Introduction to Market Access Programs Leveraging Programs for

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Introduction to Market Access Programs Leveraging Programs for Growth Channel Programs Team Business Development Global Market Access Group (Confidential – For Internal and Authorized Channel Partner Use Only) yright © 2010 Rockwell Automation, Inc. All rights reserved. 1

Introduction Goal… The goal of this section is to provide a base level overview of the different commercial programs and deliverables available to Rockwell Automation and Distributor Sales. At the end of this session… • Know what programs are available • Understand the fundamental strategy of the programs • Understand how to leverage the programs for (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 2

Questions you should be able to answer • Where do I find information? • What programs are available? • What are the program requirements/benefits? • What is the value to the RA and program participants? • How do you measure success? • How can we leverage the Programs to sell more? Common questions we receive from the field! (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 3

Collaboration We have a long history of partnering. It is fundamental in our DNA. We see it as the best way to address customer needs. Our approach to partnering is based on an understanding that no single supplier can do it all and a belief in the importance of working with best of breed companies to bring innovation, global reach and local responsiveness. – Keith Nosbusch, Chairman and CEO, Rockwell Automation 5 Copyright © 2011 5

Partner. Network Framework • Formally launched in 2008, to give manufacturers access to a local, regional and a worldwide network of specialists – Three Major Categories – Seven Individual and Unique Partner Programs – Best in breed companies – offering products, technologies, application and distribution experts Customers can get everything they need from a trusted source 7 Copyright © 2011 7

Partner. Network Principles Collaboratio n Multi-Level Relationships Trust Coordinated Planning Joint Sales and Marketing Strategic Intent Open Communications Mutual Respect Value Customer Focus Best in Class Solutions Market Place Differentiation Shared commitment and behaviors for customer success Copyright © 2011 Rockwell Automation, Inc. All rights reserved.

The Partner. Network: Business Enterprise • Strategic Alliances Global Partnerships – Joint solutions founded on common values: industry knowledge, open standards, collaboration and leadership – Offers manufacturers one of the strongest technological, competitive and strategic advantages within the enterprise and across the supply chain • Enterprise Solution Partners Helps You Extend Manufacturing Information Solutions Throughout Your Enterprise – Business Enterprise Participants have the capability to provide enterprise systems expertise around functional-specific systems (Data Centers, ERP, Accounting, HR, Supply Chain, etc. ) and Industry Specific solutions ( Manufacturing Execution, Industry Application Systems (Healthcare, Pharma, Automotive, etc). – Rockwell Automation has partnered with an elite group of professional IT services organizations that have demonstrated design, delivery and support competency around the enterprise class of Factory. Talk manufacturing information solutions Copyright © 2011 Rockwell Automation, Inc. All rights reserved. 9

The Partner. Network: Sales & Solutions • Authorized Distributors Approximately 320 Authorized Distributors Worldwide Doing Much More Than Selling 10 – Our distributors understand integrated supply, product aggregation and increased automation sophistication – with an exceptional level of service – regardless of location – Authorized Distributors help manage electrical supply spending, provide extensive training and deliver quantifiable cost savings – To meet these challenges and improve time to market they provide one stop shopping from a trusted electrical advisor with the ability to deliver local sales and support • Technical expertise and assistance for system configurations • Day to day support through knowledgeable staff and emergency service any time • E Commerce enabled to improve supply chain performance and efficiency to lower total cost of ownership The Rockwell Automation limited distribution model Provides leading automation solutions allows • Authorized Allen-Bradley Distributors to offer more support, to invest in training and to carry a more extensive inventory. –Kevin Powell, 10 Copyright © 2011 President of Werner Electric

The Partner. Network: Sales & Solutions • Solution Partners – Approximately 100 Solution Partners Worldwide Delivering Innovative Results to Keep Your Facilities Operating Efficiently – Competencies in Control, Process and Information – Extensive experience in the design, implementation, project management and maintenance of industrial control systems • Machine Builders (OEMs) - Collaboration and Technology that Drives Competitive Advantage – Committed to providing high quality, innovative machinery that uses Rockwell Automation solutions for a competitive advantage – Integral to the success of a manufacturing line and developing ways to lower their total cost to design, develop and deliver machines – Machine Builders and Rockwell Automation collaborate to improve machine design and help you save money 11 Copyright © 2011 11

The Partner. Network: Products & Technologies • Product Reference – Encompass Partners - Over 1, 000 Products From Over 100 Companies Worldwide – Through the Rockwell Automation Encompass™ third party product referencing program, manufacturers can quickly locate the products that best solve their application challenges – Gives you the confidence to know that the products they need come from reputable, sound companies. These products provide additional functionality and enhance and extend Rockwell Automation solutions – Expands the Integrated Architecture Footprint with licensed product technology. Over 125 modules have been developed Our original intent to measure success in the Encompass Partner Program was based upon exposure and name recognition in North America and not necessarily increased sales as we knew that would eventually happen. Increased interest from Rockwell Automation distributors is now generating sales in the area of robust structures (replacing painted, welded steel), safety hard guarding and multi-axis linear motion for material handling and automation. . 12 Copyright © 2011 – Rick Sabo, item North America 12

