Title: F5 Solution Selling
1F5 Solution Selling Jan 07
2Agenda
- Network and Application Architect Solution
Selling Guide - Who to Target? What to Know? What to Say?
- Account Engagement Strategy
- Whiteboard
- QA
3The organization structure is left blank
intentionally. The point is that the person(s)
responsible for network or applicatoin
architecture have varying titles.
- Manage for business performance
- Define business requirements to IT
- Fund new application initiative
- (LOB Line of Business)
New Targets to Engage
Traditional F5 Engagement Points
- Ensures application functionality and performance
meets business needs - Manages lifecycle of application through
development, upgrades, migrations, etc.
- Identifies and leverages technologies to improve
network performance, security, stability,
operating margin - Ensures the business is always on
- Meet or exceed SLAs
- Plans and manages infrastructure improvements
- Ensures application functionality and performance
meets business needs - Manages lifecycle of application through
development, upgrades, migrations, etc.
- Manages servers for performance
- Troubleshoots identified server problems
- Selects/designs for application performance
- Keeps network up
- Troubleshoots identified network problems
- Implements designs and configurations
- Creates test and modify application logic
4- Respond to/apply business requirements
- Understand and align with business value
- Provide sound technical guidance for
application/platform selection. - (e.g. build vs. buy decision)
- Design for appropriate scale, performance
- Satisfy their user constituency and the app owner
- Im counting on the network. I cant leverage it
to help me but it sure can hurt me -
- Collaborating with the network group is a late
stage check off item - The only place I control programming is in the
application. - My applications are isolated from the network.
- The network is too complex and unpredictable to
leverage across the design of multiple
applications
- With F5, I can leverage the network to provide
application specific functions that save money,
time, and reduce risk - Early collaboration with the network group
ensures successful deployment/delivery. - With F5, I can add application specific logic to
the network to enhance the user experience - My applications can instruct the network.
- I can proactively design to harness the
repeatable framework the network provides
- Project delays - failure to deliver app
- Chosen/built application is inflexible,
difficult to integrate - They forget to budget needed items (Blindsided
by vendor) - Line of business/functionality scope creep (e.g.
new users, new locations) - Not meeting user constituency expectations
- Application problems come back to haunt them
after deployment
- Seen as indispensable by the business.
- Satisfaction from designing a successful system
- Reputation for technical prowess and innovation
- High customer satisfaction
- Recognition / promotion within the organization
- Recognized for good vendor management
5- WANs are not optimized for app delivery
- Centralization of apps creates more remote
users higher demands on the network - Lack of integration between packaged applications
and networks creates operational overhead. - Inability to create a common virtualization
architecture for SOA can cause undue complexity
and evaporate efficiency gains anticipated by
moving to SOAs. - Inability to look at availability design
holistically (across the WAN as well as the LAN)
leaves holes where they could be hurt.
Increased cost of development delivery and
time to market Dissatisfied / lost
users Performance/Downtime Inflexible
infrastructure(new users/devices/geos) Lost
end user productivity business objectives at
risk. Focus of resources then become dedicated
to constant troubleshooting and fixes instead of
personnel focused on creating business value.
- Holistic architectural approach to WAN and LAN
availability - iRules and iControl enable bi-directional
application fluency and integration to
cost-effectively fix application problems. - BIG-IP LTM virtualizes applications and servers,
takes action based on performance and
availability ensuring reliable application
sessions. - BIG-IP LC virtualizes ISP links and optimally
directs traffic based on availability,
performance, capacity, and cost of links. - BIG-IP GTM virtualizes data centers and their
applications to automatically direct clients to
the best performing application and data center
Design a reliable, scalable architecture for to
ensure fast, available and secure app delivery to
end users
- A more cost-effective toolbox for better
upfront availability, performance, and security
design. - iRules
- iControl
- Profiles/Templates
- TMOS design and product integration.
- DevCentral
- Web Acclerator Policies
- Holistic approach to end-to-end security F5
checks the integrity of the client, provides a
protected workspace for the client, secures the
channel of communication between client and
application hardening the interior.
