Episode 172 of the Data Center Go-to-Market Podcast features an interview with Sean Farney, Vice President, Data Center Strategy- Americas at JLL.
- Discover why data center go-to-market strategy must adapt to hyperscalers, enterprises, and colocation providers differently
- Understand how AI and GPU density are reshaping data center design, cooling, and power decisions
- Explore the real decision-making ecosystem, including influencers, technical leaders, procurement, and risk teams
- Recognize the most common credibility killers that instantly erode trust with enterprise buyers
- Analyze how scarcity of power, grid constraints, and long-lead infrastructure items change GTM priorities
- Identify which stakeholders vendors routinely overlook and how to engage them more effectively
- Evaluate the tradeoffs of hiring career IT and engineering professionals into sales and business development roles
- Examine why conferences and in-person events still matter and how to use them more strategically
- Map out a matrix-driven approach to segmenting customers and tailoring GTM motions to each segment
- Pinpoint the trust signals that indicate you’re becoming a true “trusted advisor,” not just another vendor
- Shift your GTM focus from aggressive pitching to knowledge leadership and collaborative problem solving
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
Sean Farney, Vice President, Data Center Strategy- Americas
JLL
In this episode of the Data Center Go-to-Market Podcast, you’ll learn how to rethink your go-to-market strategy for a world dominated by hyperscalers, AI workloads, and power-constrained grids. You’ll see how different buyer segments actually make decisions, who really influences large data center deals, and which missteps instantly destroy credibility with enterprise buyers. You’ll also gain insight into using conferences more strategically, hiring and deploying technical talent on GTM teams, and building a matrix-driven approach to segmentation that positions you as a trusted advisor through genuine knowledge leadership; not just another vendor pitching harder.
Sean Farney, Vice President of Data Center Strategy at JLL, discusses the shift from air to liquid cooling in data centers due to power scarcity, noting that data centers now consume less energy globally than corporate real estate and residential air conditioning. He highlights the industry's rapid evolution, driven by AI and processor density, and the need for innovative solutions. Farney emphasizes the importance of relationships, knowledge leadership, and targeted marketing strategies to engage with various customer segments, including hyperscalers, enterprises, and colocation providers. He also stresses the significance of credibility and experience in building trust with buyers.
Outline
Liquid Cooling and Power Scarcity in Data Centers
- Sean Farney discusses the shift from air cooling to liquid cooling, driven by power scarcity and creative destruction.
- Data centers are now responsible for a significant portion of global energy consumption, surpassing corporate real estate and residential air conditioning.
- Sean introduces himself as the Vice President of Data Center Strategy in the Americas for JLL.
- Joshua Feinberg introduces the podcast and welcomes Sean as a guest.
Enterprise Buyer Behavior and Go-to-Market Strategies
- Joshua highlights the common assumption that more visibility solves go-to-market problems, but it can be seen as noise or risk by enterprise buyers.
- Sean explains his unique perspective from both the buyer and seller sides, managing global data center clients for JLL.
- Different customer segments (hyperscalers, enterprise, colocation) have varying needs and buying behaviors.
- The industry is described as artisanal and relationship-based, with a need for immersion and understanding of its unique dynamics.
Challenges in Data Center Go-to-Market Strategies
- Sean emphasizes the need for companies to adapt their go-to-market strategies to the data center industry's fast-paced, relationship-based nature.
- The industry is influenced by rapid technological changes, requiring frequent redesigns and updates.
- AI's impact on the industry, including the investment super cycle and the need for new cooling methods like liquid cooling.
- The importance of understanding the industry's history and the role of influencers in shaping go-to-market strategies.
Stakeholders and Influencers in Data Center Decisions
- Sean identifies key stakeholders in data center decisions: influencers, purchasing groups, and risk management teams.
- Supply chain diversification and the introduction of new vendors.
- The complexity of targeting decision-makers and the importance of understanding different customer segments.
- The role of knowledge leadership and the need for targeted, relationship-based marketing strategies.
Credibility and Experience in Data Center Sales
- Sean discusses the importance of credibility and experience in building trust with technical decision-makers.
- The challenge of new entrants lacking industry experience and the need for a book of experience.
- The value of hands-on experience and the ability to relate to the pressures of running a data center.
- The rise of IT professionals in business development roles and the potential benefits and challenges of this trend.
Effective Marketing and Conferences in the Data Center Industry
- Sean highlights the importance of face-to-face meetings and conferences in building relationships and driving business.
- The rise in the number of data center conferences and the need for targeted, relationship-based marketing.
- The role of influencers and knowledge leadership in creating value and driving innovation.
- The success of hosting private client gatherings to foster relationships and knowledge sharing.
Impact of Power Scarcity on Go-to-Market Strategies
- Sean explains how power scarcity drives innovation and creative destruction in the data center industry.
- The role of liquid cooling and the shift away from traditional air cooling.
- The impact of corporate real estate and residential air conditioning on global energy consumption.
- The importance of understanding the history and layout of the power grid and the need for new, innovative solutions.
Trust Signals and Building Relationships
- Sean discusses the importance of becoming a trusted advisor and the strategic role of capacity planning for CIOs.
- The need for open, shared environments and long-term perspectives to help enterprise customers with strategic planning.
- The role of knowledge leadership in creating solutions and building relationships organically.
- The importance of sharing knowledge and collaborating to drive innovation and growth in the data center industry.
Final Advice for Go-to-Market Leaders
- Sean advises focusing on knowledge leadership and creating solutions to build trust and relationships.
- The importance of sharing knowledge and creating a collaborative environment.
- The need for a multivariate approach to target different customer segments and decision-makers.
- The role of face-to-face meetings and conferences in building relationships and driving business.
Conclusion and Contact Information
Guest Resources
Resources
Do you want to stay up to date about upcoming episodes?
Subscribe to the Data Center Sales and Marketing Newsletter