1. Dell EMC Ready Sales Training - EMEA
Jean-Pierre Brulard, SVP & GM EMEA
Brandon Sweeney, SVP WW DT Sales & Operations

2. Jean-Pierre Brulard
SVP & GM VMW EMEA

3. any app across multiple clouds and multiple devices.
Our Mission at VMware
We enable our customers’ digital transformation by providing the software to run, manage, secure & connect
any app across multiple clouds and multiple devices.
Transition: Our success depends on solidifying our unique position to help our customers run, manage, secure, and connect any application on any cloud to any device. This differentiates our capabilities to securely provide cross-cloud networking and management.

4. A Strategic Shift for VMware
Our Heritage
Transforming
Data Centers
Our Future
“Expansive IT”
for a Multi-Cloud World
Private Cloud
SaaS

5. vRealize Cloud Management
VMware Vision

6. YTD Portfolio Growth (+11%)
VSAN/VXRAIL
SDDC
EUC
300%
NSX
Hybrid Cloud
180%
NSX
120%
Hybrid Cloud
Management
60%
EUC
So now let’s put our portfolio performance this quarter into perspective.
The story this quarter was really about the strength of our portfolio
Stronger than expected performance in Compute/Management
Some weakness in EUC, AirWatch up, but Desktop weak this quarter
Continued progress with our newer growth products
Big Shout out to VCA! 0%
Compute
-60%
Foundational
Transformational

7. VMW EMEA Leadership Team
Jean-Pierre Brulard
SVP & General Manager, EMEA
Direct
Dotted
A. Barber
VP Technical Services
J. Baguley
CTO EMEA
J.-P. Barleaza
VP Partners & GB
H.F. Jul-Hansen
VP Legal
NEMEA: D. Parry-Jones 39%
Mature: UK, Benelux, Nordics
A. Chain
VP Enterprise & Strategy
K. Cox
VP Marketing
CEMEA: L. Freguia 28%
Mature: Germany, Switzerland, Austria
Emerging: Russia, Poland, E.Europe
TBH
VP, Dell Execution Team
S. Massas
VP HR
SEMEA: H. van der Vaeren 33%
Mature: France, Italy, Iberia, Israel, South Africa
Emerging: Turkey, Middle East, Africa
I. Evans
VP EUC & Mobility
I. Roberts
VP Finance
34 Operationally Active Countries
Total HC located in EMEA (inc. GSS etc.)
3711
Total EMEA Field Sales Organization (excl. Mkt.)
997
L. Ostrom
VP Networking & Security
Stephanie Barton
VP Global Accounts
C. Dobroschke
Sr. Director Operations

8. EMEA Sales Coverage Model Transformation
Invest
Specialist Sales and SEs
PDS & CAM 36
284
320 People
Stabilize
Direct Core Sales
Partner Core Sales
315
110
Core SEs
202
627 People
Global (52)
PODs
Enterprise
(1528)
General Business

9. CY16 Key Joint VMW-DELL EMC EMEA Wins
PSO
Highlights:
Significant YoY Increase in “Sell Thru” Business… +162% Dell/EMC & +21% VCE
Good Executive / Field Level Engagement
Accelerated focus on HCI: VxRail, VxRack, cross commission vSAN/SIO
PSO
PSO
PSO
The impact that we are having with our Federation counterparts manifests itself in many different ways and with companies of all shapes and sizes and industry’s:
-Sell To:
- Sell With: these are cases where we collaborate, communicate, do Join Account Planning, EBC’s… and frankly we transact independently either direct or via an alternate RTM
- Sell Thru: Resale business which in 2015 for EMEA was $85M – Q1-Q at $75M – Current Q4 call is $27M ($102M for year)
- Joint Services ROE: Yellow to Green on both engagement and delivery (Credit Alan Barbar and Frederic Dussart)
- Engineered Solutions: FEHC: 50+ New Logos acquired in ’15 Globally– don’t have ‘16 actual for EMEA
- Transformational Wins: ING, Danske Bank, HSBC, RBS, WBA
- Federation Ready Business Partner Program -5 Solution Providers in program
All of the above are SELL THRU Accounts for EMEA Q1-Q3 2016