- Application developers cannot code around all
network interoperability issues - Application code is difficult to customize for
all network configurations - Lack of diagnostics and automation in identifying
and resolving user application experience issues - Packaged application developers cannot anticipate
all customer network configurations - Application and data are vulnerable in spite of
strong network security
- Unanticipated downtime
- User abandonment of poor performing apps
- Wasted or at risk application investment.
- Packaged applications fail to perform properly
over the network - Inability to demonstrate the value of the
application deployment to the business. - Application denial of service, compromised data
Better to anticipate and resolve app delivery
problems before they occur
- Problem troubleshooting takes too long
- Server and network cost overruns
- Application performance upgrades monopolize
budget - Resources applied to maintenance and
fire-fighting as opposed to strategic/necessary
projects - App roll-out or alterations delayed,
prioritization swap-out - High costs associated with managing
infrastructure. - High costs associated with simple maintenance and
provisioning routines.
- Problem troubleshooting takes too long
- Server and network cost overruns
- Application performance upgrades monopolize
budget - Resources applied to maintenance and
fire-fighting as opposed to strategic/necessary
projects - App roll-out or alterations delayed,
prioritization swap-out - High costs associated with managing
infrastructure. - High costs associated with simple maintenance and
provisioning routines.
- iControl API/SDK and application vendor
partnerships prove the value of automating the
interactions for routine application and server
maintenance, upgrades, and provisioning. - F5 is the only vendor which provides an open
and secure network system that integrates with
all major development environments (Java, .NET) - Integration on a common O/S ensures a common
management framework and shared resources - The openness of F5 allows app vendors and app
developers to instrument their apps to
communicate with the network influencing how to
manage traffic to that application.
Improve operational efficiency across applications
6- The largest application vendors like Oracle,
MSFT, BEA, and SAP standardize and design around
F5 solutions for their own internal operations
running their own applications. - Only vendor with a foundation like TMOS, unifying
application networking services into a common
architectural framework. This enables our
customers to leverage F5's end-to-end application
security, availability, and acceleration services
in a repeatable and reusable model to create
tremendous operational efficiencies. - Recognized leadership in both market size and
vision across all major analyst constituencies.
Proven product value innovation has driven these
results. - 9 of Fortune 10 are customers
- 9 of Top 10 financial services companies
standardized on F5
Ace
- Long term market leadership and value innovation
(products and patents) in enabling the F5 network
to optimize application delivery. - Only end to end Application Delivery Network
unified with a common architecture (TMOS).
Provides flexibility in an infrastructure
build-out or redesign on the customers terms,
not ours. - Only vendor with a common operating system (TMOS)
capable of integrating and leveraging new
solutions and technologies protecting your
investment. - Proven and tested reference architectures as well
as integration with top packaged application
vendors MSFT, Oracle, BEA, Seibel, SAP, and IBM.
- Lost revenue
- Lost or dissatisfied end-users and customers
- High profile data loss / compromise
- Loss of IT credibility the it cant be done
syndrome. - Lost operational efficiencies, continued cycle of
fighting fires. - Lost opportunity to fix root causes of
application and network problems - Maintenance costs absorb significant portion of
IT budget
King
Queen
- VoIP Dramatic cost savings and value-added
services of VoIP have risen expectations to make
those calls as reliable, fast, and secure as
picking up a traditional phone. Voice gets
integrated with other services like video and
data. - Service Oriented Architectures (SOA) Services
are reusable software modules with well-defined
interfaces and are independent of applications
and the computing platforms on which they run.
SOA helps users build composite applications,
which are applications that draw upon
functionality from multiple sources within and
beyond the enterprise. - Increasing Expectations - users expect that all
applications can be accessed from any device,
anywhere, at any time.
- Consolidation and Centralization - of data
center, network, and server infrastructure - Globalization reliably interfacing with
distributed employees, partners, suppliers, and
customers worldwide. - Outsourcing extending the supply chain for
products and services around the world. IT and
the IT infrastructure are the glue to make it
work. - Regulatory Compliance data integrity, disaster
recovery, client confidentiality
7(No Transcript)
8- BUSINESS ACTIVITY TO LOOK FOR
- New application deployment
- Initiative in response mission critical
application outages - Standards initiative on load balancing solution
- Application migration to 100 SSL
- Initiative to improve slow application
performance - THE SYMPTOMS What are they experiencing?
