Introduction to Market
Access Programs
Leveraging Programs for Growth
Channel Programs Team
Business Development
Global Market Access Group
(Confidential – For Internal and Authorized Channel Partner Use Only)
Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
1
Introduction
Goal…
The goal of this section is to provide a base level overview
of the different commercial programs and deliverables
available to Rockwell Automation and Distributor Sales.
At the end of this session…
• Know what programs are available
• Understand the fundamental strategy of the programs
• Understand how to leverage the programs for growth
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
2
Questions you should be able to answer
• Where do I find information?
• What programs are available?
• What are the program requirements/benefits?
• What is the value to the RA and program participants?
• How do you measure success?
• How can we leverage the Programs to sell more?
Common questions we receive from the field!
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
3
Agenda: Overview & Strategy
Overview & Strategy
Program Information
Survival Information
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
4
Collaboration
We have a long history of partnering.
It is fundamental in our DNA. We see
it as the best way to address
customer needs.
Our approach to partnering is based
on an understanding that no single
supplier can do it all and a belief in
the importance of working with best
of breed companies to bring
innovation, global reach and local
responsiveness.
– Keith Nosbusch,
Chairman and CEO,
Rockwell Automation
Copyright © 2011
5
5
100+ Year History of Partnering
Copyright © 2011 Rockwell Automation, Inc. All rights reserved.
6
PartnerNetwork Framework
• Formally launched in 2008, to give manufacturers access to a local,
regional and a worldwide network of specialists
– Three Major Categories
– Seven Individual and Unique Partner Programs
– Best-in-breed companies – offering products, technologies, application and
distribution experts
Customers can get everything they need from a trusted source
Copyright © 2011
7
7
PartnerNetwork Principles
Collaboration
Multi-Level Relationships
Coordinated Planning
Joint Sales and Marketing
Trust
Strategic Intent
Open Communications
Mutual Respect
Value
Customer Focus
Best in Class Solutions
Market Place Differentiation
Shared commitment and behaviors for customer success
Copyright © 2011 Rockwell Automation, Inc. All rights reserved.
The PartnerNetwork: Business Enterprise
• Strategic Alliances - Global Partnerships
– Joint solutions founded on common values: industry knowledge, open standards, collaboration
and leadership
– Offers manufacturers one of the strongest technological, competitive and strategic advantages
within the enterprise and across the supply chain
• Enterprise Solution Partners - Helps You Extend Manufacturing Information Solutions
Throughout Your Enterprise
– Business Enterprise Participants have the capability to provide enterprise systems expertise around
functional-specific systems (Data Centers, ERP, Accounting, HR, Supply Chain, etc.) and Industry -Specific
solutions ( Manufacturing Execution, Industry Application Systems (Healthcare, Pharma, Automotive, etc).
– Rockwell Automation has partnered with an elite group of professional IT services organizations that have
demonstrated design, delivery and support competency around the enterprise class of FactoryTalk
manufacturing information solutions
Copyright © 2011 Rockwell Automation, Inc. All rights reserved.
9
The PartnerNetwork: Sales & Solutions
• Authorized Distributors - Approximately 320 Authorized Distributors Worldwide
Doing Much More Than Selling
– Our distributors understand integrated supply, product aggregation and increased automation
sophistication – with an exceptional level of service – regardless of location
– Authorized Distributors help manage electrical supply spending, provide extensive training
and deliver quantifiable cost savings
– To meet these challenges and improve time-to-market they provide one-stop shopping from a
trusted electrical advisor with the ability to deliver local sales and support
• Technical expertise and assistance for system configurations
• Day-to-day support through knowledgeable staff and emergency service any time
• E-Commerce enabled to improve supply chain performance and efficiency to lower
total cost of ownership
• Provides leading automation solutions
The Rockwell Automation limited distribution model allows
Authorized Allen-Bradley Distributors to offer more support,
to invest in training and to carry a more extensive inventory.
