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Launch Playbook for

Solution ProvidersVMware vSphere with

Operations Management

August 2013

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V S P H E R E W I T H O P E R A T I O N S M A N A G E M E N T L A U N C H P L A Y B O O K 2

How to use this PlaybookIn this playbook yoursquoll find key information to understand your opportunity with VMware vSpherereg

with Operations Managementtrade the enablement tools to learn about the product marketing toolsand tactics available to drive demand and sales tools to help your sales people generate interest

and convert that interest into opportunities and revenue

Each section (Partner Opportunity Learn Market Sell) identifies the highlights of what you need to

know at a glance segmented by role as well as a deeper dive into the full solution story

The final section is an appendix allowing you to quickly find specific resources you may be

looking for

Table of ContentsPartner Opportunity 983091

Learn 983093

Market 983095

Sell 983097

Appendix 983089983089

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V S P H E R E W I T H O P E R A T I O N S M A N A G E M E N T L A U N C H P L A Y B O O K 3

Launch Overview

vSphere with Operations Management offers the worldrsquos leading

virtualization platform with insight to IT capacity and

performance and is designed for running business critical

applications at high service levels By providing insight to

workload capacity and health customers achieve higher capacity

utilization consolidation ratios and hardware savings Gaining

visibility into performance bottlenecks and leveraging

recommendations for problem resolution allows customers to

understand the full impact and root cause before the entire

business is impacted As a result customers ensure application

performance and health while significantly reducing the amount

of time spent on troubleshooting problems

The Partner Opportunity Whatrsquos in it for me

You can increase your profitability up to 25 by combining all advantage+ up-front discounts on vSphere with Operations Management

You can increase deal size to new customers and sell existing customers more software services and support

Customers who have vSphere with Operations Management can easily identify capacity shortfalls which may lead to additional

upsell opportunities for you

Plus

bull Easy to sell vSphere with Operations Management sells exactly like vSphere (per CPU)

bull Upsell opportunity for existing accounts

bull Stronger value proposition for new accounts and targets

bull Grow your business with higher ASPs

bull Deliver more value Provide customers with with vCenter Operations Standard capability as they start their virtualization journey

The Partner Opportunity

Opportunity Learn Market Sell Appendix

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V S P H E R E W I T H O P E R A T I O N S M A N A G E M E N T L A U N C H P L A Y B O O K 2

How to use this PlaybookIn this playbook yoursquoll find key information to understand your opportunity with VMware vSpherereg

with Operations Managementtrade the enablement tools to learn about the product marketing toolsand tactics available to drive demand and sales tools to help your sales people generate interest

and convert that interest into opportunities and revenue

Each section (Partner Opportunity Learn Market Sell) identifies the highlights of what you need to

know at a glance segmented by role as well as a deeper dive into the full solution story

The final section is an appendix allowing you to quickly find specific resources you may be

looking for

Table of ContentsPartner Opportunity 983091

Learn 983093

Market 983095

Sell 983097

Appendix 983089983089

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V S P H E R E W I T H O P E R A T I O N S M A N A G E M E N T L A U N C H P L A Y B O O K 3

Launch Overview

vSphere with Operations Management offers the worldrsquos leading

virtualization platform with insight to IT capacity and

performance and is designed for running business critical

applications at high service levels By providing insight to

workload capacity and health customers achieve higher capacity

utilization consolidation ratios and hardware savings Gaining

visibility into performance bottlenecks and leveraging

recommendations for problem resolution allows customers to

understand the full impact and root cause before the entire

business is impacted As a result customers ensure application

performance and health while significantly reducing the amount

of time spent on troubleshooting problems

The Partner Opportunity Whatrsquos in it for me

You can increase your profitability up to 25 by combining all advantage+ up-front discounts on vSphere with Operations Management

You can increase deal size to new customers and sell existing customers more software services and support

Customers who have vSphere with Operations Management can easily identify capacity shortfalls which may lead to additional

upsell opportunities for you

Plus

bull Easy to sell vSphere with Operations Management sells exactly like vSphere (per CPU)

bull Upsell opportunity for existing accounts

bull Stronger value proposition for new accounts and targets

bull Grow your business with higher ASPs

bull Deliver more value Provide customers with with vCenter Operations Standard capability as they start their virtualization journey

