In a recent interview, Matt Waxman, Chief Product Officer of Arctera.io elaborated on the company’s establishment that followed the acquisition of Veritas by Cohesity. Arctera boasts a workforce of approximately 1,500 employees professionals across 30 global locations, with its headquarters located in Pleasanton, Bay Area,and operates within roughly 70% of Fortune 100 companies. The organization is dedicated to reinventing legacy products in the realm of data management.
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The name “Arctera” is derived from “Arc,” symbolizing the resolution of data management challenges, and “Tera,” which pertains to data itself. While it may resemble a startup in its agility, Arctera’s extensive industry experience and global footprint also contribute significantly to a robust business foundation from the outset.
Arctera’s go-to-market strategy focuses on resilience, compliance, and data protection, tailored to meet the needs of customers and channel partners. It features a channel-oriented model with specialized partners and sales teams for each business unit, which includes:
1. Data Compliance: Governance, e-discovery, and information oversight.
2. Data Resilience: Ensuring availability of mission-critical applications in cloud and on-premises environments.
3. Data Protection: Serving small to medium-sized businesses and enterprises with products like Backup Exec and InfoScale.
In relation to the compliance go-to-market strategy, the organization effectively targets different personas. Compliance and risk professionals are primarily engaged in compliance management, while infrastructure teams concentrate on resilience solutions. By customizing marketing and communication initiatives to address these specific customer personas, Arctera is able to present its capabilities in innovative and compelling ways that resonate with each target audience.
Engagement with channel partners and end users is a priority concerning routes to market, with outreach programs in place to keep clients informed about developments. Customer communication has been maintained, and further outreach will continue in the coming weeks.
Following the Veritas acquisition, Arctera’s strategy follows the “rule of three”, aligned with the GTM and business units:
- In data compliance, leveraging AI is key, particularly for governing data used in learning models. It’s important to ensure compliance for this data similar to general data practices.
- For data resilience, the focus is on delivering mission-critical availability in multi-cloud environments, utilizing Kubernetes and orchestration tools. Ongoing investment is aimed at expanding these solutions.
- In terms of data protection, the emphasis is on small and medium businesses (SMBs) facing challenges with cyber resilience. There’s a need for turnkey solutions to address issues like ransomware attacks, with a focus on partnerships and integrations.
Wrapping up
My key takeaway from the creation/carve out of Arctera.io following the Veritas acquisition is that the company’s strong commitment to a well-defined go-to-market strategy for each business unit reflects a dedicated approach to nurturing specific decision-maker personas and building effective channel partnerships. Matt’s comparison of Arctera’s strategy to that of a spinoff series is particularly insightful, as it highlights the importance of allowing products to develop under a tailored strategy.
The organization’s effort to create distinct experiences for its customers and partners, supported by dedicated sales teams for each unit, is commendable and sets a solid foundation for success. However, to maximize effectiveness, it’s crucial to strive for efficiency and minimize redundancies.
As we discussed on “Day 4,” there remains significant work to be done, with exciting updates on new initiatives and capabilities anticipated in the upcoming quarters. I look forward to reconnecting with Matt and the team to explore the potential of this promising startup in a dynamic market, both in terms of new developments and existing opportunities.