- Outages and /or broken applications
- Application doesnt scale, has performance issues
- Application deployment delays
- Security breaches and data loss
- High cost of management from non standardized
environment - Server and network device proliferation
- THE ROOT ISSUES Whats causing the problem?
- WHAT DISCOVERY QUESTIONS TO ASK
- What are the scalability and growth requirements
for your application? - Are the applications we are talking about mission
critical or need 99.999 uptime? - How involved are the owners for the apps, and do
the network folks influence the decision? - How do you define success (metrics) for
application performance, and are those metrics
met today? - Are your applications secured with SSL and if so,
how are you deploying it? - Where are your users coming from and are they
public or private users or both? - QUALIFYING CRITERIA (Is it worth pursuing?)
- Extremely mission critical application requiring
high availability and scale - Experiencing pain associated with too many
disparate and non-integrated devices. - All sessions must be encrypted and application
must protected - Customer requires better end-user performance and
experience.
9 F5 CAPABILITIES F5 PRODUCT(s) VALUE
Application high availability, Performance, and Security BIG-IP LTM 99.999 uptime for mission critical apps
Application performance optimization LTM Enterprise, Performance Packs, and Web Accelerator Better end user experience, reduced cost
Secure delivery of web based apps SSL Acceleration Module Application Security Module Improve data integrity, protect confidential and private data
Centralized Management Enterprise Manager Reduce operational costs
Application Networking Design, Deployment, and Maintenance Training and Consulting Improve operational adaptability, leverage F5 solutions more rapidly, ensure operational success
- DISTINCTIVES OF THE F5 SOLUTION
- Provides high availability and virtualization to
applications - Maintains application state through persistence
- Universal SSL encryption for any application
- Intelligent Application Acceleration improves
performance - iRules and iControl infrastructure allow BIG-IP
to fix application issues - THE F5 VALUE PROPOSITION
- Reduce downtime of mission critical application
environments through introduction of high
availability - Protect data integrity through built-in SSL
encryption - Maximize application performance without adding
additional hardware or point products. - Reduce cost and complexity by enabling
application aware networks - Maintain operations cost through centralized
management and common framework across products
- SALES SUCCESS TIPS (TO WIN CAMPAIGNS)
- Quote add-on modules at the very beginning. Be
assumptive. - Bring together representatives of the
applications and security teams in meetings - Leverage established application partnerships
(Microsoft, Oracle, etc.), demonstrate solution
center, leverage F5 Technology Center - Establish superiority on high pain load balancing
features high availability, persistence,
flexibility of iRules to adapt to changes in
business. - Print out a compression and cache report for
customer before first meeting - Hit iRules and iControl hard get them on
DevCentral show them - Acknowledge that many of our customers are
Cisco shops but choose F5. - CUSTOMER EXAMPLES
- Administaff
- BMW Group
- Discovery Channel
- Microsoft
- MSNBC Winter Olympics
10- The Problem
- Application network architects are increasingly
challenged with network limitations in their
effort to ensure successful delivery of
applications - A combination of factors are merging in the world
of applications and networks that combine to make
a perfect storm - As a result, there are more failure/restriction
points to address they each have their own new
set of performance issues - As we look to the future the problem will get
worse - Network architecture will need a new level of
integration with the application - New packaged apps come with a need for new
network functionality that network administrators
do not yet fully understand - New apps often come with hidden security issues
that will need to be resolved by network
administrators - Network administrators require the ability to
monitor, report and manage application
performance for successful application delivery - Without improvement in the network, application
architects network administrators will be faced
with the following potential problems - Under utilization of expensive apps
- User abandonment
- Server and network cost overruns
- Inability to establish enforce rules
- Unanticipated downtime
- The Solution
- The F5 Solution-new level of intelligence in the
network
111. Opening the Conversation
- Open with the purpose of the meeting tailored to
the needs of the application/network architect - Overview the topics
- The way things work today
- Inefficiencies today
- The future challenges
- The F5 approach
- Next steps
122a. The Way it Works Today
MAIN IDEA Application delivery architecture is designed to optimize the connection between business information and users in order to create the best user experience Fast, Available, Secure. MAIN IDEA Application delivery architecture is designed to optimize the connection between business information and users in order to create the best user experience Fast, Available, Secure.