–Kevin Powell,
President of Werner Electric Supply
Copyright © 2011
10
10
The PartnerNetwork: Sales & Solutions
• Solution Partners – Approximately 100 Solution Partners Worldwide Delivering Innovative
Results to Keep Your Facilities Operating Efficiently
– Competencies in Control, Process and Information
– Extensive experience in the design, implementation, project management and maintenance of
industrial control systems
• Machine Builders (OEMs) - Collaboration and Technology that Drives Competitive
Advantage
– Committed to providing high-quality, innovative machinery that uses Rockwell Automation
solutions for a competitive advantage
– Integral to the success of a manufacturing line and developing ways to lower their total
cost to design, develop and deliver machines
– Machine Builders and Rockwell Automation collaborate to improve machine design and
help you save money
Copyright © 2011
11
11
The PartnerNetwork: Products & Technologies
• Product Reference – Encompass Partners - Over 1,000 Products From Over 100
Companies Worldwide
– Through the Rockwell Automation Encompass™ third-party product referencing program,
manufacturers can quickly locate the products that best solve their application challenges
– Gives you the confidence to know that the products they need come from reputable, sound
companies. These products provide additional functionality and enhance and extend
Rockwell Automation solutions
– Expands the Integrated Architecture Footprint with licensed product technology. Over 125
modules have been developed
Our original intent to measure success in the Encompass Partner
Program was based upon exposure and name recognition in North
America and not necessarily increased sales as we knew that would
eventually happen. Increased interest from Rockwell Automation
distributors is now generating sales in the area of robust structures
(replacing painted, welded steel),
safety hard guarding and multi-axis linear motion
for material handling and automation..
– Rick Sabo,
item North America
Copyright © 2011
12
12
The PartnerNetwork: Products & Technologies
• Technology Licensing - Getting the Technology Needed to Meet More Customer
Requirements
• Licensed technology from Rockwell Automation is made up of intellectual property and knowhow as well as hardware, software and firmware components — typically never seen by the enduser.
– Products using hardware, software and firmware technology licensed from Rockwell
Automation may feature the Rockwell Automation ENABLED™ logo
– This provides design expertise and technology you can embed into your products to create
the solutions you need
– For more information contact Doug McEldowney at dfmceldowney@ra.rockwell.com
Copyright © 2011
13
13
The Global Market Access Team:
Marketing Focus
Global Program Development
Ogden &
VonDrak
Strategy: Business Unit Interface, PartnerNetwork Marketing, Identity Standards
Program Development: Package of Value, Competency Roadmap, Partner Support
Business Development: Identify, Recruit, Relationship & Opportunity Management
Information
Process
Safety
IA
Industry Teams
OEM
Khris Kammer
Rob Swim
Dan Hornbeck
Mike Burrows
Pat Murray
Sandy Holden
Regional Program Execution
Sales Focus
Global Channels & Market Access
How we Develop & Execute Programs
Distribution
SI
OEM
NA
EMEA
APAC
LA
Andy Hoheisel
Mark Moriarty
Reto Berner
Reto Berner
S. Ravikrishnan
Ko Cheng
Bill Doherty
Bill Doherty
Scott Hamilton
Boe Boesen
Dana Burch
Dustin Bly
Distributors
Systems Integrator
Machine Builder
Initiative Focus
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
14
Where to get answers…
Phone: 414-382-8360
Fax: 414-382-1130
rschannel@ra.rockwell.com
•
•
•
•
•
•
1. Toolkit Programs Pre-Sales Questions
2., 3., Caller Specific Order-Related Questions
4. Toolkit Activation Issues
5. GoldMaster Program Questions
6. Temporary Activation Program or Legacy
Activation Questions
7. Technical Support
Mark Moriarty: North American SI/SP Program Manager (Sales Focus)
Cheryl Lange: Global OEM Programs (Marketing Focus)
Tim Ogden: North American OEM Programs Manager (Sales Focus)
Deirdre Fellner: Marketing & Communications, Programs Operations
Latoya Otero: GoldMaster Program & Temporary Activation Programs
Teiana McPike: Toolkit Programs Administration
– USA: Boston/Northeast, Charlotte, Cleveland, Nashville Districts
• Cliff Frailing: Toolkit Programs Administration
– USA: Dallas, Los Angeles/Pacific Southwest, Seattle/Northwest, St. Louis Districts
• Patty Buddenhagen: Toolkit Programs Administration
– EMEA, Latin America, and APAC Regions
• Kristen Feller: Toolkit Programs Administration, Knowledge Network Learning Series
– Canada, USA: Chicago, Detroit, Milwaukee/NorthCentral Districts
Programs Information: http://www.software.rockwell.com/extranet/programs/
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
15
Question: Understanding the Basics
Why do we have commercial & partnering programs?
