This is the third (here is the first and the second) in a series of StorageIO industry trends and perspective audio blog and pod cast discussions from Storage Networking World (SNW) Fall 2012 in Santa Clara California.
Given how at conference conversations tend to occur in the hallways, lobbies and bar areas of venues, what better place to have candid conversations with people from throughout the industry, some you know, some you will get to know better.
In this episode, I’m joined by my co-host Bruce Rave aka Bruce Ravid of Ravid & Associates (twitter @brucerave) as we catch up and visit with David Chapa (@davidchapa) Chief Technology Evangelist (CTE) of Quantum Corporation (@quantumcorp) in the Santa Clara Hyatt (event venue) lobby bar area. Disclosure note, Quantum has in the past been a client of StorageIO.
This is the second (here is the firstSNW 2012 Waynes World) in a series of StorageIO industry trends and perspective audio blog and pod cast about Storage Networking World (SNW) Fall 2012 in Santa Clara California.
Given how at conference conversations tend to occur in the hallways, lobbies and bar areas of venues, what better place to have candid conversations with people from throughout the industry, some you know, some you will get to know better.
In this episode, I’m joined by my co-host Bruce Rave aka Bruce Ravid of Ravid & Associates as we catch up and visit with Chief Marketing Officer (CMO) of Starboard Storage Systems Karl Chen in the Santa Clara Hyatt (event venue) lobby bar area.
This is a StorageIO industry trends and perspective audio blog and pod cast about Storage Networking World (SNW) Fall 2012 in Santa Clara California.
Given how at conference conversations tend to occur in the hallways, lobbies and bar areas of venues, what better place to have candid conversations with people from throughout the industry, some you know, some you will get to know better.
In this episode, I’m joined by my co-host Bruce Rave aka Bruce Ravid of Ravid & Associates as we catch up and visit with SNIA Chairman Wayne Adams in the Santa Clara Hyatt (event venue) lobby bar area.
I often hear people say how small the storage and networking (or other adjacent technology) industries are, and how everybody knows everyone. That might be true in some circles or sub-communities where everybody knows each other, however the industry is larger than many realize. As you listen to these series of pod casts what you will hear is a recurring theme of people meeting others at events, including some who may have passed each other in hallways for years yet never have had a chance to meet, or put a name to a face.
In the spirit of Halloween and zombies season, a couple of thoughts come to mind about vendor tricks and treats. This is an industry trends and perspectives post, part of an ongoing series looking at various technology and fun topics.
The first trick or treat game pertains to the blame game; you know either when something breaks, or at the other extreme, before you have even made a decision to buy something. The trick or treat game for decision-making goes something like this.
Vendor “A” says products succeed with their solution while failure results with a solution from “B” when doing “X”. Otoh, vendor “B” claims that “X” will fail when using a solution from vendor “A”. In fact, you can pick what you want to substitute for “X”, perhaps VDI, PCIe, Big Data, Little Data, Backup, Archive, Analytics, Private Cloud, Public Cloud, Hybrid Cloud, eDiscovery you name it.
This is not complicated math or big data problem requiring a high-performance computing (HPC) platform. A HPC Zetta-Flop processing ability using 512 bit addressing of 9.9 (e.g. 1 nine) PettaBytes of battery-backed DRAM and an IO capability of 9.99999 (e.g. 5 9’s) trillion 8 bit IOPS to do table pivots or runge kutta numerical analysis, map reduce, SAS or another modeling with optional iProduct or Android interface are not needed.
StorageIO images of touring Texas Advanced Computing (e.g. HPC) Center
Can you solve this equation? Hint it does not need a PhD or any other advanced degree. Another hint, if you have ever been at any side of the technology product and services decision-making table, regardless of the costume you wore, you should know the answer.
Of course the question of would “X” fail regardless of who or what “A” or “B” let alone a “C”, “D” or “F”? In other words, it is not the solution, technology, vendor or provider, rather the problem or perhaps even lack thereof that is the issue. Or is it a case where there is a solution from “A”, “B” or any others that is looking for a problem, and if it is the wrong problem, there can be a wrong solution thus failure?
