A COMMISSIONED STUDY CONDUCTED BY FORRESTER CONSULTING ON BEHALF OF SIEMENS, APRIL 2026 Automation That Matters: What Manufacturing SMEs Prioritize In 2026
© FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 2 ABOUT FORRESTER CONSULTING Forrester provides independent and objective research-based consulting to help leaders deliver key outcomes. Fueled by our customer-obsessed research, Forrester’s seasoned consultants partner with leaders to execute their specific priorities using a unique engagement model that ensures lasting impact. For more information, visit forrester.com/consulting. © Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. [E-65745] Project Team: Miriam Oesterreich, Consultant Bradley Lai, Associate Consultant Contributing Research: Forrester’s Technology Leaders research group
Executive Summary Small and medium-sized enterprise (SME) manufacturers make purchasing decisions as a buying group that often comprises several disparate personas. This internal buying group is complemented by an external buying network that includes peers, analysts, and other influencers. SME manufacturers want to modernize and automate to gain efficiencies and enhance productivity, but the buying group dynamic means that product quality and subsequent revenue growth are also crucial. Increasingly, buyers of industrial automation and digitizationseek suppliers that clearly grasp their business and challenges. They expect suppliers to demonstrate how their offerings will meet their needs — and to outpace competitors by placing the customer at the center of all they do. 3
© FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 4 Manufacturing SMEs Worldwide Unite Around Modernization And Connected, Automated Operations Global manufacturing SMEs are fast‑tracking modernization, shifting toward smarter, more connected operations. For example, Asia Pacific is scaling for topline growth, EMEA is optimizing costs while safeguarding quality, and North America is focused on efficiency, resilience, and sustainability. Most Critical Business Priority Across Regions In The Next 12 Months Modernizing, automating, and digitizing operations and processes #1
5 Base: 426 decision-makers or influencers in purchasing industrial automation and digitization solutions for manufacturing SMEs Source: A commissioned study conducted by Forrester Consulting on behalf of Siemens DI, January 2026 Secondary Critical Business Priorities In The Next 12 Months EMEA Reducing costs Optimizing production planning, scheduling, and throughput Maintaining or improving product quality North America Improving operational efficiency and productivity Reducing downtime, improving maintenance, and ensuring asset reliability Improving energy efficiency and sustainability APAC Improving operational efficiency and productivity Maintaining or improving product quality Growing revenue
© FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 6 Manufacturing SMEs Want Modernization, But They Struggle With Strategy And Fear Disruption Modernization fails or succeeds on strategy — not on the technology itself. Aligning new tools to business goals while balancing efficiency, quality, and integration has become a high-stakes juggling act. “Our biggest challenge was installing the automation technology without disrupting production. Finding a rare window to shut down the plant for up to a week meant we ultimately had to schedule the installation over the Christmas break.” — PRODUCTION MANAGER, MANUFACTURING SME, CANADA
7 Base: 426 decision-makers or influencers in purchasing industrial automation and digitization solutions for manufacturing SMEs Source: A commissioned study conducted by Forrester Consulting on behalf of Siemens DI, January 2026 Biggest Challenges With Industrial Automation And Digitization TOP CHALLENGES ACROSS REGIONS Improving efficiency without losing quality Connecting new technology without stopping production Aligning technology with business goals Keeping machines running and improving uptime NORTH AMERICA Securing funding and proving ROI EMEA Choosing the right equipment and suppliers APAC
© FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 8 Base: 426 decision-makers or influencers in purchasing industrial automation and digitization solutions for manufacturing SMEs Source: A commissioned study conducted by Forrester Consulting on behalf of Siemens DI, January 2026 Automation Investments Prioritize Strategic Performance Over Commercial Gains Automation investments among manufacturing SMEs are driven less by short-term commercial gains and more by the need to run smarter, modernize quicker, and future‑proof the business. Cost and revenue benefits follow but resilience comes first. Primary Business Drivers For Industrial Automation/Digitization Purchase 39% Increase operational efficiency and productivity 33% Accelerate digitization and automation 29% Increase innovation or competitive advantage 28% Reduce costs 27% Grow revenue
9 Base: 426 decision-makers or influencers in purchasing industrial automation and digitization solutions for manufacturing SMEs Source: A commissioned study conducted by Forrester Consulting on behalf of Siemens DI, January 2026 Manufacturing SMEs Modernize Fast Sales cycles for industrial automation/digitization purchases tend to be short, with more than three-quarters of buying decisions made within two months. Length Of Purchase Process For Industrial Automation/Digitization Solution: From Initial Discussion To Final Decision Less than 2 weeks 3 to 4 weeks 1 to 2 months 3 to 6 months More than 6 months 76% of buying decisions are made within two months
© FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 10 Base: 426 decision-makers or influencers in purchasing industrial automation and digitization solutions for manufacturing SMEs Source: A commissioned study conducted by Forrester Consulting on behalf of Siemens DI, January 2026 In Vendor Selection, Regional Priorities Differ — But Strong Capabilities Matter Everywhere Even though priorities vary by region, the foundation is universal — manufacturing SME buyers start with features and capabilities when choosing an automation provider. North America Values integration with existing systems North America/EMEA Prioritize expected business impact EMEA Requires cost competitiveness APAC Focuses on technical depth and regulatory compliance
11 Note: Showing top six challenges Base: 426 decision-makers or influencers in purchasing industrial automation and digitization solutions for manufacturing SMEs Source: A commissioned study conducted by Forrester Consulting on behalf of Siemens DI, January 2026 37% 35% 27% 32% 33% 32% 29%29% 35% 33% 27% 25% 26% 30% 26% 15% 17% 30% Biggest Challenges With Industrial Automation And Digitization Expected business impact (e.g., ROI) Ease of implementation/ integration with existing systems Features and functionality Competitive pricing Technology and engineering expertise Compliance with industry standards EMEA APAC North America
Key Recommendations SME manufacturers operate in ever more competitive markets where modernization and automation must be continuously delivered. Rapid, collective buying decisions should emphasize operational impact, execution risk, and long‑term resilience instead of near‑term commercial gains. To compete, suppliers must align with how SMEs evaluate, validate, and select automation partners. They must: Focus sales conversations on modernization outcomes like uptime, efficiency, quality, and sustainability — not individual solutions. Highlight low‑risk implementation and integration: Breadth, standards compliance, and lifecycle support enable continuity, not complexity. Adapt messaging to regional priorities while maintaining a steady value proposition centered on business impact. © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 12
13 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. Methodology In this study, Forrester conducted an online survey of 426 decision-makers or influencers in purchasing industrial automation and digitization solutions for manufacturing SMEs. The study began and was completed in January 2026. Demographics REGION Asia Pacific 39% EMEA 39% North America 22% PRIMARY BUSINESS ACTIVITY Manufacturing physical goods 88% Manufacturing machinery or heavy equipment 12% ORGANIZATION SIZE 10 to 99 employees 32% 100 to 249 employees 37% 250 to 499 employees 27% 500 to 999 employees 4%
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