a) An easy way to access software, support, and training
b) Reward for customers that buy high volumes
c) A way to assist partners to increase their profitability,
effectiveness, and competitive edge by using Rockwell
Automation products and technology.
d) Influence more product sales and accelerate new product
introductions
Program Participation is in exchange for discretionary sales
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
16
Market Access Programs: Influencing the Customer Specification
Assets
Equipment
• Intellectual Property
• Human Capital
• MRO
• Machine Builder
• Panel Builder
Services
Materials
• Systems Integrators
• Maintenance Overflow
• Service & Support
• Utilities
• Raw Materials
Products
• Distributors
• Manufacture Reps
• Vendor Direct
Expertise
• Industry Consultant
• Architecture & Engineering
• Engineering, Procurement & Construction
• Internal Employee Knowledge
Why buy … Why now … Why buy Rockwell
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
Program Structure: 7000+
Internal
Initiative Focused Programs (1014)
Info, Control, Process
Temporary Activation
Gold Master (~4000)
Corporate Engineering (120)
Industry Consultant (86)
Educational Institution (806)
Partner (Company) Level (78)
Machine/Equipment Level (737)
 Global Strategy
 Deliverables
 Program Operations
Developer Level (1325)
What is Similar
Solution Partner Level (83)
 Program Focus
 Goals & Req.
 Metrics
 Approvals
RcSI - Recognized SI Level (548)
What is different
System Integrator Level (3331)
System Integrator Programs (3962)
Corporate License Program (2)
OEM Programs (2140)
Standard & Mid Range
Project Harvesting Programs
Seed Programs
(Confidential – For Internal and Authorized Distributor Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
18
Sales Amplification: 73,000+
• Systems Integrators
– Companies: 3500+
– Projects 10,000+
– Employees: 53,850
• OEMs
– Companies: 2000+
– Machines: 30,000+
– Employees: 40,000+
• Education
– Schools: 600+
– Courses: 1400+
– Students: 36,000+ Trained
Formal Commercial Access Strategy?
• How much of my business is SI/OEM Driven
• Alignment do I need amplification with strategic
growth segments?
• Am I leveraging and executing Success Plans,
Machine Share Evaluations, Co-Managed Objectives
• Competencies to alignment with growth initiatives
• Consultants
– 80+ EPC, A&E and Consulting companies
– Industry Resources: Life Sciences, Oil & Gas, Mining & Minerals, Water/WasteWater, and
Power Generation & Infrastructure.
– Projects influenced: Starting to track
(Confidential – For Internal Use Only) Copyright © 2007 Rockwell Automation, Inc. All rights reserved.
Global Strategy – Local Execution
Programs
Tools
 Infrastructure
 Program Marketing
 Deliverables
 Identity
Educate
Support
Relationship
Field Sales
 Training
 Field updates
 Sales
 Marketing Focus Planning
Partnering
Activities
Goal: Increase long term sales and market share
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
20
Agenda: Program Information
Overview & Strategy
Program Information
Survival Information
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
21
What are the Program Components?
Three Key Groups
• System Integrator Focus
• OEM Focus
• Initiative Focus
The Toolkit …. Core Program Deliverables
• Software Tools
• Technical & Field Support
• Training & Competency
• Product Discounts (program dependencies)
• Marketing & Identity (partnering levels only)
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
22
2014 High-Level Benefits Overview
*Varies by Program/Level
Solution Development Tools
• Development and productivity tools
• Technical support and updates
• Internal development software discount*
• Internal hardware development discounts*
Competency Development Tools
• Knowledge Network Online Learning Series
• RSTechED Training*
• RSTrainer Computer-Based Training*
• Partner Extranet Access
Sales & Marketing Tools
• Identity Mark*
• Co-managed objectives to help drive business
growth and local promotion*
Sales & Marketing Tools continued
• Engineering consultation*
• Hardware discounts – demo/tradeshow machines*
