Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Azure Migrate Playbook

Evergreen Concept
May 21st, 2021 – 1st Edition

atossam@microsoft.com
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Design Principles
for the Playbook Strategy

• A playbook from the field for the field

• Align consumption stages with CAF Envision
Know
• Include different activities that can be part of multiple your Customer

stages Manage Realize Value

Plan
• Include potential workloads that can be pulled through Validate
and are relevant for Landing Zones
• Address App Modernization and 5Rs within the
Onboard
Playbook guidance Commit

• Provide links/guidance on material referenced

• Updates will be incorporated every quarter

Adopt Ready
V-team of Specialists and CSAs provided best practices –
Field Council Specialists and CSAs:
Bill Livezey, Marko Vahen, Danny Varela, Govern
Jan Radke, Lennart Passig, Udy Sarma, Brian Loeffler
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Roadmap
Strategy

 We will have regular updates to this Playbook and

editions.
Know Envision
 The next editions will include: your Customer
 Partner and ATU best practices Manage Realize Value
Plan
 Industry flavors and updated content Validate

Onboard
Please provide any comments or feedback for the Commit

next edition to atossam@microsoft.com

V-team of Specialists and CSAs to provide best practices – Adopt Ready

Field Council Specialists and CSAs:
Bill Livezey, Marko Vahen, Danny Varela,
Jan Radke, Lennart Passig, Udy Sarma, Brian Loeffler Govern
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

 Content Summary Index

Section Topic Contents  (click to jump to slide)

RFP Win example

Anatomy of Migration Engagements
Multi cloud example

Uncover your customer’s objectives

Design Migration Path

Customer Journey Get Customer Buy in

Start Migration

Optimize Migration and start next workload

Azure Migration & Modernization Program
AMMP overview and guidance
(AMMP)
Cloud Economics Useful Links

Compete AWS and GCP Spotlight

Appendix
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Anatomy of a Migration Engagement

 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Best Practices based

on RFP Win
1. Identify the Business Initiatives or challenges for
Digital Transformation
2. Communicate often the vision and the steps needed
(be an ally and a guide)
3. Know your customer’s numbers (Cloud Economics)
and the Consumption plan
4. Leverage MS strengths (Security, Hybrid, Windows,
Linux) & align to Gartner’s 5Rs for Digital
Transformation
5. Bring in early partners to differentiate (ISVs and SIs)
6. Push for quick onboarding to MVP/PoC -> quick
wins
7. Always stay connected to the customer -> be the
trusted advisor long-term
 Anatomy of a Migration Engagement
Customer
Example A
Customer Situation
• Approximately 10 years of churn
(technology, people, economy)
• Steadily improving relationship with
Microsoft, successful O365
deployment
• Favor on-premises (VMWare) with
heavy investment by AWS
• Late 2019 introduction to new CTO
(frequent turnover in this role).
CTO’s past experience and success
was with GCP, did not have good
history with Microsoft
• Sent cloud decision to RFP in March
2020
Customer Objectives Design Migration Path
Actions & Wisdom
• Account Team and Specialist quickly
created a diverse (both culturally
and professionally diverse) v-team
to respond, (SPT, Azure Engineering,
GBB, MCS, CSU, national sales leads)
• Act fast (3 week) required
ownership, organization and
accountability. Daily team/bi-weekly
execs syncs a must. Run answering
an RFP like a tight project.
• Numbers are so important, customer
wants value, MS wants investment
value. Critical to know consumption
plan backward/forward.
• Win theme – 3 key points repetition:
1) Most flexible approach
2) Co-investment
3) most complete &compliant Cloud
Get Customer Buy In Cloud Economics
RFP Win
Compete & Challenges
• We were the underdog as AWS was
incumbent and GCP strong
challenger (CTO preference, strong
HLS story)
• AWS/VMWare relationship was
strong (Amazon hired VMWare rep).
They also had a detailed inventory
that was not shared with Microsoft –
required us to ask a LOT of
questions and build assumptions
around cost estimates.
• Perception of Azure Landing Zone
difficulty (e.g. we have already
invested in standing up AWS, we
don’t want to repeat all that work
with Azure). Helped to discuss
O365, security, identity, RBAC
foundation
Compete Appendix
Size
Industry
Market Cap of $135B
Pharmaceuticals
Country
Contact
United States
Bill Livezey
Next Step
• Deploy, deploy, deploy – it’s critical
to roll the train, get MVP in place
quickly. Azure as a platform and
AVS were both new concepts to
customer. Getting technology
stood up quickly is important as we
see many customers get bogged
down in analysis and planning. The
MVP stage, accelerating CSA
engagement must be pushed by
Microsoft.
• Partner and surround – we make
immediate credibility gains through
key partnerships the customer does
not see as “traditional Microsoft” –
such as embracing VMWare
counterparts, IBM OpenShift, RHEL
on Azure.
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Best Practices based

