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Connecting To Buyers in a Networked World
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Transcript of Connecting To Buyers in a Networked World
Connecting to Buyers in a Networked World
Julie Fraser, Cambashi Inc. President & Principal Industry Analyst
4th AnnualISA 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?
ISA
4th ISA Marketing & Sales Summit
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…
4th ISA Marketing & Sales Summit
Engineering
IT/IS
SalesMarketing
Finance
Purchasing
Operations
R&D
Why it matters depends on who you need to impress
CIO
CEO
VP Operations
VP Sales & Marketing
CFO
Head of Purchasing
VPEngineering
4th ISA Marketing & Sales Summit
VP R&D
Effective messaging is in the eye of the buyer…
Each cares most about different but adjacent issues
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
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
ISA
Level 4
Manage Production WorkflowLevel 3
Level 2
Level 1
The Production ProcessLevel 0
DiscreteProduction
Control
ContinuousProduction
Control
BatchProduction
Control
Corporate Information Network
Control Level Network
Device Level Network
Enterprise Networks
MES Networks
Operator and Control Networks
Fieldbus Networks
Embedded Networks
Monitor and Control
However, our approach to the market may not be quite so obvious…
ISA communicates and simplifies
Applicationsand tech.specialist
SI
Installation
Engineering
Ele
ctro
nic
com
pone
nts
Boa
rds,
mod
ules
, sw
, se
rvic
es
Controlsproviders
Machine makers
Operations
How does a company buy that?
ISA
Level 4 ERP, APO, SCM, CRM, HR, Payroll,
MM, PLM,
Level 3 MES, LIMS, WCS, CMM, QA, PP, AM
Level 2, SCADA, Batch System
s
HMI
PLC, DCS, OCS
Level 1 I/O, Devices, Sensors Bus Linkages
Level 0 Embedded
Corporate Information Network
Control Level Network
Device Level Network
Solution specialist
Tech. specialist
Outsource, SI
In-house IT
Hw, sw, services providers
Direct and
channel
Applicationsand tech.specialist
SI
Installation
Controlsproviders
Machine makers
Solution specialist
Tech. specialist
Outsource, SI
Engineering
Operations
In-house IT
And the value proposition?
ISA
Corporate Network
Factory Network
Device Network
Hw, sw, services providers
Direct and
channel
Ele
ctro
nic
com
pone
nts
Boa
rds,
mod
ules
, sw
, se
rvic
es
Applicationsand tech.specialist
SI
Installation
Controlsproviders
Machine makers
Solution specialist
Tech. specialist
Outsource, SI
Engineering
Operations
In-house IT
And the value proposition?
ISA
Corporate Network
Factory Network
Device Network
Hw, sw, services providers
Direct and
channel
Ele
ctro
nic
com
pone
nts
Boa
rds,
mod
ules
, sw
, se
rvic
es
Cost and problems
!
Cost and problems
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=dask014th 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…
Each cares most about different but adjacent issues
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
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
ExerciseSales 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, butBuying & 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