Another trick or treat game is vendors public relations (PR) or analyst relations (AR) people to ask for one thing and delivery or ask another. For example, some vendor, service provider, their marketing AR and PR people or surrogates make contact wanting to tell of various success and failure story. Of course, this is usually their success and somebody else’s failure, or their victory over something or someone who sometimes can be interesting. Of course, there are also the treats to get you to listen to the above, such as tempt you with a project if you meet with their subject, which may be a trick of a disappearing treat (e.g. magic, poof it is gone after the discussion).
There are another AR and PR trick and treat where they offer on behalf of their representative organization or client to a perspective or exclusive insight on their competitor. Of course, the treat from their perspective is that they will generously expose all that is wrong with what a competitor is saying about their own (e.g. the competitors) product.
Let me get this straight, I am not supposed to believe what somebody says about his or her own product, however, supposed to believe what a competitor says is wrong with the competition’s product, and what is right with his or her own product.
Hmm, ok, so let me get this straight, a competitor say “A” wants to tell me what somebody say from “B” has told me is wrong and I should schedule a visit with a truth squad member from “A” to get the record set straight about “B”?
Does that mean then that I go to “B” for a rebuttal, as well as an update about “A” from “B”, assuming that what “A” has told me is also false about themselves, and perhaps about “B” or any other?
Too be fair, depending on your level of trust and confidence in either a vendor, their personal or surrogates, you might tend to believe more from them vs. others, or at least until you been tricked after given treats. There may be some that have been tricked, or they tried applying to many treats to present a story that behind the costume might be a bit scary.
Having been through enough of these, and I candidly believe that sometimes “A” or “B” or any other party actually do believe that they have more or better info about their competitor and that they can convince somebody about what their competitor is doing better than the competitor can. I also believe that there are people out there who will go to “A” or “B” and believe what they are told by based on their preference, bias or interests.
When I hear from vendors, VARs, solution or service providers and others, it’s interesting hearing point, counterpoint and so forth, however if time is limited, I’am more interested in hearing from such as “A” about them, what they are doing, where success, where challenges, where going and if applicable, under NDA go into more detail.
Customer success stories are good, however again, if interested in what works, what kind of works, or what does not work, chances are when looking for G2 vs. GQ, a non-scripted customer conversation or perspective of the good, the bad and the ugly is preferred, even if under NDA. Again, if time is limited which it usually is, focus on what is being done with your solution, where it is going and if compelled send follow-up material that can of course include MUD and FUD about others if that is your preference.
Then there is when during a 30 minute briefing, the vendor or solution provider is still talking about trends, customer pain points, what competitors are doing at 21 minutes into the call with no sign of an announcement, update or news in site
Lets not forget about the trick where the vendor marketing or PR person reaches out and says that the CEO, CMO, CTO or some other CxO or Chief Jailable Officer (CJO) wants to talk with you. Part of the trick is when the CxO actually makes it to the briefing and is not ready, does not know why the call is occurring, or, thinks that a request for an audience has been made with them for an interview or something else.
A treat is when 3 to 4 minutes into a briefing, the vendor or solution provider has already framed up what and why they are doing something. This means getting to what they are announcing or planning on doing and getting into a conversation to discuss what they are doing and making good follow-up content and resources available.
Sometimes a treat is when a briefer goes on autopilot nailing their script for 29 of a 30 minute session then use the last-minute to ask if there are any questions. The reason autopilot briefings can be a treat is when they are going over what is in the slide deck, webex, or press release thus affording an opportunity to get caught up on other things while talk at you. Hmm, perhaps need to consider playing some tricks in reward for those kind of treats? ;)
Do not be scared, not everybody is out to trick you with treats, and not all treats have tricks attached to them. Be prepared, figure out who is playing tricks with treats, and who has treats without tricks.
Oh, and as a former IT customer, vendor and analyst, one of my favorites is contact information of my dogs to vendors who require registration on their websites for basic things such as data sheets. Another is supplying contact information of competing vendors sales reps to vendors who also require registration for basic data sheets or what should otherwise be generally available information as opposed to more premium treats. Of course there are many more fun tricks, however lets leave those alone for now.
