Course Contents

- Course Introduction
« Module 1: Introduction to VSP Foundation
¢« Module 2: Building Business Value
« Module 3: VMware Solutions Framework
¢ Module 4: VMware Strategic Priorities
¢ Module 5: Growing Deals
¢ Course Wrap-Up

Learning Objectives

By the end of this course, you should be able to:

* Explain the VMware story, strategy, and roadmap to customers

¢ Identify VMware solutions that align to customer strategic priorities and business challenges
* Recognize the strategy for growing bigger deals
« Properly leverage key sales-related resources and tools

Module 1. Introduction to VSP Foundation

Learning Objectives

By the end of this module, you will be able to:

* Describe the VSP accreditation program at a high level

- Articulate the VMware story
VMware Accreditation Programs

VMware offers accreditation programs for:

VSP Accreditation Program

VMware Technical Solution

Professional (VISP)
Accreditation Program

VMware Operations
Professional (VOP)
Accreditation Program

VSP: Foundational Training and Accreditation

Program
¢ Provides introductory training for all individuals in a sales role

* Introduces learners to VMware and to the VMware portfolio

¢ Provides learners with a baseline knowledge of selling VMware

products and solutions
« Provides knowledge and training of each of the solution
competencies @

VTSP: Technical Solution Training and

Accreditation Program
¢ Provides training for all individuals in a technical selling role

« Develops basic solution expertise of VMware core products

* Provides strategies for positioning solutions to end customers

VOP: Quote-to-cash Process Training and

Accreditation
¢ Offers training and skills development to persons in IT
License Administration, Sales Operations, and Order
Management

¢ Provides training and skills development to efficiently

process orders and manage perpetual licensing products
and subscription-based service offerings
VSP Accreditation Program
Benefits to Sales Professionals

Develop basic Learn the basics Successfully move

product and of pricing, licensing, through the basic
solution expertise and the opportunities sales process,
and articulate the for cross-selling mapping business
associated value and up-selling issues to desired
propositions outcomes, and
engaging customers
in selling
conversations

VSP Program for Solution Competencies

Accelerate the Cloud Empower the Digital Transform Networking and

Journey Workspace Security

* Business Continuity (VSP-BC) * Desktop as a Service ¢ Network Virtualization

* Hyper-Converged Infrastructure (VSP-HZC) (VSP-NV)
(VSP-HC]) « Desktop Virtualization ¢ Software-Defined Wide Area
* Management Automation (VSP-DV) Network (SD-WAN)
(VSP-MA) * Mobility Management
* Management Operations (VSP-MBL)
(VSP-MO)
Server Virtualization (VSP-SV)
Software-Defined Data Center
(SDDC)
Cloud Provider (VSP-CP)
VMware Cloud™on AWS
(VSP-VMware Cloud)

For more information about the different solution competencies and other available training, refer to Partner Central.

Key Takeaways ead

a a
After completing the VSP Foundation accreditation, sellers and Partners continue mastering
solution needs with sales offerings in solution competencies, such as Accelerating the Cloud
Journey, Empowering the Digital Workspace, and Transforming Networking and Security.
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VMware streamlines the journey for organizations to become digital businesses that deliver
better experiences to their customers and empower employees to do their best work.
Module 2. Building Business Value
Building Business Value
This module introduces the challenges organizations
face today and how to transform customer
conversations and build new strategic business
value with customers.

Learning Objectives

By the end of this module, you should be able to:

* Describe the challenges organizations are facing across people, processes, and
technologies in relation to building the next-generation architectures

+ Transform customer conversations and build new strategic business

value with customers

Organizational Challenges

Every Industry is Transforming

|e
Tech has become a key enabler of
Ps
Financial services companies are
moving increasingly sophisticated
services online and making them
accessible, connected healthcare We see manufacturing pushing
delivery, supporting electronic efficiency to the next level through mobile friendly, so customers can
medical records, mobile care data collected by connected handle their financial matters
delivery solutions, and machines building smart factories. conveniently—and securely—from
telemedicine anywhere.
' yi —. !

People Process Technology

Empower teams to do more Create operational consistency Increase innovation and
with increased agility and accelerate impact competitive advantage
(Value) (Performance)
(Business connection)
Business Needs Drive Customers’ Strategy and Goals
This is changing the way IT “does business”

Business Priorities

Business Strategy Business Goals

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IT FOCUS: Future-proof investments with reduced complexity

WE CAN HELP TACKLE

OUR CUSTOMERS’
BIGGEST STRATEGIC,
BUSINESS, AND
IT CHALLENGES!

