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3 Actions You Can Take to Positively Impact Your Customers’ IT Organizations

Rima Robinson

Rima Robinson

Primary Storage Enablement Manager

I think most of us try to make a difference in our customers’ businesses. And, when we understand our customers’ pain points, we are better able to provide solutions that address their needs and positively impact their organizations.

Help your customers solve their data sprawl issues with EMC XtremIO integrated copy
data management (iCDM)

Critical business processes require multiple copies of each database’s and application’s data for development, analytics, operations, and data protection. To improve organizational agility and competitiveness, more is better—more copies, more frequently, with more operational self-service across the process cycles.

Today, industry analysts, vendors, and customers alike consider copy data management (CDM) a true challenge …Typically there are 5-12 copies for each production database.. A $44billion challenge, according to IDC. In addition, IDC estimates that up to 60% of an organization’s IT storage hardware and infrastructure budget is consumed by copy data management—and copy data sprawl.[1] As a result, to many IT organizations, CDM represents an immense financial and operational burden.

EMC XtremIO pioneered the concept of integrated Copy Data Management, or iCDM. Simply put, iCDM is the ability to consolidate both primary data and its associated copies on the same scale-out all-flash array, and delivers an effective, scalable and space efficient option for integrated CDM.

EMC XtremIO iCDM is built from the following foundations:

·     Bullet-proof, consistent IOPS and latency, and the ability to scale out more performance as needed
·     Allows instant creation of high performance copies of any data set, using in-memory XtremIO Virtual Copy technology (XVC). XVC enables copies creation of nearly any quantity, space- efficient, with full data services with no impact on SLAs
·     Application integration and automation into rich application workflows using EMC AppSync.
·     Ability of application, database and development owners to self-serve manage the generation and provisioning of copies

icdm stack.jpg

Therefore EMC XtremIO iCDM enables copies that are:

·     Space efficient (Capacity and Metadata)
·     High performance
·     Instant to create, refresh, delete or recover
·     Nearly unlimited in quantity
·     Managed through a flexible, integrated application workflow

When built into primary storage, iCDM can eliminate up to 80% of copy data challenges and
is much more cost-effective than software-based approaches.

EMC XtremIO  iCDM enables accelerated development, productivity gains, reduced operational risk, better decision making, and faster recovery.

EMC XtremIO iCDM has caught the attention of industry experts and analysts. Here are just a few of the articles:

EMC XtremIO iCDM is a unique differentiator that only EMC offers. Use this “secret weapon” to combat your customers’ copy data management issues.
Here are three things you can do to positively impact your customers’ IT organizations—and your bottom line—with EMC XtremIO iCDM:

1.   Identify the right customer contacts—the application-focused people—who struggle with making multiple copies for testing, analytics, operations (like patches), upgrades, or tuning. Show them how EMC XtremIO iCDM can transform business processes and infrastructure.

2.   Demonstrate the transformational capabilities of EMC XtremIO.

3.   Ask customers how their organizations would benefit from the ability to:
  • Provide application teams separate lifecycle copies instantly—with no space or SLA impact?
  • Deliver real-time and on-demand decision-support extractions, and the resulting accelerated analytics workflows?
  • Deploy an all-flash infrastructure to achieve dramatically improved performance at LESS THAN HALF the cost of an existing infrastructure?
  • Reduce storage sprawl—while streamlining dev/ops, QA, BI/analytics and data protection—to create a transformed, more agile organization?

With EMC XtremIO iCDM, every single one of these abilities is within reach.

At the end of the day, our business is about making a difference. It’s about showing customers a better way to complete all necessary, daily tasks … easier, faster, and cheaper (Yes, I said cheaper!). It’s about not relying on separate environments that require significant budget and staff resources to manage, test, develop, and deliver a single solution. And, it’s about helping customers realize TCO and operational savings.

