Veeam Customer Expansion

Playbook
Strategies for maximizing customer retention
and growing your deals through proven upsell
and cross-sell best practices
Upsell/cross-sell is the easiest way
to grow your deals and increase revenue
Veeam’s® wide-array of products and offerings gives ample opportunities to upsell and cross-sell. This playbook
outlines strategies that will expand your customer footprint and your bottom line.

Why upsell/cross-sell: SELLING ADDITIONAL QUANTITIES

Increased customer retention

CROSS-SELLING NEW GROWTH PRODUCTS

Growing the Veeam ecosystem and revenue UPSELLING VEEAM UNIVERSAL LICENSE

EXPLORING ADDITIONAL POSSIBILIES

More ways to hit your quota!

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All outcomes presented in this playbook are data-driven and based on actual deal analyses from 2020.
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Customer expansion growth
2019 - 2020
We owe it all to you!
Veeam has continued to experience exponential YoY growth
Upsell_Cross Sell_ Global 2019-2020 and we owe it all to you, our valued partner.
You hold the key to our success and have helped us achieve
the following growth:
• Selling additional licenses grew 64%; #1 revenue
generation opportunity
• Migration to Veeam Universal Licensing (VUL) 75%
YoY growth reflects market trends for:
• Flexible subscription offerings
• No need for big upfront investments
• Increase in customer loyalty

Thank you for your continued loyalty

Additional licenses Cross selling Upgrade edition Migration to VUL Upgrade product

2019 2020
and dedication to Veeam!

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Product portfolio
Offerings Bundles Add-ons

Backup and SaaS backup Kubernetes <50 workloads >50 Monitoring DR NAS Backup Cloud-native Plug-
recovery (SMB) workloads and solutions ins
(Enterprise) reporting

Veeam Backup & Veeam Backup Kasten K10 Veeam Backup Veeam Veeam ONE Veaam NAS Capacity Veeam Backup Veeam
Replication for Microsoft Essentials Availability Disaster Pack for AWS Plug-ins
Suite™ Simple and powerful
Office 365 Recovery
Orchestrator Veeam Backup
Flexible data storage
Backup and recovery Kubernetes native Veeam Backup & Veeam Backup 24.7.365 real- for Microsoft Azure Oracle
Protect Microsoft Replication™ & Replication time monitoring Reliable architecture RMAN
Automation Reliable recovery
Office 365 data End-to-end security and alerting Veeam Backup
Veeam ONE™ Veeam ONE Available SAP Hana
Cloud portability Disaster for Google Cloud
Rich ecosystem Governance to purchase once
Quickly restore recovery (DR) Platform Solaris
Governance and compliance VUL capacity
individual Office planning
of 500 GB is reached
and compliance Intelligent IBM
365 items and files Automated A single platform
automation Standard price for any cloud
testing
Meet legal for Veeam Backup
Forecasting Essentials Enhanced cloud
and compliance Dynamic
and planning mobility to enable
requirements documentation
NSQ for Veeam unrivalled data
Backup & Replication portability
and Veeam
Availability Suite

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Selling repeat purchases of the same product
to protect new workloads
When you think upsell/cross-sell, its easy to think about how to sell a customer above and beyond what
they’ve already purchased. But, in fact, the number one revenue-generating opportunity for upsell/cross-sell
is to enable repeat purchases of additional quantities.

Key to success
For example: VUL makes it easy to sell one license type
that can be used across many different types
A customer bought 50 Veeam Availability Suite subscription VULs last year for the next four years. of workloads!
A customer buys 100 additional Veeam Availability Suite subscription VULs for three years. Virtual machines | Physical servers | NAS |
For personalised revenue and profitability, engage a Veeam channel representative Cloud workloads | End points | and more!

Learn more
Use cases can include: Veeam Universal License
Be sure to understand the benefits
• Multiple locations: The customer originally bought to cover just one location of VUL
• Different departments: Larger companies with development silos that expand after initial success https://www.veeam.com/universal-licensing.html

• Environmental growth: Newly created workloads or growing development since the original purchase
• Land and expand: The customer originally bought a test before going all-in

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Focus on cross selling to your existing customers
IT managers and administrators in small companies wear a lot of hats. They are the perfect candidate to position tangential
data protection solutions that can fill additional needs within their IT infrastructure.

For example:
A customer bought 50 Veeam Backup Essentials subscription VULs last year for the next four years
Customer buys 250 Veeam Backup for Microsoft Office 365 user subscription licenses for three years Key to success
The key to success is to capture the known
and latent needs of small-to-medium-sized
business (SMB) customers and provide backup
Cross-sell solutions with strong market growth include: solutions that open the door for cross-selling
growth solutions to that same customer!
• Veeam Backup for Microsoft Office 365: Total access and control over Office 365 data
• NAS capacity pack for Veeam Backup Essentials customers: Designed for customers with Veeam Backup Essentials Learn more
VULs, in increments of one TB up to 50 TB
Search veeam.com or the ProPartner portal
• Veeam Backup for AWS: Cost-effective and secure cloud-native backups for AWS EC2 instances to access selling resources and product information
for Microsoft Office 365, Azure, AWS and GCP
• Veeam Backup for Microsoft Azure: Easy and powerful data protection for Azure VMs
• Veeam Backup for Google Cloud Platform: Google-native backup and recovery that overcomes any data loss while
controlling cloud costs

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Upgrade perpetual sockets to VUL
We all know a shift has been taking place with how customers purchase IT software from perpetual
to subscription models. However, 2020 represented a major tipping point for Veeam. Upgrades in editions
to perpetual software has fallen flat, while migrations to VUL are seeing strong growth.

