Appinternals: Best Practices: For Strategic Selling and Successful Pocs

AppInternals: Best Practices
for Strategic Selling and Successful PoCs
Jon Hodgson
Technical Director, Advanced Technology Group
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Agenda
1 Selling APM
2 APM Sweet Spot
3 Planning for Successful PoCs
4 Business Relevant APM
5 PoC Wrap-Up

What’s the first rule of APM?
You do not sell APM

to Network Teams.

What’s the second rule of APM?
YOU
DO
NOTSELL
APM
TO
NETWORK
TEAMS!

Follow the money
§  Your accounts run on applications - understanding those key apps creates a
deeper understanding of your accounts
§  Asking “What are your most important applications” is the gateway to finding
APM opportunities
§  Identify what the key applications are

–  Ask about critical applications during a meeting
–  Reach out to SteelHead and NPM contacts – they all know what the top applications are
–  Ask your Channel partner
–  Review the investor report call transcript and annual report, some of our top reps have
shared they rely on this often
–  Review the customer’s website
–  Review skills/roles/experience from contact info on LinkedIn, apps and projects are often
mentioned there
Find the “Key Pain”
§  Find a key business initiative or identify meaningful pain we can eliminate
§  Some exploratory questions:

–  “What application performance issues have been impacting the business?”
–  “What has the financial or business impact been?”
–  “How long have the issues been happening?”
–  “What has been tried so far to fix the problem?”
–  “What has executive management authorized to solve this problem?”
§  Questions should qualify how real the business pain is – and quantify that pain:
–  Test the pain answers you are given, make the customer describe and prove the importance of
the issues

Qualifying a Winnable Opportunity
§  IT supports multiple Apps
§  Evaluate the overall investment of IT resources
§  If the answers to most of your questions are “No” or “I don’t know” chances are you’re talking
to the WRONG person.
Deployment Size
Critical Apps
Staff Headcount Business Impact

What is a SWEE T
SPOT
application for APM?
Anything based on or
v5 thru 8 v2 thru 4.6
Running on Windows, Linux, Solaris & AIX

aka J2SE, J2EE, Java EE
(some) Java App Servers
Glassfish
Tomcat

Other Hints
“JVM” “Servlet” “JSP” “Portlet” “E JB”“JDBC”“JMS”

Some Hints
“CLR” “ASP.NE T” “C#” “VB.NE T” “ADO” “w3wp”
C-Sharp
“ASP” “C++” “VB”

“.asp” “.aspx” “.asmx” “.ashx”
?
Using to find sites

Using www. .com to
find sites

Packaged Apps
Many modern 3rd-party apps are based on Java

Content Management
& .NET
Insurance Healthcare/EHR/EMR
E-Commerce Telco/ISP Workforce Mgmt

PoC Process – The Wrong Way
Let’s do demos!!! – WHY?
Now let’s do a PoC!!! – WHY?
Sales/SE Sales Engineering Sales
PoC PoC PoC

Demo Close
Scoping Execution Wrap-up
PoC’s Done…
Now let’s close!!!
HOW???
Plan Your Journey
No Pain No Budget
Low-Level
Contact
No Authority
CLOSE
Not Sweet Spot
Plan Your Journey
No Pain No Budget
Low-Level
Contact
No Authority
CLOSE
Not Sweet Spot
Plan Your Journey
QUALIFIED
OPPORTUNITY
CLOSE

The SE’s Role in a Successful PoC
Understand the Technical and Business drivers
Keep sales in check
Look for sweet-spot apps and ensure we’re a good fit
Identify competition, existing tools and gaps
CRAFT the PoC to compel stakeholders and check signers

Closing a Million Dollar Deal
Lead
Initial Meetings, Demos
ISR Meeting & Workshops PoC Close
Qualification Climb Org Chart

App & Environment Details Navigate Process/Politics
Deal Size
Budget
Follow-on Executive
Timeframe
P.O.
Wrap-ups
Negotiate
Business Pains & Goals
Technical Pains & Goals
Existing Tools
Competition
Org Chart, Process & Politics

