Artico Intelligent NAS Appliance Sales Guide

1. OVERVIEW & OBJECTIVES

This sales guide was created to support two sales plays implemented in August. The messaging and content is relevant
to Artico in general, and thus can be a good tool to use outside of these sales plays as well. The objective of the sales
plays is to present the Artico/Gen3 value proposition to prospects that considered but did not purchase Quantum Scalar
products in the past, and to existing Scalar IB customers. The Artico product provides a new and compelling reason to
engage with these customers/prospects, and help them better manage their growing data assets. This sales guide
provides background information and discussion topics to facilitate the qualification of leads into opportunities.
2. MESSAGING/BACKGROUND INFORMATION
Unstructured Data: Think of unstructured data as data
not associated with database applications, like Oracle
or ERP systems. One way to think of unstructured data
is individual user content so, PowerPoint
presentations, Word documents, Excel spreadsheets,
pdf documents, engineering drawings, etc.

Massive Growth Of Rich, Unstructured Data

44

Zettabytes

BY 2020

Unstructured Data Growth: Data growth has been an

on-going challenge for IT organizations for years.
Recently, however, the growth rate of unstructured
Zettabytes
data has far outpaced the growth rate of traditional,
structured data. This dramatic growth of unstructured
data is projected to continue with unstructured data
forecast to be almost 8X the amount of structured data in just 5 years.

Growth Drivers: Video is a big driver. As digital video production costs have declined, the use of video has grown
significantly for marketing, education/training, as well as internal communications. And HD video is driving the file sizes
even larger. The use of video surveillance is also driving greater video content, and again HD is driving larger file sizes.
Beyond video, just think of all the content employees generate on a daily basis from Microsoft Office documents
(presentations, spreadsheets, word processing), to scanned images and/or pdf versions of documents, and then
engineering/architectural designs. Finally, companies are keeping all this data much longer now perhaps even forever
as they realize it has value well after the initial purpose has
expired.
The Problem: So whats the problem with this growth in
unstructured data? First, it drives up the primary storage
costs, which is an expensive tier of storage; and as discussed
its growing at a faster rate than historical growth rates. The
second problem is unstructured data doesnt compress or
deduplicate well, increasing the cost of data protection
(backup) and disaster recovery (DR), while increasing the
time required to perform backups. Backup software costs
increase, the backup/DR hardware costs increase, the
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network costs increase, and the time required for employees to managing this larger amount of data and infrastructure
increases. IT organizations just dont have budget to
support this explosive data growth by applying the same
tools and principles as in the past something has to give.
The Solution: The solution is to move static, unstructured
content to less expensive archive storage that still
provides content owners with access to their files. Moving
this content off primary storage has the added cost
benefit of reducing backup/DR costs too. Many customers
see cloud storage as a solution, and may have corporate
directives to implement cloud strategies. Its important to
note, that this is complementary to Quantums view and
our solution enables cloud implementation as a storage tier, including both public and private cloud.
3. TALKING POINTS/SETTING THE APPOINTMENT
Probe to understand if theres pain with the customers current storage solution. Utilize open-ended questions (vs.
yes/no questions) to get the customer talking and then listen for key triggers. Leads were generated from an email sent
with the following heading: Save 30% on Intelligent NAS Appliance with Automatic Tiering to Cloud, Tape and Object
Storage. We do have a program for a 30% discount, but at this point in the discussion, its important to probe for
problem/solution, so thats where the following talking points focus.
Examples to Start Dialog:

Tell me about your storage environment and how fast your data is growing
Tell me about your cloud strategy
How are your backup and DR processes going?
How is your storage budget?
Tell me about your unstructured data and how youre dealing with that content

Listen/Probe for:

Pain terms like incomplete jobs, slow, no budget

Users think we can keep data forever
Wait and see attitude; cloud will solve our problems

Set the appointment:

We have customers that have reduced their overall storage spend by 60%, and even more. Is this something
youd like to learn more about?
Other customers have addressed the same _____________ (insert pain point) issue by deploying our intelligent
NAS appliance to automatically tier older content to less expensive storage. Can I schedule an appointment to
discuss this solution in detail?
We see customers typically with 40-60% of their data being static, unstructured content. By leveraging your
existing Scalar library as an archive target you can significantly reduce overall storage costs, while improving
user access to their files. Can I schedule an appointment to discuss this solution in detail?
We have a cloud solution that is simple to deploy and manage, that integrates a NAS interface with public
and/or private cloud storage. Is this something youd like to learn more about?
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4. AVAILABLE SALES TOOLS AND PROMOTIONAL PROGRAMS

Artico
Collateral

Document #

Description

Artico NAS Appliance Datasheet

Artico NAS Appliance Solution Brief
Quantum Archive Presentation
Quantum Xpert DC Archive Training

DS00480A
SB00115A
P00793A
5-5023

Datasheet with technical specifications

Solution brief for Artico with Arkivio archive software
Customer presentation of Quantum archive solutions
Brief training video on data center archive

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