For example:
A customer bought 50 socket-based perpetual licenses of Veeam Availability Suite standard edition
Key to success
with basic support last year Customers are constantly looking for flexible
solutions that fit their changing needs.
A customer migrates to 350 Veeam Availability Suite subscription VULs this year VUL is the most-popular and the best-featured
option.

VUL value proposition

• Universal portability: Licenses can be used across multiple Veeam products and workloads Learn more
• Simplified use: Easier license ordering, management and merging capabilities
Customers get more with VUL. Learn how to
• Increased value: More features at a lower price per workload and buy what customer needs upgrade your customers to VUL by checking
• Price predictability: Purchase multi-year contracts out our migration policy
• Pay for use: Buy only what you need
• No lock-in: No obligation to renew a subscription
• 24.7.365 production support for the entire license term at no extra cost

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Explore additional possibilities and solution selling opportunities
While this playbook highlights some of the most common upsell/cross-sell best practices, these are not all
the practices you can use. Use veeam.com or TVC to learn more about additional offerings and solution
selling opportunities you can leverage with your customers.

These include:
DR Pack for Veeam Disaster Recovery Orchestrator: Easily attach Veeam Disaster Recovery Orchestrator
Key to success
to every Veeam Backup & Replication/Veeam Availability Suite deal. The starting price is just
$30 per virtual machine (VM). Account mapping with your Veeam channel
partners, Alliance partners or VCSP partners
For example: can create mutually beneficial co-selling
opportunities.
A customer bought 50 Veeam Backup & Replication subscription VULs last year for the next three years.
After a business continuity/disaster recovery (BCDR) conversation, customer buys Veeam Disaster Recovery
Orchestrator (VDRO) as a DR Pack add-on subscription for two years (must be purchased for all VULs). Learn more
• Veeam Plug-ins for SAP HANA and Oracle RMAN: Protect these specialized systems by fulfilling these The ProPartner portal is your key
to additional selling resources. In addition,
orders with additional VUL licenses.
leverage live product demos to educate
• Kasten K10: Provides enterprise operations teams with an easy-to-use, scalable and secure system your customers on specific products
for backup/restore, DR and application mobility. or features.

• Solution selling with Veeam Cloud & Service Provider (VCSP) partners: Leverage the power and expertise
of a fast cloud and/or managed service provider (MSP) ecosystem with specialized Veeam-powered services.
• Veeam Agents for Microsoft Windows and for Linux: Protect these physical workloads with additional VUL licenses.

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More scenarios,
more opportunities
 Upsell scenarios: Existing customers
Upsell from: Upsell to: Customer: Pain: Benefits:
Veeam Backup Essentials Sell more licenses All Customers may have purchased a limited By extending their data protection to Veeam,
Veeam Backup & Replication number of Veeam licenses because they customers enhance their data protection capabilities,
Veeam Availability Suite wanted to test, had limited capacity or were simplify their vendors landscape and optimise costs.
Veeam Backup for Office 365 managing a smaller business/ fewer
Native AWS backup and recovery workloads.
Native Azure backup and recovery They may have various solutions/providers/
Native Google Cloud backup vendors to manage their backups.

Veeam Backup & Replication Migrating to All Lack of flexibility Universal portability: Licenses can be used across
Veeam Availability Suite VUL subscription On-premises only multiple Veeam products and workloads.
Per socket license on Standard VUL perpetual Support only of VMware vSphere and Simplified use: Easier license ordering, management
or Enterprise Edition Microsoft Hyper-V and merging capabilities.
No NAS file shares, apps or endpoint Increased value: More features at a lower price per
protection workload, plus, you can only buy what customer
needs.
Price predictability: Purchase multi-year contracts
Pay for use: Buy only what is needed
No lock-in: No obligation to renew subscriptions.
24.7.365 production support for the entire license
term at no extra cost

FAQs veeam.com
Veeam Backup Essentials Veeam Backup & All Veeam Backup Essentials has a limited Customer may need to protect and monitor more than
Replication capacity of up to 50 workloads 50 workloads.
Veeam Availability Suite
Veeam Backup & Replication Veeam Availability Suite All Customers need to a way to monitor their Cross-sell Veeam ONE, which provides complete
infrastructure visibility and a fully integrated monitoring, reporting
and capacity planning solution.