Note: Zombie voting rules apply which means vote early, vote often, and of course vote for those who cannot include those that are dead (real or virtual).
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Some of the fall events include SNW (past SNW posts here, here, and here) in Santa Clara, as well as SNW Europe and Power the Cloud event (Frankfurt Deutschland aka Germany) October 30 and 31st where I will be doing some meetings and briefing, along with attending sessions and the expo activities.
On November 1st its off to Storage Expo Holland in Utrecht (here and here) where I will be presenting two sessions. One is on SSD industry trends and tips on deployment with a theme of not if, rather when, where, why and with what to use SSD. In addition I will be doing a general industry trends and perspective session on gaining confidence with clouds, virtualization, data and storage networking including object storage and backup (e.g. data protection modernization).
European travel tools and technologies
In addition to the above activities, following successful past events in Nijkerk Holland including the most recent May 2012 sessions, a new seminar has been announced focused on backup, restore, BC, DR and archiving hosted by Brouwer Consultancy on November 5th and 6th 2012. These workshop format seminars are very interactive providing independent perspectives on technology, tools, trends and what to do to address various challenges including more informed and effective IT decision-making.
In addition to the new seminar that you can learn more about here, two other sessions will also be offered in Holland. These include a backup, restore, BC, DR and archiving. The other session is a backup, restore, BC, DR and archiving covering storage and networking industry trends covering clouds, virtualization and other broad topics.
Examples of Dutch refreshments
Learn more about the dutch seminars including how to register here.
Watch for more events, seminars, live video, webinars and virtual trade shows by visiting the StorageIO events page.
Drop me a note if you would like to schedule or arrange for a meeting, webinar, seminar or other activity at an event near you. If you planning to be in or near Holland early November, and interested in scheduling a meeting or session, send me a note or contact Brouwer Consultancy (here) to make arrangements.
Time to get ready for these and other events, ok, nuff said.
While at VMworld 2012 in San Francisco and walking around the expo floor, something familiar was taking place.
Sure, there were the vendors trying to outdo themselves with give away, magicians and other techniques to draw you into their booths or show areas.
What I also saw and heard were plenty of sales and marketing pitches that seemed more focus on selling and closing a demo, vs. selling the company or product, let alone trying to show a reason for wanting to learn more about the company.
Granted, for some people a good demo is all that is needed to become comfortable with the company or products.
On the other hand, it is nice to have a quick conversation to set up a follow-up to learn more and dig deeper.
What I find interesting is how many organizations are more focused on trying to close on the demo than to spend a minute or two in a quick conversation that could go a lot further. This can be a challenge when somebody asks me about a company or product and my impressions of it. For example, if a vendor is to focused on selling and closing on the GUI demo, when asked I sometimes after to say that company xyz has a great demo, beyond that not much else to recommend at this time. Now if the goal of the company is to sell the demo, then that is what they should be closing on.
On the other hand, if the goal of the company is to sell and close on products, then the demo is just one of many means to the goal as opposed to a singular focus.
Is it just the booth or show crews who are under instructions from the marketing or event staffs who are supposed to be focused? Nope, sales and marketing types, engineers or technical types and even CEOs. In fact, at VMworld I meet a few CEOs or other CxOs who were focused on either closing on their demos, or simply using the demo as an excuse to handoff and be able to go talk to somebody else. Funny thing is that some of those same CxO types complain directly or via their surrogates when they do not get the coverage they wanted or expected for their product, service or company.
Having spent more years than I care to remember at shows and conference events, both as a customer attendee, as a vendor exhibitor, and as an analyst, consult, lets keep in focus the value of time at events. This means realizing that shows or conferences typically mean speed dating or very short windows of opportunities to interact, for both the exhibitors and attendees.
Thus, make the best use of available time. If you are the attendee, tell the exhibitor what you are interested in or need to learn more about. Likewise if you are the exhibitor, do some basic triage and quickly determine what the attendee is looking for, whom they need to talk to, or follow-up with.
This prompts the question(s) of do you make product and services decisions based off G2 (intelligence, information, insight, awareness) or GQ (looks, packaging appeal, style, trendy and hip, how it demos or shows)?
