1. 101-level Training Module
EMC Connectrix
Welcome to the EMC Connectrix 101 course.
101-level Training Module

2. What You Will Learn Why selling EMC Connectrix is important to you
About This Course
Why selling EMC Connectrix is important to you
Articulate the basic features and benefits of a SAN
Articulate the business model for EMC Connectrix products
Articulate EMC’s unique value proposition
Recognize customer’s challenges
Identify and qualify opportunities
Tell the EMC Connectrix story
Know where to get help
In this course, you will learn about EMC Connectrix products for their Storage Area Networking environment. You will learn:
Why selling EMC Connectrix is important to you
To articulate the basic features and benefits of a SAN
To describe the business model for EMC Connectrix products
To articulate EMC’s unique value proposition
To recognize customer’s challenges that require a SAN
To identify and qualify opportunities
To tell the EMC Connectrix story
Where to get help

3. Why EMC Connectrix Matters To You
100% quota and commission attainment
Expands your deal size and strengthens account control
Cost relief available through EMC deals desk
EMC offers partner-funded tech refresh programs
When you sell EMC Connectrix Fibre Channel switching products with a VMAX or VNX Fibre Channel capable model, you will receive 100% quota and commission attainments and at the same time, expand your deal size and gain account control. EMC also offers partner funded tech refresh programs and cost relief for competitive situations.

4. EMC Connectrix SAN Products
EMC sells and services Brocade And Cisco SAN Equipment Under The EMC Connectrix Brand
EMC #1 Worldwide Supplier Of SAN Infrastructure
EMC Includes 3 Years Of Hardware Maintenance And 24/7 Global Technical Support
This slide gives an overview of EMC Connectrix and includes information on EMC’s value-add when selling these products. It is important to note that Connectrix switches and directors are sold under an OEM agreement with Brocade and Cisco. EMC services and supports these products and includes three years of maintenance with purchase.

5. What Is A Storage Area Network (SAN)?
SAN provides access to block-level data storage
Storage devices appear locally attached to heterogeneous operating systems (OS)
Simple management and deployment from a single console
SAN is made possible by Fibre Channel switching, which routes information between servers and storage
Connectrix, EMC’s SAN storage solution, provides customers with industry leading SAN switches and directors
Originally developed to provide greater performance in direct-attach environments, Storage Area Networking, or SAN, is the industry’s most widely deployed and reliable network connectivity protocol. SAN provides access to block-level data storage, and is the primary connectivity solution for EMC Symmetrix VMAX and VNX storage arrays.
In a storage area network, storage arrays appear to the operating system as if they are a single, locally attached pool of storage. This allows for simplified storage management across your storage infrastructure, and helps increase performance over direct-attach environments. SAN relies on fibre channel switching, which routes information between the server and the available storage arrays. EMC Connectrix sells fibre channel switches.

6. Why EMC Connectrix For SAN?
Storage Networking Experience
Industry-leading Expertise Designing, Implementing, And Managing The World’s Most Critical SAN Infrastructures
Guaranteed Interoperability
EMC Leads The Industry In Interoperability And Multi-vendor Support
Extensive Choice
EMC Provides A Complete Range Of Capabilities — From Directors, Switches And HBAs To The Software, Best Practices, And Tools To Help You Deploy And Manage It All
EMC Is The #1 Worldwide Supplier Of SAN Infrastructure With 15 Year Of Storage Area Networking Leadership
This slide presents customers with Connectrix’s high level value prop, which includes EMC extensive SAN experience, and the interoperability assurance provided by EMC E-Lab. E-Lab has cooperative support agreements with over 650 IT vendors and has invested over $3 billion in interoperability testing. EMC is the worldwide #1 supplier of SAN infrastructure.

7. Value Of EMC Connectrix For SAN
Orders Ship In 1-2 Business Days
EMC Provides 1st Call And Level 2 Support
Remote Support/Monitoring Of EMC Platforms
End-To-End Support
Worldwide Sparring Depots For Quick Replacements
EMC Is The #1 Worldwide Supplier Of SAN Infrastructure
This slide goes into more detail on the benefits of EMC Connectrix, including ease or ordering, remote monitoring, world-class shipment, and shipping within 1-2 business days.

