THE MARKETING CHIEF INTERVIEW
“ Marketing is one of those functions in business that has to hold not just the present, but also the future at the same time,” he says.“ Sales is much more short-term, whereas marketing is medium- to long-term. In our field, buying decisions can take months, if not years, with full sales cycles lasting around two years. Managing this long view – understanding where the company is moving ahead of other functions – is what I really enjoy.”
But how can brands build up long-term marketing strategies – especially in an industry that has seen so much change? According to Giuseppe, it all comes down to brand storytelling.
“ Storytelling is a non-negotiable skill that marketers – specifically in the data centre business – must own,” he says.“ If you can tell the right stories, you drive the narrative. And this is the moment we need to take ownership of our story. Otherwise someone else will do it for us.”
Managing brand awareness Having a strong brand story is crucial when dealing with unexpected changes – like an entire industry suddenly being thrust into the spotlight. The data centre industry, in recent years, has seen a level of public awareness previously unheard of, with findings from the Pew Research Centre finding that 75 % of Americans say they have now heard of data centres.
46 November 2026