Introduction to the Salute Spotlight Series
The Salute Spotlight Series is designed to highlight the invaluable contributions of our team members and showcase their skills, experiences, and unique perspectives. Each feature focuses on insights into our leadership team’s professional journey and their impact on Salute’s collective success. This edition focuses on Mark Reynolds, President of the Americas and Chief Customer Services Officer at Salute, whose dedication and expertise are accelerating our business development to a new level.
Mark, tell us about your background in the data center industry.
I started the first thirteen years of my career in the Enterprise software space and began my career in the Data Center industry at Equinix as Director of Customer Experience, where I led initiatives that significantly enhanced customer experience and operational efficiency. I was instrumental in creating the Amazing Customer Experience (ACE) Council and developing the “Voice of the Customer” platform, which integrated feedback across multiple channels for more effective action.
Later, as Senior Vice President of Global Customer Operations at Digital Realty, I led a team of 90 employees and championed a customer service excellence program that improved our Net Promoter Score (NPS) by 133%. My focus on operational excellence ensured that our customer journey aligned with business goals.
These efforts laid the groundwork for the customer-first approach and mindset I’ve carried into my role at Salute, where customer satisfaction, loyalty, and retention are critical to our strategy.
How did you find the transition from a colocation provider to a services provider?
Transitioning from a colocation provider to a services-focused model required a strategic shift in how we operate and communicate with clients. At Digital Realty, we managed our facilities internally, with minimal reliance on external services. In contrast, Salute emphasizes the value of outsourcing comprehensive data center services, offering complete lifecycle solutions—Design, Build, Operate, and Refresh—so our clients can concentrate on their core operations. For my part, this transition also required me to adopt a more consultative approach, which in itself required a sharpening of my ability to understand our customers’ perspectives and ensure our services align with their evolving operational challenges and goals.
What role does your team play in shaping Salute’s message to future customers?
As I lead the business development team, one of my primary focuses is ensuring we present compelling, data-backed messaging to prospective clients. It’s not just about delivering services; it’s about demonstrating how our expertise and track record in areas like commissioning, operational excellence, and risk mitigation add measurable value. I’ve worked closely with the team to ensure we communicate this effectively—showing future customers that partnering with Salute doesn’t just improve operations but drives commercial success and de-risks their business.
One of our key offerings is managing operations for colocation providers, Hyperscalers, and high-value clients. This requires us to clearly showcase our technical capabilities and demonstrate operational excellence at scale. Through persuasive presentations, we emphasize the financial and operational benefits we deliver, helping customers see the long-term value in outsourcing with us.
How are you shaping the team to align with customer needs?
I believe that success in this industry comes from building a team that not only understands the technical complexities of the services we offer but can also articulate those benefits in a way that resonates with our customers. I’ve focused on creating a culture where every team member is equipped to present data-driven, persuasive facts that showcase our ability to deliver results. Our STEP (Salute Technology Enabled Program) platform, a differentiator in the marketplace that provides clients with a roadmap for mission-critical operations, is invaluable in that regard.
What trends are you seeing in the data center sector, and how is Salute addressing them?
The industry is rapidly evolving. Over the last five years, supply-demand dynamics have shifted, pushing us to communicate Salute’s unique value proposition more clearly. Customers today expect comprehensive, turnkey solutions that go beyond operational support. That’s why Salute’s holistic service model—covering the entire data center lifecycle—is so important. By offering Design, Build, Operate, and Refresh services, we’re helping clients navigate the industry’s increasing complexity.
We’re also innovating with products like STEP, which helps our clients achieve operational readiness while ensuring compliance with key certifications like Uptime Institute’s M&O Stamp. It’s crucially important for us to highlight these capabilities effectively in every client conversation, showcasing not just what we do but how we do it and aligning our messaging with their most pressing needs.
What critical competencies should future leaders in the industry develop?
Future leaders must master the concept, benefits, and value of AI and data analytics to remain relevant in the ever-evolving market. AI will be the differentiator for organizations and if we don’t quickly adopt and adapt, we will turn into the Blockbuster of today. However, it can’t be overstated that technical expertise alone isn’t enough. As emphasized in The Secret by Ken Blanchard and Mark Miller, effective leadership requires balancing a service-oriented mindset with a results-driven approach. Leaders must anticipate industry trends, adapt strategies accordingly, and, perhaps most significantly, cultivate growth-oriented relationships within their teams. Certainly, leaders who excel at building strong relationships with customers and delivering high-quality, reliable services will ensure long-term success and customer loyalty.
In your opinion, where should Salute concentrate its efforts to support the growing demands of the data center industry over the next few years?
Leaders in the data center space must combine technical expertise with a solid service-oriented mindset. AI, data analytics, and the ability to anticipate industry trends are crucial. But just as important is building a team that can grow and succeed together. I emphasize this in my own leadership—cultivating relationships, fostering innovation, and ensuring that every member of the team is equipped to present our value proposition effectively. It’s this combination of skills that ensures long-term success in both leadership and customer loyalty.
Can you share a recent example where industry trends significantly influenced a project you led, and what key takeaways did you glean from that experience in addressing future industry challenges?
One recent project we led clearly demonstrates the significant impact AI has had on the data center industry. While assisting a major client with site selection and operational scaling for AI-driven growth, we witnessed firsthand the industry’s transformation in both the design and operations of that facility Specifically, the increasing power and compute demands driven by AI are shifting the focus from traditional low-latency infrastructure in well-established locations to more remote areas.
As expected, this shift presents substantial challenges, particularly in addressing talent shortages—an already critical issue that is likely to intensify. Many of our clients have expressed concerns about their ability to source qualified personnel or effectively train new employees lacking relevant experience, particularly as the industry expands into emerging regions.
Ultimately, this project underscored that Salute is uniquely qualified to address these challenges and how key a differentiating asset that is for us. By leveraging our expertise in recruitment and training, we are able to build and deploy skilled teams to remote locations, ensuring consistent, high-quality service across geographies, even in the most challenging environments.