The Partner Opportunity

Opportunity Learn Market Sell Appendix

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V S P H E R E W I T H O P E R A T I O N S M A N A G E M E N T L A U N C H P L A Y B O O K 3

Launch Overview

vSphere with Operations Management offers the worldrsquos leading

virtualization platform with insight to IT capacity and

performance and is designed for running business critical

applications at high service levels By providing insight to

workload capacity and health customers achieve higher capacity

utilization consolidation ratios and hardware savings Gaining

visibility into performance bottlenecks and leveraging

recommendations for problem resolution allows customers to

understand the full impact and root cause before the entire

business is impacted As a result customers ensure application

performance and health while significantly reducing the amount

of time spent on troubleshooting problems

The Partner Opportunity Whatrsquos in it for me

You can increase your profitability up to 25 by combining all advantage+ up-front discounts on vSphere with Operations Management

You can increase deal size to new customers and sell existing customers more software services and support

Customers who have vSphere with Operations Management can easily identify capacity shortfalls which may lead to additional

upsell opportunities for you

Plus

bull Easy to sell vSphere with Operations Management sells exactly like vSphere (per CPU)

bull Upsell opportunity for existing accounts

bull Stronger value proposition for new accounts and targets

bull Grow your business with higher ASPs

bull Deliver more value Provide customers with with vCenter Operations Standard capability as they start their virtualization journey

The Partner Opportunity

Opportunity Learn Market Sell Appendix

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V S P H E R E W I T H O P E R A T I O N S M A N A G E M E N T L A U N C H P L A Y B O O K 4

Why and how is vSphere with Operations Management important to customers

Why How

Save money Maximize ROI and improve CapEx savings bull Reduce hardware costs by up to 30

bull Double IT savings from vSphere

bull Improve capacity utilization by up to 40 and

consolidation ratios by up to 37

Increase uptime to meet SLAs Improve infrastructure and reduce downtime of applications

by up to 36

Cut time spent troubleshooting and improve productivity Reduce diagnostic and problem resolution time by up to

26

What Customers are Saying

Partner Incentives for Selling vSphere with Operations Management

bull Earn an additional 5 up-front discount with advantage+ Accelerator on eligible vSphere Data Protection or vSphere with

Operations Management licenses (Now through December 31 2013)

bull Infrastructure Virtualization Competency partners can earn 5 Solutions Rewards for selling vSphere with Operations

Management or vSphere Data Protection

bull Business Continuity Competency partners can earn up to 20 Solutions Rewards for vSphere Data Protection sales and

Management Competency partners can earn up to 20 for selling vSphere with Operations Management

Opportunity Learn Market Sell Appendix

When you have your customers come back to you

and say lsquoWhat did you do Everythingrsquos much fasterrsquo itrsquos one

of those moments that you take back to your management

and you say lsquoThis is what Irsquom hearing across the boardrsquo I may

sound a little excited about that but that was the aha moment

for peoplerdquo

I can do [diagnostics and problem resolutions] in half

the time [vCenter Operations Management Suite] frees up

my time to implement other things instead of being bogged

down in the trenches and chasing ghosts a ll dayrdquo

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V S P H E R E W I T H O P E R A T I O N S M A N A G E M E N T L A U N C H P L A Y B O O K 5

Get up to speed on vSphere with Operations

ManagementA number of key assets and elements are available to help you

get up to speed on vSphere with Operations Management If

you only have a couple minutes and just want the highlights

for now look in the Just the Highlights box For those seeking

to get a good working knowledge of the solution follow the

role-based paths below

The foundational elements you may require including box shots

and datasheets are also included a the end of this section

JUST THE HIGHLIGHTS

Sales

bull Selling VMware vSphere with Operations

Management (20 mins)

bull Increase Your Sales Opportunities through

Virtualization Capacity Utilization with Intuitive

Performance Monitoring Presentation

bull 2013 Launch Pricing Packaging amp Licensing

Presentation

Technical

bull Technical Overview (34 mins)

Learn

Irsquom in Sales (VSP)

Recommended vSphere with Operations

Management Update to VSP

(To obtain your complete

VMware Sales Professional

(VSP 5))

