The cost of not having a robust plan for managing your company ’ s data properly can be very high – a major outage at a data center is an existential threat to any business that has relies on it to store and manage its operational and transactional processes . Even if recovery is possible , the consequences can set the business back severely through loss of productivity and the consequent dip in revenue . Down the line , customer relations may sour as a result of system unreliability . The list goes on and any senior executive should be concerned about it – after all , top jobs may be on the line as the dominoes fall . If they want to sleep better at night they should be moving towards IT-based resiliency , says Matt Stansberry , Uptime Institute ’ s Senior Director of Content & Publications . Uptime Institute is best known for its Tier Certification , accepted as the design , build and operational standard for data centers round the globe . Furthermore one of its key roles is to help business assess and improve their strategies in respect of data management . Any colossus of the digital world , Google or Amazon , for example , could lose an entire data center and nobody would notice because the affected traffic would be re-routed elsewhere in the world . This is the paradigm of multi-site application resiliency , and the world of enterprise is moving towards it though it may take some time before that tanker turns to its new heading .