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To get people to buy into your data idea, take them on a journey

During the Gartner Symposium ITXPO, I’d heard that one of the exhibitors had mapped out the five stages of the journey to intelligent data management. I pinned down the people behind this roadmap. Serge Robe, regional product marketing director, and Thomas Sandner presales manager for Germany at information technology company Veeam, gave me a rundown of those five key steps.

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They told me that the first thing to do is protect the business of your enterprise and thus protect the data. The best way to do that is to backup the data. Robe said that this is often a step that businesses pay insufficient attention to.

 

Robe stated: “You backup, you think you are OK. But you have to make sure that you recover correctly. And recovery is much more important than backup, in fact.”

 

The second step is aggregation which involves having a complete view of the data, no matter where it is. The data could be located on private cloud, on public cloud, in a data centre, and in SaaS products like Office 365. Sandner said that this phenomenon of data residing in many private, virtual and cloud locations is known as ‘data sprawl’.

 

Step three is to ensure there is visibility of the data, and step four is about the orchestration and portability of data to allow business continuity – “making sure that data is in the right IT infrastructure before things can happen,” said Sandner. He said that an example of orchestration is the scaling up or down of resources to accommodate fluctuating workloads.

 

And the fifth and final step is “really intelligent data management,” which is not really a step and essentially the destination.

I had to give it to them. Their explanation-roadmap worked on a non-expert in data management like me. The Veeam people showed me that if you want someone to understand your concept or way of thinking, take them on a journey. And if you are trying to sell them something, make sure your product, service or idea is the destination.

 

Almost certainly this technique could be used for other sectors and services. Perhaps you need to explain to other business units why proper data processes will optimise efficiency. Or maybe senior decision makers need to be convinced as to how better data quality can lead to happier clients.

 

Whether you are selling or serving, if you can give the directions to a favourable destination, you are probably in with a win.

 

This is a blog and represents the view of the author.

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