on Multi-Cloud Win
• Use longstanding relationships with different stakeholders
within the customer (O365 owners, Application development
etc.)
• Remember that Business Decision Makers are key – IT
departments are often a cost center – regular conversations
with Head of Finance, and even non-IT CTOs who need to
reduce operational costs.
• Understand ISV solutions on Azure that can be valuable for
customer and align with the relevant ISVs
• Security and Identity are key for some customers – they expect
us to recommend the best architectural frameworks
• Know your customer’s numbers (Cloud Economics) and the
Consumption plan
• For Multi-Cloud approaches, you need to work with AWS
architects to overcome blockers. Joint design sessions
• Bring in early Premier and support services
• Readiness of customer (different roles and depth)
• Start small and fast – do not wait till kick-off of the big
project.
 Anatomy of a Migration Engagement
Customer
Example B
Customer Situation
• A media company caught in transformation
• The IT department has a long history of
working with AWS. Current project involves
the last physical datacenter to migrate in 18
months
• Good relationship with Microsoft on O365
and Dynamics with a history of supporting
Azure projects driven by the business.
• Projects with Infrastructure group: Azure on
par with AWS for governance, automation,
integration with ServiceNow and security.
• The account team is making some significant
progress with Media Production division. We
are capitalizing on long-term relationships
with the customer, Azure Media team
relationships as well as on some strong
industry partnerships.
• The initial phase will be a lift-and-shift
only but the number and type of workload
groups going to Azure will determine future
activities around modernizing the
workloads and moving closer to cloud-
native ecosystem.
Customer Objectives Design Migration Path
Actions & Wisdom
• Collaboration with application owners,
networking, security, infrastructure, and
many other teams over the last six months to
create a working Azure infrastructure that
is compatible with customer’s operational
and management framework.
• Detailed datacenter assessment with the
emphasis on identifying workload groups,
interdependencies, and ways to transform
them into Azure workloads.
• Extensive prep work with partners and
MCS discussing potential approaches to the
migration project.
• Premier Support to design the best
support options
• Skilling: to provide Azure education at
various levels of customer’s IT organization
to ensure a smooth transition and future
operations.
• Extensive discussion with executive
management at Microsoft to come up
with the best contract structure for the
customer along with a meaningful level of
investment and resourcing for the project.
Get Customer Buy In Cloud Economics Compete Appendix
Multi-cloud
Size
Industry
$79 billion
Media
Approach Country
Contact
United States, Japan
Jan Radke
Compete & Challenges Next Step
• AWS is the incumbent & customer IT staff • Continue supporting customer’s internal
already trained on AWS, there was an “up- conversation about the project, the
hill battle” to get the customer ready for a timeline, and overall costs.
multi-cloud environment. The competitive
• Carve out the workloads that are most
nature of customer’s business has helped likely designed for Azure and help the
us in this endeavor as Amazon Prime is customer deploy them before the main
their direct competitor. project starts – We are currently looking at
1000 VDI sessions and about 50 SQL
• We have “surrounded” customer’s workloads that could be quickly migrated to
technical decision makers with Azure Azure.
technical briefings proving several crucial
• Continue working with the business
points.
(Content Production, Finance, HR) providing
• AD integration solutions for their remote work business
• Hybrid story with hybrid management problems.
• Must-win Azure workloads (WVD,
SQL, Windows, .NET, etc.)
• Worked with their financial numbers and
helped with overall justification of the
project. 
• Many misconceptions around licensing
and cost comparisons between Azure and
AWS handling of license “mobility”. Got a
lot of quality help from the Product Groups
acting as an “authority” on what works and
what doesn’t.
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Customer Journey
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Uncover Customer Objectives

Accountable role AE, ATS Strategy
Supporting role Infra Specialist, CSAM, Support Specialist,
Commercial Executive

Aligns to MSX Sales Stage: Know Your Customer/Envision

Know Envision
your Customer
1. Understand Customer initiatives & drivers
Manage Plan
1 2. Understand Industry and peer trends
3. Identify the Cloud maturity score of your customer
(Cost savings, Carbon footprint, economic impact)
Realize Value
Validate

Onboard
Commit
Essential deliverables at the end of this phase

1. Business goals mapped to cloud project and discussed with

customer
2. Calculated the financials (cost savings) on licensing and AHB
Adopt Ready
3. Landed the value proposition with the customer using the
Proactive Proposal and the prelim cost saving Govern
 Anatomy of a Migration Engagement Customer Objectives
Uncover Customer Objectives
Customer Situation / Mindset
• Why should I migrate to the Cloud?
• How can we transform, act globally and be more agile
with our business?
• Can I trust Microsoft and the Cloud to leave my on-
premises state?
• Microsoft Sellers only show up when it is EA renewal time.
Why should I trust them beyond the licensing projects?
• Why should I choose Microsoft? Gartner is saying
AWS is the leader in Cloud
• How can I get the most out of my IT Budget?
• Where do we find the budget for a migration
to the cloud?
• My Admins are not prepared for such a move to the
cloud.
• This will cost us a fortune to educate people and re-
architecture our environment. Better to stay on-premises
• How can Microsoft help to accelerate the transformation
to the cloud?
• We have a lot of dependencies in our on-premises
infrastructure – how can we start the journey?
• We don’t want to be depending only on one vendor.
How can we achieve a multi-cloud strategy?
Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix
Topic Seller’s Actions & Best Practices
• Understand& • Financial pressure, business flexibility and expansion etc.
Identify • Need a platform to build and deliver new solutions
Compelling • Improve their time to market
event • Retiring Datacenter or moving away from datacenter outsourcer
• Is there a trusted partner that we can strategize with?
• Show empathy, listen carefully to the customer and aim to be a long-term advisor to the customer. Use all resources to
• Build Trust
bring in value to customer (escalate open Support tickets) – Care about your customer! Solve small challenges first, don’t
• Relationship
suggest a huge EBC as a first step, if the relationship is broken.
• Leverage MTC, STU, CSA’s and others for conversations that aren’t immediately asking for a purchase order or commitment
• Analyst reports • Establish a connection with the customer and review topics that are key for customer
• Compete • Talk about our broader Microsoft story with PowerApps, Teams and especially Security and Trust
• Understand the Cloud Economics for your customer’s situation
• Find out where the cost cutting is happening? Which workloads/apps are most affected by it?
• Cost efficiency
• Find out the ownership structure, if publicly listed: we can identify the sight on transformation plans, revenue, costs,
initiatives
• Based on the data we have you can evaluate the Cloud Enablement Score (internal information only)
• Is the customer using Office 365? Do they use any other SaaS apps?
• Cloud Maturity • What workloads are targeted by customer to run in cloud & why?
• Where do they currently run those workloads i.e. on-premises or third party - This is where Azure VMware Solution can help
make the difference. RETAIN the Technology Stack and Tools whilst enabling Cloud Native (IaaS or PaaS) use-cases.
• Introduce to the customer the different programs we provide to accelerate the transformation into the Cloud
• The Azure Migration Program (AMP) can simplify the customer’s journey to the cloud, providing proactive guidance and
• Programs
expert help at every stage – from assessment to planning to deployment
• Position the Holistic Proactive Proposal to introduce the customer to the collected benefits
• Acknowledge the long-term investment in on-prem, hybrid is meant to get customers started from the journey we have
been on together. We can leverage all the investment in technology, software, people/skilling and create a natural extension
to cloud services (AHB benefits as an example)
• Hybrid • Solution Assessment! Depending on the tools there are on the market they can even build a dependency map and
• Transformation recommend which R (Gartner’s 5 Rs Rehost, Refactor, Revise, Rebuild, or Replace? )strategy to follow.
• What criteria will the customer use to evaluate and select the cloud provider? (i.e. Hybrid, breadth of services, scalability,
viable business model, Gartner rating, customer references, technical capabilities, security etc.)
• With more providers comes more skills needed. Start of with one and introduce the 2nd one later.
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Cloud Adoption Motivations

