Enterprise IT Cloud Segmentation Model
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The rationale for buying center segmentation and associated marketing benefits within enterprise IT cloud markets.
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Enterprise IT Cloud Segmentation Model
- 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 01 0203 04 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 07 01 0206 05 04 03 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 5 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 01 02 03 04 05 06 07 7 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