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

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, 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

508-362-3480julie.fraser@cambashi.com