8. Customer Challenges
Increased bandwidth and performance of highly virtualized environments
Aging SAN infrastructures that are complex and difficult to manage
Requirements of performance intensive applications
Providing information availability and protection
Reliable backup and restore is increasingly difficult
Efficient provisioning of storage capacity for servers
Today’s rapidly changing data centers present new customer challenges, and new EMC opportunities. With data growing at a faster rate than ever before, high performance storage capacity is at a premium. As storage capacity grows, customer environments become more complex. Explosive data growth and increasing complexity puts more stress on the network, requiring greater bandwidth and more effective management software. Many customers are utilizing aging SAN switches and directors that do not provide the speed or functionality needed to maximize their new storage investments and the value of their data.
These same challenges are also created as a result of increasing virtualization levels. As customers reduce the number of physical servers in their environment and increase utilization rates of their remaining servers, network utilization is also increased, which often strains older SAN products and can limit the performance of servers, storage, and applications.

9. How EMC Connectrix Addresses Challenges
Meets the performance needs of highly virtualized environments
Consolidates aging SAN infrastructure to lower total cost of ownership
Connects servers and isolated SAN islands to increase utilization
Balances application workloads to optimize performance and response times
Centralized SAN-attach storage simplifies data protection, backup, and information recovery
Storage networks provide the greatest reliability, flexibility, and performance
For More Info…
EMC Connectrix Family Data Sheet
EMC Connectrix provides industry leading bandwidth and scalability with its Fibre Channel switches and directors from Brocade (B-Series) and Cisco (MDS-Series)
Connectrix may be deployed in data center, departmental or remote locations via Fibre Channel, iSCSI, or FCIP.
EMC Connectrix allows customers to address their challenges with today’s most advanced switching technology. These products provide the bandwidth necessary to handle highly virtualized environments. Upgrading to today’s 16Gb speeds can also help customers consolidate their aging SAN products, saving floor space and simplifying management.

10. Alternative Customer Options
Brocade and Cisco products can be purchased from EMC competitors IBM, HDS, HP, and others
Customers can also buy direct from Brocade and Cisco or through channel partners
Products will be identical or very similar across suppliers
Key Differentiators:
EMC includes 3 years of hardware maintenance and 24/7/4 global technical support
EMC Management tools for SAN environments
Competition will often offer steep discounts on networking components to win larger storage deal
HP, IBM, and HDS all resell Brocade and Cisco SAN gear. They often aggressively discount SAN equipment to gain an advantage in large storage deals. Competitor offers often differ in terms of the support includes with purchase and interoperability qualifications – Connectrix normally has an advantage in these areas.

11. Where They Win. Where We Win.
In deals involving Symmetrix VMAX or VNX
Financial service firms, healthcare, federal and education accounts
Very large enterprise data center requiring high levels of reliability, availability, and service
Where We Lose:
Deals where price becomes the main differentiator
Accounts that prefer service/support from Brocade/Cisco or do not want maintenance
Accounts transitioning to IP/Cisco Nexus
Connectrix has seen great success in any data center running EMC Symmetrix VMAX and VNX arrays. Customers often purchase large Fibre Channel directors when purchasing new storage, and this is especially true in environments requiring the highest levels of performance and availability. This is also why Connectrix has been successful in financial services and healthcare verticals. EMC generally wins when the value of the Connectrix brand is properly conveyed to customers. While the product may be similar to Brocade and Cisco gear sold through competitors, EMC’s superior service, support, and technical expertise help differentiate Connectrix from SAN products offered by IBM, HP, or HDS.
Where EMC Connectrix faces competitive pressure is when a deal comes down to cost. Because EMC includes three years of premium maintenance, competitors may be able to undercut EMC pricing by offer fewer years of service or no service at all. Connectrix also faces pressure in accounts where customers are looking to switch from FC to IP connectivity. EMC does not currently resell Cisco Nexus IP switches, which are a popular choice for customers making the transition to Ethernet switching.