11. Brandon Sweeney
SVP, WW Sales & Operations, Dell Execution Team & Global Commercial Segment

12. DET Team Charter & Objectives
DET Charter
DET Objectives
Build a Dedicated Organization to Drive >1B in CY2017 with Dell Technologies
Engage 18,000 DT Sellers to drive Cross-Company solutions via Transactional / HW Attach / Solution Selling Motions 1
Create a Structured & Measurable Engagement Model between VMware & DT 50, Enterprise & Commercial Teams 2
Drive and Support VMW GEO Focus & Execution to deliver the GEO DT Targets 3
Engage with DT to Build Demand Creation & Programmatic Joint Selling Engines 4
Create Purpose-Build DT Solutions that scale across DT Enterprise & Commercial Segments 5

13. VMW DET GTM Focused By Region & Segment
Segmented to Drive Focus
Aligned by Dell Region 1 1
North America
DT 50 2
LATAM 2
Dell EMC Enterprise 3
EMEA 4 3
APJ
Dell
Commercial 5
China

14. VMW DET Based on 3 Integrated Pillars
Sales & Revenue Capture
Technology Strategy
Sales Strategy Planning / Operations
Direct/Indirect Sales
Field Sales
Field Offerings
Synergy Execution
Technology Integration
Blueprints / Engineered Solutions
Iain Mulholland
Brandon Sweeney
Susan Nash

15. Dell/EMC & VMware Solution Focus Areas
Journey to the Hybrid Cloud
Win with
EHC, NSX, SDS
Cloud-Based Enterprise Mission-Critical Workloads
Win with
Virtustream
Platform for App Dev & Big Data
Win with
PCF, PCF/Photon,
Voltron
Converged and Hyper-Converged Platforms
Win with
V/VxBlock, VxRack, VxRail
Lead the Market in Converged & Hyper Converged Platforms
Message: Federation-wide, there is a strategic mandate to focus on these four initiatives to win the enterprise workload.
We in the six connected (yet independent) FEDERATION companies share a mandate from executive leadership to drive a set of shared objectives by which we can hold one another accountable and measure impact/success.
The battleground to win the ENTERPRISE Workload is massive and critical.
Our customer’s Transformation requires us to help them achieve simplification of their operating model (so as to reduce costs), while helping them drive agility via mobile, cloud, and social platforms. Save money, and differentiate! SIMPLE!
It begins with the Hybrid Cloud. There is no debate that the future of the data center is a combination of on- and off-premise.
1. Lead the industry and our customers on the journey to the Hybrid Cloud: FEHC, NSX, SDS
The increasing momentum we are seeing in the marketplace from customers and partners alike indicates that engineered solutions such as FEHC are the preferred way that customers are looking to consume solutions. You’ve heard how FEHC and SDDC are effectively synonymous with one another and together form the basis of our joint offering.
With FEHC, everyone wins. Your customer knows that they are in a safe pair of hands. It just works! Plus, you and your peer at EMC… get paid for it!
2. Leader in Cloud-Based Enterprise Mission-Critical Workloads: Virtustream
As our customers look to develop and execute on cloud strategies for workloads beyond new apps—specifically T1 Mission-Critical Apps such as Oracle and SAP at the Federation level—we have the industry-leading Cloud Platform with Virtustream. Virtustream also offers on-and off-premise managed services. No other company offers this type of end-to-end capability. Plus…you get paid for it!
3. Leading Platform for App Development and Big Data: Pivotal Cloud Foundry
Looking at Modern Application Developer Frameworks, PCF-Photon/DevOps has quickly become the industry-leading platform for App Development and Big Data. A VMware innovation, PCF and PCF/Photon will combine to offer customers the only Hybrid on- and off-premise PaaS framework in the industry today. Our goal – make SDDC the BEST place to build, manage, and run apps. Plus…you get paid for it!
4. Lead the Market in Converged and Hyper-converged Platforms
TOGETHER we need to lead the market in Converged and Hyper-converged Platforms. This year we are "all-in" with EMC/VCE on Rail and with EVO-SDDC on Rack.. Plus….YOU GET PAID FOR IT!
Win the Enterprise

