0
Connecting to Buyers in a Networked World<br />Julie Fraser, Cambashi Inc. <br />President & Principal Industry Analyst<br...
Consultants & industry analysts<br />Strong background in market research, technology, and production-related industries<b...
Networking & marketing products with it<br />The buying team in the networked world<br />Business benefit themes to explor...
What do you see?<br />4th<br />ISA Marketing & Sales Summit<br />ISA<br />
Now what do you see?<br />4th<br />ISA Marketing & Sales Summit<br />
Now what do you see?<br />4th<br />ISA Marketing & Sales Summit<br />
An chance to leverage networking?<br />Embedded control of machines.<br />Connections between machines, work-cell and line...
What does it mean to you?<br />Growth in factory-to-enterprise data communications:<br />Production people talk about ‘Fee...
What you see…<br />4th<br />ISA Marketing & Sales Summit<br />
Depends where you sit…<br />R&D<br />Sales<br />Marketing<br />Operations<br />Engineering<br />Purchasing<br />IT/IS<br /...
Why it matters depends on who you need to impress<br />VP Operations<br />CIO<br />CEO<br />VP Sales & Marketing<br />CFO<...
Effective messaging is in the eye of the buyer…<br />Project manager<br />VP Engineering<br />Purchasing<br />Operations<b...
Developing standards about business processes<br />ISA88 – batch control - hierarchy<br />ISA95 – control/MES to enterpris...
Data networks in ISA95 levels<br />Enterprise Networks<br />Level 4<br />MES Networks<br />Corporate Information Network<b...
However, our approach to the market may not be quite so obvious…<br />ISA communicates and simplifies<br />
Electronic  components<br />Boards, modules, sw, services<br />Applicationsand tech.specialist<br />SIInstallation<br />En...
Solution specialist<br />Tech. specialist<br />Direct and channel<br />Hw, sw, services providers<br />Outsource, SI<br />...
Solution specialist<br />Tech. specialist<br />Outsource, SI<br />In-house IT<br />Applicationsand tech.specialist<br />SI...
Protocols<br />Security<br />Wired vs. wireless<br />Different flavors of Ethernet<br />In fact, engineering buyers may as...
So the great benefit bubble of our new networking feature may burst<br />
Engage with higher levels<br />Understand their objectives <br />ideally before meeting them, so you can look as if you’ve...
Effective marketing?<br />e.g. iLine with Line Controller 30 from Tetra Pak<br />“....the LC30 automates the interaction a...
Effective marketing?<br />e.g. control system for Bihler metal punching and forming machine.<br />Source: http://www.bihle...
Effective marketing?<br />e.g. Omega  wi833-u wireless meter scanner & controller<br />The wiSeries 1/8 DIN Panel Meter & ...
Effective marketing?<br />e.g. NDC Infrared Engineering Ltd, MM710e range of Ethernet-enabled on-line gauges for real-time...
Effective messaging is in the eye of the buyer…<br />Project manager<br />VP Engineering<br />Purchasing<br />Operations<b...
What is IT hearing?<br />http://www.ibm.com/ibm/ideasfromibm/us/smartplanet/20081106/index2.shtml?&re=sp2<br />
The message of IBM’s ‘Smarter Planet’ campaign includes the value of intelligent connected devices<br />Real-time enterpri...
Are your contacts in just one of IT, engineering and operations groups?<br />Does your offer help them work together?<br /...
Exercise<br />Sales<br />Marketing<br />Develop questions to explore with a key contact and some for a non-engineering exe...
Networking is good and important, but	Buying & implementing can be a challenge<br />Many buying constituents<br />How many...
 Connecting to Buyers in a Networked World<br />Julie Fraser, Cambashi Inc. <br />President & Principal Industry Analyst<b...
Upcoming SlideShare
Loading in...5
×

Connecting To Buyers in a Networked World

372

Published on

Julie Fraser, President, Cambashi Inc.

Nearly all instruments and controls have information network connections today, so it’s not necessarily a differentiating capability, even if your products have the latest in wireless or Ethernet. Yet industrial networking is a growing share of automation projects. For buyers, communication networks can be confusing and frustrating, because of the complexity of technologies, layers, and players in the channel. Learn how networking can be a productive topic of discussion, particularly if taken out into a broader business context. You’ll need to understand who needs to “buy in” on sales in a networked environment, and how to approach them effectively.

