Connecting To Buyers in a Networked World
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Connecting To Buyers in a Networked World

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Julie Fraser, President, Cambashi Inc. ...

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.

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  • 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!

Connecting To Buyers in a Networked World Connecting To Buyers in a Networked World Presentation Transcript

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