Julie Fraser, Cambashi Inc.
President & Principal Industry Analyst
4th Annual ISA Marketing & Sales Summit
Boston, MA
September 11, 2009
Consultants & industry analysts
◦ Strong background technology and production-related industries
◦ Deliver research, consulting, and training
◦ 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
4th
ISA Marketing
& Sales Summit
Views of networking
The buying team & its challenges
Benefit themes to explore
Group feedback on networked automation marketing examples
Targeting the message
Making your case: Exercise
– and helping champions make theirs
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ISA Marketing
& Sales Summit
Embedded control of machines.
Connections between machines,
work-cell and line status displays
and controls.
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ISA Marketing
& Sales Summit
Embedded control of machines.
Connections between machines,
work-cell and line status displays
and controls.
Connections to factory management
systems
4th
ISA Marketing
& Sales Summit
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
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ISA Marketing
& Sales Summit
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ISA Marketing
& Sales Summit
Engineering
IT/IS
Sales
Marketing
Finance
Purchasing
Operations
R&D
CIO
CEO
VP
OperationsVP Sales &
Marketing Head of
Purchasing
VP
Engineering
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ISA Marketing
& Sales Summit
VP R&D
CIO
CEO
VP
OperationsVP Sales &
Marketing
CFO
Head of
Purchasing
VP
Engineering
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ISA Marketing
& Sales Summit
VP R&D
26
Do we need this category of solution?
Preference for
Company A
Know of and
neutral to
Company A
Know of but
exclude
Company A
Never heard of
Company A
Know of and
will consider
Company A
Wil
l w
e b
uy f
rom
th
is c
om
pan
y?
Never heard of
X Control
Aware of X
Control, no
action
Investigating
X Control
Meet
qualification
criteria
PO Issued for
X Control
X
X
X X
X X
X
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ISA Marketing
& Sales Summit
27
Do we need this category of solution?
Preference for
Company A
Know of and
neutral to
Company A
Know of but
exclude
Company A
Never heard of
Company A
Know of and
will consider
Company A
Wil
l w
e b
uy f
rom
th
is c
om
pan
y?
Never heard of
X Control
Aware of X
Control, no
action
Investigating
X Control
Meet
qualification
criteria
PO Issued for
X Control
X
X
X X
X X
X
Every initiative, piece of collateral, customer
interaction etc. can be designed, positioned
or assessed against this framework:
Which transitions are supported?
4th
ISA Marketing
& Sales Summit
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
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ISA Marketing
& Sales Summit
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ISA Marketing
& Sales Summit
Production
people talk
about „Feeding
the Beast‟
Enterprise
wants visibility
into the plant
„Black Hole‟
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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
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ISA Marketing
& Sales Summit
ISA
Manage Production WorkflowLevel 3
The Production ProcessLevel 0
Level 1Discrete
Production
Control
Continuous
Production
Control
Batch
Production
Control
Level 4
Level 2
Monitor and Control
ISA
Manage Production WorkflowLevel 3
The Production ProcessLevel 0
Level 1Discrete
Production
Control
Continuous
Production
Control
Batch
Production
Control
Level 4
Level 2
Monitor and Control
Corporate Information Network
Plant Level Network
Device Level Network
ISA
Manage Production WorkflowLevel 3
The Production ProcessLevel 0
Level 1Discrete
Production
Control
Continuous
Production
Control
Batch
Production
Control
Level 4Enterprise Networks
Plantwide Networks
Operator and Control
Networks
Fieldbus Networks
Embedded Networks
Level 2
Monitor and Control
Corporate Information Network
Plant Level Network
Device Level Network
ISA
Level 4 ERP, APO, SCM, X
Control, 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
Control Level Network
Device Level Network
Corporate Information Network
Controls
providers
Machine makers
Operations
ISA
Level 4 ERP, APO, SCM, X
Control, 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
Control Level Network
Device Level Network
Corporate Information Network
Applications
and tech.
specialist
SI
Installation
Engineering
Ele
ctr
onic
com
ponents
Board
s, m
odule
s,
sw
, serv
ices
Controls
providers
Machine makers
Operations
ISA
Level 4 ERP, APO, SCM, X
Control, 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
Control Level Network
Device Level Network
Corporate Information Network
Applications
and tech.