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
372
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • But first, I’ll introduce you to my company, Cambashi. We focus on market research, advice and analysis on the use of IT and application software in production industries. For technology vendors, we focus on marketing and sales effectiveness.We are relatively new to the US market, but have a long heritage in the manufacturing technology space from our headquarters in the UK. I personally have also been exploring production technology for over 20 years.
  • Is your champion and main contact usually in engineering, whether controls, manufacturing, process, or automation?What about these other departments? Are they ever part of your sales cycle?Whether they are or not, each of the people who IS in your sales cycle has others to impress, don’t they?
  • The buying cycle may not directly involve these top executives, but everyone involved must make their case and should be thinking about how to help these guys achieve their goals and objectives.
  • You know the top ones better than I do…But how about the others?
  • How many of you understand and use the ISA-95 and ISA-88 and 99 and 100 standards and models in your sales and marketing today? Do you use them to show that you understand standards, or to help all of those non-engineers to understand what you have to offer? ISA95 in particular is relevant
  • This looks pretty straightforward, but does begin to show that the buyer’s networked world is more complex than the networking you have in your products.
  • And this does not even start to address issues like
  • Now I’m not an engineer, and while I know a few of the issues, this seems to me like a potential sales rat-hole…
  • What would you do? How can you tackle this and turn the buyer’s confusion into a useful sales conversation?And you marketing folks, how can you arm the sales team to have that discussion?
  • Now marketing can help enable this discussion
  • How many of you have products like this one?An entire production line that is network-enabled with Ethernet or wireless protocols?Do you leverage some of the same concepts as Tetra-Pak in your sales and marketing messages?Automates interaction among all components of the lineeach component in the line can talk to all the others via Ethernet Protocol addresses and Ethernet connectivityWhat else do you discuss?
  • How many of you have products like this one?Machine controls of some sort that is network-enabled with Ethernet, VPN, or wireless protocols?Do you leverage some of the same concepts as Bihler in your sales and marketing messages?Decentralized modulesRemote maintenanceWhat else?
  • How many of you have products like this one?An entire production line that is network-enabled with Ethernet or wireless protocols?Do you leverage some of the same concepts as Tetra-Pak in your sales and marketing messages?Automates interaction among all components of the lineeach component in the line can talk to all the others via Ethernet Protocol addresses and Ethernet connectivityWhat else do you discuss?
  • How many of you have products like this one?An instrument that is network-enabled with Ethernet or wireless protocols?Do you leverage some of the same concepts as NDC in your sales and marketing messages?Installation costLow TCOFast ROIAnything else you talk about?
  • You know the top ones better than I do…But how about the others?
  • Thanks for your attention and your participation. Best of luck with your sales and marketing efforts!
  • Transcript of "Connecting To Buyers in a Networked World"

