Drive EMC Opportunities with Pivotal

1. Drive EMC Opportunities with Pivotal 101-level Training Module

2. What you will learn After completing this course, you should… • Understand how Pivotal can be leveraged to create EMC opportunities and provide value in your accounts. • Understand Pivotal’s mission and general capabilities. • Understand how Pivotal is relevant to EMC’s success (achieving sales goals.) • Know how to spot a Pivotal opportunity and engage the Pivotal team to explore further.

3. The Value of Pivotal to You and EMC • Better Align with Your Customer’s Business • Be More Relevant (and outflank your competitors) • Sell the full scope of Federation Solutions – “EVP” EMC, VMWare & Pivotal, plus VCE and RSA • Increase Account Control and Power

4. Why Our Customers Care

5. Current Dev, Big Data, Analytics, Cloud and Mobile Frameworks enable massive market disruption $3.5B valuation Payments Industry $19B valuation Entertainment $3.5B valuation Transportation $3.5B valuation Travel & Hospitality $1.1B acquisition by Monsanto – Agriculture $600M valuation Boutique Retail

6. Customer Challenges Today “Identify the Pain” THE PAIN BUSINESS VP ASKS: Data Science & Analytics are the keys to unlocking business insight, innovating, and increasing revenues Who can take time to understand my business, know what I want, and enable my technology guys to deliver? THE PAIN CIO ASKS: IT can’t meet application developer’s speed / price needs for delivery of new server stack resources How do I get services provisioned in an hour instead of 60 days, and do so cost effectively? THE PAIN VP OF APPS ASKS: I need to get my Application to market quickly and then manage change rapidly. How will I manage tighter release cycles? I need IT services spun up and down quickly. It’s unpredictable. How is IT gonna help?!

7. Customer Challenges Today “Identify the Pain” THE PAIN VP OF APPS ASKS: Legacy application development tools (Websphere, Weblogic, etc) are heavyweight, rigid and inflexible. How do I increase speed to market with agile, scalable, mobile / web dev tools that let me host wherever? THE PAIN VP OF IT INFRA ASKS: Large Inflexible Data Warehouses don’t scale or offer flexible analysis capability for business end-users How do I unstick myself from this DB2, Oracle, Teradata, Neteeza quagmire? What is Hadoop? THE PAIN VP OF IT INFRA ASKS: Inflexible and slow processes are driving many application teams to the Public Cloud – AWS etc. How do I justify my Job?

8. Threats to Traditional Storage Sales are Real and other competitive Service Providers Business Self Service Portal End User Self Service with Measured SLA’s IBM, Oracle, HP, Amazon ALL have services across these platforms HybridCloud Public Private Application Developers Building new apps for competitive advantage in market, the new business EMC GS, Pivotal Labs, XtremeLabs , Accenture, Deloitte, IBM/PWC – and in-house! Platform Light Open Source Frameworks, Services, Data and Analytics Pivotal, Oracle/WebLogic, IBM WebSphere, RedhatOpenshift Orchestration Automated Provisioning and IT Infrastructure Portal VMWare vCAC, Pivotal CloudFoundry, ServiceMesh , Cisco CIAC, IBM SCE, BMC CLM2.0, HP Orchestrator Converged Infrastructure IT Transformations to Service Delivery Standardize, Virtualize, Automate HDS, NetApp, IBM, HP, Oracle … ALL have a target on VCE’s 57% market share

9. The Federation Is Your Advantage Business Self Service Portal End User Self Service with Measured SLA’s EMC’s InfinITBest in Class
IT Portal for Business
Users – DEMO IT! HybridCloud Public Private Application Developers Building new apps for competitive advantage in market, the new business Platform Light Opensource Frameworks, Services, Data and Analytics Orchestration Automated Provisioning and IT Infrastructure Portal Converged Infrastructure IT Transformations to Service Delivery Standardize, Virtualize, Automate

10. Why Pivotal It is the COMPETITIVE EDGE • Get In the Driver’s Seat • Lead the discussions your customers are most interested in • Get in the revenue creation - rather than cost - stream • Achieve architectural control over the underlying platform. • Start at the Top and Sell the Whole Stack • We can now sell the whole stack, and Pivotal has the best top of stack • Microsoft sells the top part of the stack; Oracle and IBM sell the entire stack • None of these competitors sell the stack from the bottom up…so unless you come from the top you fight for scraps at the bottom! • Help Your Customers Transition • For customers still using AWS, apps developed in Cloud Foundry can be developed at AWS then easily ported to private cloud • A well-run private cloud or Service Provider Cloud is less expensive

