Bosch


A proven platform looking to expand into the USA 

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Bosch


A proven platform looking to expand into the USA 


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Risk Assessment in a New Market 


Bosch Software Innovations had been active in the Internet of Things for many years. Internally, their European manufacturing facilities developed a complete, integrated, and open IoT platform capable of harnessing greater operational efficiencies and effectiveness on the shop floor.

Based in Germany, they explored the potential for entering the USA.

A new Director of Business Development for Bosch was established for this "start-up" and renderbloom’s services were retained to help Bosch in their quest to gain market share of their Industry 4.0 software.

Renderbloom, armed with deep experience with enterprise-class software, was able to quickly identify the opportunities and risks that Bosch would be exposed to in an unfamiliar market.

In this work, we were able to provide sales strategy, market analysis, and buyer engagement guidance on how best Bosch should enter this massive market and forge new territory.

Weekly review calls revealed the magnitude of entering the market would require a deeper footprint of effort in order to find, attract, and convert prospects into customers.

Risk Assessment in a New Market 


Bosch Software Innovations had been active in the Internet of Things for many years. Internally, their European manufacturing facilities developed a complete, integrated, and open IoT platform capable of harnessing greater operational efficiencies and effectiveness on the shop floor.

Based in Germany, they explored the potential for entering the USA.

A new Director of Business Development for Bosch was established for this "start-up" and renderbloom’s services were retained to help Bosch in their quest to gain market share of their Industry 4.0 software.

Renderbloom, armed with deep experience with enterprise-class software, was able to quickly identify the opportunities and risks that Bosch would be exposed to in an unfamiliar market.

In this work, we were able to provide sales strategy, market analysis, and buyer engagement guidance on how best Bosch should enter this massive market and forge new territory.

Weekly review calls revealed the magnitude of entering the market would require a deeper footprint of effort in order to find, attract, and convert prospects into customers.


Forge New Territory 


Bosch, a well-respected global leader in the field of industrial manufacturing, had developed a shop floor software for internal use in their factories in Europe. As a premier manufacturer on the cusp of Industry 4.0 thinking, Bosch recognized their technology could be repurposed for commercial use.

The evolution of miniaturized computing power, artificial intelligence, and virtual reality techniques, when combined with manufacturing automation, would be the catalyst to pivot Bosch from a manufacturing-based entity to the new world of digitization that could be further commercialized.

Bosch published a statement: “The Factory of the Future is not possible without software. In the background, intelligent software solutions ensure the connection of humans, machines, and components. Bosch Connected Industry bundles these solutions in a comprehensive portfolio of Industry 4.0 solutions that simplify the daily work of employees and optimize production in terms of transparency, agility, cost, quality, and time.”


A move into North American markets


Bosch European executives determined that in order to properly assess this new potential, they would move into North American markets, starting with an investigative launch from the base Headquarters in Chicago. In an effort to better understand market acceptance and gain insight into the vast landscape that presented itself in North America, Bosch hired a business process expert as their new Director of Business Development. 

In that role, this executive was responsible for surveying the market potential, conducting interviews with prospective buyers, and reporting the findings back to senior management.  Renderbloom observed these complexities and designed a process of how best to orchestrate success in marketing, selling, and services to the US manufacturing market.  

The lack of audience awareness of Bosch, in combination with customers’ lack of interest, required them to stop and rethink their model. This represented significant challenges for the Director to get traction, let alone face-time with prospective buyers. The audience was vast, extremely technical, and lacked the necessary knowledge to embrace the concept of Industry 4.0 with open arms. 

Compounding the problem was the challenge of needing to manage the unique buying expectations of a complex group of stakeholders who held individual beliefs, priorities, and experiences. This was magnified by extremely complex production environments where customer appetite for change was guarded.


Our work with Bosch


Our work proved to be an invaluable experience, and enlightened us to the fact that the emerging technologies in the Internet of Things (IoT) required vendors to establish dedicated marketing resources to supply meaningful and relevant buyer-specific content. What was of significant importance was the need for highly skilled sales engineers who possess the industry acumen in order to speak the language of the buyer. 

