Avnet® Technology Solutions


If you are talking specifics about storage infrastructure – you’re having the wrong conversation

8 January 2018:

Andy Brown, Technical Services Director at Azlan UK highlights the importance of understanding business needs before deciding on storage requirements

There has never been a more exciting time to be selling storage. Rapid innovation and reduced operational complexity have transformed the market, ensuring there is a solution to meet the needs of any size organisation and budget. Businesses of all types now have an unsurpassed breadth and depth of choice to satisfy their storage requirements, with flash-based technologies blazing a trail.

At a time of transformation in the storage market, some partners are leading conversations centred on an exclusively flash-based technology play. However, in Tech Data Advanced Solution’s experience the topics top of mind for customers are typically business outcomes, reliability, data management and cost savings. Partners that simply talk about technical differentiators at the individual component level are missing the point and potentially a sale.

Although many end-user companies are contemplating a move away from traditional spinning disk or hybrid storage environments towards exclusively flash-based solutions, SAS and SATA disk drive types still have a healthy future and a part to play within end-user environments alongside flash.

Taking a consultative approach

In today’s business environment where organisations are placing a premium on speed and agility for critical applications, it’s imperative that storage keeps pace. However, with ever increasing volumes of data needing to be stored and for longer periods of time, whether unstructured, archive, or even ‘copy data’ for analytical purposes, flash is not necessarily the answer.  Therefore, it is vital that channel partners understand the customer’s broader set of requirements and overall business strategy if they are to recommend the correct storage solution.

Partners that take a consultative approach to understanding current storage environment, workloads, future needs and budget will be in a stronger position to advise on the right storage solution to support their customer’s business.

Discover, analyse and design

Tech Data Advanced Solutions has a number of methodologies and accompanying vendor tool sets available to assist partners with the process of discovery, analysis and storage solution design, whether for performance and/or capacity. Supported throughout the consultative approach by storage specialists, our team will work alongside partners and guide them through the data discovery and collection process.

Once the discovery phase has been completed, Tech Data storage specialists will help with data analysis and make technology recommendations based on workload requirements. It is often the case that even a simple analysis opens the door for a broader conversation and an expanded opportunity for the partner. It’s also worth noting that ‘on premise’ solutions may form only part of a potential ongoing strategy and that a properly defined hybrid-cloud offering may help to underpin a longer term relationship between partner and end-user.

The methodologies and tool sets span the entire Tech Data Advanced Solutions storage portfolio, ensuring that we assist partners in selecting the appropriate vendor and storage technology to meet their customers’ requirements.

With the storage market in transition there is no better time to capitalise on the opportunity. If channel partners are finding their conversations stuck at the storage media stage, it’s time to re-think the approach and consider the benefits that a consultative approach will deliver.

The secret to getting ahead is getting started. Find out how you can take your conversations to the next level by contacting your Tech Data Advanced Solutions storage solution expert or visit

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