Migration Motivations
Why is the company adopting the cloud?
More than one motivation is common in • Cost Savings
most cloud adoption efforts. • Reduction in vendor or technical complexity
• Optimization of internal operations
Critical Business Events • Increase business agility
• Prepare for new technical capabilities
• Data center exit • Scale to meet market demands
• Mergers, acquisition or divestiture • Scale to meet geographic demands
• Reductions in capital expenses
• End of support for mission critical technologies
• Regulatory compliance, data sovereignty
requirements
Innovation Motivations
• Reduce disruptions and improve IT stability
• Prepare for new technical capabilities
• Build new technical capabilities
• Scale to meet market demands
• Scale to meet geographic demands
• Improve customer experiences / engagements
• Transform products or services
• Disrupt the market with new products or services
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Uncover Customer Objectives

Topics Links

Programs and resources Customer Organization

Compete Solution Battlecards
to support you Align your organization:
Get started: Align your organization - Cloud Ad
• Nominate with your PMM your customer option Framework | Microsoft Docs
to receive a Holistic Proactive Proposal Holistic Proactive
Coming soon
• Cloud adoption functions deliver technical Proposal
• Tools and templates
solutions.
- Cloud Adoption Framework | Microsoft
Docs • Cloud strategy functions align technical
change with business needs. Proposal Center of Excellen
RFPs ce (
• Cloud operations functions support and
Assessments PCoE)
operate adopted solutions.
• Cloud Journey Tracker: 
• Cloud center of excellence (CCoE) functions
• Strategic migration assessment and readi Industry wins
 improve quality, speed, and resiliency of Industry Hub 
ness tool adoption. to learn from
• Governance Benchmark: • Cloud governance functions manage risk.
https://www.cafbaseline.com/
• Cloud platform functions operate and mature
• Azure Migration Program – Solution Partners App results – Microsoft Ap
the platform. pSource
Assessments: GearUp (microsoft.com) • Cloud automation functions accelerate
adoption and innovation.
Reduce costs and
• Cloud security functions manage security
risks. complexity with a highly
Trust/Security
secure cloud foundation
managed by Microsoft. 
CAF – guidelines or callouts
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Design Migration Path

Accountable role Infra Specialist Strategy
Supporting role AE, ATS, CSAM, CE, CSA, MCS, Support
Specialist, Partner

Aligns to MSX Sales Stage: Envision & Validate

Know Envision
your Customer
1. Identify key stakeholders (persona) and partner
Manage Plan
2 2. Document the customer success criteria for migration
3. Develop a cloud adoption plan/ MVP to manage change
across the digital estate, skills, and organization.
Realize Value
Validate

Onboard
Commit
Essential deliverables at the end of this phase

1. Got Customer Leadership attention

2. Cost assessment has been done (value) Adopt Ready
3. Security stakeholders are involved
4. Identified Customer buying center (who is paying)? Govern
 Anatomy of a Migration Engagement
Design Migration Path
Customer Situation / Mindset
• Does Microsoft understand my business problem? Can
they really help me solve it?
• Why do this now?
• Is Microsoft able to show me the whole migration
journey? Not only for a workload but the whole
transformation and needed Change Management
• How can we start the journey, what is the first
workload?
• We need to run a tender process before we can start
selecting the right partner and cloud for the digital
transformation
• How do we educate our IT people?
• Do we have to think about a Change Management
process
• We want to move, but we have an existing contract
with another System provider
• How do we convince the CISO or Compliance
Manager? This could be a difficult task
• Why do this on Azure rather than AWS (GCP)?
• Can we only focus on Windows and SQL with
Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix
Topic Seller’s Actions & Best Practices
• Understand current challenges (Industry Hub - Welcome to the Industry Hub (sharepoint.com)). Connect tightly with your AE, ATS,
• Business CSAM and IDM to go deeper
Problem  • Review the CxO Map by MS Library.pptx to identify individual goals of the key stakeholders
• Identify the compelling event: transformation, business agility, security, cost reduction, simplification, creating competitive advantage
• Industry
for customer, faster response to market demands. Position our mission to reduce Carbon Footprint – some customers have already
• Compelling elevated this to their mission as well and DC migration is the first step towards Carbon Footprint reduction
event • Paint the bigger picture. Communicate transformation & Change Management within the company, talk about the learnings of other
migrations (create trust and confidence)
• Look for migration references suitable for your customer (select by comparable size). Position: Migrate First and Optimize Later;
Business Case will be reached over time-> CUSTOMER benefits from “Operational Cost Reductions” and “Cost Avoidance”
• Guidance • Prepare the reference architecture, customer can slowly understand how cloud works based on IaaS. However, show the PaaS Potential
• they have (e.g., Fileserver Replacement, or based on a custom-Built App)
Programs
• Define together with the customer the goals: modernize and optimize or a simple lift and shift. There are different approaches to
• Transformati
determine how to start: 5Rs Gartner’s 5 Rs Rehost, Refactor, Revise, Rebuild, or Replace?
on Journey • Introduce customer to the whole picture & first steps – scope the first project and consider leveraging the
• Solution Azure Migration Program (AMP) to support the customer’s decision
Assessment • Tender/RFP: be the trusted advisor for the customer and show them the value-add of certain steps and technology. This can be
incorporated into the criteria for selection. If this is not possible, find suitable partners you can work on participating in answering the
tender/RFP
• Use the Well-Architected Framework to picture the steps needed, guide the customer by the Cloud Adoption Framework. Leverage
• Cloud
Cloud adoption antipatterns, to build a frame in which the customer/partner can freely choose on how to adopt the cloud.
Maturity
• Organizational Changes are described in CAF. Start positioning the value of Readiness/ ESI within learning paths and the investments
• Readiness
the customer is doing in their own proficiency
• Connect with the ECM or TCM in your area. Find out how to work with the Managed Service Provider and simplify the approach for your
• Partner  customer together with the partner.
• Check if CSP is in place and how conversion would work
• Understand the key initiatives of the CISO and Compliance Manager. Connect with your Security Specialist within your region about
• Security &
existing discussions. Find out how to position best Azure migration with built-in security of Azure and Azure Defender (competitive
Compliance
advantage)
• Position the long-term advantage to go with Microsoft (we are not competing with customer business or using their data). Additionally,
vendor consolidations can help the business to move faster and concentrate on other tasks.
• One SPOC across the whole IT and Business Transformation enables faster decision taking and less overhead (3rd Party Services (ANF,
• Compete
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Assessment Example & Migration Approach