    1. 1. Connecting to Buyers in a Networked World<br />Julie Fraser, Cambashi Inc. <br />President & Principal Industry Analyst<br />4th Annual<br />ISA Marketing & Sales Summit<br />
    2. 2. Consultants & industry analysts<br />Strong background in market research, technology, and production-related industries<br />We have often had our clients’ roles: operations, marketing, sales<br />Founded in 1984 in Cambridge, UK<br />US subsidiary opened near Boston in 2008<br />Cambashi clients can act more effectively based on insights about where IT must support critical business processes in production industries<br />Industry Knowledge for Business Advantage<br />Cambashi: Building bridges between buyers and sellers of technology<br />4th<br />ISA Marketing & Sales Summit<br />
    3. 3. Networking & marketing products with it<br />The buying team in the networked world<br />Business benefit themes to explore<br />Making your case <br /> – and helping champions make theirs<br />Connecting to Buyers<br />4th<br />ISA Marketing & Sales Summit<br />
    4. 4. What do you see?<br />4th<br />ISA Marketing & Sales Summit<br />ISA<br />
    5. 5. Now what do you see?<br />4th<br />ISA Marketing & Sales Summit<br />
    6. 6. Now what do you see?<br />4th<br />ISA Marketing & Sales Summit<br />
    7. 7. An chance to leverage networking?<br />Embedded control of machines.<br />Connections between machines, work-cell and line status displays and controls.<br />Connections to factory management systems<br />Connections to laboratory test systems, stores, goods-in, suppliers, sister-factories and the business<br />4th<br />ISA Marketing & Sales Summit<br />
    8. 8. What does it mean to you?<br />Growth in factory-to-enterprise data communications:<br />Production people talk about ‘Feeding the Beast’<br />
    9. 9. What you see…<br />4th<br />ISA Marketing & Sales Summit<br />
    10. 10. Depends where you sit…<br />R&D<br />Sales<br />Marketing<br />Operations<br />Engineering<br />Purchasing<br />IT/IS<br />Finance<br />4th<br />ISA Marketing & Sales Summit<br />
    11. 11. Why it matters depends on who you need to impress<br />VP Operations<br />CIO<br />CEO<br />VP Sales & Marketing<br />CFO<br />VP R&D<br />VPEngineering<br />Head of Purchasing<br />4th<br />ISA Marketing & Sales Summit<br />
    12. 12. Effective messaging is in the eye of the buyer…<br />Project manager<br />VP Engineering<br />Purchasing<br />Operations<br />Manufacturing IT<br />R&D<br />CIO<br />CFO, CEO, Board of Directors<br />Low-cost, fast, proven, high-tech<br />Low TCO, easy to maintain<br />Cost, approved supplier, terms<br />Reliable, process-enhancing<br />Info accessible, standard protocol<br />Adds to flexibility, DFM feedback<br />Feeds ERP, info flows<br />Helps revenue generation or cost minimization, shareholder value<br />Each cares most <br />about different but adjacent issues<br />4th<br />ISA Marketing & Sales Summit<br />
    13. 13. Developing standards about business processes<br />ISA88 – batch control - hierarchy<br />ISA95 – control/MES to enterprise integration<br />ISA99 – security <br />ISA100 – wireless <br />Etc. <br />These help explain automation issues in standard ways, often in ways non-engineers understand<br />Fortunately, ISA is here to help<br />
    14. 14. Data networks in ISA95 levels<br />Enterprise Networks<br />Level 4<br />MES Networks<br />Corporate Information Network<br />Manage Production Workflow<br />Level 3<br />Operator and Control Networks<br />Control Level Network <br />Level 2<br />Monitor and Control<br />Fieldbus Networks<br />Discrete<br />Production<br />Control<br />Continuous<br />Production<br />Control<br />Batch<br />Production<br />Control<br />Device Level Network<br />Level 1<br />Embedded Networks<br />The Production Process<br />Level 0<br />ISA<br />
    15. 15. However, our approach to the market may not be quite so obvious…<br />ISA communicates and simplifies<br />
    16. 16. Electronic components<br />Boards, modules, sw, services<br />Applicationsand tech.specialist<br />SIInstallation<br />Engineering<br />How does a company buy that?<br />Solution specialist<br />Tech. specialist<br />Direct and channel<br />Hw, sw, services providers<br />Outsource, SI<br />Level 4<br />ERP, APO, SCM, CRM, HR, Payroll, MM, PLM, <br />In-house IT<br />Corporate Information Network<br />Level 3<br />MES, LIMS, WCS, CMM, QA, PP, AM<br />Control Level Network <br />Level 2, SCADA, Batch Systems<br />HMI<br />PLC, DCS, OCS<br />Operations<br />Controlsproviders<br />Device Level Network<br />Level 1<br />I/O, Devices, Sensors Bus Linkages<br />Machine makers<br />Level 0<br />Embedded<br />ISA<br />
    17. 17. Solution specialist<br />Tech. specialist<br />Direct and channel<br />Hw, sw, services providers<br />Outsource, SI<br />In-house IT<br />And the value proposition?<br />Corporate Network<br />Electronic components<br />Boards, modules, sw, services<br />Applicationsand tech.specialist<br />SIInstallation<br />Engineering<br />Factory Network <br />Operations<br />Controlsproviders<br />Device Network<br />Machine makers<br />ISA<br />
    18. 18. Solution specialist<br />Tech. specialist<br />Outsource, SI<br />In-house IT<br />Applicationsand tech.specialist<br />SIInstallation<br />Engineering<br />Operations<br />Controlsproviders<br />Machine makers<br />And the value proposition?<br />Direct and channel<br />Hw, sw, services providers<br />Corporate Network<br />Cost and problems<br />Electronic components<br />Boards, modules, sw, services<br />Factory Network <br />Cost and problems!<br />Device Network<br />ISA<br />
