Joshua Feinberg discusses strategies for small to mid-size colocation operators to fill and expand data center space. He emphasizes shifting focus from real estate to IT services, positioning the company as a managed service provider rather than a commodity.
He highlights the importance of understanding the ideal client profile and the decision-making committee. Feinberg stresses the value of educational content and events in building trust and influencing the buyer's journey. He notes that effective digital infrastructure education can significantly shorten the sales cycle, with resources like webinars and downloadable content enabling prospects to engage at their own pace, enhancing the overall sales process.
Host:
Joshua Feinberg, CEO
DCSMI
Action Items
- Evaluate the company's current positioning and business model to determine if a pivot towards an IT services approach would be beneficial.
- Identify the key stakeholders and decision-makers within the target client companies, and prioritize building relationships with them.
- Develop a content strategy that includes webinars, reports, and other educational resources to influence the buyer's journey.
- Ensure the company's website and digital assets are optimized to provide potential clients with a seamless and valuable experience.
- Train the sales team to recognize and capitalize on opportunities where potential clients have extensively engaged with the company's educational content.
Outline
Filling and Expanding Data Center Space: Strategies for Small to Mid-Size Operators
- Joshua Feinberg discusses the two fundamental playbooks for small to mid-size colocation operators, emphasizing the need to think like an IT or technology services company rather than a real estate company.
- He highlights the importance of positioning the team and the business model to avoid being perceived as commodities, similar to how managed service providers are perceived.
- Feinberg stresses the significance of the ideal client profile and the buyer persona, noting that decision-making is now a committee process rather than an individual's decision.
- He explains how educational content, thought leadership, and events can significantly influence the buyer's journey, making it easier for lower-level employees to engage with the company's offerings.
- Feinberg underscores the impact of digital infrastructure education on the sales process, suggesting that well-crafted content can lead to a more efficient and effective sales funnel, even when the sales team is not actively engaged.
Resources
Watch the full podcast Ep. #65 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.
- Connect with Joshua Feinberg, CEO at DCSMI, on LinkedIn
- Follow DCSMI on LinkedIn
- Follow the Data Center Go-to-Market Podcast on LinkedIn
- Learn About DCSMI
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