Data center sales and hyperscale
Data Center Sales & Marketing Institute (DCSMI)
Elevating the role of sales, marketing, and go-to-market (GTM) professionals in the growth of the data center industry
Welcome to the Data Center Sales and Marketing Newsletter (DCSMI)
This week, you'll get insights on navigating the evolving hyperscale landscape from an ex-Google Cloud Engagement Manager. Plus, learn how data center sales teams can stay relevant in today's self-driven buyer's journeys.
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Register for this Week's Webinar: Data Center Lead Generation 101
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People in the data center industry have completely changed how they research and make purchase decisions. Is your lead generation strategy keeping up with these massive changes?
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It doesn’t matter whether your company provides colocation, edge, modular, hyperscale, technology, facilities, construction, or real estate. Your buyers are in the driver’s seat and no longer want to spend much time with your sales team until they’re very close to purchasing.
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Gartner found that as much as 83% of the buyer’s journey -- researching, comparing options, and evaluating pricing -- now happens before you even meet a prospect.
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This massive change in buyer behaviors -- where prospects have essentially rejected your sales overtures -- has frustrated many old-school sales and marketing teams.?
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But these changes present enormous, game-changing market share opportunities for those who can get found early -- as trusted advisors.
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Just as important, the winning companies have figured out a lead generation playbook for controlling most of the 28 typical touchpoints between a stranger and a significant purchase.
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And if you think lead generation is a marketing problem that your marketing team can magically fix on their own, think again.?
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With today’s data center buyers, marketers must get involved much deeper in the buyer’s journey than in the past. On the other hand, sales professionals must take an active role in the full buyer’s journey—much earlier than they would have before.
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When you attend Data Center Lead Generation 101, you’ll learn how to:
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This webinar is especially crucial for data center industry sales, marketing, customer success, product, and channel partnership professionals.
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Upcoming Events
Navigating the Evolving Data Center Landscape: Insights from an ex-Google Cloud Engagement Manager
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The data center industry is transforming and driven by rapid technological advancements like artificial intelligence (AI).?
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In Ep. #14 Jack Fagundo (ex-Google Cloud, hyperscale) | Data Center Go-to-Market Podcast, industry veteran Joaquin (Jack) Fagundo shared his insights on navigating this dynamic landscape and future-proofing your career.
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Career Path to Google Cloud and Advice to Other Data Center Professionals
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Fagundo's own career path is a testament to the evolving nature of the data center space.
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Starting out in robotics and application development, he gradually transitioned into infrastructure and data center operations, recognizing the interconnected nature of these domains.
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His advice for those early in their careers?
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Immerse yourself in understanding data centers holistically—from environmental factors to equipment racking and stacking. This foundational knowledge will serve as a springboard for specialization and growth.
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For mid-career professionals, Fagundo emphasizes the importance of continuous learning and adaptability.
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Staying Relevant on Emerging Technologies
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As AI and edge computing become increasingly prominent, staying relevant means embracing these emerging technologies.
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"Whether we like the technology or not, we have to stay relevant in that perspective," Fagundo says.
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He encourages professionals to partner with AI, rather than resist it, as the tools become more sophisticated and integrated into daily workflows.
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The Role of Integrators, Service Providers, and Other Channel Partners
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Fagundo also sheds light on the evolving data center ecosystem, highlighting the critical role of third-party integrators and service providers. These niche firms are quickly building expertise to support rapidly deploying new technologies for hyperscale providers like Google and Microsoft.
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Developing specialized skills and forging strategic partnerships can unlock significant opportunities in this dynamic landscape.
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Staying Ahead of the Curve
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As the data center industry continues to evolve, Fagundo's insights offer a roadmap for professionals looking to stay ahead of the curve.
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By embracing lifelong learning, adapting to technological shifts, and leveraging the growing ecosystem, data center professionals can position themselves for long-term success in this rapidly transforming field.
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Featured Resource
This issue of the Data Center Sales and Marketing Newsletter (DCSMI) is sponsored in part by Training Courses and Blueprints on Go-to-Market Strategy.
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Do you and your sales team struggle to attract and engage the right kinds of prospects?
Ten years ago, B2B buyers spoke with salespeople early on in their pre-purchase research.?
However, today that's completely changed.?
And we’re not going to sugar-coat it: Most teams are not even close to being ready to confront this once-in-a-generation change in purchasing behavior.
This massive change in buyer behavior has proven incredibly challenging for legacy sales teams that are stuck in the past -- cold-messaging people on LinkedIn and begging for 15-minute meetings to pitch their product or service.
But these changes also provide incredible opportunities for those teams that can position themselves as subject matter experts, teachers, trusted advisors, and thought leaders.
And that’s why DCSMI (SP Home Run) built these training courses and blueprints: to help you and your team learn how to attract the right clients to your business in the modern buyer's journey.
Data Center Sales Has Evolved - Is Your Team Keeping Up?
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In episode 9 of the Data Center Go-to-Market Podcast, Joshua Feinberg, CEO of DCSMI, dives deep into the dramatic shifts impacting data center sales.
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With 83% of the typical B2B buyer's journey now happening before any sales contact, the old playbook is no longer effective.
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Repositioning Data Center Sales Professionals for Today's Self-Driven Buyers' Journey
Feinberg emphasizes that today's data center buyers are self-driven researchers, leveraging a wealth of online information to evaluate options on their own terms.
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"Web 1.0, 2.0, the rise of AI chatbots - these have permanently changed buyer behavior," he explains. "Sales teams can no longer rely on cold outreach and brand advertising to connect with prospects."
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Staying Relevant in Data Center Sales: Getting Out of the Vendor Box
To stay relevant, Feinberg advises data center sales teams to reposition themselves as trusted advisors and consultants, rather than just product vendors. This means embracing thought leadership, personalized content, and a consultative selling approach.
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"Your sales team needs to get out of the vendor box and be seen as teachers, subject matter experts, and guides throughout the buyer's journey," Feinberg says.
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"The days of just pitching your solution are over. Now you have to truly understand your buyer personas and provide value at every stage."
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Educating and Building Trust with Prospects and Clients
Feinberg also emphasizes the importance of leveraging marketing technology, social selling, and video to anticipate prospect needs and build relationships early on.
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By aligning sales, marketing, and customer success, data center providers can create a seamless, trust-building experience.
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Adapting to the New Reality
Ultimately, the key is adapting to the new reality of B2B buying. "Buyers are in the driver's seat now," Feinberg concludes.
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"The companies that can provide the most helpful, personalized guidance will be the ones that thrive in data center sales going forward."
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Key Takeaways:
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How You Can Consult With DCSMI
The Data Center Sales & Marketing Institute (DCSMI) offers initial and ongoing Go-to-Market Strategy (GTM) and Lead Generation Consulting for the Data Center Industry.
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These programs are designed for data center providers -- as well as IT, facilities, real estate, construction, and sales and marketing companies that partner with data center providers.
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The Data Center Sales and Marketing Newsletter (DCSMI) helps sales, marketing, and go-to-market (GTM) professionals grow professionally and elevate their role within their team, company, industry, and beyond.
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