Why Data Center Technology Companies Need to Modernize Their Product Offerings and Go-to-Market Game Plan (Disrupt or Be Disrupted)

Data center technology companies must continually modernize their product and service offerings to stay competitive and address the evolving needs of their clients.

Data center technology companies are at a crossroads in today's fast-paced tech world. Modernization is no longer an option; it's a necessity.

🚀 Join us as we explore why data center technology companies must evolve to stay competitive and meet the changing needs of their clients.

Why Data Center Tech Modernization is Crucial

There are many reasons why data center technology companies need to modernize their offerings. Here are some of the most compelling:

• Technology constantly evolves, so companies must keep up with the latest hardware, software, and solutions to stay relevant.
• Data generation and consumption are growing rapidly, so companies need to modernize to accommodate their clients' increasing demands.
• Modern solutions often have improved energy efficiency and sustainability features, essential for organizations to reduce their environmental footprint and operational costs.
• Cybersecurity threats are becoming more sophisticated, so companies need to enhance their security offerings to protect against modern threats.
• Clients are increasingly adopting cloud computing, so companies need to support hybrid and multi-cloud strategies to meet client demands.
• Scalability is crucial for organizations, so modern solutions should be designed to scale quickly.
• Clients increasingly leverage data analytics and artificial intelligence (AI), so companies must modernize their offerings to include features that facilitate data analytics and AI integration.
• Remote management capabilities are becoming more critical, especially with the rise of remote work.
• Compliance with data privacy and security regulations is crucial.
• Staying ahead of the competition is essential, so modernizing products and services allows companies to differentiate themselves by offering innovative, feature-rich solutions that meet the unique needs of their clients.

Disrupt or Be Disrupted: How Data Center Technology Companies Should Rethink Their Strategies to Succeed in Today's Marketplace

Have you ever wondered how data center technology is researched and purchased in today's marketplace?

According to Gartner research, around 83% of business-to-business (B2B) purchase decisions are made before a potential buyer has even spoken to a sales professional. This process involves conducting research, comparing options, and evaluating pricing.

McKinsey & Company found that between 70% and 80% of B2B decision-makers prefer using digital means, like websites and online resources.

Meanwhile, LinkedIn and Edelman's B2B Thought Leadership Impact Report concluded that while thought leadership is still crucial for engaging customers, it's become challenging to stand out among all the noise. 

It's important to note that the mindset of "we've always done it this way" can be detrimental to businesses.

The taxi industry was caught off-guard when Uber and Lyft disrupted the market. Blockbuster Video was left behind when Netflix, Hulu, and other streaming giants emerged.

Likewise, Motorola and BlackBerry were once dominant in the mobile market but fell behind when smartphones took over.

Microsoft also struggled when it timidly entered the mobile device space while trying to protect its desktop OS franchise. 

Considering all these examples, it's critical for data center technology companies to ask themselves if they're ready to be the disruptor rather than getting disrupted. They might need to rethink their go-to-market strategy for growth before it's too late.

To Avoid Being Left Behind, Consider Two Undeniable Realities

1. Your ideal clients only want to spend time with your sales team once they're very far along in their decision-making journey. According to Gartner, that point is at 83%. Prospects actively now avoid speaking with sales reps during most of their research.
2. Closing a sale isn't the endgame; it's just the start. In a world where customer happiness, retention, and growth are crucial, selling to the wrong clients can stall your company’s growth. To succeed, you need everyone on your go-to-market team—sales, marketing, customer success, product, channel partnerships, and leadership—to be on the same page with account retention and expansion.

To keep up with the fast-changing technology landscape and meet customer demands, data center technology companies need to update how they sell their services. By doing so, they can provide flexible and customer-focused solutions that enterprise data centers and data center providers need today. Those who resist change risk falling behind more adaptable competitors in this dynamic industry. Companies must adopt a "disrupt or be disrupted" mentality to thrive.

Modernizing their offerings is essential for data center technology companies to remain competitive and meet client needs. The rapid pace of technological change, evolving client demands, and the need for improved efficiency, security, and sustainability all make this approach necessary. This will help companies effectively position themselves to address future challenges and opportunities in the industry.

The Bottom Line

In conclusion, the ever-evolving tech landscape and the increasing demands of clients necessitate that data center technology companies modernize their offerings.

By staying ahead of the competition, addressing client needs, and embracing innovation, these companies can position themselves for success in the industry.

The importance of flexible and customer-focused solutions, as well as the need for improved efficiency, security, and sustainability, cannot be overstated.

To thrive in this dynamic industry, data center technology companies must adopt a "disrupt or be disrupted" mentality and continually update their go-to-market strategies.

By doing so, they can ensure their relevance and competitiveness in the future. 

What should data center technology companies do to make sure that their go-to-market game plan stays relevant going forward? Let us know in the comments below.

And if you're serious about protecting your company from being disrupted, download the free eBook:  22 Data Center Technologies Go-to-Market Professionals Need to Learn About.