Feel free to reach out to me with any questions at , XtremIO Partner Enablement

Five Questions for Stacie Rodriguez, One of CRN’s “People You Don’t Know but Should”

CRN recently named Stacie Rodriguez, manager – channel marketing, EMC – to its list of “100 People You Don’t Know But Should.” The CRN editorial team, assessing feedback from solution providers and other industry executives, compiles this list to celebrate under-the-radar channel management from the industry’s top vendors and distributors. According to the publication, “those selected have worked tirelessly to create, promote and manage programs and policies that support and drive the IT channel.”


I recently sat down with Stacie to find out what makes this EMC hero tick.





Question: Stacie, congratulations! You are certainly a star here at EMC, and this is a great recognition by CRN. Tell me a bit about your daily life and how you drive success for our partners.


Stacie Rodriguez (SR): Thanks Fred! I think there’s no such thing as a typical day, but every day I strive to ensure my team (myself included) think “Partner First.” What’s going on in our partners’ worlds? What do they need to succeed, and how can EMC best support them? Understanding a partner’s daily life, the challenges they face with multiple vendors to support, floods of emails, and just the fast-paced environments they so often work in, make their lives challenging. My job – and that of my team’s – is to help our partners to be successful by providing them the marketing content and information they need. I want everyone on my team to ask her/himself, “Am I enabling my partner’s success?” If the answer is no, then I challenge my team to create solutions that live up to the standards of EMC and our Business Partner Program (BPP).


Question: What do you find most rewarding about working with partners?


SR: Partners are critical to EMC’s success – more than 60% of EMC’s product sales go through the channel. Partners bring such a unique go-to-market model that truly compliments what EMC already does. I love building relationships with partners, understanding their different operating models, and how they use their creativity and industry knowledge to drive success. I’m always learning new things about and from our partners!


Question: What are you most proud of, professionally or personally?


SR: When I first came to EMC a little less than three years ago, there was no marketing enablement team established in the Americas. Today, we’re a top notch team making real impact. So I am personally proud of the work of this team and all we’ve accomplished in a short amount of time. We’ve launched several new enablement programs, developed best practices within EMC, supported 20+ major events, increased awareness around major programs like the BPP, and established internal and external training.  As EMC and the industry continue to evolve, I believe marketing enablement will become a growing need across all theaters within our organization and I’m most proud that we helped to blaze that trail.


Question: CRN’s list recognizes “unsung heroes.” Let’s go deeper on the unsung thing – what is your hidden talent?


SR: On the professional side, not many folks know that I started my career as a pre- and post-sales applications engineer, and spent about 60% of my time travelling with sales managers – so I literally have walked in the shoes of the field teams. I know what it’s like to be in front of customers trying to convey the value of a product and how that product can solve their needs. But in addition, throughout my career I have held various positions ranging from business development, product management, product marketing, inside sales, sales enablement, branding, communications, and operations. So I feel like my varying levels of experience provide me the ability to get into the technical aspects of projects to solve complex issues but I can also remove myself from the technical details to strategize on solutions to help our partners succeed for long-term growth.


And on a personal side, people may be surprised to learn I’m a billiards player. I am on a team of five but we play in a league of 80+
players. Being a part of the league helps me unwind but it also teaches me about working together for a common goal and competing with others in a healthy manner.


Question: What advice would you give to other channel executives?


SR: Treat your partners like true partners and not just another go-to-market channel. At EMC, our partners have the same goals as us: they want to succeed and grow their businesses. Every partner brings something to the table, so understanding their business, needs, and goals, and then collaborating on a success plan is critical. And although partners aren’t hard-lined employees, they are an extension of our work force and most definitely part of our team. They drive revenue and growth and most importantly, they represent our brand and everything it stands for. It’s a critical relationship that has huge potential for all involved.


2015 CRN 100 People You Dont Know Logo.jpg

Take a Look Behind EMC XtremIO and the All Flash Array “Curtain”—Marketing Hype or True Competitive Advantage?