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 Cross-sell scenarios: New & existing customers
Current solutions: Cross-sell to: Customer: Pain: Benefits:
Veeam Backup Essentials Veeam Backup All Customers may not be aware of the seven Veeam Backup for Microsoft Office 365 provides
Veeam Backup & Replication for Microsoft Office reasons why it’s their responsibility to back up the protection and monitoring that customers need
Veeam Availability Suite 365 Office 365. for a holistic backup solution that includes Office 365.
• Accidental deletion
• Retention policy confusion/gaps
• Internal security threats
• External security threats
• Legal and compliance requirements
• Hybrid deployment and migrations
• Teams data structure

Veeam Backup Essentials NAS Capacity packs All (up to 50 TB of Over-end, ever-growing unstructured data is not Simple and powerful NAS backup
data) protected and existing solutions could be Flexible NAS data storage
cumbersome to manage. Reliable architecture
Priced for small business environments

Veeam Backup & Replication NAS backup ALL Over-end, ever-growing unstructured data is not Simple and powerful NAS backup
Veeam Availability Suite (fulfilled protected and existing solutions could be Flexible NAS data storage
by additional VUL) cumbersome to manage Reliable architecture

Veeam Backup & Replication Veeam ONE All Customers may need DR capabilities Cross-sell Veeam ONE and/or Veeam Disaster Recovery
Veeam Availability Suite Veeam Disaster Orchestrator, which provides complete visibility and a fully
Recovery integrated monitoring, reporting and capacity planning
Orchestrator solution, with automated DR testing and dynamic
documentation.

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 Cross-sell scenarios: New & existing customers
Current solutions: Cross-sell to: Customer: Pain: Benefits:
Veeam Backup & Replication Plug-in forSAP HANA Enterprise Enable DBAs to use Veeam as a backup target.
Veeam Availability Suite Oracle RMAN (DBAs) DBAs have 100% control over backup/restore processes.

Plug-in value proposition

Veeam Backup Essentials Kasten K10 Enterprise Kasten’s K10 data management platform, which is purpose-
Veeam Backup & Replication built for Kubernetes, provides enterprise operations teams
Veeam Availability Suite with an easy-to-use, scalable and secure system for
backup, restores, DR and mobility of Kubernetes
applications. K10 provides a native Kubernetes API and
includes features such as full-spectrum consistency,
database integrations, automatic application discovery,
multi-cloud mobility and a powerful, web-based user
interface.

Veeam Backup for Microsoft Veeam Backup Essentials All Customers may use legacy backup Depending on the customer’s needs and the size of the
Office 365 Veeam Backup & Replication solutions that are too costly to manage. environment, the Veeam solutions can provide thorough
Veeam Availability Suite backup, replication, monitoring and DR all from one
platform, delivering simplicity, reliability and cost-
effectiveness for all workloads.

Standalone cloud Veeam Backup Essentials All Standalone cloud backup is not sufficient One license type for all workloads, whether they
Veeam Backup & Replication enough to cover physical and virtual be physical, virtual or in the cloud.
Veeam Availability Suite workloads
Multiple license types are needed

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VUL licensing is the best insurance policy
VUL is an investment customers can trust
It continues to grow an all-encompassing license, featuring multiple products and hypervisors
with prospective functionality growth
Customers can continue enjoying the flexibility and ease of expanding install bases
as Digital Transformation continues to climb

On the flip side, sockets are something that can restrict install bases
Upgrades may be required for growth or changing platforms
Restricted to two hypervisors (VMWare/Hyper-V)
Complicated license-merge functionality for multiple workload types, and often leads to migration
to VUL

Let’s ensure the customer with the right policy, so they aren’t nickel-and-dimed down
the road

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VUL built-in capabilities
Veeam’s key features that were introduced or expanded in V11 can often be unlocked with the user’s current
license. Check out the chart below for the entitlement options that come with our leading features.
Available when
Veeam Universal License Available
Feature (VUL)? with a socket license?
VUL is merged
with a socket license?
Continuous Data Protection Yes ENT+ No
AWS and Azure Plug-ins Yes No No
Archive Tier Yes ENT+ No
Hardened Linux Repository Yes All Yes
Instant Recovery for NAS Yes No Yes
Instant Recovery for SQL/Oracle Yes ENT+, ENT No
Instant Recovery of anything to Hyper-V Yes All Yes
Veeam Agent for Mac Yes No Yes
RESTful API Yes ENT+ No

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BaaS and DRaaS powered by Veeam
Veeam-certified Backup as a Service (BaaS) and Disaster Recovery as a Service
(DRaaS) providers deliver:

BaaS and DRaaS for the data center

Offering on-premises managed services, off-site backup and cloud-based, secondary site DR.

BaaS for endpoints

Providing a direct connection to the cloud for remote laptops and servers.

BaaS for the cloud (AWS, Azure, Microsoft Office 365)

Ensuring customers can adopt the cloud with confidence thanks to managed services
that can execute a hybrid- or multi-cloud approach to backup.

How to buy: Veeam-powered services

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