Reframing the Consulting Opportunity in a Shifting Market Landscape

Summary

In early 2025, a prominent energy solutions provider in Germany sought to strengthen its position in the data center modernization space while expanding its strategic consulting footprint. Despite having a strong reputation for reliable hardware and technical execution, the client faced market skepticism around their advisory capabilities, particularly in areas requiring neutrality, regulatory interpretation, and long-term planning.

USP Marketing Consultancy conducted a deep-dive market exploration across critical industry segments—data centers and high-energy industrial facilities—through a blend of qualitative interviews. The research uncovered strategic misalignments, decision-making barriers, and a fast-accelerating demand for independent consulting in modernization efforts.

Our insights guided the client in refining their consulting narrative, emphasizing independent capabilities, aligning modernization offerings with regulatory pressures, and identifying the most lucrative market segments for future growth. As a result, the client restructured its go-to-market approach and initiated targeted roadmap developments to meet evolving client expectations.

About the Client

Industry: Energy infrastructure and services provider

Market Presence: Established across Europe with a legacy in mission-critical electrical systems, particularly in data centers and industrial facilities

Engagement Trigger: Amid growing demand for modernization and consulting services, the client aimed to reposition itself as a credible advisor—beyond product delivery—while capitalizing on the shift to outsourced data center models and sustainability compliance.

Issue

Despite strong execution capabilities, the client faced challenges across three dimensions:

• Perception Gap: Buyers viewed the company as a trusted manufacturer and installer—but not as a strategic advisor—hindering entry into early project phases and planning conversations.
• Modernization Bottlenecks: Market demand for modernization was high, but many prospects operated under budget constraints, delaying upgrades or opting for partial refurbishments.
• Regulatory Complexity: New frameworks like Germany’s EnEfG law and ESG reporting requirements created confusion. Clients were unclear about reporting thresholds, compliance protocols, and future planning—leaving space for advisory leadership.

These frictions were compounded by a rapidly evolving market: data centers shifting toward hyperscale/colocation, AI workloads driving new infrastructure needs, and sustainability moving from optional to obligatory.

Solution

Methodology

USP deployed a structured qualitative research approach:

• 12 in-depth interviews (IDIs) with key infrastructure decision-makers across data centers (hyperscale, colocation, enterprise) and energy-intensive industries (healthcare, food production, manufacturing)
• Segmented analysis of consulting and modernization demand triggers
• Comparative evaluation of brand-specific vs. independent consulting preferences
• Exploration of barriers to full-scope modernization and compliance alignment

Steps Taken

1. Strategic Research & Market Mapping
   • Identified perceived value gaps in consulting, especially around audits, regulatory readiness, and vendor-neutral advice.
   • Mapped the decision-making structure across colocation, enterprise, and industrial players—including thresholds for budget and procurement cycles.
2. Insights Workshop with Client Teams
   • Facilitated interactive sessions to translate research findings into actionable themes.
   • Prioritized opportunities for differentiation: modular modernization, predictive maintenance, compliance enablement, and leasing-based offerings.
3. Positioning & Narrative Alignment
   • Recommended clearer separation of consulting vs. hardware messaging.
   • Co-developed themes to highlight early-phase advisory capabilities and strategic neutrality—tailored for tender-based decision points and long-term planning.

Results & Insights

The research empowered the client to make focused changes in their strategy and positioning:

• Shifted Perception: The client gained clearer understanding of how and where to present itself as a neutral, trusted advisor.
• Strategic Entry Points Identified: Timing around audits, regulatory deadlines, and modernization phases emerged as key opportunities to engage clients earlier.
• Offer Alignment: USP’s findings shaped messaging around modular modernization and compliance support, helping the client better address customer pain points without overhauling their entire product strategy.

The outcomes positioned the client for smarter engagement, better market timing, and a more compelling advisory role in a rapidly evolving infrastructure landscape.