meet the datto brand · 2020-02-18 · meet the datto brand the purpose of this book is to share...
TRANSCRIPT
Meet the Datto Brand
Table of Contents
Meet the Datto Brand .......................................................................... 2
Mission Statement & Values ........................................................................................................2
Who We Are .........................................................................................................................................2
What We Do .........................................................................................................................................2
History of Datto .................................................................................................................................3
Business Model .................................................................................................................................3
Products ................................................................................................. 4
Unified Continuity ............................................................................................................................5
Datto Networking .............................................................................................................................5
Business Management ..................................................................................................................6
File Backup & Sync ..........................................................................................................................6
Glossary of Terms ................................................................................ 7
Must Know ........................................................................................................................................... 7
Business Terms ................................................................................................................................. 7
Datto Partnership Terms ..............................................................................................................9
Financial Terms .................................................................................................................................9
Technical Terms ................................................................................................................................ 10
Additional Resources ........................................................................ 11
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Meet the Datto Brand The purpose of this book is to share the global unified Datto story, message, and core values.
This resource should be used by all employees to deliver consistent positioning on behalf
of the organization. These guidelines help clearly communicate the brand’s message in
everyday terms.
Mission Statement & Values
Datto’s mission is to help managed service providers and their clients thrive.
We do this by:
1. Creating open, partner-centric technology
We provide the building blocks to deliver enterprise-quality IT services,
empowering our partners to be the best for the clients they serve.
2. Committing to partner success
From protecting what matters to growing their business, our entire
company exists to support partner needs and unlock partner potential.
3. Blazing a trail towards the future
We move the industry forward by seeking what’s next and reinventing it
for our partners.
Who We Are
As the world’s leading provider of IT solutions delivered by managed service providers (MSPs),
Datto believes there is no limit to what small and medium businesses can achieve with
the right technology. Datto offers business continuity and disaster recovery, networking,
business management, and file backup and sync solutions, and has created a one-of-a-kind
ecosystem of partners that provide Datto solutions to businesses across the globe. Since
its founding in 2007, Datto continues to win awards each year for its rapid growth, product
excellence, superior technical support, and for fostering an outstanding workplace.
What We Do
Founded in 2007, Datto provides business management, networking, business continuity and
disaster recovery, and file backup and sync solutions to enable managed service providers to
deliver best-in-class service to their small and medium businesses clients. Our technology
is sold to or through MSPs exclusively. Sell-to products include our Business Management
solutions (PSA and RMM). These help MSPs manage their business operations and manage
their fleet of client endpoints. Our other solutions are sold through MSPs, meaning we sell it
to them, and they sell it to their clients at a higher price. Sell-through products include our
Unified Continuity products, Networking products, and File Backup
and Sync products.
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History of Datto
Datto Founder Austin McChord created a backup device in the basement of his parents’
home in Norwalk, Connecticut that would eventually lead to the creation of Datto. Austin’s
first attempt to get the business off the ground involved door-to-door visits to nearby dentist
offices, law firms, and other local businesses trying to sell his backup devices, with virtually
no luck. The product worked well, but he wasn’t able to reach his customers.
Then, Austin stumbled upon a little-known industry of IT channel partners called managed
service providers (MSPs). He realized these MSPs had a unique position in providing small
and medium businesses (SMBs) with guidance on managing their IT infrastructure, and
could help these SMBs realize the benefits of these backup devices and keep the data
secure, selling the devices on his behalf, or as we call it, “through the channel”. Once Datto
started working with MSPs, Austin knew the business was right where it needed to be, and
he decided the channel is where Datto would stay. From then on, Datto was, and still is, 100%
dedicated to the MSP channel.
In 2017, Datto acquired Open Mesh and shortly thereafter introduced the first MSP-
centric networking solutions to the channel. Later that year, Datto and Autotask merged,
which expanded the company’s product suite to encompass business continuity/backup,
professional services automation, remote monitoring and management, file backup, file sync
and share, and networking.
In 2018, founder Austin McChord stepped aside as CEO and appointed Tim Weller to lead the
company as Chief Executive Officer.
Business Model
Managed service providers (MSPs) are our partners that deliver managed IT services to
small and medium businesses (SMBs) around the world in a recurring revenue model. Datto
provides technology to MSPs who then either use the technology themselves to run their
business (Business Management), or sell technology to their SMB clients (Unified Continuity,
File Backup & Sync and Networking).