specialist
SI
Installation
Engineering
Ele
ctr
onic
com
ponents
Board
s, m
odule
s,
sw
, serv
ices
Controls
providers
Machine makers
Operations
ISA
Level 4 ERP, APO, SCM, X
Control, 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
Control Level Network
Device Level Network
Solution specialist
Tech. specialist
Outsource, SI
In-house IT
Hw, sw,
services
providers
Direct
and
channelCorporate Information Network
Applications
and tech.
specialist
SI
Installation
Controls
providers
Machine makers
Solution specialist
Tech. specialist
Outsource, SI
Engineering
Operations
In-house IT
ISA
Corporate Network
Factory Network
Device Network
Hw, sw,
services
providers
Direct
and
channel
Ele
ctr
onic
com
ponents
Board
s, m
odule
s,
sw
, serv
ices
Applications
and tech.
specialist
SI
Installation
Controls
providers
Machine makers
Solution specialist
Tech. specialist
Outsource, SI
Engineering
Operations
In-house IT
ISA
Corporate Network
Factory Network
Device Network
Hw, sw,
services
providers
Direct
and
channel
Ele
ctr
onic
com
ponents
Board
s, m
odule
s,
sw
, serv
ices
Cost and
problems
!
Cost and
problems
Protocols
Security
Wired vs. wireless
Different flavors of Ethernet
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ISA Marketing
& Sales Summit
Protocols
Security
Wired vs. wireless
Different flavors of Ethernet
These topics are important to success, but distract
from business benefit themes for the company…
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ISA Marketing
& Sales Summit
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
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ISA Marketing
& Sales Summit
http://www.ibm.com
/ibm/ideasfromibm/
us/smartplanet/200
81106/index2.shtml
?&re=sp2
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ISA Marketing
& Sales Summit
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?
◦ Monitor supplier performance & quality4th
ISA Marketing
& Sales Summit
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
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ISA Marketing
& Sales Summit
control system for Bihler metal
punching and forming machine
Source: http://www.bihler.de/GRM80P/PDF/pro/GRM80P_Pros_eng.pdf
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ISA Marketing
& Sales Summit
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
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ISA Marketing
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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
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ISA Marketing
& Sales Summit
Market segmentation & sizing
◦ Vertical/sub-vertical, revenue band,
geography, etc.
Attractiveness analysis
◦ market size, need, brand recognition, affinity, coverage
Sweet spots per vertical or segment
◦ Applications that speak to common industry needs
Validation of messages & approaches
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ISA Marketing
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Variation in:
◦ Decision makers for
networked automation
◦ Influences on decision
making group
◦ The types of investments
that compete for budget
◦ Terminology
◦ Regulatory & competitive environment
◦ Key issues & sweet spots
◦ Not to mention actual processes to automate!
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ISA Marketing
& Sales Summit
Sales education
◦ On-line or in class
Sales & channel support materials
◦ cheat sheets, presentations,
demos, references, etc.
Market-facing content
◦ Web site, ads, case studies, white papers, webinars,
conference presentations, etc.
Account profiling and planning
4th
ISA Marketing
& Sales Summit
Sales education
◦ On-line or in class
Sales & channel support materials
◦ cheat sheets, presentations,
demos, references, etc.
Market-facing content
◦ Web site, ads, case studies, white papers, webinars,
conference presentations, etc.
Account profiling and planning
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ISA Marketing
& Sales Summit
Are your contacts in just one of IT, engineering
and operations groups?
Does your networked product help them
work together?
Does networking help you show how your solution
relates to your customer‟s business priorities?
◦ The business conversation defines the requirement and
triggers budget allocation
Help your champion sell internally
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ISA Marketing
& Sales Summit
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
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ISA Marketing
& Sales Summit
Networking is good and important, but
Buying & implementing can be a challenge
So you must show the benefit to the business!
Many buying constituents
◦ How many do you know? What are their issues?
◦ Is your marketing about business value or only features?
Leverage the Smarter Planet theme
ISA95 can help explain your value-added
◦ Good fences make good neighbors
Keep it focused on business value4th
ISA Marketing
& Sales Summit
Julie Fraser, Cambashi Inc.
President & Principal Industry Analyst
508-362-3480
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ISA Marketing
& Sales Summit