12. Identifying & Qualifying Opportunities
Next we will go over how to identify and qualify opportunities.

13. Who Are The Players? What Are Their Roles?
Server Consolidation
(DAS to SAN)
Storage Consolidation
So who should you talk to?
For customers consolidating server-based storage, the decision maker is the storage admin who’s responsible for array purchases. The decision to upgrade the SAN is influenced by the database and application admins. They can be a great advocate of server consolidation and help you find SAN refresh opportunities.
For customers looking to consolidate their storage footprint, some of the roles are reversed. The decision maker is the SAN admin, who is responsible for managing and maintaining the existing storage network. The decision to consolidate is influenced by the storage admin who owns the array(s).
For major SAN purchases, the OEM partners will be involved. Cisco and Brocade will actively engage and influence the decision makers in your account. They also partner with EMC’s competitors, so be sure they are positioning EMC.
Additional notes:
Server Consolidation – DAS to SAN
Storage Administrator
Decision Maker – Buys or signs off on storage purchases for servers
Database/Application Administrator
Champion – Looks for ways to maximize performance and availability, recognizes benefits of storage consolidation for servers
Storage Consolidation
SAN Administrator
Decision Maker– Manages the SAN and signs off on storage purchases
Influencer – Validates storage vendor and SAN infrastructure
Cisco and Brocade
OEM partners – they are potential influencers in your account
Cisco and Brocade also partner with the competition
Just as likely to disrupt/delay sale as they are to help close the deal
Cisco and Brocade

14. What to Ask?
Are you looking to increase virtualization levels in the near future?
Do your applications need higher networking bandwidth to improve performance?
What speed is your current SAN running at?
Do you have server-based storage? If so, what applications are running on those servers? Are they located in departments, branch offices, datacenter?
Are there islands of storage inside or outside the data center?
Are you looking to improve backup performance and shrink backup windows?
Do you have mainframes and are they SAN attached?
How do you provision storage to new applications or add capacity to existing applications?
Qualifying the Connectrix opportunity should start with a discussion about the customer’s virtualization strategy and the applications deployed on virtual servers and server-based storage. Servers with no external storage are direct targets for SAN consolidation. These systems are typically running at low utilization rates and are not consistently backed up or protected. In commercial environments, multiple servers running database and applications can be consolidated into a Connectrix fabric. In enterprise environments it’s about maximizing availability and performance and consolidating remote data centers or SAN islands with extended fabrics. If the customer has already taken these steps, tech refresh should be the main focus of selling SAN. Customers looking to increase virtualization levels or upgrade their storage will need to upgrade their network in order to maximize their investments. An important question to ask is “How important is the performance of your applications, and are you looking to improve upon that performance?” Increasing network bandwidth can quickly increase application performance. As a follow-up, ask the customer what speed their current SAN infrastructure is running at. Most 1, 2, and 4Gb switches are now EOL and may be approaching end of service life soon.

15. Selling Connectrix With Other EMC Products
Storage
EMC Connectrix products complement block-based storage arrays
Primary attach is to EMC Symmetrix VMAX and VNX systems
SAN directors commonly sold with VMAX arrays and SRDF for SAN Extension
Directors sold with VNX, depending on model
Low-end switches often sold in large volumes through the channel
Security And Availability
Integrations with RSA technologies, including at-rest data encryption
Integration with RecoverPoint, Replication Manager, SAN Copy, VPLEX
Connectrix switches power data migration and mobility in VPLEX environments
Backup And Recovery
The bandwidth necessary to reduce backup windows with EMC Data Domain and Avamar
VMware
Connectrix management software is designed to monitor and optimize the performance of virtual machines
Provides the bandwidth required in virtualized environments
EMC Connectrix products are the perfect pairing with EMC VMAX and VNX storage arrays. Customers who want to get the most out of their new storage investments should refresh their SAN infrastructure when purchasing new arrays. Connecting a new array to an outdated network is like putting worn out tires on a brand new car. By upgrading their SAN, customers can take advantage of not only increased speed, but also tighter integration between networking and storage hardware. On this slide you will also see a list of other EMC products that can benefit from integration with EMC Connectrix.

16. Telling The Story
This section covers how to present customers a general EMC Connectrix overview. Actual slides are available in the Supporting Materials tab, and all are pulled directly from the EMC SAN Overview presentation available under the Connectrix section of Powerlink.

17. Current Status Of Fibre Channel SAN
Fibre Channel SAN Continues To Be The Industry Standard For Mission Critical Connectivity
Analysts Expect Fibre Channel To Grow Over The Next Three Years
Fibre Channel SANs Are The Top Choice For Highly Virtualized Environments
Most Customers Already Have Existing SAN Environments
This slide dispels claims that Fibre Channel is a protocol in decline. While many analysts predicted Fibre Channels revenue to shrink, sales have actually increased in recent years, and analysts now predict that growth will continue for the foreseeable future. Fibre Channel remains the only connectivity choice for top enterprise customers who require very high levels of availability.