    19. 19. Protocols<br />Security<br />Wired vs. wireless<br />Different flavors of Ethernet<br />In fact, engineering buyers may ask about <br />
    20. 20. So the great benefit bubble of our new networking feature may burst<br />
    21. 21. Engage with higher levels<br />Understand their objectives <br />ideally before meeting them, so you can look as if you’ve done your homework<br />Discuss business issues & needs<br />Focus on business benefits, not technology<br />BTW, conflicting technology is a win for SIs<br />How to proceed in the sale?<br />
    22. 22. Effective marketing?<br />e.g. iLine with Line Controller 30 from Tetra Pak<br />“....the LC30 automates the interaction among all components of the packaging line....”<br />“Traditionally, automation in carton packaging lines has been limited to monitoring minimum and maximum package queues.”<br />“However, Tetra Pak’s new high-speed, high-performance iLine solutions represent a major evolution in automation technology. That’s because each iLine solution comes with a New Automation Platform in which each component in the line can talk to all the others via Ethernet Protocol addresses and Ethernet connectivity.”<br />Source: AB Tetra Pak <br />4th<br />ISA Marketing & Sales Summit<br />
    23. 23. Effective marketing?<br />e.g. control system for Bihler metal punching and forming machine.<br />Source: http://www.bihler.de/GRM80P/PDF/pro/GRM80P_Pros_eng.pdf <br />4th<br />ISA Marketing & Sales Summit<br />
    24. 24. Effective marketing?<br />e.g. Omega wi833-u wireless meter scanner & controller<br />The wiSeries 1/8 DIN Panel Meter & Controller can monitor up to eight (8) wireless sensors.The compact instrument connects directly to an Ethernet network and the Internet and features OMEGA’s award-winning embedded Web Server. It is easily configured and monitored with a Web browser over the Ethernet network or the Internet.Alternatively, the wi8 meter-controller can instead be connected to the USB port of a single computer with a &quot;USB Ethernet Adaptor&quot; that are inexpensive and widely available. <br />Source: http://www.omega.com/ppt/pptsc.asp?ref=wi8_series&Nav=dask01<br />4th<br />ISA Marketing & Sales Summit<br />
    25. 25. Effective marketing?<br />e.g. NDC Infrared Engineering Ltd, MM710e range of Ethernet-enabled on-line gauges for real-time moisture, fat and protein measurements<br />“.. utilising industry-standard Ethernet communication hardware such as cables, repeaters and routers, the  modular MM710e system offers low installation costs, low cost of ownership and a fast return on investment.”<br />Source: European Process Engineer November 2008<br />4th<br />ISA Marketing & Sales Summit<br />
    26. 26. Effective messaging is in the eye of the buyer…<br />Project manager<br />VP Engineering<br />Purchasing<br />Operations<br />Manufacturing IT<br />R&D<br />CIO<br />CFO, CEO, Board of Directors<br />Low-cost, fast, proven, high-tech<br />Low TCO, easy to maintain<br />Cost, approved supplier, terms<br />Reliable, process-enhancing<br />Info accessible, standard protocol<br />Adds to flexibility, DFM feedback<br />Feeds ERP, info flows<br />Helps revenue generation or cost minimization, shareholder value<br />Each cares most <br />about different but adjacent issues<br />4th<br />ISA Marketing & Sales Summit<br />
    27. 27. What is IT hearing?<br />http://www.ibm.com/ibm/ideasfromibm/us/smartplanet/20081106/index2.shtml?&re=sp2<br />
    28. 28. The message of IBM’s ‘Smarter Planet’ campaign includes the value of intelligent connected devices<br />Real-time enterprise strategic initiatives<br />For manufacturers, this must include cost-saving now, plus options and directions for the future.<br />Do you talk about the way your data networking could, for example,<br />help integrate business or customer priorities into decision making in the plant?<br />Ensure that corporate decisions use current data?<br />Tune into the business vision<br />ISA<br />
    29. 29. Are your contacts in just one of IT, engineering and operations groups?<br />Does your offer help them work together?<br />Does this give you a platform to show how your offer relates to your customer’s business priorities?<br />The business conversation defines the requirement and triggers budget allocation.<br />Help break down barriers<br />ISA<br />
    30. 30. Exercise<br />Sales<br />Marketing<br />Develop questions to explore with a key contact and some for a non-engineering exec.<br />Or, if you know a situation, develop a business case for a client for one of your networked products<br />Think of the key questions to include in business cases for your networked products<br />Or develop topics for your outbound communication that might interest at least 1 new title or help the engineer sell internally<br />
    31. 31. Networking is good and important, but Buying & implementing can be a challenge<br />Many buying constituents<br />How many do you know? What are their issues?<br />Is your marketing about value or only features?<br />ISA95 can help explain your value-added<br />Good fences make good neighbors<br />Leverage the interconnected world theme<br />Key take-aways<br />ISA<br />
    32. 32. Connecting to Buyers in a Networked World<br />Julie Fraser, Cambashi Inc. <br />President & Principal Industry Analyst<br />508-362-3480<br />julie.fraser@cambashi.com<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×