Ep. 165 Joshua Feinberg, CEO of DCSMI | Data Center Go-to-Market Podcast

Episode 165 of the Data Center Go-to-Market Podcast features Joshua Feinberg, CEO at DCSMI.

Discover why traditional colocation sales teams must evolve into teachers, consultants, and trusted advisors
Understand how the self-directed buyer’s journey has shifted from 56% to 83% before talking to sales and what that means for your GTM playbook
Identify ways colocation data centers can shorten sales cycles with always-on lead generation and nurturing
Define an ideal client profile (ICP) and build target account lists for different segments across the data center ecosystem
Segment buyer personas and pinpoint the stakeholders who actually drive colocation and digital infrastructure decisions
Design educational events and content (webinars, Lunch & Learns, tours) that pull decision-makers to your team as experts, not vendors
Map the awareness–consideration–decision journey and insert your brand earlier and more often with relevant thought leadership
Apply specific strategies to grow a data center operations consultancy’s data analytics business (services + SaaS)
Evaluate whether to bundle consulting and analytics software or allow customers to cherry-pick—and the impact on differentiation
Plan separate GTM motions for high-performance computing (HPC) vs. general data center infrastructure offerings
Develop high-density colocation and interconnection GTM strategies that align sales, marketing, and product with AI/GPU-driven demand
Leverage educational events to increase pre-sales “surface area” and meet entire decision committees earlier in the process
Target and engage natural gas and energy stakeholders who want to partner with data center construction and development firms
Select priority markets and accounts for data center power management solutions providers based on size, sector, and maturity
Differentiate in established vs. emerging markets by adapting your education, localization, and relationship-building strategies
Systematize a go-to-market framework that moves colocation, consulting, HPC, energy, and power-management offerings from vendor to “go-to expert” status

If you work anywhere in the data center go-to-market ecosystem—sales, marketing, product, channel, consulting, or energy/facilities—this episode will show you how to adapt to an 83% self-directed buyer’s journey and escape the “vendor box.”

By watching, you’ll learn how to rethink your sales team as teachers and advisors, define sharper ideal client profiles and buyer personas, design high-impact educational events, and build high-density, AI-ready GTM strategies across colocation, HPC, consulting, construction, energy, and power management.

Joshua Feinberg discusses the evolution of sales teams in the data center industry, emphasizing the shift from traditional vendor roles to consultants and trusted advisors. He outlines strategies for shortening sales cycles, including early engagement and educational events. Feinberg also addresses how data center operations consultancies can grow their data analytics business by bundling services and understanding ideal client profiles.

He highlights the importance of high-density go-to-market strategies for colocation and interconnection companies and the need for natural gas production companies to partner with data center construction firms.

Finally, he explains how power management solutions providers should choose customers and offerings based on deep understanding of client needs and challenges. Joshua Feinberg discusses strategies for data center power management solutions providers to target customers and offerings effectively.

He differentiates between selling in established markets like the UK and the US, which require significant investment and nuanced approaches to compete, and emerging markets in Africa, Southeast Asia, and parts of Latin America, which need more foundational education and localization.

Feinberg emphasizes the importance of understanding market dynamics, including cultural and language differences, and adapting marketing and sales strategies accordingly. He also promotes his Data Center Sales and Marketing Institute and encourages listeners to engage with his podcast and newsletter for more insights.

Outline

Sales Team Evolution and Sales Cycle Shortening

Joshua Feinberg emphasizes the need for sales teams to evolve from traditional roles to teachers, consultants, subject matter experts, and trusted advisors.
The shift in sales team roles aims to shorten the sales cycle by adding more value to prospects and clients.
Joshua introduces the Data Center Go-to-Market Sales and Marketing Q&A Show, focusing on sales and marketing challenges in the data center ecosystem.
The show targets various roles within the go-to-market team, including account executives, product managers, and channel partnerships.

Agenda for the Week's Show

Joshua outlines the agenda for the week's show, covering topics like shortening the sales cycle for colocation data centers, growing data analytics business for data center operations consultancies, and generating awareness for high-performance computing solutions.
The show will also discuss high-density go-to-market strategies for colocation and interconnection companies and partnerships between natural gas production companies and data center construction firms.
Joshua encourages viewers to leave comments with their ideas for future topics or challenges.

Colocation Data Centers and Sales Cycle

Joshua discusses the challenge of shortening the sales cycle for colocation data centers, which typically operate on multi-year agreements.
He explains the real estate-centric approach of colocation operators and the transferable skills from commercial and residential real estate.
The importance of lead generation, lead nurturing, and always-on sales processes is highlighted.
Joshua emphasizes the need for colocation operators to evolve their sales teams to add more value and become trusted advisors.