• Software resale discounts*
• TechConnect Support Contracts for resale*
• Joint Co-Marketing*
• Services/Design Consultation*
• Special Partner Training, Events, & Conferences*
• Marketing Pilot activations*
• Training Savings Accounts resale discount*
• Program Identity Mark usage*
• Sales/Marketing collateral development*
• Sales Incentive Programs*
• Multi-tier “Partner focused” resources*
– local, regional, program, segment, technical
Benefits will vary by Program type and Level
RASI Programs Requirements Overview
Global Participation
Requirements
Operating Tenets
System
Integrator
Commitment
Commitment
Team with system integrators that
lead with Rockwell Automation
Minimum RA Sales Revenue *
Discretionary RA Business *
Leads with RA & PartnerNetwork Solution
Promotes RA Competitor’s Partner Program
Initiates Competitive Conversion
Strategic Alignment with RA Initiatives
Actively participates in Co-Marketing Activities
$50K
N/A
Occasionally
N/A
N/A
Occasionally
N/A
$200K
> 70%
Frequently
Some
Occasionally
Frequently
Occasionally
> $350K
> 90%
Continuously
None
Frequently
Continuously
Frequently
N/A
Demonstrated
Documented **
Engagement with RA
Occasionally
Frequently
Continuously
Engagement with Distributor *
Occasionally
Frequently
Continuously
N/A
Occasionally
Frequently
1
>5
>5
Optional
Annual Updates
Annual Updates
Geographic Reach
N/A
District / Country
Country / MultiNational
Complement local SSB capability and fill or
augment gaps in delivery requirements
N/A
Occasionally
Frequently
Differentiated Solution
N/A
Occasionally
Frequently
Industry Expertise
N/A
Occasionally
Frequently
Application Expertise
N/A
Occasionally
Frequently
Competency
Competency
Provide tools, training and local
support to enable our system
integrators to be more efficient and
effective than their competitors
Capability
Look for system integrators that
expand our solutions delivery
footprint, and have the experience
needed in your local market
Professional Business Management
Business Planning – Success Planning and/or CoManaged Objectives
Toolkit Installs
RA Technology Discipline
Capability
* Operating parameters may vary by global region based on share position and/or market maturity
** CSIA or equivalent
(Confidential – For Internal Use Only) Copyright © 2011 Rockwell Automation, Inc. All rights reserved.
24
RASI Programs Benefits Overview
Global Program Benefits
System
Integrator
Technical Support
Product / System Support (No-Charge)
Purchases
Events
Publications
Identity
TechConnect Resale
Tools and Training
Toolkit – Software / Productivity
RSTrainer – CBT
KnowledgeNetwork - DBL
RSTechED - Classroom
Co-Marketing
Logo
Program Certificate of Membership
Solution Partner Profile Brochure
RA Website – Promotion
Advertising
SPNews in The Journal
Solution Partner Press Release Template
Stock Photo Usage
Success Stories
Automation Fair Exhibit
RAOTM
Special Partnering Training, Events &
Conferences
Incentive Dollars
Aquent Discounted Rates
Sales Engagement
Business Development
Joint Sales Pursuits
PartnerNetwork Conference
8am to 5pm
Mon thru Fri
Yes
24 X 7 X 365
Yes
24 X 7 X 365
Preferred
Yes
1 Install
> 5 installs
> 5 installs
Included in Toolkit Included in Toolkit Included in Toolkit
Monthly
Monthly
Monthly
1/2 Seat
1 Seat
2 Seats
No
No
No
No
No
No
No
No
No
No
No
Yes
Yes
No
Secondary
Occasionally
No
No
No
Occasionally
No
Regionally Driven
Yes
Yes
Yes
Preferred
Frequently
Yes
Yes
Yes
Frequently
Yes
Yes
No
Regionally Driven
Yes
Qualified Yes*
No
Yes
No
Yes
Yes
No
No
No
Occasionally
Occasionally
Regionally Driven
Continuously
Frequently
Yes
• System Integrator rewards,
recognition, support and sales
engagement are intended to
improve loyalty and accelerate
growth
• Providing system integrators
with tools, training and support
improves their efficiency and
effectiveness
• Co-marketing activities benefit
both the system integrator and
Rockwell Automation by
educating and engaging our
mutual customers
• Need to meet minimum purchase requirements to qualify
(Confidential – For Internal Use Only) Copyright © 2011 Rockwell Automation, Inc. All rights reserved.