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Products
File Protection
UNIFIED CONTINUITY NETWORKING
SaaS Protection
Managed Power
NAS Edge Routers
Cloud Continuity for PCs
SIRIS WiFiALTO Switches
Protecting business data no matter where it lives.
Reinventing how MSPs do Networking.
Workplace
FILE BACKUP & SYNC
Collaborative Freedom, Secure Productivity.
Autotask PSADatto RMM
Business Management
BUSINESS MANAGEMENT
Powering the Business of IT.
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Unified Continuity
Smart BCDR solutions that back up full system images to Datto’s secure Cloud and let you
easily recover a lost file or an entire business infrastructure in minutes.
• SIRIS: SIRIS is a reliable, all-in-one BCDR solution built for MSPs to efficiently prevent
data loss and minimize downtime for their clients.
• ALTO: Designed for smaller businesses who don’t require the full power of a SIRIS, ALTO
is a cost effective BCDR solution built for MSPs to easily prevent data loss and minimize
downtime. MSPs can recover granular data quickly from multiple points in time, and use
Datto Cloud virtualization to spin up lost servers, getting back to business in minutes.
• Cloud Continuity for PCs: MSPs now have a simple way to recover either a single file
or the entire PC with the power of image-based backups. This provides a way to easily
protect every clientPC from ransomware, lost or stolen PCs, and accidental file deletion.
• NAS: Smart, scalable, network attached storage platform centrally managed and
protected by the secure Datto Cloud.
• SaaS Protection: Datto’s SaaS backup and restore solution for Office365, Google Suite,
and Microsoft Teams.
• Datto File Protection: Simple, SMB-friendly, endpoint file and folder backup, with
powerful MSP management capabilities that automate service delivery and minimize
operational overhead.
Datto Networking
A fully integrated stack of networking technologies purpose-built for MSPs and designed
to be delivered as a managed service. Datto Networking’s wireless access points, managed
switches and LTE-enabled edge routers are fully cloud-managed, deliver enterprise features
at an affordable price, and are backed by a lifetime warranty.
• WiFi: Datto’s wireless access points are completely cloud managed requiring no
software or controller to be installed on-site. With fully integrated captive portal, built-
in mesh networking, and rated for indoor or outdoor use, Datto Networking WiFi delivers
efficiency and performance.
• Switches: Datto Networking Switches deliver extremely reliable switching performance
for managed service providers to deliver networking as a managed service.
• Edge Routers: Datto Networking Edge Routers deliver firewall protection with enhanced
web content filtering, advanced routing performance and fully integrated 4G LTE
Internet failover to protect against unwanted cyber attacks, enable efficient throughput
of network traffic and to eliminate Internet downtime.
• Managed Power: Datto Managed Power enables MSPs to remotely or automatically
reboot any non-responsive electronic device. Fully WiFi enabled and managed in the
cloud, the MP10 and MP60 deliver smart power control, complete with historical power
consumption graphs and more.
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Business Management
Get a competitive edge with a single pane of glass that helps your business operate
efficiently and deliver data-backed insights and support to clients.
• Datto RMM: This software gives MSPs the ability to manage a fleet of endpoints, or
devices, remotely, rather than driving to a client site to address an issue. Datto RMM
reduces the cost and complexity of supporting hundreds to thousands of devices from
an MSP’s business through powerful automation. Note: Datto RMM is formerly called
Autotask Endpoint Management. Please only refer to our solution as Datto RMM.
Competitors include ConnectWise Automate, Kaseya VSA, SolarWinds MSP RMM,
SolarWinds N-Central, Ninja RMM, Continuum Command (acquired by Connectwise) and
other lesser known solutions.
• Autotask PSA: Autotask PSA is a professional services automation tool that Datto
partners use to manage their business including service delivery (Ticketing), project
management (Projects), sales/account management (CRM) and billing (Contracts/
Invoicing). The key value of Autotask PSA is the ability to understand the enormous
volume of operational data that is generated in the business through fully customizable
dashboards and widgets. Competitors often include ConnectWise Manage, Kaseya BMS,
ServiceNow but may also be “home-grown”, non-commercial systems.
File Backup & Sync
Enable clients to seamlessly collaborate in real-time, back up, and restore work without
sacrificing security, power, or simplicity.
• Datto Workplace: Datto’s file sync and share (FSS) product. Formerly known as
Autotask Workplace/AWP. Note: do not abbreviate. Competitors include: Dropbox,
Box and Google Drive.
