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.

1. Connecting to Buyers in a Networked World Julie Fraser, Cambashi Inc. President & Principal Industry Analyst 4th Annual ISA Marketing & Sales Summit

2. 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

3. 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

4. What do you see? 4th ISA Marketing & Sales Summit ISA

5. Now what do you see? 4th ISA Marketing & Sales Summit

6. Now what do you see? 4th ISA Marketing & Sales Summit

7. 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

8. What does it mean to you? Growth in factory-to-enterprise data communications: Production people talk about ‘Feeding the Beast’

9. What you see… 4th ISA Marketing & Sales Summit

10. Depends where you sit… R&D Sales Marketing Operations Engineering Purchasing IT/IS Finance 4th ISA Marketing & Sales Summit

11. 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

12. 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

13. 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

14. 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

15. However, our approach to the market may not be quite so obvious… ISA communicates and simplifies

16. 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

17. 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

18. 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

19. Protocols Security Wired vs. wireless Different flavors of Ethernet In fact, engineering buyers may ask about

20. So the great benefit bubble of our new networking feature may burst

21. 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?

22. 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

23. 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

24. 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

25. 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

26. 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

27. What is IT hearing? http://www.ibm.com/ibm/ideasfromibm/us/smartplanet/20081106/index2.shtml?&re=sp2

28. 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

29. 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

30. 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

31. 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

32. Connecting to Buyers in a Networked World Julie Fraser, Cambashi Inc. President & Principal Industry Analyst 508-362-3480 julie.fraser@cambashi.com