25
OEM Programs Values & Expectations
Requirements & Benefits
Business
+
Financial
+
Technology
•
•
•
•
•
•
Global Recognition
Partner level Identity
Industry Alignment
Marketing Investments
Priority support
Partner Events
•
•
•
•
•
•
Company Level Commitment
Rockwell Standard
Regional Sponsorship
Financial Stability
Operational Excellence
Sales & Marketing Resource
Proactive Strategy
• Industry/Equipment
Discipline
• Multi level relationship
• Cross district reference
• Joint success planning
• Special Pricing Agreement
• Co-Funded Sales/Market
Collateral
• Training Programs
• Local Sales Assistance
• Equipment Identity
• Engineering Consulting
•
•
•
•
•
•
Machine Level Commitment
Minimum sales
Local & District Approval
One product expert
Commitment to training
Bid Specification Access
Predictive Approach
• Relationship driven
• Machine considerations
• Local relationship
• Co-managed objectives
• District managed
• Yearly Machine Audit
•
•
•
•
•
•
•
•
Positive project influence
Good local reputation
Good product Skills
Ability to influence
Reactive Approach
• Customer Driven
Development Tools
Technical Support
Field Specialist access
KnowledgeNetwork
Value
Expectations
Company
Level
Machine
Level
Developer
– Project focus
– Product focus
• Locally managed
Behavior
Commercial Relationship
26
OEM Programs Benefits Overview
BENEFIT
Developer
Machine &
Equipment Level
Company Level
Mid-Range
Developer
Mid-Range
Machine &
Equipment Level
Mid-Range
Company Level
$25K
$100K
$500K
$25K
$100K
$500K
Enterprise
Enterprise &
Service
Enterprise &
Service
Mid-Range
Mid-Range
Mid-Range
X
(8-5 Product)
X
(365x24x7
Product)
X
(365x24x7
System)
X
(8-5 Product)
X
(365x24x7
Product)
X
(365x24x7
System)
X (10%)
X (35%)
X (35%)
X (15%)
X (15%)
X (15%)
X (15%)
Best Practice Architecture & Control Design
X
X
X
X
Machine Design Optimization
X
X
X
X
Project Management
X
X
X
X
Co-Development on Control Conversions
X
X
X
X
Minimum RA product purchase
Solution Development Tools
Software Toolkits
Toolkit Support (minimum)
Software Discounts – Internal Development
Hardware Discounts – Internal Development
Engineering Consultation
Standard & Mid-Range OEM Merged to single Program, three levels
Toolkit Type by Participant control architecture; no mixing
OEM Programs Benefits Overview, cont’d.
BENEFIT
Developer
Machine &
Equipment Level
Company Level
Mid-Range
Developer
Mid-Range
Machine &
Equipment Level
Mid-Range
Company Level
X
X
X
Purchased
Purchased
Purchased
X
X
Competency Development Tools
RSTechEd Training
RSTechED Seat Voucher Exchange
Knowledge Network
X
X
X
X
X
X
RSTrainer Computer-Based Training
X
X
X
Purchased
Purchased
Purchased
Extranet Access, Program Newsletters
X
X
X
X
X
X
X (10%)
X (15%)
X (15%)
X (10%)
X (15%)
X (15%)
X
X
X
X
X
X
Hardware Discounts – Internal Development
X
X
X
X
Hardware Discounts – Tradeshow Machines
X (10%)
X (15%)
X (10%)
X (15%)
Automated
Machine &
Equipment
Builder
Automated
Machine &
Equipment
Builder
X
X
X
X
Sales & Marketing Tools
SW Product Resale Discounts * varies by program
TechConnect & Training Voucher Resale
Program Identity Marks (Logo)
Co-Marketing Opportunities
Rockwell Automation Internet Listing
X
X
Promotion with End Users (including The Journal)
X
X
Advertising (The Journal – Print, Email, Web)
X
X
Automation Fair Exhibit
X
X
Partner Events (ex: PartnerNetwork Conference,
Advisory Council)
X
X
28
Initiative Focused Programs: Overview
Consultant: Derives the majority of their revenue providing expert professional advice to a
customer, for a fee, in a in a specialized field, industry or area of expertise.
– Common types include A&E, EPC, and Consulting companies
– Requirement: Must submit minimum of 5 customer specifications references
– Industry Focus and Approval
• Water/Wastewater, Mineral Processing, Life Sciences, Oil & Gas, Power Generation
– Minimum Purchase: 1 Install Enterprise Toolkit w/Standard (8-5) Product Support at
approx. US$ 4310
– Purchase Options: 1, 3, or up to 50 installs (increments of 5), 75- and 100-install options
– Additional Toolkit Support Options Available: 24x7 Product Support, 8-5 System
Support, 24x7 System Support
– Training: ½ seat @ RSTechED included per 1 or 3 installs; 1 Seat per 15-installs
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
29
Initiative Focused Programs: Overview
Education: Help accredited educational institutions incorporate RA technology into their
–
–
–
–
–
course curriculum and classroom environments as a preferred standard.
