How to Generate Data Center Decommissioning Projects

Joshua Feinberg discusses the impact of AI and high-performance computing on data center decommissioning, emphasizing the obsolescence of legacy facilities.

He outlines a process for generating decommissioning projects, including understanding geographic coverage, company size capabilities, and stakeholder roles.

Feinberg suggests building a brand through content creation, hosting events, and leveraging buyer persona research.

He highlights the importance of early engagement in the buyer's journey and advocates for a consultative approach rather than traditional outbound sales methods.

The goal is to establish a company as a go-to expert in data center decommissioning, fostering long-term relationships with stakeholders.

This video is excerpted from the podcast Ep. #57 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast.

Action Items

Understand the geographic regions and company sizes the team can effectively work with on decommissioning projects.
Build a list of the target companies (a couple dozen to a couple thousand) likely to have decommissioning projects in the next 6-24 months.
Identify the key stakeholders within the target companies you need to build relationships with. The roles will vary depending on the size of the data center.
Create content, live streams, webinars, and other experiences that position the company as the definitive expert on data center decommissioning.
Ensure the company is seen as a trusted advisor and consultant rather than just a vendor throughout the decommissioning journey.

Outline

Generating Data Center Decommissioning Projects

Joshua Feinberg discusses the obsolescence of legacy data centers due to advancements in AI and high-performance computing.
He explains the concept of a "hand-me-down effect" where smaller providers acquire decommissioned facilities from large hyperscalers.
Feinberg highlights the various potential uses for repurposed data centers, including office, industrial, residential, and community spaces.
He emphasizes the importance of building a brand in the decommissioning space and understanding the geographic regions and company sizes that a team can effectively handle.

Understanding Target Accounts and Stakeholders

Joshua Feinberg stresses the need to identify the regions and company sizes where a team can operate effectively.
He advises building a list of target accounts with which to grow relationships. These accounts could include a few dozen to several hundred or thousand companies.
Feinberg explains the importance of understanding the stakeholders within these companies, from decommissioning teams in large facilities to owners or C-level executives in smaller companies.
He suggests creating content and experiences to stay engaged with these stakeholders throughout their journey.

Content and Experiences to Engage Stakeholders

Joshua Feinberg recommends hosting a weekly podcast featuring interviews with decommissioning experts to provide valuable content.
He suggests organizing live streams and webinars on relevant topics to maintain stakeholder engagement.
Feinberg emphasizes the need to conduct buyer persona research to understand the goals and challenges of these stakeholders.
He highlights the importance of being seen as definitive experts in data center decommissioning to build trust and credibility.

Building Relationships and Understanding the Buyer Journey

Joshua Feinberg discusses the need to understand the buyer journey and how it has evolved over the years.
He advises showing up as teachers, consultants, and experts to stay relevant and build strong relationships with stakeholders.
Feinberg warns against relying solely on outbound methods to force meetings, as the journey is often over before vendor contact.
He emphasizes the importance of being self-aware of the preferences and needs of decommissioning clients to provide tailored solutions.

The Role of Content and Events in Building Relationships

Joshua Feinberg explains how content and events can help stay engaged with stakeholders throughout their journey.
He suggests creating educational and trust-building experiences to maintain a strong presence in the market.
Feinberg highlights the potential for significant projects, with companies handling millions or even billions of dollars in equipment.
He stresses the importance of understanding the target addressable market and building relationships to stay competitive in decommissioning.

Resources

Watch the full podcast Ep. #57 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

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