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Glossary of Terms
Must Know
• Channel - The selling method of our business. Vendor (Datto) sells to managed service
providers (MSPs), who then sell to small and medium businesses (SMB) managed
service providers are our channel.
• MSP/managed service provider - MSPs are small businesses that specialize in providing
technology services to other small and medium businesses in a recurring revenue
model. Datto partners are MSPs (not ITSPs/Information Technology Service Providers).
• Partner - An MSP that buys Datto products (customers are called partners, not customers)
• SMB/Small and Medium Businesses - A business that, due to its size, has different IT
requirements — and often faces different IT challenges — than do large enterprises,
and whose IT resources (usually budget and staff) are often highly constrained.
Gartner defines SMBs by the number of employees and annual revenue they have. The
attribute used most often is the number of employees; small businesses are usually
defined as organizations with fewer than 100 employees; midsize enterprises are those
organizations with 100 to 500 employees. Also referred to as end-user.
• BCDR - Business Continuity and Disaster Recovery (not BDR). Includes SIRIS, NAS, and
Alto devices. BCDR allows a business to virtualize their data in the cloud following a
disaster to have full business functionality, or business continuity. Competitors include:
Infrascale, Kaseya Unified, Veeam, StorageCraft, Acronis.
• MRR/Monthly Recurring Revenue - In a subscription model, the monthly recurring
revenue is the revenue that is being brought in each month on a recurring basis. Can
be setup in a variety of instances such as software, service, and any subscription based
service. For example: Netflix, Hulu, Amazon Prime, etc.
Business Terms
• VCG/Vista Consulting Group - the consulting arm of Vista Equity Partners. This team
works in conjunction with Vista investment professionals and key portfolio company
employees to help current and newly acquired businesses strengthen their operations.
• Private Equity/PE - Private investment company. Vista Equity Group is a PE firm that
invested in Datto in 2017. Note: PE firm Thoma Bravo owns ConnectWise and Insight
Venture Partners owns Kaseya, two other large vendors in the MSP space.
• Project Sherpa - Project Sherpa is the ERP implementation project to align the greater
organization on a single instance of Marketo, Salesforce, and Netsuite to ensure
efficiency within the organization as well as for our partners to have one unified
experience with Datto, regardless of which product they buy. The project has been in the
works since 2018 and launch its first phase in May 2019. The second phase is estimated
to be released in Q4, 2019.
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• OKR - The “objectives and key results” (OKRs) methodology to setting goals is a
goal-setting system that drives alignment, performance and results at growing and
high-performing companies. It essentially asks the questions “where do we want to
go?” and “how do we know we’ve gotten there?”
• KPI - Key performance indicator. KPIs are used to measure success. Examples of KPIs
could include:
• Provide sales with 750 qualified leads in Q1
• Onboard 200 net new hires in 2019
• Finalize 2020 plan by the end of Q3, 2019
• ROI/Return on Investment - Most common profitability ratio. Typically measured by
dividing the return of an investment by the investment.
• Enterprise-grade - A term used to describe a product that is high-performing enough
for the demands of an enterprise business or configured with options to integrate with
enterprise systems.
• Verticalization/Specialization - The term used to describe when a business chooses
to focus their sales on a specific vertical or business type (e.g. construction,
manufacturing, health care, etc.)
• GTM - Go to Market. The process for taking offerings from conception into a customer’s
hands. Also the Datto name for the Sales, Marketing and Success teams at Datto.
• CX/Customer Experience - Datto CX encompasses non-sales partner facing
departments including partner success, technical support, supply chain operations, and
CX operations. These departments comprise nearly 1/3 of Datto’s entire employee base.
Disaster Response Team/DRT - The DRT responds to hurricanes in North America to
provide MSPs with access to Datto expertise and equipment on the ground, and their local
communities with support when they need it most.
• homePool - Datto’s intranet website (internal internet) which can be accessed via Okta.
• ANZ - A subset of APAC including only Australia and New Zealand.
• APAC - Asia-Pacific. Includes Asia, Australia, and New Zealand.
• EMEA - Europe, the Middle East and Africa: an abbreviation typically used in business
and marketing to describe a geographic market or region. Generally at Datto we mean
Europe when we say EMEA.
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Datto Partnership Terms
• End user - The client of an MSP and the ultimate beneficiaries of Datto solutions.
• Partner Portal - The Datto Partner Portal is where partners can purchase more devices,
pay their bills, and manage their Datto devices.