Minimum Purchase: 1 install Instructor Classroom Toolkit w/ Standard (8-5) Product Support
(approx. US$194per install)
Student: No support, approx. US$100 per install; 6-month license term, node-locked
• For use outside of the classroom only – e.g. homework
Expectations: Standardize on RA products in their course curriculum
Purchase options: 1, 3, 5, or 10-installs (Instructor), 1 install only (Student)
Training: No seats provided to RSTechED. Purchase option is available
Corporate Engineering: Set corporate standards and benchmark new functionality.
–
–
–
–
Includes Central Engineering, Internal Systems Integration and/or Machine Building
Requirements: Global or Corporate Account or Tier 0 Industry Accounts
Corporate TechConnect Contract in place
Minimum Purchase: 5 install Enterprise Toolkit, approx. US$7170
• Purchase options: 5, 10, 15-install Enterprise toolkit (up to 15-installs max)
• Additional Support options available on the Toolkit
– Training: 1 Seat @ RSTechED included per Toolkit up to 15-installs max
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
30
Consultant
Mid-Range OEM
OEM-Developer
System Integrator
OEM - Machine Level
Recognized SI (RcSI)
OEM - Company Level
Solution Partner
Software Toolkit * toolkit type varies by Program
Enterprise
Training (RSTechED)* varies by program
X
TechConnect Support (muliple options)
X
Annual Revs Updates
X
Product Activation for Testing & Benchmarking
Market Communications
Partner Extranet Access
X
Newsletters
Knowledge Network Access
X
Market & Technology Updates
X
Commercial Incentives
Affiliate Programs
X
Product Resale Discounts * varies by program
Internal Development & Trade Show Discounts
Sales & Marketing Activations
Sales Incentive Program
Rockwell Automation Internet Promotion
Partnership Deliverables
Program Identiry Mark (Logo)
Value Proposition Opportunity & Tools
Joint Co-Marketing & Sales/Marketing Collateral Development
Automation Fair
PartnerNetwork TM Conference
Educational
Deliverables
Corporate Eng.
Summary of Deliverables At-a-Glance
Classroom &
Student
Enterprise
Mid-Range
Enterprise
Enterprise
Enterprise &
Service
Enterprise
Enterprise &
Service
Enterprise
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Machine
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
*Eligibility is based on Program type, toolkit license, and number of installs purchased
(Confidential – For Internal Channel Sales Use Only) Copyright © 2011 Rockwell Automation, Inc. All rights reserved.
31
Enterprise Toolkit Contents –140+ Products
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
32
EDU Classroom Toolkit Contents –120+
Products
• EDU Classroom Toolkit contents is the same as
the Enterprise Toolkit with one exception:
• EDU Classroom Toolkit does not include the
RSTrainer Adder products
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
33
Mid-Range Toolkit (30+ Products); OEM
Programs ONLY
Designed for Mid-Range OEMs doing CompactLogix & MicroLogix based design & development
34
Service Toolkit – OEM Program Machine/Equipment and Company Levels Only
• Minimum 5-install Enterprise Toolkit Required
– Machine/Equipment & Company Level, OEM Program Only
• Sub-set of products, Standard Edition Editors, Annually Renewable
– Sold in same install increments as Enterprise Toolkit
– Approx. 50% price of the Enterprise Toolkit
• Electronic FactoryTalk Activation under
a separate serial number
– No media, existing Revs used for
installation software
– Recommend 10-install Service Toolkit per
5-install Enterprise Toolkit (2:1 install ratio)
– Support option must align with Enterprise
Toolkit
Designed for OEM’s Field Service/Maintenance Personnel
Not available to Mid-Range OEM, RASI, EDU, Corp. Eng. or Consultant Programs
35
RSTrainer Toolkit Adder
• 1 Install of Trainer Adder contents is
included in Enterprise Toolkit
• 20+ Individual Modules
• Trainer Adder can still be purchased
separately for additional installs
Included in Enterprise Toolkit … Available for Mid Range Participants to Purchase
Not Available to EDU Program Participants
36
