Data centre business is often viewed as a commodity market with a few global players dominating, leaving very little room for profitability, especially if you are a small player.Similar is seen in other sectors of IT business.So, how can small players still differentiate their value proposition and grow profitable business? We discuss it with our guest, Marija Bergere, Head of Marketing at DEAC, the company which seems managed to find its recipe for success.During our discussion, we cover the following topics:• The current market landscape and the key challenges facing the data centre business.• How geopolitical and economic situations have changed the requirements of buyers.• The impact of these changes on positioning, offering, and go-to-market strategy.• Changes in marketing objectives.• What marketing needs to do differently to succeed in the future