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Partner Playbook

Rick Steensen, SBDM

October 2011
**Use presentation mode for best results**

Cisco - Data Center

DC Playbook Contents

Cisco Data Center Advantage Application Network Solutions


Storage Network Solutions


Unified Fabric Nexus

Unified Fabric Cheatsheet

Virtual Swtiching

Virtual Switching Cheatsheet

Unified Computing

Unified Computing Cheatsheet

Data Center Partners / Alliances

EMC VCE / vBlock NetApp - FlexPod

Citrix VXI
Ecosystem of Partnerships

Selling in the Data Center

DC - Trigger questions

Objection Handling Useful Information

Cisco Data Center Advantage

Discover how to tie technology innovation to value. An Architectural Framework for the Data Center Because technological demands and priorities vary, Cisco does not prescribe a specific architecture. Instead, Cisco provides an architectural framework consisting of Data Center Advantage (DCBA) and a series of architectural building blocks. With these elements, organizations can build the architecture and adopt the technologies best suited to their needs. Building Blocks DCBA is comprised of three layers:

Unified Fabric Unified Network Services Unified Computing

These are the three building blocks of Cisco Data Center Fabric, and they serve as the foundational infrastructure for the data center. Built on Cisco Data Center Fabric are a series of solutions, such as virtualization and cloud-based solutions, all mapped to common customer projects. DCBA is designed to help enable solutions that deliver business value in three areas:

Faster service creation

Lowered total cost of ownership The development of new transformational models that take advantage of emerging trends like virtualization and cloud technologies

Cisco Validated Design Guides To help organizations take advantage of Cisco's broad portfolio of data center technologies, products, and solutions, Cisco publishes a series of validated designs. These are blueprints for technologies like desktop virtualization and data center virtualization. They can be found in the Data Center Design Zone.

Application Network Services - WAAS

Cisco Wide Area Application Services (WAAS) is a comprehensive WAN optimization solution that accelerates applications over the WAN, delivers video to the branch office, and provides local hosting of branch-office IT services. Cisco WAAS allows IT departments to centralize applications and storage in the data center while maintaining LAN-like application performance and provides locally hosted IT services while reducing the branch-office device footprint. Cisco WAAS helps organizations accomplish these objectives:
Application acceleration: Improve productivity of remote employees IT consolidation and WAN optimization: Minimize branch IT costs

Branch IT agility: Respond rapidly to changing business needs

Simplified data protection: Ease compliance and business continuity

Unlike other WAN optimization products, the Cisco WAAS solution offers the following unique advantages:
Validated by application vendors with proven designs that lower risk Integrated into your network to simplify network operations and management

Reduced ownership costs through smaller device footprints and ease of


Winners - Best of Interop

Network and Application Performance Optimization Winner: Cisco Wide Area Application Engine (WAE) 674 and Cisco WAAS v4.1 Judges: Mike Fratto, Mike Brandenburg

Application Network Services - ACE

Cisco ACE Application Control Engine application switches represent the state of the
art in next-generation application switches for increasing the availability, performance, and security of data center applications. The Cisco ACE family of application switches includes the Cisco ACE Service Module for the Cisco Catalyst 6500 Series Switches and Cisco 7600 Series Routers, as well as the Cisco ACE 4710 Appliance in a standalone form factor for discrete data center deployments. Through a broad set of load balancing and content switching capabilities, coupled with unique virtualized architecture and granular user access control, Cisco ACE provides industry-leading time and cost reduction for application deployment, build-out, and performance or security enhancement. IT departments and end users benefit directly through faster application rollout, improved response time, and long-term investment Protection.

Application availability: To increase application availability, the Cisco ACE product family uses best-in-class Layer 4 load balancing and Layer 7 content switching algorithms coupled with highly available system software and hardware. Specifically, Cisco ACE provides a state-of-the-art failover system with an extensive set of application health probes that helps ensure that traffic is forwarded to the most available server. To help ensure data center availability, Cisco ACE is integrated with the industry-leading Cisco multiple data center availability system: the Cisco ACE Global Site Selector (GSS). Cisco GSS provides connection failover between data centers and helps ensure business continuity.