Agenda: Survival Tips
Overview & Strategy
Program Information
Survival Information
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
37
Selling Value: Cost vs. Price
• Membership is ~ 1% of List price of the Products/Support
– List price value of a Toolkit is over US$650,000 per install
• 1 install = 1.2% of List Price
• 5 Install = .4% of List Price
• “Membership” Includes
–
–
–
–
–
–
–
Products
Training
World Class Support & Updates
Commercial Incentives
Industry Insight
Productivity Tools & Resources
Business improvement
Sales Tip: Toolkits represent a 99% discount off list price…
Sell the vale of the partnership not the products
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
38
Selling Value
Engineering & Maintenance
• Effectiveness & Efficiency
– Tools on every desk … less disk
swapping
– Comprehensive Toolkit
– Support
• Stay Current with technology
– Over 90 products in Toolkit
– Engineers like to play with new
products
– Downloadable Labs
– RSTrainer products
• Project Management &
Productivity Tools
– Arena, Logix Archecitect
– Emulators
• Competitive advantage
– New products … Sales and
marketing differentiators
– Industry/Technology Training …
RSTechED
• Budget simplicity – One Price
– Training, Support, Products
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
39
Selling Value
Purchasing & Finance
• Economical Access
– Financially Scalable annually based on
engineering & field service staff
– Fixed cost pricing
– Mid-year scalability
• Elimination of Capital purchases
– Right-sizing tools to staff
– Technology changes & architecture
changes
– Elimination of depreciation of capital
assets
IT
• Elimination of Software
Tracking
– Expiring License
– Enable new products automatically
– FactoryTalk Activation (code based)
• Client Server or Individual
Deployment
– Toolkit Deployment
– Revs Updates
Software as a Service
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
40
5 Sales Tips for success
1. Introduce the program when there is no project
– The best time to develop a relationship (not sell a Toolkit) is when you don’t have a
project. Make sure you sell the value of the program.
2. Quid Pro Quo – Don’t offer without getting something in return.
– Document your intentions using co-managed objectives and success plans
– Establish a mutual report card and review prior to renewal
3. Review the Tools on the RS Extranet in advance
– Program Guides, Sell Sheets, Value Calculator, Enrollment Procedures
– SI Incentive programs … how they earn and redeem
4. Review the Value (Beyond SW & Support) with the customer
– Extranet: Knowledge Network, Partner Forum, RSRevs Archive, Field events
– Explain the value beyond the tools … IT, Purchasing, Engineering
5. Establish a competency Roadmap
– Know your Toolkit: Products and productivity tools that come with the toolkit
– Introduce Industry Trends … Safety, Information, Process (Don’t assume they know)
– Establish a calendar to host updates monthly/quarterly
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
41
Program Enrollment / Participation Process
1. Review Program participation criteria to determine best fit for customer; review appropriate
program type, level & benefits with customer
2. Complete and Submit supporting qualifying requirements to rschannel@ra.rockwell.com
• OEM Programs: evaluation workbook (Company Level) or machine evaluation worksheet
(Machine/Equipment Level) to establish customer fit.
• Qualifying POS data (RASI, OEM, and Mid-Range OEM Programs)
• Corporate Engineering Program: Commitment Letter, Qualifying POS data
3. Complete the Online Program Participation Application
• Link: http://www.software.rockwell.com/extranet/programs/sp/Apps/
• Customer and RA Sales Channel Approvals required within the online application
• Additional approvals may be needed for mid- and top-tier program levels, or any exception-based request
Note: Participation will be assessed on a yearly basis to confirm compliance with
program requirements, qualifying criteria, and participation levels.
All Programs require annual qualification and renewal.
