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SNAKE OIL, MOUSETRAPS & HOMING
PIGEONS CBS.14 Cambashi, the leading analyst of the market for IT in industry, will be holding its ninth annual seminar for software developers and system vendors at Duxford, near Cambridge, home of the Imperial War Museum's historic aircraft collection, on Tuesday 28 April 1998. Cambashi's annual seminar has become one of the key events of the year for companies selling IT into the engineering and manufacturing industries. It is one day when top UK and European corporate, sales and marketing managers can take an objective look at their business strategies and obtain new insights into the marketing, sales and application of IT. In addition, it allows them to hear from leading experts, and to exchange experiences in a relaxed, enjoyable atmosphere. This year's seminar, which is expected to attract in the region of 100 key industry figures, is entitled "Snake Oil, Mousetraps and Homing Pigeons." It looks at the prevailing discontinuity in the market, which is presenting new challenges to the sales and marketing processes, and discusses the latest approaches for meeting and overcoming these. "Up to now, vendors have been able to sell on the basis of their strong technology (mousetrap) or by sheer sales pressure (snake oil)," says Mike Evans, Cambashi's managing director. "But in today's maturing market, customers are more sophisticated and knowledgeable. Vendors must build individual relationships with them and prepare individual sales messages (homing pigeons) that fit their particular requirements." Details of the day Following the Chairman's welcome and introduction, Cambashi's Jenny Jacobsberg will review the latest user statistics, presenting research figures from various third parties, as well as Cambashi's analysis of them in terms of the implications for vendors. The seminar will then split into two parallel sessions. Mike Evans and Cambashi consultant Simon Bragg, who are among Europe's leading specialists in corporate IT systems such as ERP (Enterprise Resource Planning) and MRPII (Manufacturing Resources Planning) will talk on the likely developments during 1998 in this fast-developing market. Nick Ballard, Cambashi's CAD/CAM specialist, will discuss the engineering applications market. Peter Thorne of Cambashi will then look at selling and marketing over the Internet. He will focus specifically on integrating digital communications into sales and marketing processes, the different types of markets for IT, and the best ways of using the World Wide Web for sales and marketing. After lunch, Philip Robinson of Siebel Systems, a leader in sales automation, will discuss the Virtual Selling Organisation. He will offer a powerful argument for closed loop customer management, and will look at the best techniques for integrating sales, marketing and customer services. Giuseppe Dellisanti, founder of Inno Consulting and a leading European IT for sales and marketing innovator, will then talk on re-engineering the sales and marketing processes. He will present various case studies and make predictions for the future. Finally, Mike Evans will provide a visionary summary of the day's conclusions. Delegates will be encouraged to stay on after the formal presentations to discuss their reactions to the day and exchange experiences. A tour of the Imperial War Museum will be followed by cocktails with the speakers. Reactions following the 1997 seminar "The Cambashi seminar is an essential and useful part of my strategic and budgeting planning sessions," says Ysbrand Brouwers, director of Greenock Bv, based in the Netherlands. "The day gave me a broad perspective of the trends in my own market of automated manufacturing systems, plus exposure to interesting people and ideas from the wider manufacturing and engineering marketplace," adds Alan Williams, marketing manager for Mitsubishi Electric Europe. Rod Wardle of the Computing Suppliers' Federation says: "Cambashi's event is THE annual opportunity to consider what is driving IT in the engineering and manufacturing industry and where it is heading. A day not to be missed." UK Industrial IT Forum On the day following this year's Cambashi seminar, Wednesday 29 April, the UK Industrial IT Forum will hold its late spring meeting, which seminar delegates will be able to attend for a small fee. The meeting, also at Duxford, will discuss "Intelligent manufacturing and scheduling". Managed by Cambashi and supported by the DTI and EPSRC, the UK Industrial IT Forum is a national association of users, developers and researchers with a special interest in IT in industry. * * * * * Note to editors If you would like to attend the Cambashi annual seminar or the April meeting of the UK Industrial IT Forum, please contact Patricia Mathieson at MMS Marketing (tel 01353 721991). About Cambashi Cambashi is a company of independent experts who research the use of IT in industry. Its specialist fields include CAD/CAM, GIS, ERP and the enabling technologies. It provides information on markets to information technology suppliers. Its clients vary in size from small to large and include most of the leading European software vendors. Cambashi is a member of the Computer Suppliers Federation (CSF), and the UK partner and founder of CATN. About CATN CATN, founded by Cambashi, is a leading pan-European organisation of experts specialising in the use of computers in industry. It employs more than 100 consultants and has offices in most European countries, with associates in the USA and Japan. The network offers independent expertise to develop integrated business, innovation, marketing and manufacturing strategies.
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