
marquee customers and the Fortune 100 around the world as well as trusted by Oracle’s own IT & Cloud groups.
Thank you for your time today. Happy selling!
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