11. Solution Overview

12. New Independent Venture: Spun out & jointly owned by EMC & VMware • Deep Execution Talent: 1750 employees • Proven Leadership: Paul Maritz, CEO • Global Customer Validation: +1000 Tier-1 Enterprise Customers • Strategic Backing: $100M investment by GE • Bold Vision: New platform for a new era, focused on the intersection of apps, big data and analytics Pivotal At-a-Glance

13. What Pivotal Is Hearing From Customers The Need for Speed and Agility • Enterprises are being driven to compete, innovate & execute faster than ever before: • Global reach and emerging markets • Ever-increasing customer expectations • Legacy environment & cost pressures • At a time when we’re witnessing the most disruptive platform shifts and advances in technology in over 30 years Cloud BigData Social Mobile

14. What Matters: Apps, Data, and Analytics Apps power businesses, and those apps generate data Analytic insights from that data drive new app functionality, which in-turn drives new data The faster you can move around that cycle, the faster you learn, innovate & pull away from the competition

15. What does Pivotal sell? It brings ALL of this to the table Products: • Big Data (Hadoop), Analytics and Data Warehouse technologies that drive traditional hardware replacement or augmentation and provide a foundation for a new “data fabric” : software or Data Computing Appliance • Platform as a Service technology that transforms the way applications are developed, scaled and managed Strategic Accelerators: • Data Scientists that help the business figure out what it wants to deliver as a new set of services to the company/customer • Data Analytics Architects that can get into the middle of existing Infrastructure deployments on DB2 / Oracle / Teradata / Security SPLUNK / CLOUDERA HADOOP etc..) and create a reason for US • Agile software/web/mobile developers (Pivotal Labs) that have been leaders in allowing companies like Google to build production-grade software

16. Pivotal Primary Portfolio Motions Macro IT trends Pain IT Solution Pivotal Offering EMC Core Attached Product

17. Pivotal Portfolio: Strategic Accelerators Data Analytics Architects Data Science Team • Agile software development delivering next generation data driven web and mobile application experiences • Experienced data science practitioners with deep industry expertise skilled at turning data into business value • Big Data Architects who can guide our customers on the journey of building a modern data fabric

18. What is Pivotal One? • A way to use Pivotal CF to deploy and manage other Pivotal Services • Enterprise on-premises PaaS platform, powered by Cloud Foundry • Enable new level(s) of agility and speed in application development and deployment and access to Big Data and Analytics • PaaS powered value of Pivotal services • Deployment target for applications built by Pivotal Labs • Integration point for Pivotal data fabric: Hadoop, Hawq, Gemfire, Rabbit, Redis. • Multi-cloud deployment: on-premise to public cloud, VMware, AWS, OpenStack

19. Customer Example: Analytics Engagement: Leveraged EMC/RSA relationships to begin the conversation with the security team. Opportunity: Improve time to insight and overall services for network security analytics. Use cases include “user resource access anomaly detection” and “network operations center anomaly/forecast detection.” Solution: New infrastructure based on Greenplum DB, Pivotal Hadoop on DCA, along with data science labs and PS. Using Pivotal HD as “data lake” for Splunk. Results Pivotal Data Science team played major role by delivering a working model and anomaly detection results. Pivotal solution has become the “heartbeat” of security operations. Pivotal relationship has become that of a trusted advisor. Significant consumption of four DCA appliances and RSA/Archer leverages insights. Total deal revenue in 2013 >$2.5M Global Payments Technology Company

20. Customer Example: Data Modernization Opportunity: Meet the massive data and analytics needs. Help manage exponential data growth and support applications. Solution: Pivotal Greenplum Database on DCA Results Store and analyze data to determine and address trading slowdowns. Manage data volume growth of 100-200% per year. Speed enables greater data and analytics functionality. Examples: Task that took 12 hours to run, now takes minutes; Report that took 50 to 60 hours to generate, now runs in one hour.