Application performance: Cisco ACE is designed to accelerate the application experience for all users, whether they are in the office or on the road. To enable optimal application performance for remote and traveling users, Cisco ACE products use a range of acceleration capabilities to improve application response time, reduce bandwidth volume, and improve the efficiency of protocols. These technologies, including hardware-based compression, delta encoding, and Flash Forward, improve performance and reduce response time by minimizing latency and data transfers for any HTTP-based application, for any internal or external end user. Cisco ACE also improves server performance by caching and offloading Secure Sockets Layer (SSL) and TCP. Security: Cisco ACE is designed to serve as a last line of server defense. The Cisco ACE provides protection against application threats and denial-of-service (DoS) attacks with features such as deep packet inspection, network and protocol security,

Storage Networking - MDS

Cisco MDS 9500 Series Multilayer Directors share a common architecture, the Cisco MDS 9000 SAN-OS operating system, and switching and services Modules that are backward and forward compatible throughout the entire Cisco MDS 9500 Series Multilayer Directors and 9200 Series Multilayer Fabric Switches. Intelligent Fabric Applications (such as Continuous Data Replication, Storage Media Encryption (SME), Data MobilityManager, Network-based Volume Management) address important customer concerns related to storage provisioning, security, data migration and replication, backup and recovery, storage utilization, and increasing storage costs. Cisco MDS 9200 Series multiprotocol and convergence, offering area network (SAN) delivers state-of-the-art distributed multiservice high-performance storage extension and disaster

recovery solutions, intelligent fabric services and cost-effective

multiprotocol connectivity.
The Cisco MDS 9100 Series Fabric Switches and Blade Switches are cost effective, scalable, easy to install, and highly configurable Fibre Channel switches that are ideal for small to medium-sized businesses. The fabric Switches are also available as blade switch form-factors for the market-

leading blade servers, including IBM and HP blade servers.

Unified Fabric - Nexus

The typical data center environment supports two to three parallel networks: one for data, one for storage, and possibly one for server clustering. In addition, servers often have dedicated interfaces for management, backup, or virtual machine live migration. Supporting these interfaces imposes significant costs related to interfaces, cabling, rack space, upstream switches, and power and cooling.

Unified fabric consolidates these different types of traffic onto a single, general purpose, high-performance, highly available network that greatly simplifies the network infrastructure and reduces costs. To do all this, a unified fabric must be intelligent enough to identify the different types of traffic and handle them appropriately. In addition to reducing total cost of ownership, unified fabric supports broader data center virtualization by providing consistent, ubiquitous network and storage services to all connected devices.

Save Today, Innovate Tomorrow with Unified Fabric

There are two primary approaches to deploying a unified data center fabric: Fibre Channel over Ethernet (FCoE) and Internet SCSI (iSCSI). Both are supported on Unified Fabric, which provides a reliable 10 Gigabit Ethernet foundation. With the ratification of the FCoE ANSI T.11 BB-5 standard, Cisco and it's supporting partner ecosystem that includes EMC, NetApp, QLogic, Intel, and Emulex provides customers with a deployable and practical solution today. Unified Fabric lossless operation also improves the performance of iSCSI, that is supported by both Cisco Catalyst and Cisco Nexus switches. In addition, the Cisco MDS series of storage switches has hardware and software features specifically designed to support iSCSI.

Unified Fabric Nexus 1000v

Cisco Nexus 1000V Series Switches are virtual machine access switches that are an intelligent software switch implementation for VMware vSphere environments running the Cisco NX-OS Software operating system. Operating inside the VMware ESX hypervisor, the Cisco Nexus 1000V Series supports Cisco VN-Link server virtualization technology to provide:

Policy-based virtual machine connectivity Mobile virtual machine security and network policy Non-disruptive operational model for server virtualization and networking teams

With the Cisco Nexus 1000V Series, you can have a consistent networking feature set and provisioning process all the way from the virtual machine access layer to the core of the data center network infrastructure. Virtual servers can now use the same Network configuration, security policy, diagnostic tools, and operational models as their physical server counterparts attached to dedicated physical network ports. Virtualization administrators can access predefined network policy that follows mobile virtual machines to help ensure proper connectivity, saving valuable time for virtual machine administration.