16. Seamless GTM Strategy and Planning
Solution Offerings/ Runbooks
Sales Enablement/ Marketing
Comp Alignment
VSAN / Scale IO Neutrality
vRealize & NSX Spiffs
VxRail & VxRack Incentives
Virtustream / vCA Dual Comp
Lead the Market in Converged & Hyper Converged Platforms
Goal Setting Alignment
BI Propensity Modeling
Engineered Solutions
Joint Services (ROE)
Training
Field Marketing
Message: Federation-wide, there is a strategic mandate to focus on these four initiatives to win the enterprise workload.
We in the six connected (yet independent) FEDERATION companies share a mandate from executive leadership to drive a set of shared objectives by which we can hold one another accountable and measure impact/success.
The battleground to win the ENTERPRISE Workload is massive and critical.
Our customer’s Transformation requires us to help them achieve simplification of their operating model (so as to reduce costs), while helping them drive agility via mobile, cloud, and social platforms. Save money, and differentiate! SIMPLE!
It begins with the Hybrid Cloud. There is no debate that the future of the data center is a combination of on- and off-premise.
1. Lead the industry and our customers on the journey to the Hybrid Cloud: FEHC, NSX, SDS
The increasing momentum we are seeing in the marketplace from customers and partners alike indicates that engineered solutions such as FEHC are the preferred way that customers are looking to consume solutions. You’ve heard how FEHC and SDDC are effectively synonymous with one another and together form the basis of our joint offering.
With FEHC, everyone wins. Your customer knows that they are in a safe pair of hands. It just works! Plus, you and your peer at EMC… get paid for it!
2. Leader in Cloud-Based Enterprise Mission-Critical Workloads: Virtustream
As our customers look to develop and execute on cloud strategies for workloads beyond new apps—specifically T1 Mission-Critical Apps such as Oracle and SAP at the Federation level—we have the industry-leading Cloud Platform with Virtustream. Virtustream also offers on-and off-premise managed services. No other company offers this type of end-to-end capability. Plus…you get paid for it!
3. Leading Platform for App Development and Big Data: Pivotal Cloud Foundry
Looking at Modern Application Developer Frameworks, PCF-Photon/DevOps has quickly become the industry-leading platform for App Development and Big Data. A VMware innovation, PCF and PCF/Photon will combine to offer customers the only Hybrid on- and off-premise PaaS framework in the industry today. Our goal – make SDDC the BEST place to build, manage, and run apps. Plus…you get paid for it!
4. Lead the Market in Converged and Hyper-converged Platforms
TOGETHER we need to lead the market in Converged and Hyper-converged Platforms. This year we are "all-in" with EMC/VCE on Rail and with EVO-SDDC on Rack.. Plus….YOU GET PAID FOR IT!