The Partner. Network: Products & Technologies • Technology Licensing - Getting the Technology Needed to Meet More Customer Requirements • Licensed technology from Rockwell Automation is made up of intellectual property and know how as well as hardware, software and firmware components — typically never seen by the end user. – Products using hardware, software and firmware technology licensed from Rockwell Automation may feature the Rockwell Automation ENABLED™ logo – This provides design expertise and technology you can embed into your products to create the solutions you need – For more information contact Doug Mc. Eldowney at dfmceldowney@ra. rockwell. com 13 Copyright © 2011 13

The Global Market Access Team: Ogden & Von. Drak Marketing Focus Global Program Development Strategy: Business Unit Interface, Partner. Network Marketing, Identity Standards Program Development: Package of Value, Competency Roadmap, Partner Support Business Development: Identify, Recruit, Relationship & Opportunity Management Information Khris Kammer Process Safety IA Rob Swim Dan Hornbeck Mike Burrows Industry Teams OEM Sandy Holden Pat Murray Regional Program Execution Sales Focus Global Channels & Market Access How we Develop & Execute Programs EMEA APAC Andy Distribution Hoheisel SI Mark Moriarty Reto Berner S. Ravikrishnan Ko Cheng OEM Boesen Dana Burch NA Scott Hamilton LA Bill Doherty Dustin Bly Distributors Systems Integrator Machine Builder Initiative Focus (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 14

Where to get answers… Phone: 414 382 8360 Fax: 414 382 1130 rschannel@ra. rockwell. com • • • 1. Toolkit Programs Pre-Sales Questions 2. , 3. , Caller Specific Order-Related Questions 4. Toolkit Activation Issues 5. Gold. Master Program Questions 6. Temporary Activation Program or Legacy Activation Questions 7. Technical Support Mark Moriarty: North American SI/SP Program Manager (Sales Focus) Cheryl Lange: Global OEM Programs (Marketing Focus) Tim Ogden: North American OEM Programs Manager (Sales Focus) Deirdre Fellner: Marketing & Communications, Programs Operations Latoya Otero: Gold. Master Program & Temporary Activation Programs Teiana Mc. Pike: Toolkit Programs Administration – USA: Boston/Northeast, Charlotte, Cleveland, Nashville Districts • Cliff Frailing: Toolkit Programs Administration – USA: Dallas, Los Angeles/Pacific Southwest, Seattle/Northwest, St. Louis Districts • Patty Buddenhagen: Toolkit Programs Administration – EMEA, Latin America, and APAC Regions • Kristen Feller: Toolkit Programs Administration, Knowledge Network Learning Series – Canada, USA: Chicago, Detroit, Milwaukee/North. Central Districts Programs Information: http: //www. software. rockwell. com/extranet/programs/ (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 15

Question: Understanding the Basics Why do we have commercial & partnering programs? a) An easy way to access software, support, and training b) Reward for customers that buy high volumes c) A way to assist partners to increase their profitability, effectiveness, and competitive edge by using Rockwell Automation products and technology. d) Influence more product sales and accelerate new Program Participation is in exchange for discretionary sales product introductions (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 16

Market Access Programs: Influencing the Customer Specification Assets • Intellectual Property • Human Capital • MRO Equipment • Machine Builder • Panel Builder Services Materials • Systems Integrators • Maintenance Overflow • Service & Support • Utilities • Raw Materials Products Expertise • Distributors • Manufacture Reps • Vendor Direct • Industry Consultant • Architecture & Engineering • Engineering, Procurement & Construction • Internal Employee Knowledge Why buy … Why now … Why buy Rockwell (Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.

Program Structure: 7000+ Internal Initiative Focused Programs (1014) Temporary Activation Gold Master (~4000) Corporate License Program (2) Corporate Engineering (120) Industry Consultant (86) Educational Institution (806) § Global Strategy § Deliverables § Program Operations Machine/Equipment Level (737) What is Similar Developer Level (1325) § Program Focus § Goals & Req. § Metrics § Approvals Solution Partner Level (83) What is different System Integrator Level (3331) Rc. SI Recognized SI Level (548) System Integrator Programs (3962) Partner (Company) Level (78) OEM Programs (2140) Info, Control, Process Standard & Mid Range Project Harvesting Programs Seed Programs (Confidential – For Internal and Authorized Distributor Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 18