Developed in close collaboration with VMware, the Cisco Nexus 1000V Series is certified by VMware to be compatible with VMware vSphere, vCenter, ESX, and ESXi, and with many other vSphere features. You can use the Cisco Nexus 1000V Series to manage your virtual machine connectivity with confidence in the integrity of the Server virtualization infrastructure.

Unified Computing System

Today, IT organizations assemble their data center environments from individual components. Their administrators spend significant amounts of time manually accomplishing basic integration tasks rather than focusing on more strategic, proactive initiatives. The industry is in a transition away from the rigid, inflexible platforms that result and moving toward more flexible, integrated, and virtualized environments.
The Cisco Unified Computing System is a next-generation data center platform that unites compute, network, storage access, and virtualization into a cohesive system designed to reduce total cost of ownership (TCO) and increase business agility. Key advantages:

Unified Fabric dramatically reducing the number of devices powered, cooled, secured and managed Embedded Multi-Role Management creates massive reduction in management modules Extended Memory Technology more than doubles the capacity of traditional 2 socket servers, maximizing performance and capacity VN Link Virtual machines get virtual links that allow virtual machines to be managed and configured centrally Service Profiles Allows for server provisioning in minutes vs hours

The Cisco Unified Computing System continues Cisco's long history of innovation in delivering integrated systems for improved business results based on industry standards and using the network as the platform. Recent examples include IP telephony, LAN switching, unified communications and unified I/O. Cisco began the unified computing phase of our Data Center 3.0 strategy several years ago by assembling an experienced team from the computing and virtualization industries to augment our own networking and storage access expertise. As a result, Cisco delivered foundational technologies, including the Cisco Nexus Family, supporting unified fabric and server virtualization. The Cisco Unified Computing System completes this phase, delivering innovation in architecture, technology, partnerships, and services.

EMC VCE / vBlock

The Virtual Computing Environment (VCE) coalition, formed jointly by Cisco and EMC with VMware, represents an unprecedented level of collaboration in development, services, and partner enablement to minimize risk during an organization's infrastructure virtualization journey to private cloud implementation. Vblock Infrastructure Packages are integrated IT offerings from the VCE coalition that combine best-in-class virtualization, networking, compute, storage, security, and management technologies with end-to-end vendor accountability. Preintegrated to provide a new way of delivering IT to businesses, these offerings are validated to help enable the creation of customized solution packages by the channel, Partners, and ISVs. Unifying customer engagements, the VCE coalition offers comprehensive professional and technical support services to provide a smooth end-to-end customer and partner experience. The VCE coalition professional services, jointly developed and delivered, will help customers understand how to maximize value and speed time to virtualization and private cloud solutions. These offers include executive and architecture advisory services, strategy services, and design and implementation services. VCE, Inc. (formerly Acadia) is a new solutions joint venture between EMC and Cisco that will offer Vblock Infrastructure Platforms through a unique 'build, operate, and transfer' model, as well as other flexible business models to speed customer adoption and enable a partner ecosystem of service providers, systems integrators, and outsourcers to provide private cloud infrastructures based on Vblock architecture. Vblock Partner Ecosytem establishes a business and technical solution entry point for partners and customers. This ecosystem comprises technology and channel partners, systems integrators, ISVs, and business consultants that will deliver completely integrated IT offerings combining best-in-class virtualization, networking, compute, storage, security, and management with end-to-end vendor accountability.