21. Customer Example: Enterprise PaaS Business concerns: • Large developer community inside Intel takes several months to deploy production apps (Updates: ~40days, New: ~140days) • Maintenance, releases, deployment processes are error prone, manual, slow • Middleware sprawl resulting in long governance reviews • Technical strategy • Provide on-demand elastic infrastructure to drive Agility, Efficiency , Simplicity, Standardization • Leverage Cloud Foundry with Iron Foundry (partner) on Vmware I/S, IDE plugins – Eclipse, STS, Visual Studio • Benefits • Developers see value in on-demand, self-service: Code app & deploy to production without IT assistance • One platform, high app diversity: Array of popular developer languages align with developers’ current and emerging needs • Elasticity: Big improvement with automated elasticity • Digest fast paced contributions: Feature updates, 3rd party services from vibrant community “From Idea to Production in a day”

22. Your Opportunity to Position, Qualify, and Drive EMC Core Solutions with Pivotal

23. Selling with Pivotal Drives 7-figure opportunity for EMC CORE (+Pivotal products) $1M 15PB’s scale-out-storage analytics environment, beating IBM and the incumbent storage vendor, HDS Pivotal DCA, Hadoop, Isilon and Consulting $55M Initial Pivotal deal leads to a custom built, security analytics warehouse to discover real-time threats, leveraging Splunk and Cloudera Pivotal DCA, Vblock, VMware ELA, Security Analytics $2M VBLOCK sales campaign recovered and moving forward after AppDev team willing to reconsider power of Cloud Foundry Solution Pivotal DCA, Hadoop, Isilon and Consulting $1M Retail analytics/marketing: “Performance, scalability, and tight integration with Hadoop were the key reasons we chose Isilon. We also felt very comfortable with the partnership between EMC and Pivotal. Isilon and DCA $10M $10M DCA, Pivotal Hadoop and EMCC Services deal to build a new customer insights platform at the world’s largest retailer. Pivotal DCA, Hadoop, Isilon and Consulting

24. We Drive Impressive Business & IT Outcomes Determine relevance of these (or others) to your Customer’s needs, and solve FROM TO BENEFIT Application Agility Develop and deploy application from Dev to Prod in 6 months Develop and deploy application from Dev through Prod to 6 days Reduction in time to market for the business, supporting an increase in releases. Standards Defined determined ad hoc by components or products Definitions are governed by an IT Blueprint and measured by SLA's Redefining standards allows for IT to commoditize, innovate and better automate. Infrastructure Agility Long wait for IT to deliver infrastructure for business demand (ex >70 Day) Short cycle to provision and active de-commissioning while managing capacity efficiently. Ability to scale infrastructure up & down to meet business needs. Provision < 1 Day Drive unit cost per standard image down Unit Cost of a VM $8,000-$10,000 per Image $3,000 per Image Resource Utilization Compute 5-15% / Shared Storage 50% Compute 30% / Shared Storage 60% Workload optimization will lead to better resource utilization driving efficiency. Capital Planning Varied by year for budget planning and lifecycle schedules Consistent Annual Planning and Lifecycle Schedules Ability to manage demand to capital budget. Deliver predictable lifecycle.

25. Calls to Action – Part 1 • Be the consultative force of change within the Enterprise • You are the one player in the industry that can be a common broker between the interests of business and the interests of IT. • Establish trust and rapport with the Application Developers • Establish better optimization and control around the way PaaS is deployed via orchestration

26. Call to Action – Part 2 Engage with new people Lead new conversations Engage in the business discussion. Discuss our capability to help expedite a Business VP’s new product via our converged capability. Be a bridge. Help marry business concepts and technical capability. Help bring people together. Orchestration. VBLOCKS are perfect for hosting Cloud Foundry. • Developers. Be relevant to them. Determine their problems, pressures, and what drives them to Amazon. • DBAs. They are making decisions that drag Exadata. Position VBLOCK specialized systems (e.g., Oracle, DB2) and know that mixed workload hosting is your Trojan Horse. • AppDev teams. Create a compelling vision for App Dev teams so they will leverage ViPR. Capture workloads via the AWS API, and return workloads home to EMC.

