Ep. 160 Oliver Bredgaard, Business Development Manager - Data Centres at Hovmand A/S

Episode 160 of the Data Center Go-to-Market Podcast features an interview with Oliver Bredgaard, Business Development Manager Data Centres at Hovmand A/S.

Discover how Oliver transitioned from SaaS and sports management into the data center industry
Understand the unique role of a Business Development Manager focused on data centers at Hovmand
Explore the differences between selling into enterprise data centers vs. hyperscale/colo operators
Recognize the key stakeholders involved in material handling decisions inside data centers
Examine how buyer self-education (doing 80% of the journey before sales) reshapes lead generation and prospecting
Learn how to tailor messaging for health & safety, operations, and remote hands teams
Identify why data centers remain a “closed” industry and what actually works to break in
Appreciate the economic and safety risks of manually lifting heavy servers and batteries
Evaluate the role of lifting equipment in improving uptime, worker safety, and efficiency
Hear how conferences, trade shows, and associations drive relationship-based selling in this ecosystem
Observe how AI tools (including ChatGPT) support—but don’t replace—human-centric sales work
Gain insight into how Hovmand’s “virtual engineering” app enables configurable lifter solutions
Anticipate future trends in data center growth, competition, and material handling needs
Consider career opportunities in client-facing data center roles for people who aren’t highly technical
Reflect on how better lifting solutions can support diversity, aging workers, and long-term talent retention

Host:
Joshua Feinberg, CEO
DCSMI

Special Guest:
Oliver Bredgaard, Business Development Manager Data Centres
Hovmand A/S

Oliver Bredgaard, Business Development Manager at Hovmand, discusses his transition from the SaaS industry to the data center sector, emphasizing the importance of health, safety, and economic aspects in data center operations. He highlights the need for specialized lifting equipment to handle heavy servers and batteries, noting the industry's rapid growth and the complexity of decision-making processes. Bredgaard stresses the importance of networking, attending trade shows, and understanding client needs. He also mentions the challenges of manual handling in data centers and the potential for AI to support, rather than replace, human interactions.

Outline

Oliver Bredgaard's Introduction and Background

Discusses the importance of health, safety, and economic aspects in data centers, emphasizing the need for political focus.
Joshua Feinberg, introduces Oliver Bredgaard, Business Development Manager of data centers for Hovmand in Copenhagen, Denmark.
Oliver expresses his excitement about being on the podcast and shares his background in lead generation, marketing technology, and sports management.
Oliver explains his transition from the SaaS industry to Hovmand, highlighting his new role in selling physical products like battery-driven lifters.

Oliver's Journey into the Data Center Industry

Oliver recounts his initial lack of knowledge about the data center industry and how he stumbled into it.
He describes his previous role as an account manager in the SaaS industry and how his commercial and solution-oriented background helped him transition to Hovmand.
Oliver shares his excitement about the dynamic and rapidly changing nature of the data center industry, comparing it to the sports industry he previously worked in.
Joshua notes the rapid growth in the data center industry due to advancements like OpenAI and ChatGPT, drawing parallels to the SaaS industry.

Identifying Ideal Clients and Stakeholders

Joshua asks Oliver about the typical stakeholders he works with, including site managers, lead technicians, and operation teams.
Oliver explains the differences in responsibilities between enterprise data centers and hyperscale clients, noting the specialized roles in hyperscale environments.
He discusses the complexity of the data center industry and the importance of understanding the environment and the lifter's requirements.
Oliver emphasizes the need for lifters to be easy to use and reliable, focusing on the operators' needs for precision and efficiency.

Customizing Sales Approaches for Different Stakeholders

Joshua inquires about the customization of sales approaches for different stakeholders, such as health and safety managers and operators.
Oliver explains the different focuses for each stakeholder, highlighting the economic aspects for health and safety managers and the efficiency and precision for operators.
He discusses the challenges of selling to a closed industry like the data center industry, where finding contact information is difficult.
Oliver mentions the importance of networking and exhibiting at trade shows to establish initial touchpoints and build relationships.

Impact of Buyer Research on Lead Generation

Joshua highlights the trend of buyers doing more research before engaging with sales teams, noting a significant increase in the past decade.
Oliver agrees, emphasizing the importance of establishing real-life touchpoints to build relationships and discuss the benefits of Hovmand's products.
He shares his surprise at seeing technicians manually handling heavy servers despite the availability of safer and more efficient lifting solutions.
Oliver discusses the potential risks of manual handling, including safety hazards and cost implications, and the need for better awareness and adoption of lifting equipment.

Challenges and Opportunities in the Data Center Industry

Joshua and Oliver discuss the challenges of educating data center operators about the benefits of lifting equipment and the importance of understanding the ecosystem.
Oliver shares his experience of working with different stages of data centers, from replacing old lifters to introducing new solutions in enterprise data centers.
He highlights the importance of flexibility and adapting to the unique needs of each client, noting the complexity of decision-making processes in the data center industry.
Oliver emphasizes the need for continuous learning and staying updated with the rapid changes in the industry.

Tools and Techniques for Effective Business Development

Joshua asks Oliver about his favorite tools and apps for daily productivity, including Hovmand's virtual engineering app and HubSpot.
Oliver mentions the use of ChatGPT for breaking down complex information and preparing for customer interactions.
He discusses the importance of attending conferences and trade shows to stay informed and network with industry professionals.
Oliver shares his optimism about the future growth of the data center industry and the increasing importance of human relationships in a technology-driven environment.

Future Trends and Predictions for the Data Center Industry

Joshua inquires about potential changes in Oliver's daily routines and the role of business development managers in the data center industry over the next two years.
Oliver predicts an increase in the number of data centers and the entry of more companies into the market, emphasizing the need for continuous adaptation.
He highlights the importance of maintaining human relationships and networking within the industry, despite advancements in AI and automation.
Oliver expresses hope for increased political focus on health and safety and economic solutions in the data center industry.

Final Thoughts and Advice for Aspiring Professionals

Joshua asks Oliver for advice for aspiring professionals interested in the data center industry, especially those who are not technically inclined.
Oliver recommends attending conferences and trade shows to observe and learn about the industry, noting the inspiring and dynamic nature of the events.
He emphasizes the importance of understanding the ecosystem and adapting to the unique needs of each client, highlighting the potential for career growth in the industry.
Oliver shares his excitement about the future of the data center industry and the opportunities it presents for professionals with diverse backgrounds.

Guest Resources

Resources

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

Ep. 160 Oliver Bredgaard, Business Development Manager - Data Centres at Hovmand A/S | Data Center Go-to-Market Podcast