Tivoli Overview for Software Top Gun Competition Selling

Tivoli Overview for Software Top Gun: Competition, Selling Strategies, Tools, WW Tivoli Sales Enablement tsenable@us. ibm. com Steven W Wright Laura Jeanne Knapp swwright@us. ibm. com ljknapp@us. ibm. com 1/30/2022 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Learning Points - Selling Strategies, Tactics, Tools, Aids 1. Integration across all areas is Tivoli’s unique strength. 2. The 3 proven ways to Sell Tivoli: – Focus on Sales Plays – Cross-Sell / Up-Sell – Leverage Sales Tools 3. The IBM Tivoli Unified Process (ITUP) tool helps you begin a discussion with your customers about ITIL and IT Service Management. 4. The best way to quantify the value of Tivoli is to use the Business Value Analyst (ROI)tool to do a cost/benefit analysis! 5. TIDE provides an integrated solutions demo environment 6. Adjust your sales approach depending on who in the organization you are approaching 2 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Competitive Thoughts § DO NOTHING is biggest competitor § DO IT OURSELVES is second biggest competitor § Broad and deep integration is Tivoli’s greatest strength – Across IT Operations – Tivoli Enterprise Portal – Service Request Management with Operational Management – Configuration Management with Asset Management – Cross Brand – SOA Management with Rational and Web. Sphere – Performance Management with STG – Storage Management with STG – Going Beyond IT – IT and Enterprise Asset Management and vertical strengths 3 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Competitive Thoughts § You can always lose a point solution sale – Many small competitors – Buyer has limited vision, can’t see full scope of pain and needs § ELAs can beat features and even solutions – Focus on integration – especially for displacements – Don’t be afraid of special bids § Sell all of IBM – No competitor can match across software, hardware, services § Every competitive sale is different – leverage your Tivoli resources 4 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Competitive Landscape – Tivoli (Infrastructure Management) Infrastructure Management Overall 5 Service Management Security Business Resilience Storage Management Source: IBM SWG Market Intelligence IT Asset Management Enterprise Asset Management © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation The Key Competitors § CA – Strengths: Broad offerings match across most of Tivoli. Strong leadership from former IBMer. – Weakness: Not well integrated, historically weak in investing in established products. § HP – Strengths: Broad offerings in distributed, network and J 2 EE spaces. – Weakness: Lack of integration, no z/OS support, history if not executing well on acquisitions. § BMC – Strengths: Good vision and story with BSM – Weakness: Lack of cross platform integration, weak in SOA/J 2 EE. § Microsoft – Strengths: Very good within Microsoft platform – Weakness: Nothing anywhere else § Depending on segment, solution, product: Many small players 6 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation ISM - Overcoming the Barriers ‘Operations’-specific focal points based on real-world pains Service Delivery & Automation IT Operations SDPA Service Availability & Performance Management SAPM SOA Management SOAM Security Operations Security, Risk Management and Compliance Security Storage Operations Storage Management Storage. Enterprise Operations Asset and Financial Management Service Assurance Provider Ops. 7 Process Ent Ops Svc Prov © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Competitors Deliver Parts…IBM Delivers it ALL! Tivoli BMC CA EMC HP MS Novell SAP Sun S’tec SDPA 2 2 2 0 2 1 0 0 SAPM 2 2 2 0 2 1 0 0 SOAM 2 1 2 0 2 1 0 0 Storage 2 0 2 2 1 1 0 0 0 2 Security 2 0 2 1 1* 1 2 0 Ent Ops 2 1 1 0 1 0 0 Svc Pro 2 1 1 0 0 0 0 Overall 14 7 12 3 10 7 2 1 2 2 IT Ops *Reported to be leaving the security market 8 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Who do you call on? Use the Entry Points as a Guide and Map Needs to Entry Points and Then Buyer § Discover: Understand infrastructure and business dependencies § Monitor: Track infrastructure health and compliance § Protect: Ensure infrastructure is secure and resilient against threats and disasters § Industrialize: Streamline workflows and processes for repeatable, scalable and consistent resuls § Integrate: Align and integrate operations and business for optimal impact 9 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Who do you call on? Who cares? It depends … Business Strategic Leader: CEO, CFO, COO CSO, CPO, CIO Overall view of high level business