27. Identifying a Pivotal Opportunity High-Level questions you should ask • Does the prospect want Amazon-like capabilities delivered end-to-end by EMC? • Is your prospect facing disruptive pressure from new market entrants? i.e. Veriphone / Square / Blockbuster / Netflix? • Does the prospect have high-profile applications, mobile or otherwise, that need to be delivered to market in tight time-frames? • Does the prospect have a Big Data strategy? Do they have problems with their current data warehouses? If so, what is their plan to build / deploy applications on the data lake? • Is the prospect looking for more cost-effective, open source alternatives to Oracle, Teradata, IBM, etc? • Does the customer believe in collaborating (co-innovating) with a strategic partner to transform the way they deliver software? i.e. Pivotal Dojo? One well-placed question can get you a very long way.You do NOT have to know all the answers or solve the problem in one meeting. Engage, listen and ask for help.

28. Who to Contact at Pivotal Alliances: • Nick Cayou, Sr. Dir, Alliances • ncayou@gopivotal.com Field Sales Leadership: • Americas: • Andy O’brien, VP Sales, Americas • aobrien@gopivotal.com • EMEA: • Russell Acton, VP Sales, EMEA • racton@gopivotal.com • APJ • Melissa Ries, VP Sales, APJ • mries@gopivotal.com

29. Thank You Please note: It may take up to 24 hours for your transcript to be updated and reflect that you have successfully completed this course. If after 24 hours your transcript is not updated, please send an e-mail to EdServices@emc.com describing your issue. Please include: Badge Number Course Title Issue NOTE: Sales Education to Edit Email Hyperlink to Include Course Name

30. Click here to provide feedback Thank you to the following individuals who helped make the creation of this course possible… • [Name] • [Name] • [Name] • [Name] • [Name] • [Name] • [Name] • [Name]

31. APPENDIX Spare Slides

32. Service Consumption Patterns and Hierarchy A service can be consumed in different ways depending on who or what consumes it. • Descriptive Analytics • Predicative Analytics • Data-driven Strategy • Data Mining • Affinity Grouping Business as a Service (BaaS) Business Analytics Solutions • PivotalOne • Reporting & Analytics • Dashboarding • Mobile Enabled • Data Exploration Software as a Service (SaaS) Business Analytics Platform &Services • Pivotal - CloudFoundry • Self-service provision • Data Service • Data Collaboration Application Platform Platform as a Service (PaaS) • X86 Runtime Service: • 99.9% Available • 24x5 Support • 200 GB Storage • $130 / quarter Infrastructure as a Service (IaaS)

33. From Months to Deploy Applications… * An actual application provisioning/update flow in a large enterprise. Image is blurred for privacy reasons

34. To Less than a Day! • provision <my cloud> • target <my cloud> • push <my app> • bind <my services> • scale <my app> +100 • upgrade <my cloud> Operator Developer

35. 201 Course Abstract Overview PURPOSE of the Course Abstract The course abstract is a high level course overview containing an executive summary of the training, details regarding whom is specifically involved with the course material, and a content outline. This document is considered a drafted agreement of the course material between the involved SME’s, field counterparts, and the sales education team Executive Summary: The Executive Summary is the first section of a course abstract specifically used to: • Explain the courses intent to SEC / Field to determine Required/Optional • Provide a summary description of the course to prospective learners • Assist in building the curriculum for various organizations Sample Executive Summary EMC’s Flash Story Module • This course will train EMC Reps on how to hold the “EMC Flash Strategy” conversation with their customers. It will do this by providing reps with an overview of EMC’s Flash Portfolio, an understanding of how to qualify & positioning flash opportunities, and a detailed ‘step through’ of the customer facing deck.  The “EMC Flash Strategy” customer-facing presentation itself focuses on the history & opportunity of Flash, the current market economics and the value that EMC’s Flash Portfolio brings to the customers business.

36. 201 Course Abstract Template CONTENT OUTLINE: For the following sections, please bullet-point high-level content. Refer to referenced slides for information regarding material needed for each section. Why Our Customers Care (Slide 7) Qualifying and Positioning Opportunities (Slide 10) Solution Overview (Slide 13) Telling the Story (Slide 17) Call to Action (Slide 22) EXECUTIVE SUMMARY As you build your summary paragraph, please consider the following questions: • Why is it important now for sales to take this course as part of their required training program? • How does this course help sales take share, protect the install base, or expand wallet share? • What are we asking the sales force to take away from this course? What are we enabling them to do? COURSE DETAILS Target audience: Enterprise Sales, Commercial Sales, Presales, Channel Sales, BRS, CSDs, etc.? Project Team: Course Lead: Name Development Team: Name1, Name2, Name3, etc.