Transforming Customer Conversation

IT was just the cost of doing business.

Organizations count on IT to drive

business readiness, transformation,
and competitive advantage.
Become More of a Customer-Service Oriented IT Organization
It is about transforming business operations

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TACTICAL : STRATEGIC

‘Investments in IT today are more about

business impact than about the individual
technologies.”

David Zolnier
VMware Director, Partner GTM Competitive Intelligence

“| need a complete, flexible, and

future-proof platform.to build my
business on.”

Today's ClO
Modern ClOs Have the Ear
of the CEO and the Board
* C-level executives and IT leadership
are asking more questions around vikneano einen
cloud services
¢ IT organizations need to be ready to
answer questions and challenges
 Engaging ClOs

* Start with strategic conversations.

* Understand their priorities and be ready to educate them.
* Let them lead you to some of these topics:

Hybrid Cloud Networking Next-gen Apps, Consumerization Emerging

and Security Cloud-Native, of IT and Employee/ Technologies
Kubernetes Colleague Experience

Our Opportunity

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Solutions bring together multiple products to help

Up-Leveling Your Conversation solve a customer's need. Guide your customer
through understanding what it means to explore
various technologies.
Focus on solutions not products
Solve your customer's problems rather than chasing
Solve customers’ problems rather than chasing a PO. Use the time during renewals to educate your
Purchase Orders (POs) customer on what's happening in their current IT
landscape and how you can help them solve their
business problems.
Focus on education not selling
Focus on educating your customer rather than
Demonstrate thought leadership and value selling to them. The goal is to get them to an honest
place. Many customers want to have an honest
Look ahead discussion. They might ask, “What do you think |
should do?” And that’s the honesty we want to help
our customers get to. Educating them on what they
can do and the options that are available opens up
that honesty. They might say, “You've given me
three different options. Which one do you think is
the best one for me?”
 Add an element of strategic guidance that includes
thought leadership, value, education, and helping
your customers understand everything.

Be forward-thinking and look ahead. It may seem

obvious, but the nature of roadmapping with
customers is changing. There is a new way to do
this—by looking at our portfolio of products and
solutions as the way to do a roadmap with your
customers.

VMware Provides the Foundation for an Any Cloud Future

VMware provides the foundation for any cloud future.
Workspace ONE UEM End User Computing (EUC) At ret
Powered by Airwatch Easily manage access to services, applications and data for any device. Workspace ONE

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Customer Triggers and Conversations Beer Kate eas

Customer tells you: Strategic advisor

7.
Customer
Value

“Can you meet with our “Hey, my boss doesn’t know

executive staff?” you, can you come back and
have a conversation with my
boss and his/her staff?”
 Customer Triggers and Conversations
Have you How are you .
How is your team What IT developed a balancing os ee
using technology priorities are solid security business-IT needs yo Sale
to support the your execs strategy yet? and your budget ai Lins! efficient?
business? focused on? ara tf these days? .
ow do your
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your biggest Where are
help control risk and
: eo
public c ou Global eripheyece strategy? ‘o — obstacles to your biggest drive competitive impact
What business strategy? cat re industry? eipueest expertise and for the company?
initiatives are you skills gaps?
supporting?

Five Myths About ClOs

ClO decisions are influenced by Analyst App development is the wild west—
ratings such as Magic Quadrants. IT does not own Developer budgets.
DEBUNKED DEBUNKED
Although we want to be in the leader
quadrant, there are not many sales decisions The right organization is bringing those
made solely on the Magic Quadrant. There groups together because the responsibility is
are conversations that we can have around shared. The silo element doesn't work and
Magic Quadrants, as well as growth and becomes another area of risk that someone at
opportunity, but be careful with blindly saying, some point will identify and say, ‘Is that what
‘We're the best’. Because if it has no impact
we really want to do?’ and become
or metric to the customer, then it doesn't
scrutinized.
matter.

Saas changes everything; All ClOs are the same.

ClOs love SaaS vendors.

