Ashish Chand
Analyst · Loop Capital Markets.
Yes. I think there are 3 fundamental things here, Chris. The first is we've built a fairly comprehensive consulting organization, right? So if you go back again, 3, 4 years, we didn't have consultants working with customers directly. They were more internal consultants. But now we have, first of all, digital automation consultants who go in and talk about the entire workflow that the customer has and design a data flow to support that workflow that helps the customer get to their KPIs. And this is a good -- the example we shared today is a good illustration of that. Then we have in step 2 solutions consultants who go in and then help the customer create a solution to support that data flow that they've approved. After which we really have commercial sales get in and do the more conventional selling, negotiating, et cetera. And during this process, often, we have people asking for validation in our CIC, right? So, we can prove that data flow will get them to the KPIs they need. In some cases, it's savings. In some cases, it's more capacity, more productivity, more safety, whatever that P&L item is. So first of all, that sales process is far more expanded with this consulting front end. We didn't have that previously. Second, we are going to market now for solutions with a whole ITOT converged approach, and we are saying you have multiple use cases and applications that can exist on the same backbone -- so why don't we design a comprehensive backbone that is future-proof and allows you to keep adding more use cases as you go. And by the way, some of those use cases will at some point become autonomous use cases. Not everybody is ready for that yet, but I think they all want to be -- they want to see that come up in the future. And then, yes, the third thing is we do have a solutions-oriented sales organization, which is where most of our investments are going in, but we are still maintaining -- we have a healthy aftermarket and product revenue also. So we are still maintaining a product-oriented sales team. Now these teams report into the same senior management, so they are well orchestrated. But yes, so there are these 3 changes, the more consulting-driven front end, the converged IT/OD or industrial plus enterprise approach and yes, a specialist solutions sales force. And it's worked out pretty well for us, and it's differentiated us dramatically in the market.