Sales enablement materials (i.e., sales playbooks and battlecards) succeeded in improving sales productivity. Most of all, we succeeded in helping Bosch position itself as a global player to accurately reshape the relevance of this new division’s offering.

The result?

A new brand positioning that resonates with the exact interests of the identified industrial buyer personas in an efficient and effective manner. 


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Forge New Territory 


Bosch, a well-respected global leader in the field of industrial manufacturing, had developed a shop floor software for internal use in their factories in Europe. As a premier manufacturer on the cusp of Industry 4.0 thinking, Bosch recognized their technology could be repurposed for commercial use.

The evolution of miniaturized computing power, artificial intelligence, and virtual reality techniques, when combined with manufacturing automation, would be the catalyst to pivot Bosch from a manufacturing-based entity to the new world of digitization that could be further commercialized.

Bosch published a statement: “The Factory of the Future is not possible without software. In the background, intelligent software solutions ensure the connection of humans, machines, and components. Bosch Connected Industry bundles these solutions in a comprehensive portfolio of Industry 4.0 solutions that simplify the daily work of employees and optimize production in terms of transparency, agility, cost, quality, and time.”


A move into North American markets


Bosch European executives determined that in order to properly assess this new potential, they would move into North American markets, starting with an investigative launch from the base Headquarters in Chicago. In an effort to better understand market acceptance and gain insight into the vast landscape that presented itself in North America, Bosch hired a business process expert as their new Director of Business Development. 

In that role, this executive was responsible for surveying the market potential, conducting interviews with prospective buyers, and reporting the findings back to senior management.  Renderbloom observed these complexities and designed a process of how best to orchestrate success in marketing, selling, and services to the US manufacturing market.  

The lack of audience awareness of Bosch, in combination with customers’ lack of interest, required them to stop and rethink their model. This represented significant challenges for the Director to get traction, let alone face-time with prospective buyers. The audience was vast, extremely technical, and lacked the necessary knowledge to embrace the concept of Industry 4.0 with open arms. 

Compounding the problem was the challenge of needing to manage the unique buying expectations of a complex group of stakeholders who held individual beliefs, priorities, and experiences. This was magnified by extremely complex production environments where customer appetite for change was guarded.


Our work with Bosch


Our work proved to be an invaluable experience, and enlightened us to the fact that the emerging technologies in the Internet of Things (IoT) required vendors to establish dedicated marketing resources to supply meaningful and relevant buyer-specific content. What was of significant importance was the need for highly skilled sales engineers who possess the industry acumen in order to speak the language of the buyer. 

Sales enablement materials (i.e., sales playbooks and battlecards) succeeded in improving sales productivity. Most of all, we succeeded in helping Bosch position itself as a global player to accurately reshape the relevance of this new division’s offering.

The result?

A new brand positioning that resonates with the exact interests of the identified industrial buyer personas in an efficient and effective manner. 

Engage


Entering a new market requires careful planning, market research, and investment in resources. Given Bosch's brand equity, a newly created software group was formed to exploit their internal Internet of Things (IoT) portfolio of manufacturing capabilities.

Global entry would begin with North America.   

Enable


Critical to Bosch's new market entry would be the need to determine how best to enable prospective buyers to cross the chasm of trust and embrace an unknown new approach to manufacturing excellence in North American. 

It would require a strategic edge.

Empower


In order to quickly gain entry into a new market, sales resources needed to be empowered with the exact knowledge that speaks the language of the buyer.

This requires independent insights and quantitative research data points provided by renderbloom.

Engage


Entering a new market requires careful planning, market research, and investment in resources. Given Bosch's brand equity, a newly created software group was formed to exploit their internal Internet of Things (IoT) portfolio of manufacturing capabilities.

Global entry would begin with North America.   

Enable


Critical to Bosch's new market entry would be the need to determine how best to enable prospective buyers to cross the chasm of trust and embrace an unknown new approach to manufacturing excellence in North American. 

It would require a strategic edge.

Empower


In order to quickly gain entry into a new market, sales resources needed to be empowered with the exact knowledge that speaks the language of the buyer.

This requires independent insights and quantitative research data points provided by renderbloom.

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