NetApp Partnership
The Cisco and NetApp partnership extends back to 2003. Together, the two companies are developing solutions that deliver the value and performance that meet customer requirements for next-generation virtual data centers. Cisco and NetApp provide:

A unified approach to a virtualized data center IT efficiency at computing, network, and storage layers An end-to-end, unified, virtual data center architecture Data center unification and I/O consolidation

Best practices for 10 Gb Ethernet and Fibre Channel over Ethernet (FCoE) solutions

NetApp is currently a Cisco Original Storage Manufacturer (OSM), with rights to distribute both the Cisco MDS and Cisco Nexus data center switches. NetApp is a primary Partner contributing to Cisco Desktop Virtualization Solutions and the Cisco Virtualization Experience Infrastructure (VXI). Cisco VXI delivers a virtualized collaborative workspace through a comprehensive end-to-end infrastructure that spans from endpoints to the data center.

FlexPod is a proven, data center solution from Cisco and NetApp that's built on a
flexible, shared infrastructure which can scale easily; be optimized for a variety of mixed application workloads; and be configured for virtual desktop or server infrastructure, secure multi-tenancy, or cloud environments. FlexPod is a prevalidated configuration that delivers a virtualized data center in a rack and is composed of leading computing, networking, storage, and infrastructure software components. FlexPod for VMware
FlexPod Brief

FlexPod for VMware provides a unified flexible architecture that is ready for virtualized
environments today, yet is flexible enough to grow to a fully private cloud at the pace you set. FlexPod for VMware provides:

Validated technologies from three industry leaders - VMware, NetApp, and Cisco - in computing, storage, networking, and server virtualization A single platform, built from unified computing, fabric, and storage technologies, that lets you scale to meet the largest data center requirements without disruption or the need for architectural changes in the future Integrated components that enable you to centrally manage all your infrastructure pools An open design mgmt framework that integrates with your existing third-party infrastructure mgmt solutions

Citrix Desktop Virtualization

Cisco and Citrix combine forces for comprehensive desktop virtualization solutions that
make it easier and more cost-effective to deliver high-definition virtual desktops and applications to users across the enterprise. These joint desktop virtualization solutions are core building blocks for the CiscoVirtualizationExperience Infrastructure (VXI). Cisco VXI delivers a virtualized collaborative workspace through a comprehensive end-to-end infrastructure that spans from endpoints to the data center.

Citrix combines virtualization, networking and cloud computing technologies into a full portfolio of products that help enable:

Virtual work styles for users Virtual data centers for IT

Cisco compute and networking solutions have been validated with Citrix XenDesktop. Together, they deliver desktops and applications on demand, anywhere, anytime, and on any device, to help increase productivity for a global workforce. Deployed on a platform built from the beginning to support virtualized environments, this solution:

Delivers exceptional user experiences Helps IT organizations make desktop operations centralized, highly secure, and compliant Better supports the vital aspect of business: people

Virtual Desktop

Get enterprise-scale virtual desktop solutions with Cisco UCS and Citrix XenDesktop software. You can balance both:

User needs for more mobility, flexibility, self-service, and choice IT needs to centralize desktop infrastructure, help secure mission-critical data, and respond quickly to changing requirements

The Cisco Data Center Designs: Desktop Virtualization solution with Citrix XenDesktop helps enable:

Increased mobility, flexibility, and productivity for your global workforce High-performance, scalable, and agile infrastructure Exceptional user experiences facilitated by Citrix HDX technology Highly secure IT operations and increased compliance by centralizing desktop infrastructure and enterprise-critical data

Cisco Desktop Virtualizationn w/Citrix XenDesktop (AAG)

Ecosystem of Partnerships
By working with industry leaders, Cisco has helped build an extensive Partner
ecosystem that includes technology, channel, and systems integration Partners. This approach allows us to provide a complete, standards-based solution for delivery and supporting data center architectures.

