Maschinenbauforum 2022

Marketing & Sales in Machinery | Lectures | Field Reports | Analysis

The Maschinenbauforum is an initiative for the exchange of experience among executives in medium-sized machinery and plant engineering companies in German-speaking countries. Since 1997, more than 2,500 companies have participated in the events for Marketing & Sales, Purchasing & Materials Management and Industrial After Sales Service.

For the first time, the Lino team will also be present at the accompanying exhibition. Oliver Tosta, Team Leader Configuration & Digital Solutions at GEMÜ Gebr. Müller Apparatebau GmbH & Co. KG, will speak on the topic of “Optimizing sales processes – from configuration to quotation” as part of the Marketing & Sales Forum. Following each presentation, you will have the opportunity to ask the speaker your personal questions or share your own experiences in an open space discussion.

Gain a competitive edge. Optimize your sales processes and get input for your corporate strategy. Benefit from the specialists’ knowledge of the mechanical engineering industry. Best-practice examples show you solutions for your requirements in medium-sized companies. You can expect a top-class presence event with exciting use cases and expert contributions.

The Maschinenbauforum will take place on September 22, 2022, at the Congress Center Pforzheim, Germany.

We look forward to your participation.

Your Lino Team

Speakers & Lectures

Oliver Tosta, Team Leader Configuration & Digital Solutions, GEMÜ Gebr. Müller Apparatebau GmbH & Co. KG

Optimization of the sales processes - from the configuration to the offer - everyone knows the bottleneck, if the production of an offer requires inquiries and/or releases of the construction. Especially when the number of variants is in the billions, you are operating between batch size 1 and series production and the delivery time is a decisive competitive factor. GEMÜ recognized early on the need to manage this large number of variants by means of configuration systems in order to remain competitive. This has resulted in an island world in the most diverse areas of the company, which is to be gradually replaced in favor of an integrated system. The goal: A 100% automatic and continuous process and an error-free quotation and production configuration up to the delivery of the product. This includes a currently valid customer-specific product configuration, article creation, pricing as well as the generation of customer models and drawings. Oliver Tosta provides insight into this extensive project with all its success factors and stumbling blocks.

Alexander Aberle, Projektmanagement Industrie 4.0, SICK AG

Tools of the trade for shaping business model innovations - Tired of digitization? No sparkling ideas beyond remote service and predictive maintenance? Granted, the pandemic has more than challenged us, but no amount of lamenting will help against 60,000 patents China launches year after year. What is your digital vision? Digital products don't fall from the sky, not even from cyber space. And a sensor is just a component if there is no innovative solution behind it. Against this background, it is essential to make the customer the center of one's own innovations. Alexander Aberle is responsible for Industry 4.0 project management at SICK and faces individual customer requests every day that need to be made possible. Using examples, he shares with you his approaches to approaching unfamiliar territory and developing innovative, value-added solutions.

Christoph Uhl, Vice President KAM Rail Driveline & Sales Excellence, Voith Group, Division Turbo

The realignment of sales - The pandemic has caught sales cold in many cases: The personal customer relationship was on hold and has evolved into a digital long-distance relationship; salespeople feel robbed of their role. But since the beginning of digitization, direct first contact has increasingly slipped to the end of the decision-making process. At Voith, digitization arrived early - an immense advantage in the past: Almost everything is done via teams and Salesforce, the telephone has become obsolete and people look at presentations, drawings, etc. together and discuss problems live and in global circles. And the customer? Christoph Uhl heads the Voith Sales School, among others, and closes the gap between digitization efforts and the human factor. He provides insight into the automation of sales processes, new lead and pipeline management, and the increasing importance of artificial intelligence. And the role of sales? Customer intimacy and insight selling are the success factors of our time - because what remains is the human factor!

Markus Winkler, Head of Business Unit Lifecycle, BHS Corrugated Maschinen- und Anlagenbau

The big change: From service to lifecycle and digital solution provider - The "must" for necessary changes could hardly be greater at present - supply bottlenecks, lack of personnel resources, increased material costs - to name just a few. Those who deal with the solution of these issues inevitably end up with digitalization - especially with regard to the internal supply chain and that of the customers. The solutions arise along the life cycle of the machines and plants and go from remote, predictive parts and maintenance to production and process support. Markus Winkler sees service as a decisive and driving factor here - on the one hand for the successful digitization of products, services and processes in order to increase efficiencies, and at the same time for new customized business models. The realignment, especially the transformation from classic products and services to lifecycle models and digital solutions - pay per use - has also led to a new understanding in service and sales - the cornerstone for a new investment consulting approach and a booster for digital applications. Markus Winkler reports on the changes in existing structures, the dissolution of old silo thinking and the first successes of the change process with regard to the reorientation of the company.

Dr. David Schmedding, Heidelberger Druckmaschinen AG

Pay per use - the buzzword of the industry or a springboard to the future? - Ten years ago, anyone who had to calculate TCO or operator models was left with gray hair. A multitude of unknowns made the calculation more difficult; the resulting risk surcharges usually caused the business to fail, or the customer got a bloody nose. Today, a multitude of sensors take over this job and measure, among other things, printing speed, drying time or consumption, thus creating the basis for a new business model: pay per use. In his presentation, David Schmedding contrasts the classic transaction business with the subscription-based business model and provides insight into the strategic realignment - from the provision of data-based services such as predictive maintenance or performance services and the resulting transformation to "Pay per Output - only the sheet counts".

Prof. Dr.-Ing. Nils Roman Albrecht, SRH Hochschule Heidelberg

Marketing and Sales in a Digital World - Role Reversal and Siding? Or master plan for the future...?! - The tasks of marketing and sales are changing dramatically. Purchase decisions are 80% made before the potential customer even contacts possible suppliers. If you are not adequately present on the web, you hardly have a chance to get into the sales funnel. Conversely, sales feels robbed of its very own role. Added to this are the challenges of long overdue product innovations: Smart services have become a state-of-the-art customer requirement and have advanced to become the USP of the machine. It would therefore be far wrong to leave this job to After Sales alone, but rather to think about further developments. In other words: change all along the line. In his presentation, Nils Albrecht clarifies this process of change and provides orientation: What does the interaction between marketing and sales look like in a digital world, what roles do sales and service have?

Stefan Breitwieser, Head of Sales, FINDUSTRIAL GmbH

Pay per use: financing models - ...technical data alone is not enough to get such a business model off the ground and turn it into a resilient offering that meets customer requirements and leads to a mutual win-win situation. In such a calculation, there are credit, leasing and rental models that are billed on the basis of actual use and thus cushion a start-up phase and/or order fluctuations at any time. The basis for this is a pay-per-use calculator, which leads to usage-based billing via the connectivity of the machine. What role does FINDUSTRIAL play? Connecting the assets, arranging the financing partner and billing from a single source.