Episode #1 of the Data Center Go-to-Market Podcast comes from the webinar Data Center Go-to-Market 101. You’ll learn how to:
- Adapt your sales process to support your prospects’ and clients’ buying process
- Build your team with the right mix of generalists and specialists -- modeled after some of the most successful professional baseball teams on the planet
- Connect the dots between marketing, sales, customer success, and product -- so you approach go-to-market as a team sport
- Get on the radar screen of the right strangers, in the right places, at the right time, and in the right context
- Plan your content strategy for maximum relevance, efficiency, and effectiveness across the most popular formats
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
N/A
Joshua Feinberg emphasizes the importance of adapting go-to-market strategies in the data center industry to keep up with changing buyer behavior. He stresses the need for upskilling and staying relevant, building a go-to-market team with the right mix of generalists and specialists, creating personalized and interactive content, and repurposing video content to maximize its impact. Feinberg also highlights the importance of prioritizing time management and focusing efforts on the most important Buyer Persona to achieve sales and revenue goals.
Action Items
- Consider building your team with a mix of specialists for different stages of the buying process.
- Think about how to instill trust between teams to approach GTM as a team sport.
- Evaluate if your company is visible or invisible on prospective customers' radars.
- Implement a video-first approach to content creation.
Outline
Adapting sales process for modern data center buying behavior.
- Data center providers and related businesses must adapt to changing buying behaviors.
- Joshua Feinberg provides insights on adapting the sales process for modern buyers.
- Feinberg shares strategies for building effective go-to-market teams and strategies.
Adapting sales process to buyer preferences.
- Joshua Feinberg: Adapt sales process to support buying process, insert self into education and trust building.
- McKinsey: 70-80% of B2B buyers prefer digital decisions, accelerating faster with generational shifts.
- Sales teams need to adapt to changing buyer preferences, repositioning themselves as teachers and trusted advisors.
- Building a relevant data center go-to-market team requires understanding how prospects and clients want to research and make purchase decisions.
Building a go-to-market team with a mix of specialists and generalists, using sports analogies.
- Joshua Feinberg compares building a go-to-market team to professional sports, emphasizing the importance of specialization.
- He highlights the increasing use of data analytics in sports, particularly in baseball, where players are signed based on their performance in specific innings.
- Joshua Feinberg: Data center companies must balance specialists and generalists in their go-to-market teams to compete effectively.
- Feinberg: Poorly constructed rosters can lead to failure in marketing, sales, customer success, and channel partnerships.
Connecting dots between marketing, sales, customer success, and product in the data center industry.
- Joshua Feinberg emphasizes the importance of trust among GTM teams to succeed in today's marketplace.
- He suggests creating a strong culture of trust by leading by example and instilling a team-first mentality.
- Joshua Feinberg highlights the importance of understanding the buyer's journey in data center sales and marketing.
- He emphasizes the need to be seen as a trusted resource, not just a salesperson.
Content marketing for B2B tech companies.
- Joshua Feinberg explains the 3 stages of the buyer's journey: awareness, consideration, and decision.
- Most prospects won't be ready for a sales conversation until 60-70% of the way through their journey.
- Joshua Feinberg emphasizes content creation's role in earning buyer attention and trust.
- Feinberg advises optimizing content strategy for maximum relevance, efficiency, and effectiveness.
Video content creation and repurposing for marketing efficiency.
- Video last approach: time-consuming, expensive, complicated (Joshua Feinberg)
- Video first approach: faster, less expensive, simpler (Joshua Feinberg)
- Joshua Feinberg: Video content asset creation, repurposing, and text content for blog posts or social media.
- Industry firms unprepared for once-in-a-generation change in purchase behavior, spending time cold messaging on LinkedIn.
Time management and reaching customers effectively in data center go-to-market strategies.
- Joshua Feinberg: Time management biggest challenge in go-to-market strategies.
- Focus on SMART goals, and prioritize Buyer Persona to manage time effectively.
- Understand customer mindset to reach them effectively.
Modernizing data center sales strategies to align with buyer preferences.
- Be aware of sales cycle length to prospect and close more effectively.
- Add value to research and decision-making process to be seen as trusted advisors.
- Joshua Feinberg: 10%-15% of the industry doing sales well, the rest need to think like consultants.
- Feinberg: Modern buyer's journey requires sales, marketing, and Customer Success professionals to reinvent themselves.
Guest Resources
- Subscribe to the Data Center Sales and Marketing Newsletter
- Learn About Joshua Feinberg
- Connect with Joshua Feinberg of DCSMI on LinkedIn
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