Ep. 112 Angela Adam, SVP, Sales and Marketing of eStruxture Data Centers

Episode #112 of the Data Center Go-to-Market Podcast features an interview with Angela Adam, SVP, Sales and Marketing at eStruxture Data Centers.

Discover how a literature graduate transitioned into a successful data center sales and marketing career
Explore strategies for becoming a trusted advisor in the technology ecosystem
Build credibility by understanding specific industry verticals
Uncover the importance of adaptability and continuous learning in technology sales
Create value beyond traditional product selling
Identify emerging trends in data center go-to-market strategies
Develop insights into channel partner ecosystem development
Master the art of consultative selling in complex technology environments
Recognize the critical role of cross-functional collaboration in sales and marketing
Gain perspective on the future of AI-driven sales and personalized customer engagement

Host:
Joshua Feinberg, CEO
DCSMI

Special Guest:
Angela Adam, SVP, Sales and Marketing
eStruxture Data Centers

Angela Adam, SVP of Sales and Marketing at eStruxture, discusses her unexpected journey into the data center industry, emphasizing the importance of understanding the industry's rapid evolution and technological advancements. She highlights the need for relentless curiosity and adaptability, especially for young professionals. Angela stresses the significance of being a trusted advisor, understanding customer needs, and leveraging AI and predictive analytics for personalized, outcome-based strategies. She also underscores the value of channel partnerships and the importance of holistically aligning sales and marketing efforts to meet customer demands effectively.

Outline

Angela Adam's Career Journey and Role at eStruxture

Angela Adam discusses her unexpected entry into the data center industry, initially studying literature and transitioning to software before joining eStruxture.
She explains her initial skepticism about the data center industry's telecom-focused nature, but she was quickly won over by its core role in the digital world.
Angela emphasizes the rapid evolution and technological advancements in the data center industry, which she finds both exciting and fulfilling.
Joshua Feinberg highlights data centers' diverse roles, from telecom to real estate, and how Angela's background in software and media entertainment has benefited her current role.

Advice for Early Career Professionals

Angela advises young professionals to be relentlessly curious about the interconnectedness of technology, cloud, data, and AI.
She suggests that understanding the ecosystem and the core principles of speed, scale, connectivity, and trust in the digital world can spark curiosity and interest in the data center industry.
Angela emphasizes the importance of tying career aspirations to familiar and relevant aspects of daily life, such as gaming and social media, to make the industry more relatable.
Joshua shares his experience of discovering the data center industry and the various non-technical aspects, like finance and construction, crucial to its operation.

The Importance of Value Creation and Adaptability

Angela advises professionals, especially those with long-term experience, to focus on creating value rather than preserving their current roles.
She highlights the need for continuous learning and adaptation to industry changes, such as sustainability and edge computing, to remain relevant.
Angela stresses the importance of advising and helping customers transition to new technologies and business outcomes.
Joshua and Angela discuss the concept of self-leadership and the necessity of keeping skills sharp to stay ahead of market trends.

Challenges of Keeping Up with Industry Changes

Angela identifies the challenge of maintaining alignment throughout the company and understanding customers' evolving needs.
She explains the importance of flexibility and adaptability, especially for companies like eStruxture that have been entrepreneurial from the start.
Joshua and Angela discuss the role of trusted advisors in the data center industry and the need for relationship-building and understanding customer needs.
Angela emphasizes the importance of cross-training and job shadowing to ensure team members can solve complex infrastructure issues and provide comprehensive solutions.

Specialization and Vertical Focus in Sales

Angela explains how eStruxture's sales team is specialized by vertical, with representatives focusing on specific industries like AI, GPU as a service, media entertainment, and gaming.
She highlights the value of having individuals who understand the language and needs of specific customer segments, which enhances credibility and problem-solving capabilities.
Joshua and Angela discuss the importance of understanding customer insights, such as certifications, conferences, and watering holes, to build effective buyer personas.
Angela shares the strategy of aligning event planning with customer attendance at industry events to stay connected and informed.

Universal Challenges and Opportunities in the Data Center Industry

Angela identifies digital transformation and scalability as significant challenges for companies in Canada, with many still deciding between on-premises, hybrid, and colocation solutions.
She discusses power constraints and the need for strategic planning to meet customer demands within realistic timelines.
Joshua and Angela explore the role of pre-sales consulting and project management in helping customers navigate their business and technology needs.
Angela emphasizes the importance of being a trusted advisor and providing tailored solutions to meet specific business objectives, rather than just selling space and power.

Holistic Approach to Go-to-Market Strategy

Angela describes eStruxture's holistic approach to go-to-market, which involves close collaboration with the product, SE, customer support, and marketing teams.
She explains marketing and sales integration as a single engine, with joint planning and decision-making to present a unified message to customers.
Joshua and Angela discuss the importance of automation and leveraging new technology to become more strategic, efficient, and sustainable in growth.
Angela highlights the role of predictive analytics and AI-driven insights in informing business decisions and improving customer engagement.

The Role of Channel Partners and Ecosystems

Angela discusses eStruxture's robust channel program, which includes MSPs, ISPs, real estate agents, and master agents.
She emphasizes the value of enabling the channel to reach a wider customer base and effectively tell the company's story.
Joshua and Angela explore the growing interest in channel partner ecosystems and the strategic importance of these relationships for data center operators.
Angela shares her belief in the channel's potential to become a significant growth engine for the industry.

Future Trends and Predictions

Angela predicts that go-to-market strategies will become more outcome-based, AI-driven, and hyper-personalized in the coming years.
She envisions a future where predictive analytics and automation enable more strategic and efficient business growth.
Angela discusses the potential for technology to shift from reactive to proactive, with AI providing real-time insights and recommendations.
Joshua and Angela agree that the data center industry is exciting and fast-paced, and continuous innovation and adaptation are key to success.

Final Thoughts and Contact Information

Angela shares her contact information and encourages listeners to connect with her on LinkedIn or visit the eStruxture website for more information.
Joshua thanks Angela for her insights and contributions to the podcast, highlighting her leadership and vision in the data center industry.
The podcast episode concludes with a reminder of the importance of trusted advisors, consultative selling, and the evolving role of sales and marketing professionals in the data center space.

Guest Resources

Resources

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Data Center Go-to-Market Podcast, Data Center Go-to-Market Podcast | Guest Interview

Ep. 112 Angela Adam, SVP, Sales and Marketing of eStruxture Data Centers | Data Center Go-to-Market Podcast