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Automation Platform Migration and Value Proposition Strategy

Coordinated the migration strategy and value proposition for moving customers from B&R Automation Studio and Automation Runtime version 4 toward version 6.

Role
As Product Line Manager, I coordinated the initiative across product management, design, engineering, marketing, and sales, with shared ownership across team workstreams
Impact
Strengthened the migration narrative around cybersecurity, long-term support, platform value, sales confidence, and customer pain-point removal.
Methods
Customer Pain-Point Discovery, Sales Enablement, Marketing Alignment, Engineering Coordination, Value Proposition Framing

Problem

B&R needed to accelerate customer migration from one major platform generation to the next: from Automation Studio and Automation Runtime version 4 toward version 6...

My role

As Product Line Manager, I coordinated and managed the migration-value-proposition initiative across the team. The work had strong support...

What I did

  • Coordinated the team's migration argument around cybersecurity, long-term support, lifecycle...
  • Worked with product management, design, and marketing colleagues to make the platform story...

Result

The coordinated team work improved clarity around why customers needed to migrate, what barriers slowed adoption, how the sales force could explain the move...

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