Streamlining Software Sales: Creating a Cheat Sheet

EXECUTIVE SUMMARY

A market leader in automation and process control, FESTO has historically focused on the sale of hardware products. With the inclusion of complementary software resources into their portfolio, however, the FESTO sales force is now confronted with the challenge of adapting to a new business model that requires modified sales approaches and customer engagement techniques. Particularly in the context of their machine-learning-based software Festo Automation Experience (AX), newly introduced terminologies and concepts like software licensing, pricing strategies and runtime environment necessitate tailored training and support.

Goal

Consequently, the overarching goal of this project was to develop a software sales cheat sheet, facilitating the effective communication of the value and functionalities AX provides in various industrial applications. For one, the cheat sheet should clearly and concisely outline the key features and benefits of AX, including its machine-learning capabilities and efficiency improvements. For another, it aims to demystify complex software terminologies, making them accessible and understandable to both the sales force and potential customers, thereby streamlining the sales process.

Methodology

In a first step, secondary research was conducted to gain a comprehensive theoretical understanding of the topic at hand and identify relevant aspects of the software sales process. Additionally, a competitor analysis was conducted to gain a more multifaceted view of the corresponding landscape. Subsequently, eight approximately hourlong semi-structured interviews were conducted with employees of the FESTO Digital Business Unit and FESTO general sales force. These interviews allowed for requirements elicitation and engineering of the final cheat sheet.

Results

Ultimately, the project produced a cheat sheet that comprehensively defines new concepts and terminologies, and addresses the identified needs of the FESTO sales force. This one-pager comprises (1) the functionalities and key benefits of FESTO AX, (2) relevant pricing strategies, (3) applicable runtime environment concepts, (4) the key features of software licensing, and (5) a (customisable) section of general tips and tricks.

Cooperation Partner

• Festo SE & Co. KG
  Ruiter Straße 82
  73734 Esslingen
  Germany
  www.festo.com/at/de/

Contact Person

• Jacob Decker
  jacob.decker@festo.com

Student Team

• Luca Grave

• David Ilk

• Verena Leitner

• Max Mittermüller

• Fabian Rott

Project Manager

• Caroline Fabian, M.Sc., M.Sc.

• Shtefi Mladenovska, M.Sc.