Rima Robinson

Rima Robinson

Primary Storage Enablement Manager

When it comes to all flash array (AFA) selection, it can be easy to fall for the flashy (pun intended) presentation that contains seemingly clear advantages over the competition. It’s important look beyond the slick appearance to see if there’s substance to back up the claims, or if it’s purely a case of smoke and mirrors.


Understanding the whole story—without the hype—is critical …Your reputation and customer relationships depend upon it. 


Deliver long-term value and no compromise to your customers with EMC XtremIO


XtremIO is the industry’s leading AFA with 34% market share according to Gartner’s revised market share numbers (August 2015).[1] And, even as the flash market continues to expand, we expect that XtremIO will continue to lead over #2 IBM and #3 Pure Storage.


Why? It’s simple – As EMC’s Josh Goldstein stated in his August 2015 blog post, From Zero to a Billion in 588 Days – XtremIO Enters the Enterprise Computing Record Books:


We’re gaining market share because XtremIO is more than just a fast array. It’s enabling new use cases for application teams like integrated copy data management for database development, rapid devops for software organizations and on-demand reporting and analytics for line-of-business owners. We’re gaining share because we’re enabling the IT application and storage opportunities for the next decade, not the last one.


When comparing “comparable” AFA products, consider whether it’s a true head-to-head comparison; or, if one product includes built-in differences designed to make it appear stronger than it actually is. Customers shouldn’t be forced to choose between options, sacrificing some features in favor of others. Customers should have the ability to choose all the features and functionality needed to enable all consolidated workloads and to achieve application transformation. 


While we have been named a pioneer in the evolution of flash, at EMC we understand that a product’s long-term value goes beyond technical specifications alone. 


When positioning XtremIO against other AFA products, encourage your customers and prospects to consider the following:


·      Does the product have transformational technologies that allow for No Excuses as discussed by Josh Goldstein of XtremIO.

XtremIO delivers on the promise of fast performance yes, but it is the unique data efficiency through always-on in-memory data services that allows for the transformations.


·      Does the vendor deliver and support industry-proven technologies that span converged, application self-service, orchestration, BC/DR and more?

Dedicated XtremIO engineers focus on both feature functionality and integration with best-in-class portfolio of products. Today, EMC XtremIO works with many other EMC and Partner portfolio products such as RecoverPoint, VPLEX, PowerPath, AppSync, VBlock for converged and—just announced—ProtectPoint as well as integration with Oracle, Microsoft, VMWare, and SAP for example. 


     Does the vendor demonstrate confidence in its product quality?


EMC confidently stands up for XtremIO with the XtremIO Xpect More Program. The XtremIO Xpect More Program includes: XtremIO Maintenance Price Protection, XtremIO Investment Protection, and XtremIO Flash Endurance Protection.


·      Will the vendor continue to invest in its products?

EMC is committed to delivering the best solutions in the industry, and spends a significant amount—a cumulative investment of $20.7B since 2005—on research and development in order to keep our products best-in-class.


·     How responsive is the vendor to customer needs?


EMC is committed to helping both partners and customers succeed throughout their digital transformation. Our dedication to the total customer experience has been recognized with our highest recorded net promoter score in 2014, as well as by “awards for Innovation in Customer Commitment and Innovation in Enabling Customer Success from the Technology Services Industry Association.”[2] 


Whereas some competitors loudly tout their superiority while hoping customers don’t look to see what’s behind the hype, EMC XtremIO delivers real, long-term value.  Leverage the XtremIO competitive whiteboard videos and use cases found in the XtremIO FASTPASS to help you demonstrate XtremIO’s lasting and differentiated value.  Bring your application focused customers to the Unleash the Beast tour coming to a city near you.

[1] Gartner, Market Share Analysis: SSDs and Solid-State Arrays, Worldwide, 2014, May 2015, revised August 2015.

[2] EMC Corporate Profile,


Feel free to reach out to me with any questions at , XtremIO Partner Enablement

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