Episode 187 of the Data Center Go-to-Market Podcast features an interview with Cody Whisenhunt, CEO at BCS Switchgear.
- Identify who truly controls purchase decisions in data-center projects and why procurement often isn’t the final authority.
- Analyze how the AI compute surge has driven demand for medium-voltage and temporary switchgear.
- Map practical approaches for sourcing, renovating, and deploying used or rental gear to cover long OEM lead times.
- Assess why embedding engineers in commercial roles accelerates trust and shortens sales cycles.
- Target EPCs, design firms, and consulting engineers earlier to influence specs before RFPs are finalized.
- Diagnose supply‑chain failure patterns that produce surplus “like‑new” equipment and who bears the loss.
- Craft educational content strategies (LinkedIn, YouTube) that convert technical buyers and bypass gatekeepers.
- Position your offering around speed‑to‑delivery and engineering support rather than competing solely on price.
- Structure sales motions and relationship maps to reach higher‑authority stakeholders and internal champions.
- Plan talent investments that shift your firm from product-centric to engineering‑led solution delivery.
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
Cody Whisenhunt, CEO
BCS Switchgear
Cody Whisenhunt, CEO of BCS Switchgear, discussed the evolving landscape of data center procurement, emphasizing the shift from procurement to higher-up decision-makers. BCS provides temporary and new switchgear from 480V to 38kV, adapting to the surge in demand driven by AI. Whisenhunt highlighted the challenge of lead times, with some transformers facing delays of up to two years. He noted the importance of engineering relationships and content creation to educate buyers. Whisenhunt also stressed the need for speed in delivery, often outweighing price considerations. The conversation underscored the critical role of engineers in the sales process and the industry's rapid evolution due to AI.
Outline
Challenges in Data Center Decision Making
- Cody Whisenhunt discusses the difficulty in breaking through procurement people to get answers, emphasizing that higher-up leadership makes the decisions.
- He believes that sales teams often misunderstand who the real decision-makers are, focusing too much on procurement.
- Cody highlights the importance of building relationships with higher-up decision-makers to create sales opportunities.
- Joshua Feinberg introduces Cody Wise and Hunt, Founder and CEO of BCS Switchgear, and asks about the company's role in the data center ecosystem.
BCS Switchgear's Role and Market Changes
- Cody explains that BCS provides temporary and rental switchgear, as well as new switchgear from 480 volts to 38 kV.
- Joshua inquires about changes in the last three years, noting the inflection point with the rise of generative AI and ChatGPT.
- Cody confirms significant changes in the demand for equipment due to AI, with data centers consuming a lot of electrical equipment.
- Joshua asks about the biggest go-to-market challenges, and Cody emphasizes the difficulty in getting in front of buyers due to changes in communication methods.
Impact of AI on Data Center Equipment Demand
- Cody discusses the increased demand for electrical equipment due to AI, with a focus on larger and temporary equipment.
- He notes that the AI boom has made electrical equipment a high-demand item, with significant increases in demand for both temporary and permanent equipment.
- Joshua asks if Cody notices more conversations about data centers in everyday life, and Cody confirms that data centers are a common topic due to their widespread impact.
- Cody explains the shift in power requirements from kilowatts to megawatts and gigawatts, and how his company has had to evolve to meet these demands.
Lead Times and Temporary Equipment Solutions
- Joshua asks about lead times, and Cody explains that manufacturers and OEMs can't keep up with the demand for electrical equipment.
- Cody describes how BCS provides used equipment to meet immediate needs while clients wait for new equipment.
- He mentions that BCS also engages in decommissioning, acquiring lightly used or new equipment from other sources.
- Joshua notes that there are often supply chain misfires resulting in surplus equipment, and Cody confirms that this is a common occurrence.
Education and Content Strategy
- Joshua asks about the importance of education in the sales process, and Cody emphasizes the need for buyers to understand what they're purchasing.
- Cody explains that BCS creates a lot of content on LinkedIn and YouTube to educate potential clients about their capabilities.
- Joshua inquires about the feedback from sales conversations, and Cody notes that clients ask more technical questions and seek help in solving their problems.
- Cody discusses the shift in how buyers research and evaluate options, with more self-service and less direct interaction with sales teams.
Challenges with Procurement and Engineering Relationships
- Joshua asks about the biggest go-to-market challenges, and Cody reiterates the difficulty in getting in front of buyers.
- Cody explains that procurement people often don't understand the technical aspects of electrical equipment, making it hard to get accurate information.
- Joshua discusses the trend of hiring career engineers into commercial roles, and Cody agrees that engineers are becoming more important in sales.
- Cody emphasizes the need for relationships with engineers and other decision-makers to succeed in the data center market.
Future of BCS Switchgear and Market Trends
- Joshua asks about the future of BCS Switchgear, and Cody predicts that the company will need to scale to keep up with the accelerated construction schedules of AI data centers.
- Cody explains that speed to market and delivery will be crucial for success, with clients often willing to pay more for faster delivery.
- Joshua asks for advice for sales and marketing leaders, and Cody emphasizes the importance of creating relationships, having a good engineering team, and understanding client needs.
- Cody discusses the evolving role of engineers in the sales process and the need for companies to adapt to the changing market dynamics.
Guest Resources
Resources
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