DEBUNKED DEBUNKED
Most ClOs today have similar high-level objectives,
SaaS is definitely intriguing to ClOs because it
but face unique pressures relevant to their industry,
reduces barriers to trying something innovative. organization, and personal goals. Many ClOs
Beyond that, many ClOs are still in the struggle with finding ‘strategic advisors’ who
exploratory phase when it comes to SaaS understand their unique situations.
offerings and many only think of it as a shift in
their budgeting models. It is important to share your ‘real world’ stories and
examples of how you have helped other IT leaders
It is important to continually establish value and establish new strategies and success metrics as
show impact when it comes to helping customers your way in.
understand the significance of SaaS.
 Top of mind issues for ClOs:
VSAN, VMC, NSX, EUC, and so on.

DEBUNKED
Sad to say, but most ClOs just don't wake up and think
about buying a product. They are looking for a solution to
drive business impact, increase competitiveness, and
efficiencies or meet their current goals.
Your job is to help customers understand how to ‘connect
the dots’ of what you can do to address their strategic goals
by providing the proper technologies with an aligned plan.
That's where the vast portfolio of industry-leading
technologies of VMware comes in!

Proactively look to use your new strategic narratives and portfolio roadmap conversations to
educate customers on what you can do for them and do this with a sense of urgency.

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Differentiate with the new VMware Cloud story of ‘business readiness’ + choice + flexibility for
the future as a unique platform for innovation across all clouds.

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Guide and educate your customers. Help them put a plan together that aligns to their business
objectives.

Module 3. VMware Solutions Framework

VMware Solutions Framework

This module provides an overview of the VMware
solutions framework, including how to position the
unique value proposition within the framework and
how to sell the VMware story.

Duration: 20 minutes
A
 Learning Objectives

By the end of this module, you should be able to:

¢ Articulate the VMware corporate vision, mission, and strategy

* Sell the VMware story

« Use the VMware Solutions Framework as a roadmap during

customer conversations

VMware Mission, Vision, and selling the VMware Story

Educate your customer...
Accelerate Cloud Journey

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Empower Digital
Workspace

SELL WITH OUR FY20 SOLUTIONS FRAMKWORK

Priorities

Hybrid Cloud Multi-Cloud Modern Apps Transform Empower Digital

Networking Workspace
and Security
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“Our goal is to give our customers the

digital foundation they need for their
unique digital transformation journeys.

It’s working. AS companies leverage

our innovative technologies, they're
driving new results for their businesses,
their customers, and their
communities.”

CEO, VMware

Digital Businesses Seek These Outcomes

 In response to changing user expectations, companies across industries are transforming
engagement—making experiences more personal and direct, and supporting them at a greater scale. They're
using digital tech to give their customers and employees the modern experiences they want, including easy
access to apps and data on the devices they prefer.

The payoffs are great: Cost-savings and operational efficiencies; greater employee and customer engagement;
streamlined processes and heightened productivity.

Transform
Engagement

To help the business achieve these desired outcomes, IT must figure out how to best enable it with technology.

How does IT help the business develop and deliver new products and services? Create breakthrough
experiences? Compete in new markets? Differentiate from competitors? And how does IT do all this while driving
efficiencies and managing risk? Ultimately, IT must harness all of the great technology innovation being
continuously introduced while maintaining stable and efficient operations. IT must help create and enable a
flexible digital business. But digital business models come with new risk. And so, across every indusiry,
businesses are intent on using technology to protect brand and customer trust.
Protect Brand
and Customer Trust

Digital Business Requires a Digital Foundation

To support the people, processes, apps, and data that power the business

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VMwere strives to achieve positive global

impact across our products, people, and the
planet. In fact, VMware has a long tradition
of embracing our role as a force for good.

VMware as a Force for Good

 MA Ae ts
2020
SUSTAINABILITY VISION

We are committed to
developing transformative
solutions that enable a net
positive future and ensure
sustainable growth.

VMware Vision = Starting Point for Customer Strategies

The Essential, Ubiquitous Digital Foundation for “Business Transformation”

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and mobile apps computing, loT, quantum
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Our Solutions Framework for FY20

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Establish VMware's Strategic Relevance; Prioritize Value and Outcomes

Build Strategic Alignment Drive Engagement

Elevate VMware to a strategic thought Laying foundation of a larger strategic impact

leader driving CIO agendas
Use cases drive customer interest
Leverage VMware Cloud to demonstrate
eye) Mes Link classic IT challenges to VMware Cloud
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sroste Me AURI Eeal Easily manage access to services, applications, and data for any device.