Are you buying a product, service or technology based on likability, popularity, cost, peer pressure, or something else?
Do you buy because of the demo or of its functionality?
Do you buy because of cost or price, or business benefit?
Do you buy because of a vendor, partner or sales person, or because of it?
Do you place more emphasis on looks, appearance or GQ factor including packaging, presentation, images and style?
Alternatively, do you place emphasis on G2 including insight, intelligence, knowledge, comfort and understanding of solution?
As with many things, my assumption that the answer to the above questions is it depends.
As part of a recent 15 city event series sponsored by Quantum (that was a disclosure btw ;) ) titled Virtualization, Cloud and the New Realities for Data Protection that had a theme of strategies and technologies that will help you adapt to a changing IT environment I was asked to present a keynote at the events around Modernizing data protection for cloud, virtual and legacy environments (see earlier and related posts here and here).
Since late June (taking July and most of August off) and wrapping up last week, the event series has traveled to Boston, Chicago, Palo Alto, Houston, New York City, Cleveland, Raleigh, Atlanta, Washington DC, San Diego, Los Angeles, Mohegan Sun CT, St. Louis, Portland Oregon and King of Prussia (Philadelphia area).
The following are a series of posts via IT Knowledge Exchange (ITKE) that covered these events including commentary and perspectives from myself and others.
Data protection in the cloud, summary of the events Practical solutions for data protection challenges Big data’s new and old realities Can you afford to gamble on data protection Conversations in and around modernizing data protection Can you afford not to use cloud based data protection
In addition to the themes in the above links, here are some more images, thoughts and perspectives from while being out and about at these and other events.
While I was traveling saw this advertisement sign from Datalink (who is a Quantum partner that participated in some of the events) in a few different airports which is a variation of the Datadomain tape sucks attention getter. For those not familiar, that creature on the right is an oversized mosquito with the company logos on the lower left being Datalink, NetApp, Cisco and VMware.
When in Atlanta for one of the events at the Morton’s in the Sun trust plaza, the above sculpture was in the lobby. Its real title is the goddess of fertility, however I’m going to refer to it as the goddess of data fertility, after all, there is no such thing as a data or information recession.
Traveling while out and about is like a lot of things particular IT and data infrastructure related which is hurry up and wait. Not only does America Run on Dunkin, so to does StorageIO.
When out and about, sometimes instead of looking up, or around, take a moment and look down and see what is under your feet, then let your imagination go for a moment about what it means. Ok, nuff of that, drink your coffee and let’s get back to things shall we.
Just like virtualization and clouds, airplanes need physical engines to power them which have to be energy-efficient and effective. This means being very reliable, good performance, fuel-efficient (e.g. a 757 on a 1,500 mile trip if full can be in the neighborhood of 65 plus miles per gallon per passenger with a low latency (e.g. fast trip). In this case, a Pratt and Whitney PW2037 (could be a PW2040 as Delta has a few of them) on a Delta 757 is seen powering this flight as it climbs out of LAX on a Friday morning after one of the event series session the evening before in LA.
Not sure what to make out of this image, however it was taken while walking into the Mohegan Sun casino where we did one of the dinner events at the Michael Jordan restaraunt
Here is an image from one of the events in this series which is a restaurant in Cleveland where the vault is a dinning room. No that is not a banker, well perhaps a data protection banker, it is the one and only (@davidchapa) David Chapa aka the Chief Technology Evangelist (CTE) of Quantum, check out his blog here.
Nice view just before landing in Portland Oregon where that evenings topic was as you might have guessed, data protection modernization, clouds and virtualization. Don’t be scared, be ready, learn and find concerns to overcome them to have certainty with data protection in cloud, virtual and physical environments. Cloud, virtualization and data protection modernization is a shared responsibility requiring team work and cooperation between service or solution provider and the user or consumer. If the customer or consumer of a service is using the right tools, technologies, best practices and having had done their homework for applicable levels of services with SLAs and SLOs, then a service provider with good capabilities should be in harmony with each other. Of course having the right technologies and tools for the task at hand is also important. Moving your data to the cloud or a virtualized environment should not feel like a walk down a long hallway, that is assuming you have done your homework, that the service is safe and secure, well taken care of, there should be less of concerns. Now if that is a dark, dirty, dingy, dilapidated dungeon like hallway, then you just might be on the highway to hell vs. stairway to heaven or clouds ;).
