Episode #81 of the Data Center Go-to-Market Podcast features an interview with Joshua Feinberg, CEO at DCSMI.
- Develop an effective go-to-market strategy for a data center operator
- Determine how to reach decision-makers for a data center power and temperature monitoring company
- Address market-sizing challenges for a data center cooling company
- Create a strategy for data center sales teams to build long-term trust
- Identify how a small-scale data center can sell shared colocation services
- Discover how to get structured cabling decision-makers on board faster
Host:
Joshua Feinberg, CEO
DCSMI
Joshua Feinberg from DCSMI discusses the evolving sales and marketing landscape for data centers, emphasizing the need for early engagement and strategic positioning. He outlines a comprehensive go-to-market strategy, highlighting the importance of understanding business models, identifying ideal clients, and creating targeted buyer personas. He stresses the shift towards proactive education and building trust, noting that 83% of the buyer's journey is now self-driven. Feinberg also addresses specific challenges such as reaching decision-makers, segmenting markets, and leveraging channel partners. He concludes by advocating for a long-term, consultative approach to sales, positioning sales teams as trusted advisors.
Action Items
- Create an effective go-to-market strategy for a data center operator.
- Determine how a data center power and temperature monitoring company can reach decision-makers.
- Address market sizing challenges for a data center cooling company.
- Develop a strategy for data center sales teams to create trust with a long-term approach.
- Determine how a small-scale data center with less than 100 racks can sell shared colocation services.
- Identify how to get structured cabling decision makers on board faster, even with an entry-level initial contact.
Outline
Effective Go-to-Market Strategy for Data Center Operators
- Joshua Feinberg introduces the podcast and its focus on sales and marketing challenges in the data center ecosystem.
- Joshua outlines the agenda, which includes creating an effective go-to-market strategy, reaching decision-makers, addressing market sizing challenges, and more.
- He emphasizes the importance of understanding the business model of data center operators, including colocation, hyperscale, wholesale, and edge capacities.
- Joshua discusses identifying ideal clients, geographic locations, and company sizes to create a targeted go-to-market strategy.
- He highlights the importance of documenting buyer personas and prioritizing them based on their role in the decision-making process.
Reaching Decision-Makers in Data Center Power and Temperature Monitoring
- Joshua explains the importance of recognizing decision committees and understanding the job functions of data center power and temperature monitoring.
- He emphasizes documenting buyer personas and their goals, challenges, and demographics.
- Joshua suggests using educational resources and events to build trust and educate prospects and clients.
- He advises on the importance of reaching multiple stakeholders within the same company to spread awareness and build relationships.
- Joshua highlights the role of simple email marketing automation messages to encourage the internal sharing of educational resources.
Addressing Market Sizing Challenges for Data Center Cooling Companies
- Joshua discusses the importance of identifying ideal clients for data center cooling companies and building a target account list.
- He emphasizes the need to understand geographic coverage, company sizes, and industries that fit the cooling solutions well.
- Joshua advises on the importance of self-awareness about the company's capabilities and resources to target the market effectively.
- He suggests looking at historical data and case studies to identify commonalities among successful clients.
- Joshua highlights the importance of having a realistic idea of market share goals and progressing based on current capabilities.
Creating Trust with a Long-Term Approach in Data Center Sales
- Joshua explains the need for data center sales teams to move beyond transactional thinking and be seen as trusted advisors and consultants.
- He emphasizes the importance of upskilling sales teams to provide unique insights and value to prospects and clients.
- Joshua advises on the role of senior sales professionals as thought leaders and the importance of early-career sales professionals as tour guides to company resources.
- He highlights the need for sales teams to partner with marketing to create educational resources and events.
- Joshua suggests starting the cultural change from the top down, with executive buy-in and pilot targets to demonstrate success.
Selling Shared Colocation Services for Small-Scale Data Centers
- Joshua discusses the importance of segmenting prospects and clients based on their size and needs for small-scale colocation services.
- He suggests using self-service options on the website for smaller deals and leveraging channel partners for larger opportunities.
- Joshua advises on the importance of having an e-commerce approach for entry-level colocation deals.
- He highlights the potential for channel partners to provide additional services and maintain account control for small and medium-sized business clients.
- Joshua emphasizes the need to adjust the sales playbook based on the resources available and the size of the deals.
Getting Structured Cabling Decision-Makers On Board Faster
- Joshua explains the importance of recognizing the self-driven buyer's journey and the need for sales teams to show up as trusted advisors.
- He advises using educational resources and events to build trust and educate prospects and clients.
- Joshua suggests using simple email marketing automation messages to encourage the internal sharing of educational resources.
- He highlights the importance of reaching multiple stakeholders within the company to spread awareness and build relationships.
- Joshua emphasizes the need for sales teams to provide unique insights and value to prospects and clients so that they can be seen as trusted advisors.
Resources
- 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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