• Partner Program - The Datto Partner Program is a program to support any MSP that
purchases our products with marketing and sales tools, promotional programs, and
more, all accessed through the Datto Partner Portal. The program has four tiers based
on a partner’s total MRR: Business, Professional, Enterprise, and Blue.
• MarketNow - A marketing automation platform within the Partner Portal that allows
partners to execute marketing campaigns with Datto content geared toward the
partners’ end users.
• DattoCon - Datto’s semi-annual, worldwide conference for current and prospective
partners. This event offers attendees training on Datto products, business strategy, a
sponsor showcase and networking opportunities with peers and partners in the industry.
We host one in North America and one in Europe each year.
Financial Terms
• MRR/Monthly Recurring Revenue - In a subscription model, the monthly recurring
revenue is the revenue that is being brought in each month on a recurring basis. Can
be setup in a variety of instances such as software, service, and any subscription based
service. For example: Netflix, Hulu, Amazon Prime, etc.
• ARR/Annual Recurring Revenue - Annual Recurring Revenue, or ARR, is a subscription
economy metric that shows the money that comes in every year for the life of a
subscription (or contract). More specifically, ARR is the value of the recurring revenue
of a business’s term subscriptions normalized for a single calendar year. $5 a month in
MRR is equal to $60 in ARR after 1 year.
• GMRR/Gross Monthly Recurring Revenue - New monthly recurring revenue before
deducting the lost MRR from customers that no longer subscribe to Datto Products.
• LMRR/Lost Monthly Recurring Revenue - LMRR is how much monthly
recurring revenue is lost in a given period due to customers that have
cancelled their subscription.
• NMRR/Net Monthly Recurring Revenue - The resulting monthly recurring revenue
subtracting lost MRR from gross MRR.
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Technical Terms
• Inverse Chain Technology - A Datto-patented technology that allows backup snapshots
to not be dependent on previous snapshots - called a backup chain. Traditional backup
chains consist of the base image and a list of all the subsequent changes made to the
image since the last full backup. Inverse Chain is different in that each backup is fully
constructed, and not dependent on a chain of any kind. This allows deletion of individual
snapshots without causing the need for a new base image or resetting the chain.
• Instant Virtualization - The ability to initiate the boot of a backup machine image in
minutes on a SIRIS device or in the Datto Cloud. Because backups are stored as a
universal file format with each backup point fully constructed, SIRIS does not need to
take the time to construct a backup image and users can virtualize any point in the
backup chain “instantly”.
• DRaaS - Disaster recovery as a service (DRaaS) is the replication and hosting of physical
or virtual servers by a third party to provide failover in the event of a man-made or
natural catastrophe.
• SaaS/Software as a Service - A business software purchase, often as a cloud based
system or license which is fulfilled on a recurring costs. Examples include Google Apps,
Zendesk, Salesforce, Intacct, Marketo, Autotask PSA, Datto RMM, ADP, and Office 365.
• FSS/File Synchronization & Sharing (FSS) - A class of product that enables users to
synchronize the latest files across all user devices, and allows users to share files
with other users. This can include documents, photos, videos and files across multiple
devices, such as smartphones, tablets and personal computers.
• PSA/Professional Services Automation - software designed to assist organizations with
business management, resource management, operational efficiency and profitability.
These solutions typically include functions for project management, documentation, time
and attendance, billing, labor utilization and reporting. Autotask is Datto’s PSA solution.
• RMM/Remote Monitoring & Management - RMM is a software application comprising a
collection of tools used by MSPs to automate the administration and support of their clients’
devices without having to be physically at the device. This can be done with a cloud-based or
(e.g. Datto RMM) or on-premises-based solutions (e.g. ConnectWise Automate).
• SSO/Single Sign On - A process that allows an end user to access multiple applications
but only requires that they enter one username and password to login and gain access
to those applications.
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Additional Resources
• Datto Brand Guide - The Datto Brand Guide is complete with downloadable logos,
typography, color palettes, illustrations, and product photos. This guide also offers
Datto branded presentation templates for Google Slides, Keynote, PowerPoint, and
PowerPoint Arial.
• Logos
• Typography
• Colors
• Illustrations
• Templates
• Product Photos
• Datto Brand Messaging Book - The Datto Brand Messaging Book provides a
comprehensive overview of the brand voice, tone, and messaging. This book will help
you understand the Dos and Don’ts when writing and speaking about Datto, our partners,
products, etc. It also offers quick access to Datto’s most current boilerplate.
• Datto brand voice and tone
• Messaging overview
• Dos and Don’ts
• Boilerplate
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