18. Next Generation EMC Connectrix SAN Features
16Gb Fibre Channel For Higher Performance And Consolidation
In-Flight Encryption And Compression For Distance Extension
Offer Customers Greater Performance And Functionality
FCoE And 10GbE Capability Available On Some Models Which Provide Flexibility Of Multi-Protocol Connectivity
This slide lists a few of the features available in today’s Connectrix products – it is important to note that while customers may not have the need for 8 or 16Gb connectivity today, increasing virtualization levels and data center consolidation will make these speeds necessary in the near future.
Fibre Channel over Ethernet (FCoE) has not taken off as once thought. But, EMC does have some FCoE-capable products in the Connectrix portfolio.

19. Benefits Of FCoE Reduced Cabling And Complexity With FCoE
Simplified Management
Lower TCO
Investment Protection
Scalable, Easier To Deploy And Manage
Reduced Costs And Complexity
This slide explains some of the benefits of FCoE. The number one benefit is the cost savings that comes on the server side with FCoE - namely you can use a single Converged Network Adapter (CAN) instead of HBAs and NICs. Also, the CNA eliminates the need for multiple cable options.

20. EMC Connectrix SAN Products
EMC Connectrix B-Series
DCX8510 Directors: 16Gb 4 Or 8 Slot Director. Connect Up To 9 Directors Without Using Front-End Ports, FCoE Capable
6500 Series Switches: Port 16Gb Switches Fully Redundant
This slide gives a high-level overview of the SAN products available through EMC Connectrix. The main point of this slide is that leading-edge SAN technology from Brocade and Cisco is available for customers of all sizes. This slide also shows you that there are two product classes for Connectrix: Switches and Directors. Switches are generally sold with mid-range storage systems such as VNX and directors are most often sold with VMAX.
EMC Connectrix MDS-Series
MDS 9513 and MDS 9710 Director: Fibre Channel Switching Modules, All Models FCoE Capable
MDS-9250i* Switches: Scale up to 40 FC ports
*Target for Q1 2014

21. Additional Resources
Before we finish, the next few slides includes helpful additional resources.

22. Rules Of Engagement
Any deal involving block-level storage is an ideal Connectrix opportunity
A network upgrade allows customers to take advantage of the features and functionality of their new VNX or VMAX
Reach out to Brocade and Cisco sales overlay teams for assistance on networking components
Use available tech refresh incentives found on Powerlink and contact EMC deals desk to help win deals
For More Info…
Americas Connectrix Tech Refresh Program
APJ Connectrix Tech Refresh Program
EMEA Connectrix Tech Refresh Program
An important fact to remember is that both Brocade and Cisco employee teams dedicated to helping EMC sell more Connectrix products. Sales overlays can assist you in all facets of the Connectrix sales cycle, and should be leveraged whenever there is a SAN opportunity.
All deals should also be registered with Global Products Sales by ing
Global Product Sales will help you maximize rebates and tech refresh promotions available from Brocade and Cisco. GPS contacts are listed on the next slide.

23. Additional Resources Internal Resources & Links
Partner Resources & Links
Brocade
James O’Halloran
(508)
Jim Murphy (EMEA)
Kenneth Chung (APJ) (508)
Cisco Mark Gomes (508)
Keith Duquette (508)
Connectrix Global Product Sales Director Shawn Metcalf (508)
Program Office
General Sales Questions, Competitive Resources, and Sales Incentive Programs
Contact (866)
Connectrix on EMC.com
Search “Connectrix”
Connectrix B-Series ED-DCX B and ED-DCX B
Connectrix B-Series Architecture and Management Overview
Connectrix B-Series Fibre Channel
Americas Connectrix Tech Refresh Program
APJ Connectrix Tech Refresh Program
EMEA Connectrix Tech Refresh Program
EMC Connectrix Family Data Sheet
Customer Presentation: EMC SAN Overview
Connectrix director chart on EMC.com
Connectrix switch chart on emc.com
On this slide is a list of Brocade and Cisco dedicated EMC employees who can also assist in any SAN opportunities including vendor funded cost relief and tech refresh promotions.

24. Course Summary During this course, you have learned to:
Articulate EMC’s Unique Value Proposition
Recognize Customer’s Challenges
Identify and Qualify Opportunities
Now that you have completed this course, you have learned to qualify Connectrix opportunities, articulate the EMC Connectrix value prop, and handle competitive situations.
Good luck and good selling!

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