The rationale for buying center segmentation and associated marketing benefits within enterprise IT cloud markets.

1. Slide No
ENTERPRISE IT CLOUD
SEGMENTATION MODEL
@AtchisonFrazer
February 2017

2. Slide No 2
Buying
Centers
Business leaders
(CEO/CMO/CDO)
fund corporate
cloud priorities
Enterprise IT Cloud Segmentation
Admin
VP
Infrastructure
CIO
Digital Transformation
Cost Optimization
App/Dev
LOB/GM
CXO DevOps
ITOA
Technical leaders
implement
priorities, analyze
cost tradeoffs,
enable universal
IaaS/SaaS
resources,
measure outcomes

3. Slide No 3
Demographic
Networking and virtualization
sysadmins evolving to hybrid and
public cloud administrators with multi-
tiered knowledge requirements such
as hyperconverged infrastructure,
micro-services and containerization
Institutional
IaaS sprawl both on premise, hybrid
and cloud-enabled have redrawn the
traditional swim lanes between
institutional silos such that the CMO
or the CDO influence larger share of
Digital Transformation procurement
External
External influences such as
customer and competitor sentiment
captured through social media and
mobile devices dictate greater
business agility standards that only
enterprise cloud can deliver
Geography
Legacy infrastructures in Emerging
Markets and Asia-Pacific, many of which
are not yet even fully virtualized, represent
fast-growing opportunities for cloud service
providers in terms of migrating physical
and private cloud data centers to some
significant percentage of cloud
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Rationale for Segmentation

4. Slide No 4
Cost
The growing percentage of
infrastructure and applications
‘outsourced’ to the cloud will result in
commensurate OpEx savings
Agility
Corporate initiatives and revenue
generation activities will benefit from
elastic compute resources on demand
Security
Cloud delivery is expected to be as
secure as defense-in-depth solutions
deployed on premise and to the web
Cloud Consumption Assumptions

5. Slide No
Service
Elasticity
Cost
Optimization
Business
Agility
“Outsource”
Responsibilities
Leverage
XSP
Expertise
Accelerate
Innovation
Enhance
Customer
Experience
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External Service Provider brings
inherent domain expertise to
legacy CPE capabilities,
especially wrt security and
compliance, IP protection .
Distributing compute resources and
app workloads to cloud(s) result in
cost advantages vis-à-vis on-prem
(reduced Data Center footprint)
Dynamically optimize
QoS/SLO delivery while
lowering CapEx/OpEx,
streamline operational
control/management
Freedom and flexibility to
move faster for business
acceleration and/or market
innovation objectives,
alleviating internal politics.
Improve application
performance (end-user) and
infrastructure responsiveness
(stability/availability)
In-house people resources
insufficient to deploy,
operate, manage increasingly
complex SDDC solutions
Cloud-first, born digital
initiatives that leverage
PaaS advantages, eg, cloud-
native apps, microservices
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Enterprise Cloud Market Trends

6. Slide No 6
Uniform security
posture spans on-
prem data centers
to global clouds
Identify true
customer
pain points
and legacy
problems
Ability to
measure
performance
and utilization
Clear Line of Sight to
Customer Journey
Digital
Transformation
to Cloud
Adoption
Transparency
The ability to see with clarity each
step and key persona along the way
Assurance
Deep insights into performance
analytics and asset efficiencies
Continuity
How to identify key transactional
triggers that typically lead to
cloud architecture reviews
Policy
Circumspect attention to
corporate policies (risk,
compliance, security) that must
be maintained across clouds
Challenges to Market Segmentation

7. Slide No
Tailored Campaigns
Personalized themes
and content with vertical
industry relevance
Resource Efficacy
Positioning &
Differentiation
Spawn Innovation
Increase Sales
Velocity
Grow Customer /
Prospect Base
Competitive Advantage
Differentiated
Messaging
Strategic
Positioning
Target
Marketing
Market
Segmentation
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Marketing Benefits of Segmentation
Laser focus on actual
buyers within target
enterprise size, industry
Create competitor
separation and market
leverage with scale
Increased relevancy of
content and messaging
yields greater universe
of targeted audience
Tailored conversations
with starkly contrasted
messaging resonates
with state of mind to buy
Solution development
geared toward
segmented audience
Customer requirements
gathering greatly enhanced

8. Slide No 8
IT Productivity to
Industry Innovation
Cost Containment to
Investment
Elasticity
Time-to-Market
Advantages to
Business Agility
Infrastructure
Performance to
Business Outcomes
IT Governance to
Frictionless Growth
Transition of IT Buyer Mindset
Transitioning From . . .

9. Slide No 9
Innovation The capability to do new
things of value first
Agility The capability to do new
things of value quickly
Loyalty The capability to enhance
customer experience
Enterprise Business Leader Care-abouts

10. Slide No 10
@AtchisonFrazer