There continues to be barriers to cloud adoption and deployment for data protection among other users.
Unlike the mountain ranges inland from the LA area coastline causing a barrier for the marine layer clouds rolling further inland, many IT related barriers can be overcome. The key to overcoming cloud concerns and barriers is identifying and understanding what they are so that resolutions, solutions, best practices, tools or work around’s can be developed or put into place.
Hmm, breakfast of champions and road warriors, Dunkin Donuts aka DD, not to be confused with DDUP the former ticker symbol of Datadomain.
In the spirit of not treating everything the same, have different technology or tools to meet various needs or requirements, it only makes sense that there are various hot beverage options including hot water for tea, regular and decaffeinated coffee. Hmm, tiered hot beverages?
On the lighter side, things including technology of all type will and do break, even with maintenance, so having a standby plan, or support service to call can come in handy. In this case the vehicle on the right did not hit the garage door that came off of its tracks due to wear and tear as I was preparing to leave for one of the data protection events. Note to self, consider going from bi-annual garage door preventive maintenance to annual service check-up.
While not part of or pertaining to data protection, clouds, virtualization, storage or data infrastructure topics, the above photo was taken while in a quiet section of an airport lounge waiting for a flight to one of the events. This falls in the class of a picture is worth a thousand words category as the sign just to the left of the sales person talking loudly on his cell phone about his big successful customer call says Quiet Zone with symbol of no cell phone conversations.
How do I know the guy was not talking about clouds, virtualization, data infrastructure or storage related topics? Simple, his conversation was so loud me and everybody else in the lounge could hear the details of the customer conversation as it was being relayed back to sales management.
Note to those involved in sales or customer related topics, be careful of your conversations in public and pseudo public places including airports, airport lounges, airplanes, trains, planes, hotel lobbies and other places, you never know who you will be broadcasting to.
Here is a link to a summary of the events along with common questions, thoughts and perspectives.
Thanks to everyone who participated in the events including attendees, as well as Quantum and their partners for sponsoring this event series, look forward to see you while out and about at some future event or venue.
Speaking of and about modernizing data protection, back in June I was invited to be a keynote presenter on industry trends and perspectives at a series of five dinner events (Boston, Chicago, Palo Alto, Houston and New York City) sponsored by Quantum (that is a disclosure btw).
The theme of the dinner events was an engaging discussion around modernizing data protection with certainty along with clouds, virtualization and related topics. Quantum and one of their business partner resellers started the event with introductions followed by an interactive discussion by myself, followed by David Chappa (@davidchapa ) who ties the various themes with what Quantum is doing along with some of their customer success stories.
Rethinking how, when, where and why data is being protected
Big data, little data and big backup issues and techniques
Archive, backup modernization, compression, dedupe and storage tiering
Service level agreements (SLA) and service level objectives (SLO)
Recovery time objective (RTO) and recovery point objective (RPO)
Service alignment and balancing needs vs. wants, cost vs. risk
Protecting virtual, cloud and physical environments
Stretching your available budget to do more without compromise
People, processes, products and procedures
Quantum is among other industry leaders with multiple technology and solution offerings for addressing different aspects of data footprint reduction and data protection modernization. These include for physical, virtual and cloud environments along with traditional tape, disk based, compression, dedupe, archive, big data, hardware, software and management tools. A diverse group of attendees have been at the different events including enterprise and SMB, public, private and government across different sectors.
Following are links to some blog posts that covered first series of events along with some of the specific themes and discussion points from different cities:
Via ITKE: The New Realities of Data Protection Via ITKE: Looking For Certainty In The Cloud Via ITKE: Success Stories in Data Protection: Cloud virtualization Via ITKE: Practical Solutions for Data Protection Challenges Via David Chappas blog
If you missed attending any of the above events, more dates are being added in August and September including stops in Cleveland, Raleigh, Atlanta, Washington DC, San Diego, Connecticut and Philadelphia with more details here.