Closing a Million Dollar Deal
PoC
Lead
Initial Meetings, Demos
ISR Meeting & Workshops PoC Close
Planning
Qualification Climb Org Chart
Technical Planning
Business Planning
PoC Execution
Create Wrap-up Presentation
App & Environment Details Navigate Process/Politics
for PoC
for PoC
Deal Size
Present Wrap-up
Budget
Follow-on Executive
Timeframe
P.O.
Wrap-ups
Negotiate
Business Pains & Goals
Plan Wrap-ups
Technical Pains & Goals Initial & Executive
Business &
Existing Tools
Technical
Competition How does tech solve biz?
Viral (in absentia)
Org Chart, Process & Politics

Stakeholders and Roles
What do they care about?
§  Business Owner Improving revenue, productivity and customer satisfaction
§  Application Owner Meeting business goals for their app
§  CIO Meeting corporate goals, TCO, ROI
§  Architects App map and relationships, overarching bottlenecks
§  IT Operations Higher-level monitoring, reporting, alerting
§  Application Support Monitoring and diagnostics
§  QA Load test analysis/comparison and scalability
§  Development Low-level nitty-gritty details (methods, objects etc.)
§  PoC Point-of-Contact Checklists of features – little business context
§  Application Owner Meeting business goals for their app
§  CIO Meeting corporate goals, TCO, ROI
§  Development Low-level nitty-gritty details (methods, objects etc.)
§  Application Owner
NOT FEATURES
Meeting business goals for their app
&
§  CIO
TECHNICAL DETAILS
Meeting corporate goals, TCO, ROI
AppInternals
FEATURES
WORKFLOWS & VISUALIZATIONS
RAW TECHNICAL DETAILS & DATA
§  Development “HOW
Low-level nitty-gritty DOES(methods,
details xyz WORK?”
objects etc.)
Business Relevant APM
Executive Questions
§ What is the checkout time for users with 5+ items in their cart?
§ How do I improve the experience of our platinum users?
§ How can I increase the productivity of wealth mgmt advisors?
§ Why did online sales dip yesterday afternoon?
§ Is the current volume spike causing any SEC compliance issues?

Business-relevant APM --- $$$ not seconds
Optimization & troubleshooting based on Financial Impact
% of Total Delay (seconds) % of Total COST of Delays ($$$)
Top methods/sql based on seconds of delay Top methods/sql based on cost of those seconds

Global Enterprise – All Apps for All LOBs
LOB1 – App 1 – Wealth Management
© 2016 Riverbed Technology. All rights reserved.

LOB3 – App 15 – Home Loans
LOB 7 – App 32 – Online Banking
Online Banking – 100s of Transaction Types

Bill Payment Account Details
Change Password
Add Payee Statements
Transfer Funds
Link Accounts
34
Global Enterprise – All Apps for All LOBs
Z
LOB1 – App 1 – Wealth Management

Z
© 2016 Riverbed Technology. All rights reserved.

LOB3 – App 15 – Home Loans
Z
LOB 7 – App 32 – Online Banking

Z
Online Banking – 100s of Transaction Types

Bill Payment Account Details
Z
E
Z
Change Password
Add Payee Statements

Z
F
Z
Z
Transfer Funds
Link Accounts
Z
Z
G
C
35
Elevate Raw Data to a Business Level
§  “Stock Trade” instead of:

http://as03etxdc1/stktr/svcs/core/orderexec.jsp?uid=d4712ae&oid=21EC2020-3AEA-4069
§  “Quoting Application” instead of:

(instance='auto' OR instance='home') AND (server='prdapp*' OR server='prdwsvc*')
§  “External Dependency - PayPal” instead of:

PaymentSvc.asmx
or:
urloutbound = 'https://api.paypal.com/v1/payments/payment'

Leverage Transaction Content
§  “Stock Trade - NYSE - Sell” instead of an ambiguous URL

Easily Create Custom Reports
§  Custom reports can be deployed in minutes
by creating a file with a few lines of text
on the Analysis Server

PoC Wrap-Up
Don’t Drop the Ball!

