Episode 181 of the Data Center Go-to-Market Podcast features an interview with Margarita Groisman, Chief Executive Officer at Aravolta. Actionable takeaways for founders, sales leaders, and technical buyers in digital infrastructure and AI:
- Understand how Aravolta evolved product-market fit by building with early customer feedback.
- Recognize why face-to-face events and word-of-mouth still outperform broad outbound in this market.
- Identify the key buyer personas (VP Ops, COO, CTO) and what matters to each during evaluation.
- Compare legacy DCIM approaches with Aravolta’s node-based, vendor-agnostic integration model.
- Learn the role and impact of forward deployed engineers in sales, onboarding, and scaling.
- Assess how AI and self-service tools shift buyer research earlier in the journey.
- Prioritize integration with make-model vendors and protocols over single-vendor hardware lock-in.
- Apply strategies for balancing bespoke customer needs without becoming a custom software shop.
- Evaluate hiring trade-offs: experienced hires vs. scrappy, multi-hat learners.
- Plan faster onboarding playbooks that reduce deployment from months to days/weeks.
- Design a GTM that blends technical credibility with white-glove customer support.
- Scale a lean team while preserving hands-on service through product automation and playbooks.
- Navigate differences between hyperscale corporate playbooks and startup enterprise sales cycles.
- Forecast where operations will head: distributed remote roles, standardized software stacks, and fewer on-site staff.
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
Margarita Groisman, Chief Executive Officer
Aravolta
Margarita Groisman, CEO of Aravolta, discusses the challenges of marketing a startup in the data center and AI infrastructure space. She highlights the importance of direct client interactions and face-to-face meetings for building trust and visibility. Aravolta's product, which integrates electrical, cooling, and IT equipment in data centers, has evolved from a DCIM (Data Center Infrastructure Management) focus to a comprehensive electric building management service. Groisman emphasizes the need for technical expertise in sales roles and the importance of adapting to client needs. She predicts a future with fewer on-site personnel and more remote management in data centers.
Outline
Challenges of Entering the Market
- Margarita Groisman discusses the initial challenges of entering the market and how the product evolved based on customer feedback.
- Joshua Feinberg introduces the podcast and the topic of breaking through the noise in the digital infrastructure and AI market.
- Margarita Groisman explains that traditional methods like email and LinkedIn have been effective for getting their name out there, but PR and brand recognition have been more challenging.
- Joshua Feinberg contrasts Margarita's experience at Aravolta with her previous role at Microsoft, noting the differences in brand recognition and market entry.
Transition from Microsoft to Aravolta
- Margarita Groisman shares her experience of transitioning from a well-known brand like Microsoft to a startup.
- Joshua Feinberg notes the trend of talent from large tech companies like Microsoft and Google entering the data center industry to solve pressing problems.
- Margarita Groisman mentions the early visibility into the needs of the data center market in 2021-2023.
- Joshua Feinberg discusses the impact of generative AI and the return to traditional work environments on the data center market.
Technical Storytelling and Buyer Education
- Joshua Feinberg and Margarita Groisman discuss the importance of technical storytelling and buyer education in the data center market.
- Margarita Groisman notes that data centers have become a well-known topic, making it easier to explain their product.
- Joshua Feinberg reflects on the evolution of data center awareness from a niche topic to a more mainstream understanding.
- Margarita Groisman emphasizes the importance of integrating with various make and model vendors to provide a comprehensive solution.
Impact of AI on Market Differentiation
- Joshua Feinberg asks if AI is making differentiation easier or more challenging for companies like Aravolta.
- Margarita Groisman explains that AI has led to more market entrants but also highlights the lack of experience in day-to-day data center operations.
- Joshua Feinberg discusses the shift in the data center industry from being dominated by baby boomers to a younger workforce.
- Margarita Groisman describes how Aravolta's platform integrates various systems, reducing the need for multiple software services.
Buyer Education and Market Strategy
- Joshua Feinberg and Margarita Groisman discuss the importance of buyer education and the challenges of scaling a startup.
- Margarita Groisman shares that Aravolta provides a white-glove service, sending engineers on-site to ensure smooth integrations.
- Joshua Feinberg notes the increasing importance of self-service and marketplaces in buyer education.
- Margarita Groisman reflects on the influence of Microsoft's playbook on her approach to buyer education at Aravolta.
Scaling and Adapting to Market Needs
- Margarita Groisman discusses the lessons learned from the first few years of Aravolta, emphasizing the importance of working closely with clients to develop the right product.
- Joshua Feinberg asks about the balance between custom software development and building a scalable platform.
- Margarita Groisman explains that addressing specific client needs often reveals broader market opportunities.
- Joshua Feinberg and Margarita Groisman discuss the challenges of reaching economic buyers in a sales-allergic market.
Effective Go-to-Market Strategies
- Joshua Feinberg and Margarita Groisman explore effective go-to-market strategies, including face-to-face meetings and word-of-mouth introductions.
- Margarita Groisman highlights the importance of being vendor-agnostic and providing a comprehensive solution.
- Joshua Feinberg notes the shift back to face-to-face interactions in a digital-first world.
- Margarita Groisman emphasizes the need for technical expertise in sales roles to address the technical nature of data center projects.
Future of Data Center Industry
- Joshua Feinberg and Margarita Groisman discuss the future of the data center industry, including the potential for remote management and distributed jobs.
- Margarita Groisman predicts a standardized software stack and a decrease in on-site personnel.
- Joshua Feinberg highlights the complexity of the data center ecosystem and the opportunities it presents for startups.
- Margarita Groisman reflects on the importance of hiring the right people to scale Aravolta and meet market demands.
Challenges of Hiring and Scaling
- Joshua Feinberg and Margarita Groisman discuss the challenges of hiring for both technical expertise and the ability to learn quickly.
- Margarita Groisman emphasizes the importance of finding people who can wear multiple hats and adapt to new challenges.
- Joshua Feinberg notes the tendency for founders to hire for logos rather than scrappy, adaptable talent.
- Margarita Groisman shares her approach to hiring for both sales and engineering roles, focusing on skill sets over previous experience.
Final Thoughts and Future Outlook
- Joshua Feinberg asks Margarita Groisman about her vision for the future of Aravolta and the data center industry.
- Margarita Groisman predicts continued growth and the importance of standardized software solutions in the data center market.
- Joshua Feinberg reflects on the trend of talent from large tech companies entering the data center industry.
Guest Resources
Resources
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