Joshua Feinberg and Eckart Zollner discuss the evolving role of sales and marketing in the data center decision-making process.
They emphasize the importance of understanding various stakeholders, including decision-makers and detractors, to empower internal champions.
Joshua notes that even C-level executives often refer decisions back to their teams for consensus.
Eckart highlights the necessity of deep technical and customer understanding, suggesting sales should be involved from the early stages of the buyer's journey.
They agree that collaboration between sales and marketing is crucial for influencing the buyer's journey and has become a necessity rather than an option in the current business environment.
This video is excerpted from the podcast Ep. #60 Eckart Zollner, Business Development of Digital Parks Africa | Data Center Go-to-Market Podcast.
Action Items
- Collaborate with marketing to get involved in the early and middle stages of the buyer's journey, acting as a consultant and teacher to guide the customer.
- Understand your products and services well, as data centers are highly complex and technical environments.
- Understand your customers' business, products, services, and pain points extremely well.
- Become part of your customers' journey from an early stage, and be involved in their decision-making process throughout the multiple stages and with multiple stakeholders.
Outline
Understanding the Complexity of Data Center Decision-Making
- Joshua Feinberg emphasizes the importance of being a consultant, teacher, and expert, highlighting the need to contextualize education and discovery for various stakeholders.
- He discusses the common misconception that there is a single decision-maker who can greenlight a purchase, noting that even C-level executives often refer decisions back to their teams for consensus.
- Joshua introduces the concept of "negative Buyer Personas," which refers to stakeholders who are not on your side, and stresses the importance of identifying these early to empower internal champions.
- Eckart agrees, emphasizing the need to understand both one's own products and services and the customer's business, products, services, and pain points.
- Eckart highlights the long-term nature of data center colocation space buying decisions and the importance of becoming part of the customer's journey from the beginning, involving multiple stages and stakeholders.
The Evolution of Sales and Marketing Collaboration
- Joshua Feinberg asserts that the early and middle stages of the buyer's journey, which were traditionally handled by marketing, are now crucial for sales to impact.
- He explains that sales teams need to collaborate with marketing to act as consultants and teachers, influencing the customer's decision-making process.
- Joshua notes that this shift from a "nice to have" to a "must have" is a response to the current business environment.
- The conversation underscores the importance of sales teams being involved in the early stages to guide the customer's journey effectively.
- The discussion highlights the need for a collaborative approach between sales and marketing to ensure a seamless and informed buyer's journey.
Resources
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