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TACTICAL STRATEGIC

“The only way you survive is you continuously

transform into something else. It’s this idea of
continuous transformation that makes you an
innovation company.”
-Ginni Rometty, IBM
 Key Takeaways

Think about how you might transform your relationship with your customers if you lead with
business conversations.

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Connect the dots between:

The VMware Vision The 3 Strategic Priorities The VMware Products
Any App, on Any Cloud, (Accelerate the Cloud Journey, -
ee ee ) Transform Networking and Security, » and Services
(That address those needs)
Empower the Digital Workspace)
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Tell the story of how all of our solutions fit together by walking the customer through a roadmap
session of what VMware can do for them.

Module 4. VMware Strategic Priorities

VMware Strategic Priorities
This module details the VMware Strategic Priorities,
as well as how to position solutions to solve
business problems.

Duration: 15 minutes

Learning Objectives

By the end of this module, you will be able to:

* Use the key VMware strategic IT priorities as a starting point in customer conversations

* Recognize how to use the strategic IT priorities to dive deeper into customer
conversations

* Personalize your customer conversations by connecting our strategic priorities

and solutions to customer business requirements
 Make “Identify, Qualify, and Prescribe” a Reality in Your Sales Motions
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Use our expanding portfolio to drive
innovative conversations with your customers
Any Cloud | AnyApp | Any Device

Build —————— Run —————— Manage —————— Connect ———— Protect

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End-User Computing (EUC)
Easily manage access to services, applications, and data for any device.

Public Clouds Other Private VMware

(AWS, IBM, or Hybrid Cloud Cloud Provider
Azure, Google) Data Centers Partners

Hybrid and Public Cloud

Seamlessly extend your data center
into any public or managed cloud.

Hyper-Converged and Cloud-Ready

Simplify and accelerate the deployment of SDDC and hybrid cloud.

Software-Defined Data Center (SDDC)

Virtualize the entire data center for the most flexible cloud future.

and Availabilityae ee Network and Sec ee Management and Automation

vCenter Server

Use the answers from questions you ask about the strategic priorities as a starting point to dive
deeper into the conversations around specific IT initiatives.

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Personalize your customer conversations by connecting our strategic priorities and solutions to
customer business requirements.

Module 5. Growing Deals

Growing Deals
This module details how to grow deals, including an
overview of the market, a strategy for growing deals,
how to add value, and cross-sell/upsell
opportunities.

Duration: 15 minutes A
Learning Objectives

By the end of this module, you should be able to:

Explain the strategy for growing bigger deals

Discuss the upgrade options from vSphere to HCI to Hybrid Cloud to Cloud Services

Promote the value of related products through cross-selling and upselling

« Recognize how to add more value to customer conversations

Identify how to leverage qualifying questions when growing deals

The Engines That Fuel VMware

Innovation Customer

Our Ecosystem
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The Essential, Ubiquitous Digital Foundation for “Business Transformation”

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In your own unique way

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(AWS, IBM, or Hybrid Cloud Cloud Provider
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into any public or managed cloud.

Hyper-Converged and Cloud-Ready

Simplify and accelerate the deployment of SDDC and hybrid cloud

Software-Defined Data Center (SDDC)

Virtualize the entire data center for the most flexible cloud future

Storage and Availability Network and Security Management and Automation

vCenter Server

Make Value Engineering a Large Part of Your Deals

Help customers Show customers

realize a REAL why a VMware option
economic value-add. is the ONLY option.
Always Strive for Fantastic Customer Service

KNOW YOUR
CUSTOMER

Be Prepared for Customer Conversations

“m happy with
vSphere. I’ve been
| running it for ten years | “Okay, so what's the
first step?”
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“Thank you for being a VMware customer! I’m confident that

VMware vSphere® has provided you with significant value all
these years. vSphere is the key to all of the "next-generation" IT
capabilities that | explained in with the portfolio capabilities
roadmap. The only way to leverage all these new hybrid cloud
capabilities and create a true business readiness is to upgrade to
the latest vSphere edition. We have easy ways to do this for you
to help catapult you into new levels of capability and innovation
with nowhere near the complexity that you may be fearing.”
 “First, we'll assess your environment and apps for cloud
readiness by leveraging VMware tools like our hybrid cloud
assessment. Offerings like VMware vVSAN™ or VMware Cloud
Foundation are logical first steps in building out a cloud
readiness framework. You are more ready than you might
believe due to your vSphere deployment. We'll provide guidance
and clearly articulate the you should take.”

Recommended Steps
For example,

1. "Let's get your vSphere upgraded.

