For many business leaders, data protection has traditionally been seen as an IT concern and perceived as a hygiene layer, a risk-mitigation line item, or a necessary cost of doing business.
What if you could shift that perspective by showing your clients how data protection directly shapes their ability to grow, innovate, and compete?
You can! In this post, I’ll explain how to position the connection between data protection and strategic business objectives.
In a previous post, we touched on the priorities that businesses are placing around reduced risk and better management of compliance and regulatory complexity.
These are what I’d call ‘easy-gets’ because the link to data protection doesn’t need a lot of explanation.
But what about the less obvious big-ticket objectives like customer experience, brand influence, revenue growth or the ability to innovate?
These are the kind of things that really pique the interest of business leadership.
In fact, data from our Future of Operations study for 2025 demonstrates this clearly.
The data graph below shows that SMB leaders across APAC are chasing objectives aimed at delivering better experiences, increased market competitiveness and enhanced business performance, agility and responsiveness.
You can click here for a full-size view of this data.
It is common for business leaders to underestimate how deeply security and continuity influence these kinds of KPIs.
Whether they realise it yet or not, data protection is inseparable from every one of these objectives.
Why?
Quite simply because when data is compromised, inaccessible, tampered with, or simply mismanaged, the impact is not technical; it is operational, financial, reputational, and strategic.
In the next section, I’ll break down how data protection relates to the priorities for improved experience, competitiveness and performance, agility and responsiveness.
My challenge to partners: use the guidance as a baseline, and workshop how your security and continuity offerings can contribute to some of the other big-ticket objectives shown in the graph.
For business leaders, customer experience (CX), employee experience (EX), and partner experience (PX) aren’t abstract ideas. They’re engines that drive revenue, retention, and growth.
Whether it’s CX, EX or PX, great digital experiences are built on three things:
When data protection breaks, all three of these pillars are impacted.
But the ripple doesn’t stop there. External partners feel it too.
Across Asia Pacific, more SMBs rely on external partners than ever: suppliers, distributors, logistics networks, brokers, manufacturers, creative agencies, and embedded service providers.
These ecosystems are increasingly how SMBs compete and grow, and they often rely on shared data.
What happens when shared data becomes unreliable, inaccessible, or untrustworthy?
In other words, data protection is no longer just an internal safeguard. It’s a competitive advantage for building the B2B ecosystems that help SMBs to differentiate, expand brand influence in the market, and grow.
Every business leader knows that revenue hates friction.
SMBs that can’t guarantee continuity lose revenue not just during the incident, but in the weeks of recovery that follow.
Modern data protection, with immutable backups, protected copies, and verified restores, can take worst-case scenarios from being a 5-day shutdown to a 20-minute pause.
The key for partners is to position revenue impact reduction as the data protection outcome, rather than leading with the technical fix.
Evidence of robust data protection is often sought from customers and partners alike.
SMBs that aim for deals in the enterprise or Government supply chain, or seeking B2B partnerships in data-regulated sectors may be asked to show evidence of continuity plans, immutability, data handling controls and audit readiness.
Whether an SMB sells coffee machines or consultancy, the winners are those who can say:
“We protect your data like a tier-one enterprise, and we can prove it.”
If a competitor can provide verifiable assurances and your customer cannot, it can present a very real barrier to entry, or be the reason a promising negotiation breaks down.
Overcoming these challenges is not based on technical capability alone, but on the extent to which an SMB represents low risk, and sound trust.
Proof equals confidence.
Confidence equals differentiation.
The takeaway: data protection is now part of brand trust.
In APAC’s increasingly regulated environment, the businesses with the strongest brand influence will be those that can demonstrate:
A single data incident can undo years of brand building.
Missing evidence logs can damage insurability and market confidence.
Leaders don’t respond to fear, but they do respond to exposure.
The takeaway: When your stakeholder is a business leader, focus on how modern data protection capabilities, complete with governance, automation, and immutable evidence trails offer a reputational shield as much as a technical one.
Data from our Future of Operations study is unambiguous:
The #1 barrier to adoption and ROI for AI is poor data quality and governance.
For business leaders pursuing innovation objectives, this message lands hard: “You can’t scale AI if you can’t trust your data and you can’t trust your data if you can’t protect it.”
Every AI initiative, whether it’s using AI assistants, agents, analytics, automation, or machine learning, needs:
Without these, AI becomes unpredictable, untrustworthy, and in some cases, unsafe.
The takeaway: Data protection is not just a defensive measure, it is an enabler of the AI maturity needed to drive innovation.
In our Data Protection Playbook series, we’ve mapped out the common concerns and hot buttons for business leaders.
They don’t want technical diagrams. They want clarity, predictability and ROI.
Data protection gives them:
This is where partners need to meet them in conversation by translating:
The opportunity isn’t to “sell backup.”
It’s to help leaders connect protection to performance, and performance to growth.
When framed correctly, data protection can go from being perceived as a cost line, to being understood as a growth enabler.
With the right narrative, partners can move from project vendors to strategic advisors, guiding SMBs through the entire data-protection maturity curve.
What triggers a small or medium sized business to begin exploring their Data Protection needs? The first Playbook in this new series breaks down the Pre-Adoption and Exploration stage in the customer lifecycle.
How can partners help their SMB customers to move from silos of security and continuity to harden the environment, simplify management, and deliver cohesive, measurable, and insurable data protection? The maturity journey continues.
As SMBs mature in the Data Protection lifecycle, they’ll need help to optimise spend, reduce the compliance burden, and ensure results are aligned to business objectives. Learn how you can guide them through emerging challenges.
Blogs
Fragmented data protection systems and processes create compliance proof-gaps for SMB customers. Scott Hagenus, Director, Cybersecurity here at Crayon explains.
Guides and eBooks
How can partners help their SMB customers to move from silos of security and continuity to a more cohesive, measurable and insurable data protection framework? The second edition in our Data Protection Playbook series maps out their journey, and yours.
Blogs
As cybersecurity and continuity converge in platforms and in practice, partners need new playbooks to address modern Data Protection standards. Our in-house cybersecurity pre-sales lead, Michael Brooke explains why.
Guides and eBooks
What triggers an SMB customer to begin exploring their need for better Data Protection? The first of our four Data Protection Playbooks for partners breaks down how to position and win in the Pre-Adoption and Exploration stage.
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From rethinking backup to governance frameworks and behavioural analytics, what's involved in building a complete Data Protection strategy for SMB customers?
Sales and Marketing
Business leaders don't live in the tools. They live in the outcomes. The metrics they care about most are not always limited to compliance and risk. So how do you connect data protection to the big-ticket objectives, when they're less obvious? Our in-house pre-sales expert, Michael Brooke explains.
Guides and eBooks
As SMBs mature in the Data Protection lifecycle, they need help to optimise spend, reduce the compliance burden and ensure results align to business objectives. The third installment of our Data Protection Playbook series provides practical guidance for partners on how to address emerging pressure and connect ongoing investment to measurable business value.
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Ever wonder why a pitch has some IT Managers leaning forward, while others glaze over? Michael Brooke, Cybersecurity Pre-Sales Lead offers some insight on how to tune your approach to chime with different technical mindsets.
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Copilot for Business has landed at Microsoft Ignite 2025, levelling the GenAI playing field for SMB customers. Learn all about it from our man on the ground, Andreas Bergman.
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Find out why Veeam Immutable Backup is a solution fit for responding to increased demand for optimised security in backup and recovery data.
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Mission essentials for winning data protection business in education, healthcare, retail and manufacturing.