Assessment and data gathering:
• Data gathering and assessment process
• Data sources & aassessment tools
• Manual adjustment

Scoping of Migration and Target Architecture:

• Architectural Design – High level overview
• Migration Project Timeline

• Operations and Management

• Detailed Cost Analysis (Migration project & potential savings
• DC Modernization – IaaS / PaaS Optimization
• Project Timeline for the next phase (always paint the whole picture for the customer)
• Timeline for related optimization activities - TCO Comparison with IaaS/PaaS optimization

Involvement of Customer Total Cost

Resources of Ownership Risk Factors Long Term Strategy

Low migration cost but need for Low risk with almost zero Transformation required for
Fast DC Exit Low involvement VM Ware Solution
further transformation downtime native cloud readiness

Low risk to on-time DC exit.

On-time DEC Exit Testing Validation and planning Higher migration cost but lower Easier integration and
Integration & Application re- Hybrid Lift & Shift
+ Cloud Ready support capacity TCO transformation to Cloud Native
coding

Higher migration and

DC Exit + Removal Migration support + Application Close to cloud ready. Lower
development cost. Lower Risk to on-time DC exit plans Migrate + Refactor
of Technical Debt re-architecture transformation effort.
technical debt.

• Refactor
Cloud Native Higher transformation costs. DC exit timeline cannot be Cloud Ready + Removed Tech
High involvement • Rearchitect
is Priority Lower long term TCO met. Long parallel run. Debt
• Redesign
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Design Migration Path

Programs and resources to support you More resources
• Readiness checklist  Download this checklist to prepare your environment for adoption, including
preparing your first migration landing zone, personalizing the blueprint, and expanding it. Cloud journey tracker
• Naming and tagging conventions tracking template  Spreadsheet to document decisions about naming Identify your cloud adoption path based
and tagging standards to ensure consistency and reduce onboarding time when defining resource name on the needs of your business.
standards.
Strategy and plan template
• Start with Cloud Adoption Framework enterprise-scale landing zones - Cloud Adoption Framework | Micr
osoft Docs Document decisions, as you execute your
• Additionally, add Cloud adoption antipatterns to set the Frame in which the customer can choose to act. cloud adoption strategy and plan.

• Provision and prepare to host workloads being migrated from an on-premises environment into Azure.
Cloud adoption plan generator
For more information about this blueprint, see Deploy a migration landing zone.
Standardize processes by deploying a
• CAF Foundation blueprint: Example of a lightweight implementation of initial governance foundation to
backlog to Azure Boards using a template.
provide hands-on experience with governance tools in Azure for  your first Landing Zone.
• Azure Quick Start Center: Learn about popular Azure services and create your first Azure project
Using the Strategy-Plan-Ready-Govern AD
• Terraform registry :The Terraform registry website, filtered to list all Cloud Adoption Framework modules O template
needed to create a landing zone via Terraform. Standardize processes by deploying a
• To understand the customer maturity for Azure: use Cloud Enablement Score (internal information only) backlog to Azure Boards using a template.
• Have conversations within the ATU, CSU, Partners and STU. Read through the Fiscal year goals of your
customer (mostly public information on their webpage as well as investor information) to identify their
initiatives: remote work, cost reduction, security etc.
• Azure Migration Program – Assess & Plan: GearUp (microsoft.com)
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Get Customer Buy-In

Accountable role: Infra Specialist Strategy
Supporting role: AE, ATS, CSAM, CSA, Support Specialist,
MCS, Partner

Aligns to MSX Sales Stage: Validate & Commit

Know Envision
your Customer
1. Design the needed architecture and MVP
Manage Plan
3 2. Calculate the financials for the project (Licensing options,
AHB, Cloud Economics)
3. Define the first milestones and readiness needs
Realize Value
Validate

Onboard
Commit
Essential deliverables at the end of this phase

1. Security Stakeholders are aligned

2. Budget Decision Makers have approved project Adopt Ready
3. Process identified – Change / DevOps (and then train people on
changed DevOps)

Govern
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Get Customer Buy-In

Customer Situation / Mindset Topic Seller’s Actions & Best Practices
• There are cost saving aspects that can be evaluated with the customer (Solution Assessment and Business Case),
• How can we finance the migration costs. The project could explode the MS supports customers with programs to accelerate projects (ECIF, AMMP).
• Financials
whole migration timeline and costs • Explore and align to MACC: GearUp (microsoft.com) and plan with the different roles (CSAM, CE)
• Leverage as much as possible the existing Unified/Premier Support contract, FastTrack, CSA, and MTC resources

• How will Azure help ME succeed in my career? • Skilling • Show the customer the different certification tracks for Azure and the demand for highly skilled people knowing
• Will moving to the (MSFT) cloud make my job less important? Or
• Relationship Cloud technology.
eliminated?
• Job Security • Describe how Microsoft (yes you and the CSA) will be there to help and provide solutions to be successful with.
• Why should I put my neck on the line for this project?