operational results vs. goals Technology Leader: CIO, CTO IT Manager IT Overall view of business and IT operational results vs. policies 10 Line of Business Marketing Sales Etc. Snapshot of business operations for strategic decision support. IT Operations Help Desk IT Admin • Servers • Networks • Applications • Storage • Security Monitoring and management of IT © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Change Your Approach: Depending on the Audience Business Responsible For Strategic Leader: CEO, CFO, COO Chief Information. CSO, CPO, CIO Officer Compliance Chief Technical Infrastructure Overall Officerview of high level business operational results vs. goals Chief Financial Officer Budgets & Costs Concerned About Passing Audits For Line Looking of Business Marketing Automated Sales Etc. Processes Asset Snapshot Utilizationof business IToperations Services for strategic decision support. Controlling Costs Improving Efficiency IT Operations Technology Leader: Help Desk CIO, CTO IT Manager Operations People Enough Resources Productivity Gains IT Admin IT Manager IT Tactical Operations Overall view of business and IT operational results vs. policies Administrator 11 • Servers • Networks • Applications Completing Tasks Automation • Storage • Security Monitoring and management of IT © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Three proven ways to Sell Tivoli 1. Focus on Sales Plays 2. Demos 3. Cross-Sell and Up-Sell 4. Leverage Tivoli Sales Tools 12 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Tivoli Sales Acceleration Plays on Xtreme Leverage 13 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation TIDE – Demonstrates integration of 13 management Products Business Service Management Tivoli Business Service Manager Event Management Impact OMNIbus Service Management Tivoli Enterprise Console IBM Tivoli Monitoring Incident, Change, Release Configuration Management Monitoring Tivoli Network Manager Tivoli Service Desk IT CAM RT And Websphere Tivoli Application Discovery Dependency Manager CCMDB Infrastructure 14 Maximo IT Asset Management Trade Application Financial Management Tivoli User and Accounting Manager Provisioning Management Provisioning Manager Storage Productivity Center Insurance Application © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Demo Types Demo Type Definition Hosted - Live code - Remotely accessible - Often large multi-machine environment Tech Sales Partner Use: Great for remote customer demonstrations, POC/POT’s, events, and training. Where: http: //w 3. demopkg. ibm. com/LPage/DNTIVOLISW Live Images - Primarily Thinkpad images - Typically consist of single product or smaller integrated solution Use: Great resource for SE’s to use for on-site customer demos, events, and in some cases, POC’s. Where: http: //depot. tivlab. raleigh. ibm. com Simulated AKA “Foundation Demos” Recorded - Simulated product - Quick and easy install - Requires – no connection, minimal disk space and memory Use: Where an actual product installation would be impractical. Great for pre-sales activities, events, and training. Where: http: //w 3103. ibm. com/software/xl/portal/viewcontent? type=doc&src. ID=XT&doc. ID=M 108007 Z 045 51 Y 57 - Narrated recordings of live demos - Played in a web browser or as executable Use: Externally accessible for customers, BP’s and others. Where: http: //demos. dfw. ibm. com/solutions/inframgmt Multimedia - Flash demonstrations - Product screen shots with high-impact graphical content and audio Use: These are great for pre-sales activities and customer events. Where: http: //www-306. ibm. com/software/tivoli/library/demos 15 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Cross-Sell and Up-Sell Use the Cross Sell Guide 16 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Tools Description § IBM Tivoli Unified Process (ITUP) – Detailed documentation of Service Management processes based on industry best practices (ITIL, COBIT, e. TOM, IBM PRM-IT) – Enables users to easily understand processes and the roles and tools involved in an efficient process implementation § IBM Business Value Analyst (BVA) – Methodology for providing ROI analysis to customer – Customized to individual customer environment – Validated with customers and consultants § IBM Tivoli Open Process Automation Library (OPAL) – Helps speed your time to value by offering a wide array of predefined, technically validated product extensions – Over 500 IBM and Business Partners Product Extensions 17 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Leveraging ITUP in the Sales Process 1. Marketing - use ISM Assessment to understand customer