17. Tight Field Engagement and Sales Execution
Coordinated
Sales Alignment
For Seamless Customer Experience
Demand Generation
Tightly Coupled Sales Campaigns
Field Execution & Accountability
Lead the Market in Converged & Hyper Converged Platforms
Role & RTM Alignment
Co-Terminus ELA’s & Single Contract
EODB
Coordinated Sales Calls with SDDC, Cloud, IaaS, etc
Joint Pipeline Reviews
Committed Account Planning Process & QBR’s
“Better Together” Value Proposition with Customers
Clear Swim Lanes
Regular Communication
Deal Execution
Message: Federation-wide, there is a strategic mandate to focus on these four initiatives to win the enterprise workload.
We in the six connected (yet independent) FEDERATION companies share a mandate from executive leadership to drive a set of shared objectives by which we can hold one another accountable and measure impact/success.
The battleground to win the ENTERPRISE Workload is massive and critical.
Our customer’s Transformation requires us to help them achieve simplification of their operating model (so as to reduce costs), while helping them drive agility via mobile, cloud, and social platforms. Save money, and differentiate! SIMPLE!
It begins with the Hybrid Cloud. There is no debate that the future of the data center is a combination of on- and off-premise.
1. Lead the industry and our customers on the journey to the Hybrid Cloud: FEHC, NSX, SDS
The increasing momentum we are seeing in the marketplace from customers and partners alike indicates that engineered solutions such as FEHC are the preferred way that customers are looking to consume solutions. You’ve heard how FEHC and SDDC are effectively synonymous with one another and together form the basis of our joint offering.
With FEHC, everyone wins. Your customer knows that they are in a safe pair of hands. It just works! Plus, you and your peer at EMC… get paid for it!
2. Leader in Cloud-Based Enterprise Mission-Critical Workloads: Virtustream
As our customers look to develop and execute on cloud strategies for workloads beyond new apps—specifically T1 Mission-Critical Apps such as Oracle and SAP at the Federation level—we have the industry-leading Cloud Platform with Virtustream. Virtustream also offers on-and off-premise managed services. No other company offers this type of end-to-end capability. Plus…you get paid for it!
3. Leading Platform for App Development and Big Data: Pivotal Cloud Foundry
Looking at Modern Application Developer Frameworks, PCF-Photon/DevOps has quickly become the industry-leading platform for App Development and Big Data. A VMware innovation, PCF and PCF/Photon will combine to offer customers the only Hybrid on- and off-premise PaaS framework in the industry today. Our goal – make SDDC the BEST place to build, manage, and run apps. Plus…you get paid for it!
4. Lead the Market in Converged and Hyper-converged Platforms
TOGETHER we need to lead the market in Converged and Hyper-converged Platforms. This year we are "all-in" with EMC/VCE on Rail and with EVO-SDDC on Rack.. Plus….YOU GET PAID FOR IT!

18. “Accelerate the Partnership” via Field Interlock
An opportunity to hear from each Strategically Aligned Business about their priorities, learn more about current & future jointly developed solutions, and engage in a strategic conversation with your cross-company peers on a target account. Goal is to increase strategic relevance of DT with Customer.
Repeatable process to allow representatives from DT companies to communicate, identify opportunities, and determine whether DT solutions will deliver value at a specific customer
Opportunity to show value of Dell EMC as optimal RTM Channel Partner
Overview of in-flight campaigns & contacts from each involved company
If value in working together is found, leads to specific engagement process:
Deep dive account planning session
Prioritized planning for a joint EBC with all parties
Invitation to respective QBRs
What Is It
Check Master Interlock Calendar for list of sessions in your region
Contact your regional DT Sales Leader
How to Get Involved
Working knowledge of current projects & opportunities at your account
VMW: Business Alignment Document
EMC: IT Atlas
What to Bring
Medtronic (Q1 ‘16)
One Hour Commitment to AtP
New Opportunity generated and closed in 120 days
$5M Net ($2M VMW, $2M VCE, $1M EMC )
Success Story
Main Message: The Accelerate the Federation Program can help you engage your Federation counterparts and identify potential opportunities. Check the Master Interlock Calendar for a list of sessions, or contact your National Partner Manager (slide in Appendix) to move forward.

19. Go Big. Win Big…in 2017 Execution Field Engagement
Dedicated DET VMware
Joint Solutions
Easier to Do Business
Field Engagement
Execution
Mutual Accountability to Deliver Commitments every 90 Days
Improve Joint Processes so we Delight Customers
Must Collaborate & Communicate Openly in the interests of the Customer
Commit to Account Planning as a Process
Defined Escalation Process
Aligned Incentives / Compensation
Aligned Partner Programs
Leverage GTM Shared Services Resources & Capabilities
Cross DT Solution Creation & Enablement
Example: NSX & VDI tied to Hyper Converged
Dedicated Sellers in every DT Region
Aligned Targets & Measurements
Build Common Selling Motion across DT

20. Feedback Welcome bsweeney@vmware
Thank You & Good Luck!
Feedback Welcome