Points to Make Questions to Ask
As we talk to application and network architects we hear some common objectives They want to design a reliable and scalable architecture to ensure fast, available and secure app delivery to end users They want to better anticipate and resolve app delivery problems before they occur They want to improve operational efficiency across applications Draw stick figures and write the words fast, available, secure. Then write Business information How does that match with your objectives?
132b. The Way it Works Today
MAIN IDEA Lets use the metaphor of a single pipe, which transports information from raw data through applications to users. Draw pipe with Servers, Apps, Portals, ISPs, Client across the top MAIN IDEA Lets use the metaphor of a single pipe, which transports information from raw data through applications to users. Draw pipe with Servers, Apps, Portals, ISPs, Client across the top
Points to Make Questions to Ask
An application delivery continuum exists from business information to apps through servers, portals, ISPs various clients to the user. Each element is critical to app performance. Write elements across top of pipe Other key elements?
142c. The Way it Works Today
MAIN IDEA Pressure is being applied to this pipe by a number of elements MAIN IDEA Pressure is being applied to this pipe by a number of elements
Points to Make Questions to Ask
Key Elements affecting application delivery today are Web-ification of apps Rising user expectation and device complexity Consolidation Rising security demands Distributed constituencies Add arrows and text pressuring pipe Other factors affecting the continuum in your company? Which of these are most impacting your business?
153. Inefficiencies in the way it works today
MAIN IDEA Each component of the network forms a potential bottleneck adversely affecting app performance Draw lines representing bottlenecks MAIN IDEA Each component of the network forms a potential bottleneck adversely affecting app performance Draw lines representing bottlenecks
Points to Make Questions to Ask
The entire network is not well tuned for the demands of the new web apps SELECT 3-4 customer relevant Limitations or Impacts from 3 Whys content to illustrate and or create dialogue (Engage them on issues re new package apps and their performance security issues and ways the network is not well tuned for them)
App performance can be at risk causing Under utilization of expensive apps User abandonment Server and network cost overruns Inability to establish enforce rules Unanticipated downtime (Get them to talk about the delivery problems they are experiencing and the impact on user experience utilization)
164. Future challenges
MAIN IDEA As we look to the future the problem of application delivery will get worse MAIN IDEA As we look to the future the problem of application delivery will get worse
Points to Make Questions to Ask
Multiple approaches to app delivery brings complexity adding expense and slowing time to market for new apps Draw COMPLEXITY What issues of complexity are limiting agility?
Standards of security will only increase Circle SECURITY and add up arrow Where are new security standards affecting your app design?
SOA will bring a new traffic issues Draw SOA How will this impact your business
Access challenges will multiply with the proliferation of devices, geographic constituent expansion Draw a new person and put a PDA in the new persons hand What kind of access issues will you address in the near future?
175a. How F5 Can Address The Problems
MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence For Servers The addition of BIG-IP can address traffic flow to achieve 99.999 server uptime If they currently use BIG IP for their app servers, start with their current experience and describe F5 capability MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence For Servers The addition of BIG-IP can address traffic flow to achieve 99.999 server uptime If they currently use BIG IP for their app servers, start with their current experience and describe F5 capability
Points to Make Questions to Ask
Address intelligence needed to manage server traffic Virtualize Server Resources Check Server Health Minimize server cost by utilizing maximizing utilization of smaller number of servers Automate database and application maintenance by leveraging iControl Erase constriction points near SERVERS and draw a solid line near the wall of the pipe at the top and bottom Dialogue about the issues with their servers that have come up earlier in the conversation. What other solution approaches have they tried? Are you maxing out server and/or power capacity? What taxes your servers the most? (SSL, Caching, Clustering Logic) How do you perform application and/or database updates? Is it largely manual?