37. HOW TO USE THIS TEMPLATE Multiple sections within this template will be preceded by “Guidance Slides”. Please review and follow these best practices when creating material for each respective section. Some slides will include specific guidance via a text-box w/ a red border.

38. TRANING TEMPLATE FLOW

39. WHY OUR CUSTOMERS CARE SECTION Guidance Slide • This section should “sell” reps on why they should pay attention: Be specific. Be prescriptive. Explain the “So What?” • Set context of the market landscape • How are customer’s addressing this today? Explain the alternatives… • What’s changed? What is the negative impact for customers? • Contrast is key – show the world with versus the “world without” • Describe how the customer pain creates an EMC opportunity for… • Incremental revenue • Greater account control/defending the install base • Greater strategic relevance w/ the customer • Explain how our competitors are addressing this opportunity • Relay the size of the opportunity

40. SOLUTION OVERVIEW SECTION Guidance Slide • Describe the new product, feature or strategy at the AWARENESS level • Review what it DOES at high-level • Majority of focus should be on what it MEANS, highlighting customer benefits • These should be… • Directly related to the previously discussed customer challenges • Financial, operation or business benefits • Unique to EMC • Defendable against the competition • Don’t spend time on what it IS (speeds & feeds) – utilize “For More Information” section for related documentation • Example: TV Remote • What it IS: Plastic casing, plastic buttons, and a circuit board. • What is DOES: When a button is pressed it hits the circuit board, which sends a signal to the television with a specific command to do • What is MEANS: Consumers are able to sit comfortably in their living room recliner and have the power to choose their television entertainment, without ever having to leave their seat! • Of the above descriptions, consider which would be the most effective to message to a potential customer

41. SOLUTION OVERVIEW SECTION Guidance Slide Targeting the Right Level Highlighting the Business Benefits • Content in this section should set the context of what it DOES, but then focus on what that MEANS for the customer • When defining the customer benefits to highlight, these should be related to the customer challenges, unique to EMC and defendable against the competition EMC Differentiation Do not focus on what the product IS (speeds & feeds) Customer Needs Parity Means EMC Solution Competition

42. QUALIFYING & POSITIONING SECTION Guidance Slide • What are the target use cases (sweet spots)? • Target verticals • Target applications • Qualifying questions should be segmented by… • Questions for the business contact(s) • Questions for the IT contact(s) • Questions for the application contact(s) • Establish positioning techniques for the new solution, based upon results found in qualifying the opportunity

43. Telling the Story

44. TELLING THE STORY SECTION Guidance Slide • Section should replicate how a rep should discuss this product, solution, feature or strategy with a customer • Scripting & slides should replicate how they should deliver the pitch, but also highlight key considerations • Goal is to deliver a pre-fabricated message, which reps will need to do little “translation” with • If the customer-facing deck is too long to include in its entirety, only include the most critical slides that reinforce the key message from the training • “Keep in Mind…” sections (and scripting) should be used to highlight key considerations or reps as they deliver this message • Be sure to highlight which audience this message is geared towards, and how reps should adjust as necessary

45. TELLING THE STORY SECTION Story Flow 1 2 3 4 5 6 7 8

46. [Title] NOTE: First of Two Template Options for TTS Section [Sub-title] NOTE: This TTS template option should be used to show the actual customer-facing slides the rep should utilize while delivering the pitch. • Keep in Mind… • Click here to add text • Click here to add text NOTE: Highlight key considerations for reps, as they deliver the message

47. [Title] NOTE: Second of Two Template Options for TTS Section [Sub-title] For More Info… • Click to add text • Click to add text NOTE: This TTS template option should be used to show the actual customer-facing slides the rep should utilize while delivering the pitch. • Keep in Mind… • Click here to add text • Click here to add text NOTE: Highlight key considerations for reps, as they deliver the message

48. CALL TO ACTION SECTION Guidance Slide • What (1-3) actions should sales reps take following this course? • What should they do differently? • How to interface properly with overlay sales teams, partners, etc… • Rules of engagement