Considering Endpoint Backup: What we learned from the customer buying process

Customer buying process

12.24.12
By Srivatsan Srinivasan

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It has been a busy quarter at Druva. As part of my role of in Product Marketing, I sat in on numerous sales calls and got to understand various stages in a customer’s buying process. The information gathered in these calls has been extremely useful in proposing product updates for our 5.1.1 release and generating a whole new set of sponsored and in-house resources to assist future customers. In this blog article I will elaborate on these resources published as a result of our learning.

Stage 1: Endpoint Backup is Changing: Understanding the scope of features to consider

The proliferation of laptops, smartphones, and tablets in the enterprise has made endpoint backup virtually necessary for businesses. Corporate data is now far more disperse than ever, and is doubling every 18 months.

As a first step most customers want to know how changes in the nature of endpoints (from desktops connecting over LANs to laptops, smartphones and tablets connecting over WANs) affect the features needed in a backup solution. Why are features such as data deduplication and WAN Optimization immensely important to defusing the explosion of data while ensuring non-intrusive backups?

We sponsored a study by Infostor that covers 10 Purchase Considerations for Enterprise-Class Endpoint Backup and Data Availability Solutions.

Stage 2: Understanding the Competition and Product Capabilities that Matter

Once customers understand the scope of endpoint backup, they are interested in learning what solutions exist in the market and how they compare. This involves a mapping of desired features into product capabilities. The Gartner Report Critical Capabilities for Enterprise Endpoint Backup provides a detailed stack ranking of 11 leading endpoint backup products against 12 critical capabilities that matter.

Stage 3: Beyond Backup: How BYOD is shaping the nature of data protection and management

Of late, I have observed that several of our customers are selecting integrated file sharing, and data loss prevention (DLP) with backup.

While backup is fundamental to achieving data protection and availability, secure file sharing and DLP are gaining increasing interest because of BYOD. The IDC report Benefits of Unified Endpoint Data Management in Embracing BYOD explains the advantages of a unified platform in protecting critical corporate data. Understanding these benefits to IT as well as end-users further begs the question, “What is the value of these benefits?” Quantifying the Value of Unified Endpoint Data Management by the Ponemon Institute answers exactly this question.

Stage 4: Why Druva? inSync has been deployed by customers, large and small, across the globe. The case studies section of our website highlights how businesses from across a wide range of industries (Technology, Professional Services, Financial Services, Healthcare, Media, Education) have selected Druva inSync for endpoint data protection. Druva’s customer testimonial video further underscores the positive experience that customers have had with inSync.

Our intention is to continue adding resources that helps our audience understand the current state of the industry as well as where the industry is headed. We further aim to quantify, and simplify the decision-making process for IT.

Posted Under: Druva Blog
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