needs and ITUP to raise awareness of IBM Service Management solutions in the mass market 2. Sales – use ITUP to develop IBM solution and include CCMDB and Process Management Products in sales of Operational Management Products 3. Services - use ITUP Composer to document customers current practices and recommend improvements that take advantage of IBM products ISM Assessment ITUP Marketing 18 ITUP Sales ITUP Composer Services © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation IBM Tivoli Open Process Automation Library (OPAL) 19 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation IBM Business Value Analyst Tool Formerly Tivoli ROI Analyst Tool Buying Vision ROI Industry Data Sales Solution ROI Customer Data Sales IBM Business Value Analyst Tool (Formerly the Tivoli ROI Analyst) Cross-brand tool that allows you to demonstrate value of IBM Continuously expanding Provides financial analysis of the costs and benefits of implementing the recommended products and/or solutions Proven reduction of sales cycle ROI Project Office ( ROI@us. ibm. com ) 20 © 2008 IBM Corporation

What if they OBJECT? Relax…it is a cry for more information! © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Objection Handling 1. Customers say Tivoli is too expensive! § Sell Tivoli EXPRESS and other SMB products § Turn cost and price issues into VALUE discussions and § Use the Business Value Analyst Tool to quantify VALUE 2. Customers say Tivoli is too complex! § Use Assessments and ITUP to develop a plan § Use IBM Education to improve their skills § Use Quick. Start and other services to execute the plan 3. Customers say they want ITIL processes! § IBM has thousands of ITIL certified specialists § IBM has Service Management Platform = CCMDB § IBM has Process Managers to enforce ITIL processes 22 © 2008 IBM Corporation

What if I need HELP? Go get it! © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation New to IBM? SWG? Tivoli Sales? 24 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Next Steps – Enablement § Education – Tivoli Top Gun – Tivoli Talks – weekly e. Learning to get to know products – IT Architect – So. SA Phone, On Demand Community Calls – ITIL Education from IBM Learning § Support – Leverage the Sales and Launch Kit on Xtreme Leverage – Tivoli New Sales Hire Guide – For more information email: tsenable@us. ibm. com or Tivoli Sales Enablement/Austin/IBM 25 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Sales and Technical Sales Resource Location Purpose Xtreme Leverage V 2 and Partner Portal http: //w 3 -103. ibm. com/software/xl/portal http: //www. ibm. com/software/tivoli/partners Sales and technical presentations, tools, education Tivoli Sales Enablement tsenable@us. ibm. com Sales Education and Support Sales guidance and aids Tivoli Product Demonstrations http: //w 3103. ibm. com/software/xl/portal/_s. 155/828/. cmd/ad/. ar/sa. show Doc/. pm//. c/602/. ce/1502/. p/1002? PC_1002_doc. ID=M 107591 L 43367 F 17 &PC_1002_src. ID=XT#1502 Demos that use Tivoli Products Demos that simulate Tivoli Products Web Demonstrations Tivoli New Hire Sales Guide http: //w 3103. ibm. com/software/xl/portal/viewcontent? type=doc&src. ID=XW&doc. ID=Q 0 72944 B 99852 R 31 Includes key links for IBM, SWG, and Tivoli Sales ROI Program Office roi@us. ibm. com Education and support for ROI analysis Customer Success and Reference Stories http: //www 306. ibm. com/software/success/cssdb. nsf/topstories. FM? Open. Fo rm&Site=tivoli http: //ausgsa. ibm. com/~mmmm/public/CR/index. html Successes and References (customers willing to speak) Presentation Slides Pre-Sales Support AMERICAS - Techline Tivoli Americas (aka SIG) ASIA PACIFIC - tivquest@sg. ibm. com EMEA - EMEA Techline Get pre-sales help from your regional experts Executive Briefing Software Executive Briefing Centers Schedule a Software Group Executive Briefing for your customer 26 © 2008 IBM Corporation

Tivoli Software: IBM Service Management: Visibility, Control & Automation Learning Points - Selling Strategies, Tactics, Tools, Aids 1. Integration across all areas is Tivoli’s unique strength. 2. The 3 proven ways to Sell Tivoli: – Focus on Sales Plays – Cross-Sell / Up-Sell – Leverage Sales Tools 3. The IBM Tivoli Unified Process (ITUP) tool helps you begin a discussion with your customers about ITIL and IT Service Management. 4. The best way to quantify the value of Tivoli is to use the Business Value Analyst (ROI)tool to do a cost/benefit analysis! 5. TIDE provides an integrated solutions demo environment 6. Adjust your sales approach depending on who in the organization you are approaching 27 © 2008 IBM Corporation