VMware - Our collaboration incorporates product, integrated services, and GTM strategies. Wyse - Our collaboration helps customers deploy a comprehensive desktop virtualization solution based on Cisco Virtualization Experience Infrastructure (VXI) and Wyse's Cloud Client Computing. Accenture - Our collaboration formed the Accenture and Cisco Business Group, a virtual team that exists to help your organization use IT as a strategic asset. APC - Our collaboration provides industry-leading hardware, software, and services in critical power and cooling for residential, business network, data center, and manufacturing environments. BMC - Our collaboration created a single platform to provision, configure, and manage the Cisco Unified Computing System. Intel - Our collaboration brings together industry-leading products built on open standards and defined migration paths. Microsoft - Our collaboration builds next-generation data center solutions to help customers achieve optimum value from IT assets. Novell - Our collaboration delivers a solution based on the Cisco Unified Computing System and SUSE Linux Enterprise from Novell. Oracle - Our collaboration optimizes business solutions for enterprise, service provider, and midmarket customers. Panduit - Our collaboration provides solutions that optimize data centers, to help customers increase agility and improve operational efficiency. Red Hat Our collaboration offers a robust and versatile enterprise computing solution. SAP - Our collaboration supports a globally connected business that accelerates innovation across the enterprise.

Selling Unified Fabric/Computing

Identifying an Opportunity:
Selling Ciscos Unified Computing System requires understanding the opportunities within your customers. Opportunities can present themselves as major events or new business models. Deploying new solutions and applications require infrastructure investments and can open the door to discussing the value of Ciscos innovative Data Center technologies. Below are questions to ask your customers to help identify key selling opportunities. These questions are segmented by impending events and solutions your customer may be embarking upon. Trigger Events: What is the lease or refresh cycle for server platforms? Solutions: VMware VDI/VMware View Citrix Desktop client

Is the customer planning a new site build, a move

or an acquisition? Have they identified an evaluation period for standardization or new technology adoption? Are they deploying a new application? Is the business entering a new market or

Microsoft Exchange 2010 ERP/SAP/Oracle/PeopleSoft

developing a new business model (e.g.

Positioning: The Unified Computing System portfolio has solutions that can be positioned in different opportunities depending on the customer need. Here is an overview and some guidelines on the requirements that will help to position the correct solution.

Selling UCS Cont

The Cisco Unified Computing System presents a simplification of the traditional blade server deployment model with stateless blades and a blade server chassis that is centrally provisioned, configured, and managed by Cisco UCS Manager up to 320 blades. The result is a unified system that significantly reduces the number of components and offers a just-in time provisioning that allows systems to be deployed in minutes rather than hours or days.

When to position - B-Series Servers

Does the customer require a scalable solution? Do they have plans for growth? Does the customer value additional management capabilities? Is there an initiative around operational efficiency or reduced time to deployment?

Cisco UCS C-Series Rack-Mount Servers extend unified computing innovations to an industry-standard form factor to help reduce total cost of ownership (TCO) and increase business agility. It supports an incremental deployment model and protects customer investment with a future migration path to unified computing.

When to position - C-Series Servers

Are they planning a small, or finite deployment with no consideration for growth? Is the deployment at remote sites or non-standard locations, e.g. 110v power only? Do they require high-density local storage, database, or network file servers?

DC Trigger Questions
Questions for CIO

What new business services or processes are you considering? How do you work with the business to define the IT strategy? What are your long-term targets or strategies for reducing costs? What would be the business impact in the event of a natural or man-made disaster? What are your challenges here? To what extent is power, space and cooling impacting your business today? What are your personnel issues around productivity, skills shortages, growing talent, functional organization etc..? Are resource issues hampering your ability to provision new services? In terms of your IT budget dollars spent each year, how much is allocated to innovation vs. keeping the lights on? What IT services are you planning on delivering in the future?
What are the technology issues prohibiting you from reaching your customers' customer? What are your main challenges? Distance, cost, bandwidth, latency. What costs do you have related to data unavailability? Is there an initiative to reduce the risk of data loss? Are you planning a secondary DC for redundancy and backup? What are your DC plans for redundancy and backup? What is the distance (current and planned) between DCs?

Questions for DC Manager

How are you addressing the datacenter constraints of power and cooling? Do you know the Power Usage Effectiveness (PUE) quotient for your data center operation?
How long does it take to provision an application in your environment? Where do you see your DC in 2-3 years? Are you considering a service oriented architecture or a utilities based model? With a SOA strategy, what challenges do you see around the end user for that strategy? How do you see the IT organization evolving over the next 2-3 years? How important is business continuity and to what level are you planning to support it?

