Episode 192 of the Data Center Go-to-Market Podcast features an interview with Craig McKesson, Chief Commercial Officer at Takanock.
- Understand how to simplify data-center concepts so non-technical community members grasp latency, performance, and local impact
- Identify the primary concerns local elected officials and utility regulators raise during town halls
- Map which stakeholders matter most for different project phases and prioritize outreach accordingly
- Differentiate behind-the-meter, co-located generation, and front-of-meter solutions and when each fits
- Apply targeted messaging strategies for IT buyers, finance leaders, community groups, and utility partners
- Leverage generative AI to accelerate meeting prep, sentiment analysis, and community profiling
- Design micro-events and targeted roundtables that yield higher-quality meetings than broad conferences
- Integrate technical subject-matter experts into sales motions to win credibility with technical buyers
- Navigate utility coordination and speed-to-power constraints as core commercial levers
- Anticipate market consolidation pressures and capital requirements shaping developer viability
- Craft community-facing narratives that highlight local economic and sustainability benefits
- Build a repeatable GTM checklist for developer-led projects that aligns messaging, team roles, and outreach timing
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
Craig McKesson, Chief Commercial Officer
Takanock
Overview
Craig McKesson discusses the importance of data centers in enabling daily activities and the need for community education to overcome misconceptions. He highlights the growth of data centers, the rise of AI, and the necessity of coordinating with local communities. Craig emphasizes the role of generative AI in enhancing buyer education and the importance of understanding community needs. He also notes the shift towards smaller, high-density data centers for inference and the potential for consolidation in the industry due to capital-intensive requirements. Craig stresses the need for better communication and alignment on the benefits of digital infrastructure.
Outline
Challenges and Importance of Data Centers
- Craig McKesson discusses the reliance on YouTube videos for information and the importance of digital infrastructure in daily life.
- Craig uses an example of frustration with slow app performance to illustrate the need for data centers to minimize latency.
- Joshua Feinberg introduces Craig McKesson, a data center developer, and mentions the challenge of overcoming community misconceptions about data centers.
- Craig explains the growth of the data center industry and the need for open and transparent communication with communities.
Educating and Building Trust with Communities
- Joshua recalls a marketing leader from Cyrus One discussing the importance of educating and building trust with community stakeholders.
- Craig shares his experience at T5 and the evolution of data center projects from small to large-scale developments.
- Craig emphasizes the need for data center operators to partner with local communities and educate them about the benefits of digital infrastructure.
- Craig mentions the unique approach of Takanock in solving power problems with natural gas co-located generation capabilities.
Local Elected Officials and Community Education
- Joshua asks about examples of local elected officials getting up to speed on data center developments.
- Craig highlights the importance of community outreach and open houses to educate people and build trust.
- Craig discusses the challenges of power-constrained tier one markets and the spread of anti-data center sentiment through social media.
- Joshua shares his experience of a community town hall meeting in South Florida and the emotional response from the attendees.
Buyer Education and Non-Traditional Stakeholders
- Joshua asks Craig about buyer education for non-traditional stakeholders like B2G and consumer segments.
- Craig explains the importance of understanding the needs of different stakeholders and matching messages to their personas.
- Craig discusses the role of generative AI in educating buyers and the need for technical expertise and personal relationships.
- Craig emphasizes the importance of solving customer problems and building consensus within decision-making teams.
Generative AI and Its Impact on Sales
- Joshua and Craig discuss the impact of generative AI on buyer education and the need for technical knowledge and personal relationships.
- Craig believes generative AI can help people come up to speed faster and level set technical information.
- Craig emphasizes the importance of understanding customer needs and applying solutions effectively.
- Joshua mentions the use of generative AI for sentiment analysis and understanding community concerns.
Go-to-Market Strategies and Community Engagement
- Joshua asks Craig about the go-to-market strategies that are starting to fail and the importance of being present in the community.
- Craig emphasizes the need for face-to-face interactions and building trust with local communities.
- Craig discusses the importance of doing homework before attending conferences and making meetings count.
- Craig mentions the role of micro events and targeted networking in building relationships and solving problems.
Future of Data Center Development
- Joshua asks Craig about the future of data center development and the challenges ahead.
- Craig predicts continued growth and the need for better communication about the benefits of digital infrastructure.
- Craig discusses the shift towards AI training and the importance of working closely with local communities and utilities.
- Craig mentions the potential for consolidation in the industry due to capital requirements and the need for rationalization.
Final Thoughts and Contact Information
- Joshua thanks Craig for sharing his insights and experiences.
- Craig encourages listeners to reach out to him on LinkedIn for constructive conversations.
- Joshua provides Craig's LinkedIn profile and mentions Takanock's location in Traverse City, Michigan.
- Joshua concludes the podcast with a reminder to subscribe to the Datacenter Go to Market Podcast.
Guest Resources
Resources
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