Episode #58 of the Data Center Go-to-Market Podcast features an interview with Pierre Ellow, BDM Business Development Manager Data Centre at Pronomic Data Center.
- Discover how a background in material handling can lead to a career in the data center industry
- Understand the complexities and technical expertise required for effective data center material handling
- Identify the diverse stakeholders involved in data center material handling decisions
- Recognize the growing importance of safety and ergonomics in data center equipment selection
- Learn how data center technology advancements are driving the need for adaptable material handling solutions
- Explore strategies for staying ahead of market changes and evolving customer needs in this space
- Recognize the value of consultative selling and building strong customer relationships in the data center industry
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
Pierre Ellow, BDM Business Development Manager Data Centre
Pronomic Data Center
Pierre Ellow, European Business Development Manager at Pronomic, discusses the complexities of material handling in data centers, emphasizing the need for specialized equipment to manage heavy AI units and batteries. He highlights the importance of understanding client needs and adapting products to evolving market demands, including liquid cooling systems. Pierre notes the significance of safety and ergonomics, stressing that good equipment can prevent workplace injuries and enhance employee satisfaction. He also underscores the role of AI and digital tools in modern sales strategies. Pronomic's approach includes local presence, product adaptability, and comprehensive support to ensure client satisfaction and equipment functionality.
Outline
Pierre's Career Journey and Role at Pronomic
- Pierre Ellow from Pronomic discusses the importance of having different products and logistic equipment for handling AI units and other materials in data centers.
- Joshua Feinberg introduces Pierre as the European Business Development Manager of Pronomic, headquartered in Sweden.
- Pierre explains his long career in material handling, which led him to the data center industry through a strategic decision by management.
- He highlights his experience with various material handling systems, from big machines to manual lifting systems, and his travels across Europe for different companies.
Challenges and Opportunities in Material Handling
- Joshua notes the complexity of handling servers and batteries in data centers, which are significantly heavier than server hardware.
- Pierre emphasizes the need for technical knowledge and understanding client needs to provide effective solutions.
- He explains the importance of having a wide range of products to meet various client requirements and the challenges of dealing with issues like heating, humidity, and dimensions.
- Pierre discusses the diagnostic element of material handling, where consultative selling is crucial to understanding client pain points and providing tailored solutions.
Stakeholders and Client Interaction
- Joshua inquires about the typical stakeholders Pierre works with in data centers, including IT and facilities teams.
- Pierre explains that they work with various stakeholders, from infrastructure managers to logistics managers, depending on the project stage.
- He highlights the importance of adapting to different client needs and having a structured market approach.
- Pierre mentions the need to understand the project context, decision-makers, and the specific solutions required for each client.
Safety and Risk Management in Material Handling
- Joshua asks about the role of risk management and human resources in material handling.
- Pierre stresses the importance of safety, noting that 60-65% of material handling accidents are related to manipulating materials.
- He discusses the social aspects of material handling, such as recruitment and equipment maintenance, which impact employee satisfaction and retention.
- Pierre explains that good lifting equipment can enhance worker satisfaction and reduce the risk of workplace injuries.
Market Changes and Adaptation
- Joshua and Pierre discuss the challenges and changes in the market, including the increasing density of AI units and cooling system requirements.
- Pierre mentions the need for different products and logistic equipment to handle various materials in data centers.
- He highlights the importance of adapting products to meet changing client needs and the role of liquid cooling in the industry.
- Pierre emphasizes the need for suppliers to be flexible and responsive to market changes and client requirements.
Future of Business Development and Market Strategy
- Joshua asks about the future of business development and how Pierre's role might change in the next few years.
- Pierre discusses the impact of AI and new techniques on prospecting and client engagement.
- He mentions the importance of exhibitions and being part of industry organizations to stay informed and build relationships.
- Pierre notes the changing landscape of sales and marketing, driven by digital tools and the increasing importance of early client engagement.
Pronomic's Strategy and Client Support
- Pierre explains Pronomic's strategy of having manufacturing capacity and local presence to adapt products to client needs.
- He highlights the importance of being able to modify and upgrade products to meet changing client requirements.
- Pierre discusses the role of local presence in providing maintenance and support to clients, ensuring equipment functionality and reducing downtime.
- He emphasizes the importance of having a good strategy to follow clients and provide ongoing support and adaptation of products.
Impact of Digital Transformation on Sales and Marketing
- Joshua and Pierre discuss the impact of digital transformation on sales and marketing, including the shift towards self-driven buyer's journeys.
- Pierre and Joshua note the importance of being seen as experts in the field and providing ongoing support and education to clients.
- Pierre highlights the role of digital tools in reaching out to clients and building relationships.
- Pierre emphasizes the need for sales and marketing professionals to adapt to new techniques and tools to stay relevant and effective.
Conclusion and Contact Information
- Joshua thanks Pierre for sharing his insights and experiences on the podcast.
- Pierre provides information on how to learn more about Pronomic and its products, including its website and LinkedIn page.
- He mentions the importance of global interest in the data center market and the potential for expansion into new regions.
- Joshua concludes the podcast by encouraging listeners to subscribe to the Data Center Sales and Marketing Newsletter (DCSMI) for more insights.
Guest Resources
- Connect with Pierre Ellow, BDM Business Development Manager Data Centre at Pronomic Data Center, on LinkedIn
- Follow Pronomic Data Center on LinkedIn
- Learn About Pronomic Data Center
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