• Learn how to talk about Security and Trust using the following resources: GearUp (microsoft.com),
• Does Azure align with our Security and Compliance rules? • Security Security L100 Roundtable Series (microsoftstream.com). Explain the vast amount of MS investment and explain
• Is Microsoft Cloud more secure than our on-premises environment? • Compliance how Microsoft is positioned in the market as the Security Leader:
Microsoft Security—a Leader in 5 Gartner Magic Quadrants

• Hybrid
• There are workloads that we need to keep on-premises. How can we • Process • Do an architectural design session with the customer (either with CSA, MTC or partners).
have an optimized process and operations for a hybrid environment? • • Explain the benefits of a hybrid environment with the benefits of one management environment (Arc and for a
Operations
• Is this workload the right workload to start the Azure journey?
• 5Rs streamlined Security posture of On-premises and Cloud Azure Defender (ASC)
• We have already AWS /GCP for certain workloads and some of our
• Multi Cloud • Refer to the DevOps model in CAF
business. How can Azure help us and make not things not too
complicated? Approach • Go back to the bigger picture and showcase our unique integration between our solution portfolio.
• Value Proposition

• Do I have enough time and resources to invest in a PoC or Pilot on top
of other projects?
• Why should I Lift & Shift, instead of modernizing first and then move to
cloud?
• Define success criteria for PoC/ Pilot/MVP and get the sign off the customer for these criteria – be clear about
the steps where the customer is needed and what can be done by partner or services.
• Partner
• Introduce or reinforce the benefits of the AMMP pilot or proof of concept resources to accelerate deployment
• Clarity
timelines 
• Big Picture • Communication is key: Keep everyone on track and aware of what’s next
• Combine Lift & Shift and modernize (diverse portfolio of different options)

• Solution
• Why should I start migrating now? We still have other priorities that we Assessment • Mention that data from the Solution Assessment get outdated if no action is taken
need to take care of. • Value Proposition • Customer receives as part of AMMP proactive guidance and if possible, investments from start to finish (CAF)
& AMP
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Learnings
• CIO/CTO tend to limit the project scope due to fear of risk
• Misuse of the BVA deliverable without a prior customer
commitment for a decision has been observed
• BVAs landing without an offer accompanying them to
customer, and thus no compelling event for the customer to
initiate the project
• Winning deals through EA or MACC agreement without a
consumption plan in place
• We do not need to land all components in the program to
win deals. BVA is not a prerequisite if the Cloud Assessment
lands a considerable value add vs what is in place
Dos
• Validate actions to land offers as planned
• Closely monitor the migration deliverables on current and
new projects – ACR is not winning deals only, but also
migrating in a timely manner, thus Migration Factory
consideration
• Start engaging with CEO and CFO ASAP – otherwise the
offers will be pending decision making or will be limited in
scope even if won
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Lay the foundation for success

Programs and resources to support you More resources
• Governance benchmark assessment Identify gaps between your current state and business priorities and get the
right resources to help you address those gaps. Cloud journey tracker
• CAF Foundation blueprint Lightweight implementation of an initial governance foundation to provide hands-on
Identify your cloud adoption path based
experience regarding governance tools in Azure.
on the needs of your business.
• Governance discipline template Define the basic set of governance processes used to enforce each governance
discipline.
Strategy and plan template
• Cost Management discipline template Define the policy statements and design guidance that allow you to mature
the cloud governance within your organization with a focus on cost management. Document decisions, as you execute your
• Deployment Acceleration discipline template Define the policy statements and design guidance that allow you to cloud adoption strategy and plan.
mature the cloud governance within your organization with a focus on deployment acceleration.
• Identity Baseline discipline template Define the policy statements and design guidance that allow you to mature Cloud adoption plan generator
the cloud governance within your organization with a focus on identity requirements. Standardize processes by deploying a
• Resource Consistency discipline template Define the policy statements and design guidance that allow you to backlog to Azure Boards using a template.
mature the cloud governance within your organization with a focus on resource consistency.
• Security Baseline discipline template Define the policy statements and design guidance that allow you to mature
Using the Strategy-Plan-Ready-Govern AD
the cloud governance within your organization with a focus on security baseline. O template
• Azure governance visualizer The Azure governance visualizer is a PowerShell script that iterates through an Azure
tenant's management group hierarchy down to the subscription level. It captures data from the most relevant Standardize processes by deploying a
Azure governance capabilities such as Azure Policy, role-based access control (RBAC), and Azure Blueprints. From backlog to Azure Boards using a template.
the collected data, the visualizer shows your hierarchy map, creates a tenant summary, and builds granular scope
insights about your management groups and subscriptions.
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Start Migration
Accountable role Cloud Solution Architect (CSA), FT, CSAM Strategy
Supporting role Partner, MCS

Aligns to MSX Sales Stage: Onboard & Govern

Know Envision
1. Define the appropriate details of the next milestones your Customer

4 2.
3.
Execute on CAF; Architect on WAF
Prioritize readiness of customer (Support offerings)
Manage Realize Value
Validate
Plan
Essential deliverables before Optimization
1. Service Mapping (how is it connected)
Onboard
2. App assessment (talking to the app owner) (Dev, Prod, Test environment) – validation Commit
of assessments (FT or partner or customer) and Service Mapping -> schedule for
environments
3. Landing Zones

Cloud journey t Strategy and  Cloud adoption Using the Strategy-Plan

Adopt Ready
racker plan template plan generator -Ready-Govern ADO te
mplate
Identify your Document Standardize
cloud adoption processes by Standardize processes
decisions, as you
path based on deploying a by deploying a backlog
execute your Govern
the needs backlog to  to Azure Boards using a
cloud adoption
of your strategy and plan. Azure Boards template.
business.  using a template.
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Define your Cloud Operations Model