Ok, nuff said for now, hope to see you at one of the upcoming events.
Last week here in the U.S. was the independence day holiday also known as the 4th of July which means vacations, out side fun, backyard parties and barbeques, time in and around the water and other forms of fun. It also means fireworks which tend to be on the evening of the 4th, however some towns host their fireworks shows and events the day after or the day before.
One such town is Marine on St. Croix Minnesota which if you saw Grumpy Old Men when Walter Matthau and Jack Lemmon (aka Putz and Moron) where racing to the wedding, you saw main street (hint, if you blinked you might have missed it). Sometimes we go the few miles to Marine by land and watch the 3rd of July fireworks from main street, sometimes as we did this year we go up the St. Croix River a few miles to watch fireworks via water. As a reference for, the St. Croix flows to the Mississippi which in turns flows to the Gulf of Mexico for those of you who are not geography majors or navigators.
Anyway, as the saying goes a picture or video is worth a 1,000 words.
While not one of the major metropolitan areas, check out part of the Marine on St. Croix fireworks grand finale video here for what IMHO is a great event.
Recently I was asked by Dell to moderate and host their North America storage customer advisory panel (CAP) session (twitter #storagecap) that followed their 2012 storage forum (see comments about 2011 storage forum here) event in Boston (Disclosure Dell covered my trip to Boston).
This was an interesting event in many ways because it was a diverse group some of whom were long-time EqualLogic and Compellent (both before and post acquisition) customers of various size or customers of Dell who have yet to buy storage from them.
Click on above image for video feed
Beyond the diversity of types of customers and their relationship with Dell, what also made this event interesting was that it was live streamed with professional produced video and audio in addition to twitter and other social media coverage. However what made the event even more interesting IMHO was the fact that being a live event (watch replay here) in video with audio as well as on twitter, the attendees were urged to speak freely with conversation among themselves providing feedback and commentary for Dell.
Sure there were songs of praise when and were deserved, however unlike some made for social media vendor events that tend to be closer to sales pitches, this event also included some tough love feedback and comments for Dell, their products, services and events planner.
Oh, did I mention that other than some members from the Dell social media team (@dell_storage) who were in the room to help facilitate and coordinate the event itself, the real discussions were free and independent of Dell employees (other than to remind not to avoid going into NDA land while live on the video and audio feed). Dell had @ThinkLink doing live illustrations capturing as images the discussion themes, topics and points of interests during the events that you can see examples of in the following images.
Kudos to Dell for having the courage, conviction and confidence to have a customer advisory panel event live streamed, that also allowed the attendees to speak their mind free of a script or talking points guide. The session included having each participant taking a turn of putting themselves in the general managers chair and saying what they would do, why, and how they would address customers and prospects. After all, its one thing to sit in the cheap seats, playing arm-chair quarterback saying what you want, it’s another saying why you need it, what the priority and impact are or would be and how to get the message to the customer. Some of the topics covered included Appassure for data protection, Compellent, EqualLogic and other recent acquisitions, products, service, support and community forums.
Recently while at EMCworld in Las Vegas (Thanks btw to EMC who covered coach airfare and 3 nights hotel) I had the opportunity along with group of other industry analysts and advisors to have a series of small group meeting sessions with key EMC leadership.
These sessions included time with Chairman of the Board of Directors and Chief Executive Officer Joe Tucci, Chairmen of VCE Michael Capellas (who is also on the Cisco Board of Directors), President and Chief Operating Officer, EMC Information Infrastructure and Cloud Services Howard Elias, President and Chief Operating Officer, EMC Information Infrastructure Products Pat Gelsinger, and Executive Vice President and Chief Marketing Officer (CMO) Jeremy Burton.
Joe Tucci is always fun to listen and engage with in small groups and conveys a cordial confidence when you meet face to face. Howard Elias who is now heading up the services business talked about walking the talk with services, public and private cloud including what EMC is doing internally. Michael Capellas had some good insight into what he is doing with VCE, along with his role on the Cisco BOD. Pat Gelsinger had some interesting points however seemed a bit more reserved than in earlier sessions. Jeremy Burton who is normally associated with the effective marketing company or everything movie campaigns at EMC did not use any backdrops, visual aids, theatrics or Vegas style entertainment during his session.