Digital Transformation and Buyer's Journey

Joshua explains the shift in the buyer's journey from 56% self-service research to 83% due to digital transformation and changing demographics.
The challenge for traditional colocation marketing and sales playbooks is discussed, with a focus on getting out of the vendor box.
The importance of early engagement in the buyer's journey is emphasized, with a focus on educational events and resources.
Joshua outlines the steps to shorten the sales cycle, including understanding the ideal client profile, building target account lists, and segmenting buyer personas.

Data Center Operations Consultancy and Data Analytics

Joshua discusses how data center operations consultancies can grow their data analytics business by bundling consulting and analytics software.
The importance of understanding the ideal client profile, including geographic location, company size, and industry expertise, is highlighted.
The need for a clear go-to-market strategy, including product/market fit, unit economics, and channel partner strategies, is discussed.
Joshua emphasizes the importance of educational events and resources in building trust and awareness with potential clients.

High-Performance Computing and Data Center Infrastructure

Joshua addresses how high-performance computing solutions and data center infrastructure companies can generate awareness.
The need for a separate go-to-market playbook for high-performance computing and data center infrastructure is emphasized.
The importance of understanding the ideal client profile, including geographic location, company size, and industry expertise, is discussed.
Joshua outlines the steps to create educational resources and events that resonate with potential clients, including webinars, live streams, and in-person events.

High-Density Go-to-Market Strategies

Joshua discusses how colocation and interconnection companies can focus on high-density go-to-market strategies.
The importance of understanding the power requirements and cooling needs for high-density workloads is highlighted.
The need for a sophisticated sales process, including deep segmentation and personalization, is emphasized.
Joshua outlines the steps to build relationships with key stakeholders and create educational resources that address the specific needs of high-density colocation and interconnection.

Partnerships Between Natural Gas Production and Data Center Construction

Joshua discusses how natural gas production and infrastructure companies can partner with data center construction firms.
The importance of understanding the natural gas pipeline capabilities and the geographic location of potential partners is highlighted.
The need for a clear go-to-market strategy, including target account lists and segmentation, is emphasized.
Joshua outlines the steps to build relationships with key stakeholders, including construction firms, investors, and community stakeholders.

Choosing Customers and Offerings for Data Center Power Management

Joshua discusses how data center power management solutions providers can choose customers and offerings.
The importance of understanding the expertise and relationships of the founders and leadership team is highlighted.
The need for a deep understanding of the end customers' needs and challenges is emphasized.
Joshua outlines the steps to create a go-to-market strategy that addresses the specific needs of data center power management, including product management, lead generation, and event strategy.

Approach to Choosing Customers and Offerings

Joshua Feinberg discusses the approach for a data center power management solutions provider to choose customers and offerings.
He emphasizes the importance of understanding the market, whether it is an established or emerging market.
Joshua highlights the competitive nature of established markets like the UK, US, and Singapore, requiring significant investment to differentiate products and services.
In contrast, emerging markets in Africa, Southeast Asia, and parts of Latin America require more foundational education and localization efforts.

Challenges in Established and Emerging Markets

Joshua explains the differences in selling and servicing power management solutions in established versus emerging markets.
He notes that established markets are highly competitive and require a finely nuanced approach to build a strong professional brand.
In emerging markets, the focus is on foundational education and understanding local market dynamics, including cultural and language differences.
Joshua mentions the importance of adapting marketing and sales strategies to the unique drivers, personas, segmentation, and account sizes of these markets.

Building a Go-to-Market Playbook

Joshua provides insights on building a go-to-market playbook for data center power management solutions providers.
He stresses the need to choose the right customers and offerings based on market conditions.
Joshua encourages listeners to engage with the podcast by liking, commenting, and subscribing to the newsletter.
He offers to connect on LinkedIn for further discussions and support.

Encouraging Engagement and Subscription

Joshua invites listeners to spread the word about the podcast by hitting the like button and leaving comments.
He encourages listeners to share their challenges, questions, or topics for upcoming episodes.
Joshua highlights the importance of staying informed about educational events and resources through the DCSMI newsletter.
He provides the URL for subscribing to the newsletter and offers to connect on LinkedIn for professional networking.

Closing Remarks and Sponsorship

Joshua wishes listeners, their teams, and companies great success in engaging with the data center industry's growth.
He expresses gratitude for the audience's participation and looks forward to future episodes.
Joshua signs off by reminding listeners to Subscribe to the Data Center Sales and Marketing Newsletter for updates on upcoming episodes.
The podcast is sponsored by DCSMI, which aims to elevate the role of sales, marketing, and go-to-market professionals in the data center industry.

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