1 2
Define your cloud operating model Compare common cloud operating models
based on the following
Decentralized operations
Manage A focus on workloads allows the team
Implement your
Align ongoing processes for operational management of the to iterate within WAF. operating model
technology to maximize value attainment and minimize with Azure
disruptions. Centralized operations
The start-small option requires additional iteration on each
landing zones
Govern methodology, but that can be done as cloud adoption efforts
Ensure consistency across adoption efforts. mature.
Align to governance or compliance requirements to maintain
a cross-cloud environment. Enterprise operations
As illustrated by the reference implementations, future
Security strategy iterations typically focus on minor configuration additions
Help for defining your overall security strategy.
Distributed operations
Organize Review the Azure landing zone implementation options to
Outlines the functions needed in the cloud. start with the option that best meets your operations baseline.
Also defines ways to organize people and Follow the iteration path defined in that option's design
align responsibilities. principles.

3
Cloud Adoption Cloud Platform
Reach Enterprise Readiness
Leverage a MVP driven iterative process 1. First Workload 1. Basic Landing Zone
2. First 10 Workloads 2. Connected environments
Create parallel iteration paths for development
3. First Prod Workload 3. Secure Landing Zone
4. First 100 Workloads 4. Shared Serves Model
5. CCoE and Operating Model
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Start Migration
Customer Situation / Mindset Topic Seller’s Actions & Best Practices
• Strongly align with the Partner who is executing the migration. CSAs can support the Partner if questions arise during the
Migration
• How do I plan my Migration (Migration Wave, Move Solution Assessment • “Fail Fast and learn” and “Keep it Simple” are key
Groups, Application Cluster, Migration Factory)? App Assessment • Plan for the right promotion model (Single, Staged, Flight) – individual VM, Staged= Dev, Flight is series of Services (app
group)
• Customer receives proactive guidance if part of Azure Migration Program (AMP)

Technology
• Plan for Hypercare of the migrated VMs. Do not underestimate Planning and Testing of User Acceptance. Criteria of acceptance
• Hypercare Phase / User Acceptance Business
are part of the strategy. (e.g., Do you want better performance or similar performance)
Application Owner

• How do I identify idle unused VMs? Unused Assets • Use the Scream Test methodology to identify and ”kill the zombies”

• How do I consolidate servers? Solution Design • Engage with the CSAs and the Partner to create a plan on how to consolidate servers and “clean up the basement”

• What are my principles while migrating?
• Define and document design principles and practices: Engage stakeholders and executives to develop and document specific
principles.
Principles • Principles helps producing solutions, speeds up discussions and guide you through the jungle of possibilities and priorities. These
principles should be short and have a vision in mind. (E.g., Enhance Transparency: Become a Profit Center instead of a Cost
Center!)

• What is my segmentation strategy?
• Use a segmentation strategy to avoid a clutter or VMs all in one VNet. Separate various duties and plan for a different
environment before you migrate to Azure. (Enterprise Landing Zone and Governance Management Group)
Subscription Design • Brownfield, Production environment, outage, onboarding other apps – giving them the value of decentralization – DEVOPs model
• Split v-nets
• Decentralized across business units – independence is key to fast migration

• Azure AD is set up
• Make sure Security is involved and aligned
• How do I make sure, the foundation and governance
Foundation • Tags in place (helps cost management)
aligns to our operations?
• Enterprise Scale Landing Zone (set up the design)
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Start Migration
Programs and resources to support you
• Governance benchmark assessment Identify gaps between your current state and business priorities and get the right resources to help you address those gaps.
• CAF Foundation blueprint Lightweight implementation of an initial governance foundation to provide hands-on experience regarding governance tools in Azure.
• Governance discipline template Define the basic set of governance processes used to enforce each governance discipline.
• Cost Management discipline template Define the policy statements and design guidance that allow you to mature the cloud governance within your organization with a
focus on cost management.
• Deployment Acceleration discipline template Define the policy statements and design guidance that allow you to mature the cloud governance within your organization with
a focus on deployment acceleration.
• Identity Baseline discipline template Define the policy statements and design guidance that allow you to mature the cloud governance within your organization with a focus
on identity requirements.
• Resource Consistency discipline template Define the policy statements and design guidance that allow you to mature the cloud governance within your organization with a
focus on resource consistency.
• Security Baseline discipline template Define the policy statements and design guidance that allow you to mature the cloud governance within your organization with a focus
on security baseline.
• Azure governance visualizer The Azure governance visualizer is a PowerShell script that iterates through an Azure tenant's management group hierarchy down to the
subscription level. It captures data from the most relevant Azure governance capabilities such as Azure Policy, role-based access control (RBAC), and Azure Blueprints. From
the collected data, the visualizer shows your hierarchy map, creates a tenant summary, and builds granular scope insights about your management groups and subscriptions.
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Optimize Migration
Accountable role Cloud Solution Architect (CSA) Strategy
Supporting role AE, ATS, Infra Specialist, CSAM, FT,
Partner, MCS

Aligns to MSX Sales Stage: Onboard & Govern

Know Envision
your Customer

5
1. Modernize
2. Optimize Manage Realize Value
Plan
Validate

Essential deliverables before Strategy on next workload

Onboard
• Follow the 5R (app assessment) and set up the schedule Commit
• Modernization
• Cost Savings (RI), cycle of RI and changes (adjusting and normalizing)

Adopt Ready

Govern
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Optimize Migration
Customer Situation / Mindset Topic Seller’s Actions & Best Practices

• Do we have the right organization in place and is our Change Governance

• The right consulting partners involved and provide guidance
Management process designed correctly? Change Management

• Stay in touch with your customer and Infra Specialist to discuss what is the next best move to onboard the next
• What is the best strategy to move the next workload to the workload
Next workload
cloud? • Use the 5R guidance on what is needed next
5R
• How do we start to plan? • Set up regular optimization meetings
• Involve your CSAM on the relevant offerings that are needed