Selling vSphere with Operations Management

(if you already have VSP 5) 20 min

Additional

Training

Resources

vmLIVE Recordings vmLIVE - VMware vSphere with Operations Management Sales

and Positioning 60 min

vmLIVE - vSphere with Operations Management and VMware Management -

Competitive Positioning 60 min

Introducing VMware vSphere with Operations Management - EMEA 60 min

Increase Your Profitability and Value to Your Customers with VMware

Software Defined Data Center (SDDC) ndash Register or

view the archive recording

vSphere with Operations Management - taking the next step and increasing

your opportunities ndash Register or view the archive recording

Partner University TV

Recorded Videos

vSphere with vCenter Operations Management The Next Evolution

in Virtualization 10 min

vSphere with vCenter Operations Management Pricing Licensing

and Packaging 10 min

Winning Against Microsoft with vSphere with Operations Management

12 min

Opportunity Learn Market Sell Appendix

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V S P H E R E W I T H O P E R A T I O N S M A N A G E M E N T L A U N C H P L A Y B O O K 6

Additional

Training

Resources

Presentations Increase Your Sales Opportunities through Virtualization Capacity

Utilization with Intuitive Performance Monitoring

2013 Launch Pricing Packaging amp Licensing

Cloud Infrastructure and Management 2013 Launch Overview

VMware Software-Defined Data Center (SDDC) 2013 Launch Overview

Irsquom technical looking for Pre-sales (VTSP) and Post-sales (VCP) training

Recommended vSphere with Operations

Management Update to VTSP

(To obtain your complete

VMware Technical Solutions

Professional (VTSP 5))

VMware vCenter Operations Management Suite Technical Overview [V5X]

(if you already have VTSP 5) 34 min

Introduction to vCenter Operations Manager

bull Module 1 Technical Overview of vCenter Operations Manager 27 minbull Module 2 Using the Dashboard and Badges 24 min

Additional

Training

Resources

Presentations vSphere Whatrsquos New - Technical Overview

Partner Mobile Knowledge

Portal ndash Tablet App

Need the content amp training

on the go Have it anywhere

anytime at your finger tips

(Partner Central log-in required)

Apple Store

Google Play

Other Useful Downloads

bull vSphere with Operations Management Box Shots

bull vSphere with Operations Management Data Sheet

bull FAQ

bull vSphere with Operations Management Cheat Sheet

bull Whatrsquos New in vSphere with Operations Management 5 5

bull Visit vSphere with Operations Management page on Partner Central for all other resources

Opportunity Learn Market Sell Appendix

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V S P H E R E W I T H O P E R A T I O N S M A N A G E M E N T L A U N C H P L A Y B O O K 7

Generate Demand for vSphere with Operations

ManagementVMware has several marketing campaigns and tactics available

for you to drive demand for vSphere with Operations

Management within your customer andor prospect base

Each is outlined below followed by a recommended lsquoPlan of

Attackrsquo you can follow to make the most of your marketing

efforts and maximize your success For additional region

specific activities contact your Partner Marketing Manager

Market

JUST THE HIGHLIGHTS

vSphere with Operations Management Marketing

tactics at a glance

bull Digital (GRID) campaign People Like You

bull Website in a Box

bull Event in a Box

Need help executing VMware Partner Marketing

Bureau is at your service to show you how to run

these tactics or even run them for you

Opportunity Learn Market Sell Appendix

Marketing Tools for you

People Like You Grid Campaign for SMBCommercial Targets Generate leads for vSphere with Operations

Management among new prospects and existing customers in the SMBCommercial segment The People

Like You campaign comes in two versions 1) Prospect ndash for acquiring net new customers and 2) Customer ndash

to help you upsell and cross-sell existing vSphere customers to vSOM vSphere Essentials Plus and vCenter

Site Recovery Manager Learn more about these new campaigns at wwwvmwaregridcomcampaigns

People Like You Event-in-a-Box Campaign The customer version includes specific event

presentations handouts email and registration templates and solution-focused whitepapers designed

for existing customers to virtualize their entire data center with vCloud Suite Get started today at http

wwwvmwarecomgoeventinabox

Website-in-a-Box featuring vSphere with Operations Management product

bull Showcase VMware products on your website with VMwarersquos content syndication platform from

SharedVue Itrsquos quick and easy and SharedVue will walk you through how to add a few lines of code

to your website and get going right away

bull Receive high quality leads from prospects that access VMwarersquos free vSOM evaluation software

through Website-in-a-Box Fun fact ndash 37 of prospects who download evaluation or trial software

eventually purchase These VMware evaluation software leads only available via Website in a Box

bull Website-in-a-Box will have a refreshed look and feel along with updated product content on October 15

