As data grows, storage costs are escalating. It is easy to think the solution is more efficient storage. But the real cause of storage costs is poor data management. Over 70% of data is cold and has not been accessed in months, yet it sits on expensive storage and consumes the same backup resources as hot data. As a result, storage costs are rising, backups are slow, recovery is unreliable, and the sheer bulk of this data makes it difficult to leverage new options like Flash and Cloud.