PoC Wrap-Up

PoC Wrap-Up

PoC Wrap-Up

PoC Wrap-Up

The Wrap-Up
Different Approaches
PowerPoint Live Demonstration

with Screenshots
Wrap-Up Approaches
Reliability

with Screenshots
Wrap-Up Approaches
Persistence of Message

with Screenshots
Wrap-Up Approaches
Clarity of Message
At 10am there was
a spike in response
time due to DB calls
This correlates
with a CPU spike
on TFDataAccess01

with Screenshots
Wrap-Up Approaches
Relating Workflow Simplicity

with Screenshots
Wrap-Up Approaches
Socialization / Going Viral

with Screenshots
Key Takeaways
Don’t do a PoC unless it’s qualified and a good fit
Craft the PoC to compel the tech and biz stakeholders
Elevate your messaging to be more business relevant
Don’t do live wrap-ups unless there’s no other option
Invest the time to craft a targeted wrap-up presentation

Need more AppInternals Info? (Riverbed Internal)
http://bit.ly/jh-sp
Past TOIs
Videos & Presentations
Technical Summit Training

Videos & Presentations
TradeFast All-In-One VM
Run AppInternals on your laptop or lab!
Need the link?
Check Lync! Blogs, Articles & Videos
Need more AppInternals Info?
BLO http://bit.ly/jh-rb
G
http://bit.ly/jh-li
http://bit.ly/jh-yt
Thank You

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AppInternals: Best Practices

for Strategic Selling and Successful PoCs

Here is the version used in this deck: http://bit.ly/robofont

You can also download it directly from Google Fonts.

© 2016 Riverbed Technology. All rights reserved. 2

Roboto Thin & + Italic ABCabc123 ABCabc123

2 APM Sweet Spot

3 Planning for Successful PoCs

4 Business Relevant APM

© 2016 Riverbed Technology. All rights reserved. 4

You do not sell APM

© 2016 Riverbed Technology. All rights reserved. 6

© 2016 Riverbed Technology. All rights reserved. 7

§ Identify what the key applications are

§ Some exploratory questions:

© 2016 Riverbed Technology. All rights reserved. 9

§ Evaluate the overall investment of IT resources

Staff Headcount Business Impact

© 2016 Riverbed Technology. All rights reserved. 10

Running on Windows, Linux, Solaris & AIX

© 2016 Riverbed Technology. All rights reserved. 12

(some) Java App Servers

© 2016 Riverbed Technology. All rights reserved. 13

“JVM” “Servlet” “JSP” “Portlet” “E JB”“JDBC”“JMS”

© 2016 Riverbed Technology. All rights reserved. 14

“ASP” “C++” “VB”

© 2016 Riverbed Technology. All rights reserved. 16

© 2016 Riverbed Technology. All rights reserved. 17

Many modern 3rd-party apps are based on Java

E-Commerce Telco/ISP Workforce Mgmt

© 2016 Riverbed Technology. All rights reserved. 18

PoC PoC PoC

© 2016 Riverbed Technology. All rights reserved. 24

Understand the Technical and Business drivers

Keep sales in check

Look for sweet-spot apps and ensure we’re a good fit

Identify competition, existing tools and gaps

CRAFT the PoC to compel stakeholders and check signers

© 2016 Riverbed Technology. All rights reserved. 25

Qualification Climb Org Chart

© 2016 Riverbed Technology. All rights reserved. 26

© 2016 Riverbed Technology. All rights reserved. 27

§ How do I improve the experience of our platinum users?

§ How can I increase the productivity of wealth mgmt advisors?

§ Why did online sales dip yesterday afternoon?

© 2016 Riverbed Technology. All rights reserved. 32

% of Total Delay (seconds) % of Total COST of Delays ($$$)

© 2016 Riverbed Technology. All rights reserved. 33

LOB1 – App 1 – Wealth Management

© 2016 Riverbed Technology. All rights reserved.

LOB 7 – App 32 – Online Banking

Online Banking – 100s of Transaction Types

Add Payee Statements

LOB1 – App 1 – Wealth Management

© 2016 Riverbed Technology. All rights reserved.

LOB 7 – App 32 – Online Banking

Online Banking – 100s of Transaction Types

Add Payee Statements

§ “Stock Trade” instead of:

§ “Quoting Application” instead of:

§ “External Dependency - PayPal” instead of:

© 2016 Riverbed Technology. All rights reserved. 36

§ “Stock Trade - NYSE - Sell” instead of an ambiguous URL

§  Identify what the key applications are

§  Some exploratory questions:

§  Evaluate the overall investment of IT resources

§ How do I improve the experience of our platinum users?

§ How can I increase the productivity of wealth mgmt advisors?

§ Why did online sales dip yesterday afternoon?

§  “Stock Trade” instead of:

§  “Quoting Application” instead of:

§  “External Dependency - PayPal” instead of:

§  “Stock Trade - NYSE - Sell” instead of an ambiguous URL