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
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