For more information go to httpvmwaresharedvuenetinfocenterenwiabasp

Coming this Fall ndash New Grid campaign for SDDC

Mark your calendars for a new Grid campaign for partners called ldquoNew Era New Thinkingrdquo This will be a NEW

co-brandable digital campaign to support the Software Defined Data Center (SDDC) vision while generating

awareness and demand for vCloud Suite and vSphere with Operations Management Look for more details and

a campaign launch date to come in early September

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V S P H E R E W I T H O P E R A T I O N S M A N A G E M E N T L A U N C H P L A Y B O O K 8

Opportunity Learn Market Sell Appendix

Marketing ldquoPlan of Attackrdquo

Looking for ideas on how to drive demand for vCloud Suite within your organization Herersquos a suggested touch plan to follow

Downloads and Links

bull Digital GRID Campaign People Like You (available now) and New Era New Thinking (Coming end of September 2013) ndash

wwwvmwaregridcom

bull Website in a Box Refreshed content available on October 15

bull Event a Box event and assets

Generate

Awareness

Drive

Demand

Create

Opportunities amp

Close Business

If you have questions about these programs or need help executing them the Partner Marketing Bureau

is lsquoat your servicersquo For Premier partners contact your Partner Marketing Manager All other partners

can contact their local Partner Marketing Bureau here

Sign up for Website in a Box Syndicate content on your site and generate and follow up on leads

Go social by accelerating your online reputation with social media syndication With this tool

VMware provides industry and VMware solution-specific content including vCloud Suite that you

can post automatically to your social networks making it easy to keep up your social channels

Visit httpvmwarezift123com and activate your free account

Run the People Like You GRID campaigns targeting your customer and prospect lists Follow up

on your leads and consider inviting those who responded to a live event

Plan an Event in a Box in your region to customers andor prospects Consider inviting those who

recently downloaded content from your website in a box or interacted with your GRID campaign

Donrsquot forget to promote your event within your social media tools if appropriate

Follow up on your leads in a timely manner especially those you consider lsquohot leadsrsquo Nurture

prospects not yet ready

North America if applicable join a National Prospecting Day Use customers and prospects who

responded to one or more of the activities above as a priority calling list to convert interest into

pipeline and revenue

EMEA VMware Call Out Day in a Box (CODIAB) helps partners to accelerate the sales process and

to build a pipeline for a solution area The CODIABs include call scripts customer facing emails andpresentations promotion sheets enablement presentation and more

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V S P H E R E W I T H O P E R A T I O N S M A N A G E M E N T L A U N C H P L A Y B O O K 9

Sell

Sales Tools

Selling vSphere with Operations Managementmdashinto yourexisting vSphere customer base or into new customer basesmdash

is made easy with partner-facing and customer-facing sales

tools plus key information on rewards and incentives Looking

for a good starting point Check out the vSphere with

Operations Management SMB Fight Plan to learn about use

case and value proposition and how to best position this

offering Then use additional tools customer promotions and

assets to sell the solution

JUST THE HIGHLIGHTS

Download the Sales Bytes

Review vSphere with Operations Management

incentives

Sales Tools for you

Sales Tools Description Action

Sales Enablement

Module

Start by watching a 15-20 minute recording which provides a concise

overview of each VMware Sales Byte including customer challenges target

profiles VMware solutions and product information

Review Sales Byte

Sales Enablement

PPT

The powerpoint version of the training above Review Sales Byte

Value Prompter

Cheatsheet

Leverage this one-pager to guide the call discussions Aimed at uncovering

customer problems and connecting them to the VMware solutions and value

they can deliver to the customer

Review Sales Byte

Prospecting Guide Use this one-pager for pre-call preparation and to address frequently asked

questions during the call

Review Sales Byte

Pricing and

Packaging

Cheat Sheet

Download this cheatsheet for a quick reference guide to editions features

skus pricing and more

Get the cheatsheet here

Opportunity Learn Market Sell Appendix

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V S P H E R E W I T H O P E R A T I O N S M A N A G E M E N T L A U N C H P L A Y B O O K 1 0