2. And then integrate vSAN to begin your transition to
software-defined storage.
From there, let's start examining how to simplify your _
networking and security elements through VMware NSX~
and build a secure connection across your entire hybrid
cloud.
Or, if you are interested in streamlining and accelerating
this whole process, | can show you how quickly we can
develop this entire hybrid cloud capability for you
through VMware Cloud Foundation.”

Leverage Customer Stories Find these stories here.

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XAVIER UNIVERSITY
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“VMware Cloud Foundation was “Interruptions in daily work due to "When I'm preparing my class work
less expensive than other solutions, strikes, infrastructure problems, and at home, | can quickly access a
and at the same time it removed a natural events led us to look fora virtual workstation and see exactly
lot of the administrative burden from technology that would allow us to the same image the students are
us by being able to update and safely move the desk work of our using. When | walk into class, | just
maintain a lot of these things.” Staff to anywhere there is an Internet reconnect and I'm ready to teach.”
connection.”
Thomas Wimprine Juan Carlos Siles Francois Barberie
Senior Systems Administrator Infrastructure Technology Manager CAD Instructor
Xavier University of Louisiana BN Vital La Cité
Questions You Need to Ask Every Customer
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Operations Kubernetes these d ays?

Questions You Need to Ask Every Customer

We are expanding our portfolio to
accelerate our strategy
Any Cloud | AnyApp | Any Device

Build ——_—— Run —————. Manage Connect Protect —

Heptio vSphere VMware vRealize® NSX VMware AppDefense™

Pivotal Container VMware vSAN™ Workspace ONE VeloCloud SecureState
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Bitnami (nhiware Gioud by VMware
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The Four Competitive Things that Every Partner MUST Know

Educate and Make it about the Change the metric Always end on the
roadmap first customer, not of competition “Why VMware”
(No product in VMware or the wherever possible story (with
isolation) competitor guidance)
Key Takeaways

As part of your strategy, tell the ‘any app, on any cloud, on any device’ story—but also find a
way to communicate the story in your own unique words.

Leverage qualifying questions during your conversations with customers: “What are you doing
with cloud?”, “How are you handling security?”, and “How are you handling the way your users
are working these days?” Then, follow up with deeper product-level questions: “How do you
plan to build, run, manage, connect, and protect all of these solutions? We can help you with
all of that.”

Module 6. Wrap Up and Resources

Wrap Up and Resources

This module provides a summary of the VSP
Foundation 2019 course as well as additional
sales-related resources.

Key Takeaways

Think about how you might transform your relationship with your customers if you lead with
business conversations.

Tell the story of how all of our solutions fit together by walking the customer through a roadmap
session of what VMware can do for them.
Engaging ClOs

Start with strategic conversations.

¢ Understand their priorities and be ready to educate them.
* Let them lead you to some of these topics:

Hybrid Cloud Networking Next-gen apps, Consumerization Emerging

and Security Cloud-Native, of IT and Employee/ technologies
Kubernetes Colleague Experience

Three Questions You Need to Ask Every Customer

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3 e Corporate thought leadership agenda aligned to Any App, Any Cloud, Any Device
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VMware Offers the Broadest Portfolio of Solutions in the Industry

Workspace ONE UEM End User Computing
Powered by Airwatch Easily manage access to services, applications, and data for any device. Mitelic) [te]. =

Public Clouds Other Private VMware

(AWS, IBM, or Hybrid Cloud Cloud Provider
Azure, Google) Data Centers Partners

Hybrid and Public Cloud :

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NIV cira ne. \ /Miw sh Lape ee into public or managed cloud.

Hyper-Converged and Cloud-Ready yer ate

VSAN ReadyNodes Simplify and accelerate the deployment of SDDC and hybrid cloud on AWS

Software-Defined Data Center

Virtualize the entire data center for the most flexible cloud future

Storage and Availability Network and Security Management and Automation

WeeyaVh vRealize Network Insight 1 @7-10)(-) eel 1a 18 vCloud Suite

Site Recovery Manager AppDefense VMware SD-WAN vRealize Suite

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https: /Awww.vmware.com/promotions.html

Course Summary

By now, you should be able to:

Explain the VMware story, strategy, and roadmap to customers

.

Identify VMware solutions that align to customer strategic priorities and

business challenges

Recognize the strategy for growing bigger deals

¢ Properly leverage key sales-related resources and tools