See http://www.software.rockwell.com/extranet/programs/programs.cfm
for all Program documentation and procedures
42
Where to find Program Documentation
• http://www.software.rockwell.com/extranet/programs
Rockwell Software Extranet
Commercial Programs Info
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
43
Where to find Program Documentation
• http://www.software.rockwell.com/extranet/programs
Rockwell
Software Extranet
Rockwell Software Extranet
• Access to the Rockwell Software Extranet is restricted to:
– Rockwell Automation personnel
– Authorized Distributors
– Commercial Programs Participants (Toolkit Programs)
• View-Access security exists by Account type
– Access is extended on a per-person basis only
• Do not share your logon credentials
Commercial Programs Info
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
44
Where to find Program Documentation
• http://www.software.rockwell.com/extranet/programs/programs
Program
Documentation
Participant details
Webinars
New Applications
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
45
Where to find Program Documentation
• http://www.software.rockwell.com/extranet/programs/programs
View-Access Restrictions
• Temporary Activation Program and GoldMaster Program
access (including view-access) is restricted to:
– Rockwell Automation personnel & Authorized Distributors
• Items marked “Internal” are intended for authorized RA sales
channel personnel only
Program
Documentation
– Do not share internal documents with toolkit program
participants or customers
Participant details
• End User Customers are not eligible to participate in the
commercial toolkit programs:
– Corporate Engineering Program is the sole exception
Webinars
• Named global, corporate, or industry accounts
New Applications
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
46
Example of a Program Web Page
• Each Program
page contains all
documentation that
is applicable to the
Program type.
– Program Guides
– Sell Sheets
– Enrollment
instructions
– Internal process
instructions
– Sales Tools
– Deliverable Docs.
that accompany the
Toolkit shipment
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
View - Access
Security
47
Example of a Program Web Page
• Each Program
View-Access Restrictions
page contains all
documentation
that indicates that the document is intended for
• RA & Dist.
is applicable
to the Sales Channel Use Only
Authorized
Program type.
– Rockwell Automation personnel & Authorized Distributors
– Program Guides
• RA & Distrib. & “Program Type” indicates that the View - Access
Security
– Sell Sheets
document can be viewed by RA personnel, Authorized
– Enrollment
Distributors, and Participants of that Program
instructions
– Internal process
• Documents without a view-access security designation can
instructions
be viewed by participants of all commercial program types
– Sales Tools
– Usually
– Deliverable
Docs. these are documents that are common between
all program
types
that accompany
the
Toolkit shipment
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
48
Partner Summary Reports Information
http://www.software.rockwell.com/extranet/programs/spqinfo/
Report Filter
for RA Sales
-
Country
Region
District
Distributor
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
49
Partner Summary Reports Information
Download the details
At-a-glance review
(Confidential – For Internal and Authorized Channel Partner Use Only) Copyright © 2012 Rockwell Automation, Inc. All rights reserved.
50
Best Practice for Sales: Check renewal status
on-demand & follow up as needed
• Use the Partner Summary Reports tool to view renewal status at-aglance…the initial at-a-glance results display is the best way to quickly
check status on-demand.
– The last column on the at-a-glance results view contains Y/N values that indicate
whether the Program Participant has submitted their annual renewal request using
the online portal (this also displays in the report download).
– Follow up with participant companies for which "Eligible to Renew" shows "Y" (yes)
and "Online renewal order initiated" shows "N" (no)
(Confidential – For Internal and Authorized Channel Partner Use Only) Copyright © 2012 Rockwell Automation, Inc. All rights reserved.
51
Action Items Summary
• Review the Tools on the Partner (RS) Extranet
– http://www.software.rockwell.com/extranet/programs
• Account access on an individual basis only – do not share your account info
• Review the Toolkit Program Guides & Program Profiles
– Understand the Program offerings and the differences in the available Programs
• RASI (Solution Partner, Recognized System Integrator & System Integrator Levels)
• OEM (Company Level, Machine/Equipment Level & Developer Level)
– Mid-Range control architecture available, no mixing
• Initiative Focused: Consultant; Education; Corporate Engineering
– New Program-year documentation is posted annually in November
• Review the Partner Summary Reports for participants in your territory
– http://www.software.rockwell.com/extranet/programs/spqinfo
– Download the details using the “download to CSV” link function.
– Send partner contact info & sales contact updates to rschannel@ra.rockwell.com promptly!
• Don’t wait for December or they won’t get updated in time for annual renewals.
All Toolkit Programs require qualification & license renewal on
an annual basis – review your partner info now!
(Confidential – For Internal and Authorized Channel Partner Use Only) Copyright © 2012 Rockwell Automation, Inc. All rights reserved.
52
Quiz
•
•
•
•
•
•
Where do I find information?
What types of programs categories are available?
What are the program requirements?
What is the value to RA and the program participants?
How do we measure success?
How can we leverage the Programs to sell more?
Common questions we receive from the field!
(Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
53
Questions? Contact:
Channel Development Team
rschannel@ra.rockwell.com
414-382-8360
(Confidential – For Internal and Authorized Channel Partner Use Only)
Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
54