Ep. 201 Igor Stamenkovic, Chief Executive Officer of SENS (Stored Energy Systems)

Episode 201 of the Data Center Go-to-Market Podcast features an interview with Igor Stamenkovic, Chief Executive Officer at SENS (Stored Energy Systems).

In this episode, you'll:

Discover why the AI build-out is turning backup power from a passive insurance policy into an active operational asset that data centers manage as prime power.
Understand how rising AI rack densities are making battery chemistries other than lead acid the better choice on total cost of ownership.
Explore why SENS moved toward integrated systems that are configured and tested in the factory, which cuts the work needed in the field.
Anticipate how moving to higher DC voltages, up to 800V DC, could bring the next wave of change in power distribution.
Recognize why reading an RFP line by line can hide what the customer actually wants to achieve from end to end.

Learn how SENS reaches buyers who finish up to 90% of their research before a first sales call, using technical digital content, channel partners and a 50-year brand reputation.
Uncover why a small, peer-level event with no vendor pitches, like the SENS Mission Critical Summit in Boulder, can get people talking more openly than a big conference.
Examine how AI configurators can turn complex customer requirements into schematics and bills of materials in hours instead of weeks.
Grasp what it takes to turn a one-off engineer-to-order product into a configure-to-order platform that can scale from hundreds of units a year to thousands.
Identify the full group of people who decide mission-critical purchases, including engineers, operators, supply chain, cybersecurity, risk and finance.
Bridge the gap between engineers focused on reliability and CFOs focused on capex and opex by getting your product specified early and backing it with proven references.
Weigh when it makes sense to specialize sales roles and when to hire people who are equally at ease with engineers and finance leaders.
Protect your brand while scaling fast by staying on top of on-time delivery, quality and customer responsiveness.
Hear why SENS CEO Igor Stamenkovic says you should never outsource the customer feedback loop.
Evaluate how different kinds of channel partners, from niche specialists to large EPC firms, help mission-critical suppliers grow.
Forecast where power infrastructure is heading over the next 18 to 24 months as grid limits, electrification and on-site generation shape demand.

Host:

Joshua Feinberg, Founder
DCSMI

Special Guest:

Igor Stamenkovic, Chief Executive Officer

SENS (Stored Energy Systems)

Overview

SENS is repositioning critical power from passive backup toward actively managed prime-power and operational infrastructure for increasingly constrained, high-density data centers.

Market Shift

AI-driven load growth is increasing power density, space constraints, and demand for modular, factory-tested systems.
Grid limitations are causing on-site generation and backup assets to function as prime power during periods of constrained utility supply.
SENS expects continued AI build-out, broader electrification, grid modernization, and growing demand for resilient mission-critical power through the 2030s.

GTM Priorities

The primary go-to-market challenge is understanding the customer’s end-to-end objective rather than responding narrowly to an RFP bill of materials.
SENS is combining technical sales expertise, channel education, digital content, curated peer events, and direct customer feedback to build trust and identify needs.
SENS is converting engineer-to-order solutions into configured-to-order platforms, potentially using AI configurators to accelerate complex schematics and bills of material.

Outline

SENS in the Ecosystem

SENS designs and manufactures critical power infrastructure in Colorado.
Key applications include generator starting and DC backup for turbines, switchgear, VFDs, chillers, and other critical energy assets.

Customer and Market Complexity

Projects differ by grid connection, energy mix, equipment brands, and end-to-end operating goals.
Channel complexity makes it difficult to consistently track where products are installed and how they are used.
Mission-critical purchases involve engineering, operations, supply chain, cybersecurity, risk, finance, and procurement stakeholders.

Product and Delivery Evolution

Higher rack densities are improving the economic case for alternative battery chemistries and modular power electronics.
Integrated, pre-configured, factory-tested systems reduce field assembly, labor, and commissioning requirements.
The strategic progression is from one-off snowflakes to repeatable engineer-to-order and configured-to-order platforms.

Buyer Education and Trust

SENS uses digital marketing, technical content, channel training, lunch-and-learns, webinars, and small industry events.
Its mission-critical summit emphasized peer discussion rather than product pitches.
Customer responsiveness, ruggedized products, on-time delivery, and quality are treated as core differentiators.

Commercial Organization

Sales teams need technical fluency, relationship skills, and strong operational support.
Some specialization is emerging as the organization grows, while AI may enable selected commercial roles.
SENS considers the end-user feedback loop too important to outsource.

Forward Outlook

Growth is expected to continue, but scaling without damaging customer experience is the central operating challenge.
On-site generation, grid modernization, cybersecurity, weather resilience, and electrification will shape future demand.