• Review with the customer the achieved results. Are the results reflecting success?
• What is the result of us moving into the cloud. How can I show
Lessons learned and KPI • Quantify for the customer the benefits achieved
the success to my organization
• Do a postmortem on the migration with your team and include the Infra Specialists in the lessons learned
Tools, Templates and assessments
Define strategy Plan Ready Adopt
Azure DevOps demo generator Azure setup guide Strategic migration assessment a
Cloud journey tracker nd readiness tool (SMART)
Business outcome template Cloud adoption plan template Readiness checklist
Azure migration guide
Naming and tagging tracking te
mplate Azure innovation guide

Landing zone blueprints

Govern Manage
Governance benchmark Microsoft Azure Well-Architected Review

Governance process template Best practices source code

Cost Management process template Operations management workbook

Deployment acceleration process template

Identity process template

Resource consistency process template

Security baseline process template

aka.ms/adopt/tools-templates
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Azure Migration Program (AMMP)

 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

AMMP helps with common migration scenarios

Learn More |
aka.ms/AMMP
Nominate |
aka.ms/OneAsk

Microsoft Confidential
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Get started
AMP scope
Define strategy
Plan Ready Adopt
Before you sign up Business
strategy
Partner
support
Discovery and TCO/ Migration Technical Landing Migration
assessment business case plan skilling zone execution

1 Define your migration strategy and Govern and Manage

connect with a specialized partner
2 Ensure you have an active
Azure account or enterprise agreement

AMP will help you

Discover & assess your on-premises applications​
to identify migration candidates​

Evaluate Azure capabilities with a pilot or

proof of concept

Build your business case and get executive Ready? Get the help you need to simplify your customer’s
sponsorship for your migration project ​ journey to the cloud with the Azure Migration Program.
Learn more
Skill up your organization for long term success​
Azure.com/AMP
Architect your landing zone and execute
the migration​

Microsoft Confidential
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Transforming Customers
with Cloud Economics
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Approaching a Migration from a Financial Perspective

Qualify the
right customer Approach
Identify the Compelling event: Target persona C-Level, Head of
• Infra refresh Procurement and CFO
• OPEX reduction initiative The buy-in to do an assessment and Value Proposition
• Consolidation project go into financial evaluation will only
• Large project (DWH, SAP, Billing system, Core happen, when you pitch the value for Customer
banking, New services, etc.) proposition and how we are going to
• EA renewal scope the migration – explaining the Tailored evaluation (technical and
steps upfront shows experience financial) on the desired scope with an
Propensity for 3 clouds and current position optimized outcome vs the current state.
The critical point for the Infra Scope migration and the outlook of the
Identify the total IT spend for the company /
investment in DC / % of MS spend Specialist to get the agreement of next x years including modernization
the customer that on the delivery of
Ownership structure, ideally if the company is the evaluation outcome and offer,
publicly listed as we have better line of sight the customer will be obligated to
on transformation plans, rev/costs/etc. decide: Define the success criteria for
an assessment and Cloud Economic
Company aspiration and ideally international/global approach
expansion and presence/customer

Any blocker to faster than market Cloud adoption

and Digital Transformation (regulated industries)
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Best Practices – Simplify by following AMMP

Value for Customer Topic What MS delivers
• Personalized evaluation (technical and financial) on the desired scope with an optimized outcome vs the
Assessment currently used model (aiming the next 5 years)
A tailored set of optimal operational and financial benefits, • The outcome will be the formulated with the customer’s information and IT/Operations/Finance/BDMs input
Cloud Economics
considering current and future conditions and signoff
Business Case • The results can then be coupled with an offer which will include the proper incentives for the customer to
reach a decision (Microsoft’s skin in the game)

Identify The Data Financials &

Outcome
Project Foundation Gathering Offer

Target large investments (see
compelling events for
migration)
1. Identify systems in scope for the
move to Cloud
2. Assessment: IT inventory, refresh
plans, Application Relationship
Mapping, Service Map
3. Request ECIF if we needed
4. Confirm with customer the
migration project entity –
partner/MCS.
5. Build a training plan for customer.
6. Use Hackathons and Openhacks
for resources that will influence
the technical evaluation of the
project
7. Start landing Azure Fundamentals
and Cloud Operating model
1. Kick off with customer the 1. Use customer data to 1. Present to customer
process for technical and calculate the Cloud 2. Limit the offer to a
financial offer finalization - Economics with help of timeframe creating the
assign customer resources and partner, BVA team etc. needed urgency for a
agree dates. 2. Initiate process for decision
2. Initiate data gathering - approvals needed (ECIF,
customer data, online tools, discounts, offers)
other
3. System design for move to
Azure- based on customer
feedback, we shall have a
compute optimized
architecture and sizing
4. Define commercial model to
be included in the financial
results deliverable (BVA) -
PAYG, 1-3 yrs RIs, AHUB,
Discounts
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Cloud economics recourses

Cloud economics webpage

Cloud economics resources in GearUp

Cloud economics customer pitch deck

Cloud economics overview Mechanics video

Azure Hybrid Benefit

Azure Reservations

Azure cost optimization

Azure cost optimization documentation

Azure cost management and billing

Azure Advisor
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

General Compete Knowledge

 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Migration How does AMP compare to RAMP (GCP), CAMP (GCP), and MAP (AWS)?
GCP
How are customers thinking about migrations?
Rapid Assessment and Migration Progra
State of public cloud migration in 2020. Forrester. AWS Migration Acceleration Program (MAP) m Microsoft Azure Migration Program
(RAMP)
Workloads
Assess (TCO Model), Mobilize (Readiness), End to end Guidance (expertise),
• 50% Software development platforms Assess (IT), Plan (Workloads) Migrate,
Methodology Migrate and Optimize (Tools). Build technical skills, Migration tools,
Optimize (Cost)
• 49% DB Apps Cost Optimization
• 48% Employee tools
Methodology, Tools, Partners, Training, AWS Guidance, Training, Tools, Partners, GCP FastTrack engineers, Partners,
Cloud vendor Gives and gets
Professional Services Pros, Offers. Planning, offers, certifications
• Business value, not budget/cost
• Focus on benefits! Adoption CAF: Business, Platform, Maturity, People, CAF: Strategy, Plan, Ready, Adopt,
CAF: Learn, Lead, Scale, Secure
• Innovation and growth Framework Process, Security, Operating Perspectives Govern, Manage