185b. How F5 Can Address The Problems
Distributed Users
MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence. Applications F5 can bring dramatic improvement in app performance providing symmetric like acceleration without a new box, custom code/agents or client software. MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence. Applications F5 can bring dramatic improvement in app performance providing symmetric like acceleration without a new box, custom code/agents or client software.
Points to Make Questions to Ask
Address intelligence in the app Application High Availability (HA) Scalability and Virtualization of Resources Offload processor intensive functions LTM Performance Packs SSL Acceleration Caching Application awareness and control on both inbound and outbound traffic. TMOS full proxy architecture iRules Erase constriction points near APPS and draw a solid line near the wall of the pipe at the top and bottom Dialogue about the issues with their applications that have come up earlier in the conversation. What other solution approaches have they tried? How do manage SSL currently? Are you doing compression? If so, please describe how that works. Are you having any issues scaling your applications? If so, which ones? Do you anticipate growth for these applications? Do you have any problems with end client and application compatibility?
195c. How F5 Can Address The Problems
MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence. Portals F5 can speed web app delivery 3X-7X. MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence. Portals F5 can speed web app delivery 3X-7X.
Points to Make Questions to Ask
Address intelligence in the portal Better bandwidth utilization Web Accelerator (Speed web application delivery 3-7x) Improve server performance and offload Web Application Security Network tuning for different implementations of TCP or UDP Servers can get bogged down due to slow clients. BIG-IP brokers the connection to allow the server to unload its connection. TCP Express leveraging Server Buffering Intelligent Compression Compressing everything can introduce latency, compress only when necessary. Caching Erase constriction points near PORTALS and draw a solid line near the wall of the pipe at the top and bottom Dialogue about the issues with their portals that have come up earlier in the conversation. What other solution approaches have they tried? Is portal performance unacceptable? Are you expanding these applications? How are these applications accessed? Do you find incompatibilities between your clients and apps or between applications.
205d. How F5 Can Address The Problems
MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence. For D.C.s F5 can optimize and dramatically improve traffic flow between data centers and users while addressing the challenge of DC synchronization. MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence. For D.C.s F5 can optimize and dramatically improve traffic flow between data centers and users while addressing the challenge of DC synchronization.
Points to Make Questions to Ask
Address intelligence between DCs to enable seamless operation Accelerate all applications Data reduction, bandwidth savings (WANJet) Global load balancing (GTM) Disaster recovery and intelligence DNS (GTM) Address impending service oriented architectures (SOA) Virtualize distributed application components, group and serve them up as one application (HA and Performance) Erase constriction points near DCs and draw a solid line near the inside wall of the pipe at the top and bottom Dialogue about the issues with DC-to-DC traffic that have come up earlier in the conversation. What other solution approaches have they tried? Do you have branch offices? Do you have multiple data centers? How are you managing it? Automated?
215e. How F5 Can Address The Problems
MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence. For ISPs We can ensure optimal traffic flow and cost efficiency through best performing ISP MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence. For ISPs We can ensure optimal traffic flow and cost efficiency through best performing ISP
Points to Make Questions to Ask
Address intelligence in utilizing ISPs making multiple ISPs look like one ISP Link Virtualization (Link Controller) Link optimization Integrated Rate Shaping Link cost load balancing No Custom Router Tables Required (No BGP) Puts control over your ISPs in your hands. Erase constriction points near ISPs and draw a solid line near the wall of the pipe at the top and bottom Dialogue about the issues with their ISPs that have come up earlier in the conversation. What other solution approaches have they tried? Do you have multiple ISPs? If not, you should. If so, do you have trouble managing those links? Is it costly? Are you managing both in and outbound traffic? Do you have challenges troubleshooting? Do you find that your ISPs dont cooperate?
225f. How F5 Can Address The Problems
MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence. For Security F5 Brings significant performance improvement at the client level through intelligent optimization of all interactions between the client, the network and the application. MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence. For Security F5 Brings significant performance improvement at the client level through intelligent optimization of all interactions between the client, the network and the application.