Questions for Enterprise Architect

What role do you see for fabric computing in your organization? What are the initiatives for cloud computing in the next 12 months? Describe your interest in the concept of self service computing?
Help us understand your approach for leveraging virtualization across the data center? What major projects are you being asked to look at by your management team? What are your current utilization levels? Whats your disaster recovery plan, and have you ever had to use it? If so, what was its impact and challenges? What kinds of challenges are you facing maintaining IT resources in remote locations?

Questions for Network Manager

Tell me about the man-hours you spend reacting to bandwidth issues? How well could your current environment cope with a sudden influx of new users?

Objection Handling
You might encounter these stall tactics and objections during your initial
phone call as well as throughout your meetings with various business and technical decision makers.

Cisco has no server experience

The future of the data center is a cohesive, integrated, virtualized whole not individual components. Cisco has developed an alternative system approach combining network, compute, virtualization, and storage access which was announced in March, 2009 in a Blade server form factor. Cisco is now extending its portfolio with the C-Series Rack Servers addressing an array of workloads. Cisco is already a trusted part of your environment. You are not introducing a new vendor, but merely introducing a new, more efficient approach. Ciscos award winning service combined with key eco partner relationships is enabling Cisco to tackle a range of customer requirements from server consolidation projects to complex application integration. Cisco C-Series servers provide a flexible, comprehensive, standards-based set of management options that enable data centers to take advantage of the servers innovative features in heterogeneous data centers today. The management capabilities also provide investment protection by offering a future path to Unified Computing. Options include:
Integrated Mgmt Controller BMC or Baseboard Mgmt Controller Front Panel KVM Intelligent Platform Management Interface (IPMI) v2.0 UCS Manager (CY2010)

I dont want to introduce another server vendor in my environment

Cisco has limited knowledge to deliver services and integrate new applications

Cisco servers cannot be managed by standard System and Network Management Tools

Useful Information

Pugh - Whiteboard VOD

UCS Overview VOD UCS Intro UCS - At-A-Glance Evolve Your Business VOD Platform built for Virtualization Cisco Knowledge Network Previous VODs Increased revenues of 20% to 28% in one year for technology company AlmavivA TSF Reduced operational costs by 30% and capital costs by 20% for Winterflood Securities Savings well over 90% per blade chassis for Technical University Berlin

Success Storys

Industry News

Analyst Opinions on Cisco Unified Computing System InfoWorld's Top 10 Emerging Enterprise Technologies Highlights Cisco UCS InfoWorld Test Center Review: Cisco UCS Wows
A Platform Built for Server Virtualization: Cisco Unified Computing System Scalability Study for Deploying VMware View on Cisco UCS and EMC Symmetrix V-Max Systems Virtual Desktop Infrastructure: Meet the Challenge with Cisco Unified Computing System Virtual Machine Mobility with VMware VMotion and Cisco Data Center Interconnect Technologies Unified Fabric: Cisco's Innovation for the Data Center Evolving Data Center Architectures: Meet the Challenge with Cisco Nexus 5000 Series Switches Fibre Channel over Ethernet in the Data Center: An Introduction Best Practices in Deploying Cisco Nexus 1000V Series Switches on Cisco UCS Systems Deploying Oracle Real Application Clusters on the Cisco Unified Computing System with EMC CLARiiON Storage Design Considerations for High Availability and Scalability in Blade Server Environments Scalability Study for Deploying VMware View on Cisco UCS and EMC Symmetrix V-Max Systems Virtual Desktop Infrastructure: Meet the Challenge with Cisco Unified Computing System

White Papers

Enablement Cisco PEC Quickstart Training

Data Center, Application Networking Services, UCS, Green Solutions

VMware Partner Site VSP4 Certification Cisco Competitive Edge Portal Cisco Promotions Cisco Capital End-user offers