Customer Assets for you

Customer Assets Description Action

Customer

Presentation

This presentation can be used during customer discussions to help guide the

solution conversation

Review Sales Byte

Customer-ready

email

Pre-call post-call and ldquomissed yourdquo emails containing links to solution-specific

assets on VMwarecom and promotional information for follow-up Send to tar-

get customers to introduce a relevant VMware solution and set up next steps

Review Sales Byte

Video Short video designed to excite and provide customers with an understanding

of the benefits and value of vSphere with Operations Management whether

new virtualization customers or existing vSphere customers

Review the Video

Call Out Day in

a Box

Call scripts customer facing email and presentations promotion sheets

enablement presentations localized in up to 11 languages

Download Assets

Customer Promotions for you

Promotions Description Action

Promotions onepager

Reference this for the for the latest VMware incentive and promotion information Review Sales Byte

Current

Promotions

View all current promos including those applicable to vSphere with

Operations Management on the Promo App

Download the Promo App

For Partner Incentives see page 4

Additional Information

bull Review additional assets on Partner Central

bull Review other applicable Sales Bytes

Opportunity Learn Market Sell Appendix

Download All

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VMware Inc 3401 H illview Avenue Palo Alto CA 94304 USA Tel 877-486-9273 Fax 650-427-5001 wwwvmwarecom

Copyright copy 2013 VMware Inc All rights reserved This product is protected by US and international copyright and intellectual property laws VMware products are covered by one or more patents listed

at httpwwwvmwarecomgopatents VMware is a registered trademark or trademark of VMware Inc in the United States andor other jurisdictions All other marks and names mentioned herein may be

trademarks of their respectivecompanies Item No vSphere with Operations Management Launch Playbook Aug2013 0713

Appendix

Opportunity Learn Market Sell Appendix

Opportunity

bull vSphere with Operations Management

bull Advantage+ Accelerator

bull Solution Rewards

Learn

bull Selling vSphere with Operations Management (20 mins)

bull Technical Overview (34 mins)

bull Sales

bull VMware Sales Professional 5 (VSP 5)

bull Selling vSphere with Operations Management

bull vmLIVE - VMware vSphere with Operations

Management Sales and Positioning

bull vmLIVE - vSphere with Operations Management andVMware Management - Competitive Positioning

bull Introducing VMware vSphere with Operations

Management ndash EMEA

bull Increase Your Profitability and Value to Your

Customers with VMware Software Defined Data

Center (SDDC)

bull vSphere with Operations Management - tak ing the

next step and increasing your opportunities

bull vSphere with vCenter Operations Management The

Next Evolution in Virtualization

bull vSphere with vCenter Operations Management

Pricing Licensing and Packaging

bull Winning Against Microsoft with vSphere with Operations Management

bull Increase Your Sales Opportunities through

Virtualization Capacity Utilization with Intuitive

Performance Monitoring

bull 2013 Launch Pricing Packaging amp Licensing

bull Cloud Infrastructure and Management 2013 Launch

Overview

bull VMware Software-Defined Data Center (SDDC) 2013

Launch Overview

bull Pre-Sales amp Post Sales

bull VMware Technical Solutions Professional (VTSP 5)

bull VMware vCenter Operations Management Suite

Technical Overview [V5X]bull Introduction to vCenter Operations Manager

bull vSphere with Operations Management Technical Overview

bull vSphere with Operations Management Box Shots

bull vSphere with Operations Management Datasheets

Market

bull VMware Partner Marketing Bureau

bull People Like You GRID Campaign

bull Website in a Box

bull Event in a Box

bull Call Out Day In A Box (EMEA)

Sell

bull Sales Tools

bull vSphere with Operations Management SMB Fight Plan

bull Sales Enablement Module

bull Sales Enablement PPT

bull Value Prompter Cheatsheet

bull Prospecting Guide

bull Pricing and Packaging Cheat Sheet

bull Customer

bull Customer PPT

bull Customer-ready email

bull Video

bull Promotions

bull Promotions One Pager

bull Promotions Application

Quick Links ndash Common VMware Tools and Pages

bull Partner University

bull Partner University TV

bull GRID

bull Website in a Box

bull Event in a Box

bull Sales Bytes

bull Partner Central ndash Products

bull Partner Central - Incentivespromotions page

bull Promotions Application

bull Partner Marketing Bureau