Points to Make Questions to Ask
Virus Firewall Checking and End-Point Validation (FirePass) Speed WAN traffice through Transparent Data Reduction (TDR) and synchronous traffic optimization (WANJet) Increase performance through browser optimization (WebAccelerator) Minimize latency induced by chatty applications Servers can get bogged down due to slow clients. BIG-IP brokers the connection to allow the server to unload its connection. TCP Express leveraging Server Buffering Erase constriction points near the CLIENT. Do you have remote employees? Contractors? Partners? Where are they coming from? (Invite the customer to draw/map this out) Are they public or private users? Can you classify (e.g. from 1-5) which users and applications are the most critical? Do they access your applications wirelessly? Are there any applications that are performing poorly over the WAN?
235g. How F5 Can Address The Problems
MAIN IDEAF5 enables the network to address each of these potential bottlenecks with a new level of intelligence. For Security F5 brings a new level of security functionality to the network enabling unified policy enforcement in application delivery MAIN IDEAF5 enables the network to address each of these potential bottlenecks with a new level of intelligence. For Security F5 brings a new level of security functionality to the network enabling unified policy enforcement in application delivery
Points to Make Questions to Ask
Address intelligence in providing security in the network Enable SSL everywhere (not just on external facing sites). Performance no long inhibits full SSL on internal networks. Flexible architecture to unify application security services End point security, enforcement auto-remediation Integration with all major directory service solutions Draw a screen between the users and the pipe Dialogue about the application level security issues that have come up earlier in the conversation. What other solution approaches have they tried? What is your Bird Flu plan? How will your users access applications if they cannot physically come to work?
245h. How F5 Can Address The Problems
MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence. All Together Each product you add creates a new level of overall intelligence to the network enabling fast, available and secure flow of information to your constituent users MAIN IDEA F5 enables the network to address each of these potential bottlenecks with a new level of intelligence. All Together Each product you add creates a new level of overall intelligence to the network enabling fast, available and secure flow of information to your constituent users
Points to Make Alternatives for Customer
Not only does each F5 product solve the individual traffic bottlenecks, they collaborate with one another and can be leveraged together. Each F5 product adds collectively to the intelligence between the network and the application, further enhancing fast, available and secure application delivery. In doing this F5 can help you Design a reliable and scalable architecture to ensure fast, available and secure app delivery to end users Better anticipate and resolve app delivery problems before they occur Improve operational efficiency across applications Draw solid lines inside the pipe and add a big arrow with F5 at the origin pushing through the pipe The alternative is many different products from many different vendors or a lot of code. Either option is very expensive to deploy and own, not to mention the delays that can get introduced.
255i. Summary of How F5 Can Address the Problem
MAIN IDEA The F5 solution set brings a new level of application intelligence to the network MAIN IDEA The F5 solution set brings a new level of application intelligence to the network
Points to Make
F5 addresses most network bottlenecks with products on an integrated application delivery framework
F5 enables new levels of security policy enforcement necessary for distributed workforces
F5 brings the network both simplicity and functionality to ensure effective delivery across all apps
F5 brings highly cost efficient programmability to the network
F5 brings high availability enabling the network to respond immediately to component failures
266. Advantages of the F5 platform
MAIN IDEA F5 provides the best user experience possible from all access modes with an end to end approach MAIN IDEA F5 provides the best user experience possible from all access modes with an end to end approach
Points to Make about the Value of the F5 Solution
Reduce risk of downtime (High Availability)
Leverage a repeatable framework for future apps
Reduces the high cost of app development for security, performance, availability
Protection from targeted app layer attacks
Reduces overall IT complexity and cost
277. Next Steps-where can we add value?
MAIN IDEA MAIN IDEA
Points to Make Questions to Ask
Summarize F5 enables networks to optimize enterprise application performance-making them fast-available-secure Test Does this make sense? Which elements are causing them the most difficulty?
Determine who on the network side should we talk to and which applications should we assess for performance improvement, or who should we address the security issues to?