Of the above-mentioned executives, the one that impressed me the most, and talking with other analysts/advisors had similar perspectives was Jeremy Burton. I have seen and heard him talk before in live and virtual venues along with what he is doing to focus EMC messaging and themes.
A common comment and theme in talking with other analysts and advisors was that in five minutes, Jeremy did more to advance, clarify, articulate and explain who EMC is, what they are doing now and for the future.
Image courtesy of EMC.com
Trust was one of the themes of the EMCworld event as it pertains to collaborating with vendors and service providers as well as consultants, advisors and others. Trust is also important for going to the cloud on a public or private basis. It is easy to talk about trust however, it is also something that is earned and is important to keep up and protect. Normally given some of the stigma associated with marketing and or sales, trust too often becomes a punch line or term tossed around with skepticism, cynicism or empty promises. The reason I bring trust up in this discussion was that in Jeremy’s interaction with those in the room, whether others realized it or not, he was working on planting the seeds and establishing the basis for trust.
Does that mean there is automatic trust now in anything that EMC or their marketing organization says or more so than what heard from other organizations? Perhaps some will automatically take what is heard and go with that as gospel however, they may be doing that already. For others who are skeptical by default and do their homework, analysis, research and other related tasks, they may be more likely to give the benefit of the doubt vs. automatically questioning everything looking for multiple confirmations and added fact checking.
As for me, I generally take what any vendor or their pundits say with a grain of salt giving benefit of doubt where applicable unless trust has been previously impacted. In the case of EMC, I generally take what they say with a grain of salt. However, a level of trust and confidence can make validating what they say sometimes easier than with others. This is in part due to knowing where to go internally for details and information including NDA based material and the good job their analyst relations team and other group do on building and keep up relationships.
Does this mean I like EMC more or less than other vendors? It means there is a level of trust, communication, relationship, contact, interaction and access to resources with EMC that might be more or less than with other vendors. Disclosure EMC along with some companies they have acquired have been past clients.
Now back to Jeremy.
What impressed me the most was while other executives were engaging to different degrees, when I asked Jeremy how he and EMC balances entertainment (videos and movies, theatrics), education (expanding knowledge of EMC solutions, technology advancement) and being engaging (not just sales calls, social media, golfing or other in person activities) to drive business economics his response included all three of those aspects.
Ok, I know, some of you should be saying that is the job and role of a marketing person to be an effective communicator which I would agree, however why don’t more marketers do a more effective job of what they do?
In other words, Jeremy educated by sharing what and why they are doing certain things, Jeremy engaged with the entire audience while answering my question however not singular responding to me, he also entertained with some of his answers while also keeping them to the point, not rambling on. Afterwards I had a few minutes to talk one on one with Jeremy without the handlers or others and I can say it was refreshing and as is too of the case with marketers, there is trust.
That does not mean I will take anything verbatim or follow the scripts or other things the truth squads want preached or handed out from EMC, Jeremy or any other vendor for that matter.
I can say that in the few minutes up close and in a smaller setting, EMC has a secret weapon who can do more to build and convey trust and that is Jeremy Burton, hope I am not wrong ;).
The following are a collection of on-going industry trends and perspectives poll’s pertaining to server, storage, IO, networking, cloud, virtualization, data protection (backup, archive, BC and DR) among other related themes and topics.
In addition to those listed below, check out the comments section where additional poll’s are added over time.
Recently I did a presentation titled backup, restore, BC, DR and archiving (hmm, I think I know of a book with the same title) at the spring 2012 SNW in Dallas. My presentation was on the first morning of the session as I needed to be in Boston to record a video the following Tuesday morning, thus I missed out on the storm clouds and tornadoes that rolled in the next day.
While I was at SNW, had the honor of being a guest on Calvin Zito (aka @HPStorageguy) pod cast that can be found on his Around the Storage Block Blog or by clicking here.
Check out our conversations about clouds, related topics and more from a practical perspective cutting through the hype and fud.