• Security, technical capabilities $160K Variable (aggressive for a limited set of $235K
Investment
Results 10% (5% partner, 5% credits) customers) Skilling, partner
• Improved infrastructure performance
Strong partner ecosystem Standardized Investing in new partners, focus on Building strong Azure Expert MSP
Security Ecosystem
deliverables. specific customers Ecosystem.
• Faster software development, accelerating business
Standardized approach for lift and shift. Scenario based, DC Migration,
transformation, faster time to market, growth. Workloads Focus on low risk VM’s
Targeting SAP. VDI, .net
Best practices
• Partner with the Experts! Partner ecosystem proactively driving the Updated End to end migration
Insights GCP will go above and beyond to win
program. Agile approach. approach.
• Tools to monitor performance
• Identify best workloads
• Increase collaboration with business
Insights
• Strategy and planning are key!
Azure Migration Program Upd
• 63% of enterprises moving more workloads
to the cloud in the next 12 months.
ate: GearUp

More effective IT, more agile as a company

 Anatomy of a Migration Engagement
Compute RI Competitive Landscape
Flexibility
(Changeable)
Azure Differentiation
Pricing vs. Azure RI
*Requires full cancellation and separate new purchase
Customer Objectives Design Migration Path
Reserved Instances EC2 Instance Savings Plans
 Change VM family x No change VM family
 Change term x No term change
 Change region x No Region change
 Change tenancy*  Automated change
 OS agnostic tenancy
 Instance Size Flexibility — OS agnostic
— Instance Size Flexibility
x Cannot cancel or sell on
 Cancel directly with Microsoft
the RI Marketplace
 Auto renewal capability
x No auto renewal capability
~4-5% more expensive than
Price equal to EC2 Instance Savings
Azure RI with Partial and No
Plans with All Upfront payments
Upfront payments
$1,003 (upfront and monthly) $1,077 (no upfront)
• AZURE is lower cost (when
paying monthly)
Azure value proposition vs. • Significantly more flexible
Competitive Offerings • Includes cancellation and
auto renewal
Get Customer Buy In
Compute Savings Plans
 Automated change VM
family
x No term change
 Automated region change
 Automated change
tenancy
— OS agnostic
— Instance Size Flexibility
x Cannot cancel or sell on
the RI Marketplace
x No auto renewal capability
~20% more expensive than
Azure RI with All, Partial, and
No Upfront payments
$1,153 (upfront)
$1,235 (no upfront)
• AZURE is lower cost
• Matched flexibility minus
automation, which comes as
a +20% price tag
• Includes cancellation and
auto renewal
Cloud Economics Compete Appendix
Committed Use Discount Sustained Use Discount
— Some auto-VM family x No change VM family
change  No contract term
x No term change x No region change
x No Region change  Automated tenancy
 Automated change — OS agnostic
tenancy — Instance Size Flexibility
— OS agnostic x Limited to single
— Instance Size Flexibility subscription
x Limited to single
subscription
 No contract
x No cancellation
 Continuous usage
x No auto renewal capability
required; resets monthly
Typically, more expensive
Max discount is 30% (or 20%
when comparing equivalent
for N2 or C)
hardware
• AZURE is lower cost AZURE is lower cost
• More flexible
• Includes cancellation and
auto renewal
• Enterprise always have more
than 1 subscription
Microsoft Confidential
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Landing Zones and CAF Vocabulary

Microsoft AWS GCP
CAF CAF CAF
• Strategy • Business • Learn
• Plan • Platform • Lead
• Ready • Maturity • Scale
• Adopt / Migrate • People • Secure
• Govern • Process
• Manage • Security
• Organize • Operating Perspectives

Azure Landing Zone: Landing Zones are replaced by AWS Control Scenario based:
Azure landing zones enable application Tower (set up and govern a secure multi- Security, Anthos, GKE
migrations and greenfield development at account AWS environment)
enterprise-scale in Azure.

Azure Well Architected Framework AWS Well Architected Framework: Google Cloud Architecture Framework
• Operational Excellence • Operational Excellence • System Design
• Security • Security • Operational Excellence
• Reliability • Reliability • Security, Privacy, and Compliance
• Performance Efficiency • Performance Efficiency • Reliability
• Cost Optimization • Cost Optimization • Performance and Cost Optimization
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Appendix
 Anatomy of a Migration Engagement Customer Objectives Design Migration Path Get Customer Buy In Cloud Economics Compete Appendix

Feedback from customer and field

on Cloud Economics “If you show me a
less than 22 months
payback period,
then I will start
“Your approach is nothing like we have seen migrating
“The Area Specialist saved the project.” from your competition, and it is exactly what I immediately.”
need to make a decision on moving to cloud.” - CFO and COO of an FSI
- CIO input on a deal where the partner run TCO
and BVA but without optimizing output. organization
- CIO of Health sector service provider

“I am a hard audience,
but I am convinced “I am convinced that in order “If you are able to “We are committing to the
now because we to go fwd with my plans for showcase to me consumption plan agreed and
delivered an excellent consolidation, this is the what you promise, which is double of our commit
pitch to a tough FSI way to receive the required I will move both my to Consume agreement value.”
crowd, which they evidence to make a DC and my non-DC - CEO of IT services organization serving,
bought-in for.” decision, despite my IT operations to and owned by, a steel industry company.
- ATS in one of the subs
wanting to limit the scope.” Azure.”
- CIO of another Health
- CEO of a large telco
sector company

As a fact, when landing the Program

outline to C-level, we have 100% success
rate on moving fwd with the delivery of
the program and proceeding to offers