Sales Amplification: 73, 000+ • Systems Integrators – Companies: 3500+ – Projects 10, 000+ – Employees: 53, 850 • OEMs Formal Commercial Access Strategy? • How much of my business is SI/OEM – Companies: 2000+ Driven – Machines: 30, 000+ • Alignment do I need amplification with – Employees: 40, 000+ strategic growth segments? • Education • Am I leveraging and executing Success Plans, Machine Share Evaluations, Co – Schools: 600+ Managed Objectives – Courses: 1400+ – Students: 36, 000+ Trained • Competencies to alignment with growth initiatives • Consultants – 80+ EPC, A&E and Consulting companies – Industry Resources: Life Sciences, Oil & Gas, Mining & Minerals, Water/Waste. Water, and Power Generation & Infrastructure. – Projects influenced: Starting to track (Confidential – For Internal Use Only) Copyright © 2007 Rockwell Automation, Inc. All rights reserved.

Global Strategy – Local Execution Programs Tools § Infrastructure § Program Marketing § Deliverables § Identity Educate Support Field Sales Relationship § Training § Field updates § Sales § Marketing Focus Planning Partnering Activities Goal: Increase long term sales and market share (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 20

Agenda: Program Information Overview & Strategy Program Information Survival Information (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 21

What are the Program Components? Three Key Groups • System Integrator Focus • OEM Focus • Initiative Focus The Toolkit …. Core Program Deliverables • Software Tools • Technical & Field Support • Training & Competency • Product Discounts (program dependencies) • Marketing & Identity (partnering levels only) (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 22

2014 High-Level Benefits Overview *Varies by Program/Level Solution Development Tools • Development and productivity tools • Technical support and updates • Internal development software discount* • Internal hardware development discounts* Sales & Marketing Tools continued • Engineering consultation* • Hardware discounts – demo/tradeshow machines* • Software resale discounts* • Tech. Connect Support Contracts for resale* • Joint Co Marketing* Competency Development Tools • Services/Design Consultation* • Knowledge Network Online Learning • Special Partner Training, Events, & Series Conferences* • RSTech. ED Training* • Marketing Pilot activations* • RSTrainer Computer Based Training* • Training Savings Accounts resale • Partner Extranet Access discount* • Program Identity Mark usage* Sales & Marketing Tools • Sales/Marketing collateral development* • Identity Mark* • Sales Incentive Programs* Benefits will vary by Program type and Level • Co managed objectives to help drive • Multi tier “Partner focused” resources* business growth and local promotion*

RASI Programs Requirements Overview Operating Tenets Global Participation Requirements System Integrator Commitment Team with system integrators that lead with Rockwell Automation Minimum RA Sales Revenue * Discretionary RA Business * Leads with RA & Partner. Network Solution Promotes RA Competitor’s Partner Program Initiates Competitive Conversion Strategic Alignment with RA Initiatives Actively participates in Co Marketing Activities $50 K N/A Occasionally $200 K > 70% Frequently > $350 K > 90% Continuously N/A Some None N/A Occasionally Frequently Continuously N/A Occasionally Frequently Competency Professional Business Management N/A Demonstrated Documented ** Provide tools, training and Engagement with RA Occasionally Frequently Continuously local support to enable our Engagement with Distributor * Occasionally Frequently Continuously system integrators to be more Business Planning – Success Planning N/A Occasionally Frequently and/or Co Managed Objectives efficient and effective than Toolkit Installs 1 > 5 Annual their competitors RA Technology Discipline Optional Annual Updates Capability District / Country / Multi Look for system integrators Geographic Reach N/A Country National that expand our solutions Complement local SSB capability and fill N/A Occasionally Frequently or augment gaps in delivery requirements delivery footprint, and have Differentiated Solution N/A Occasionally Frequently the experience needed in Industry Expertise N/A Occasionally Frequently * Operating parameters may vary by global region based on share position and/or market maturity ** CSIA or equivalent your local market Application Expertise N/A Occasionally Frequently (Confidential – For Internal Use Only) Copyright © 2011 Rockwell Automation, Inc. All rights reserved. 24

RASI Programs Benefits Overview System Integrator Global Program Benefits Technical Support Product / System Support (No Charge) Tech. Connect Resale Tools and Training Toolkit – Software / Productivity RSTrainer – CBT Events Publications Identity Knowledge. Network DBL RSTech. ED Classroom Co Marketing Logo Program Certificate of Membership Solution Partner Profile Brochure RA Website – Promotion Advertising SPNews in The Journal Solution Partner Press Release Template Stock Photo Usage Success Stories Automation Fair Exhibit 8 am to 5 pm 24 X 7 X 365 Mon thru Fri Preferred Yes Yes 1 Install > 5 installs Included in Toolkit Monthly 1/2 Seat 1 Seat 2 Seats No Yes Yes No No Yes No Secondary Preferred No Occasionally Frequently No No Yes No No Occasionally No Regionally Driven Yes No Yes Frequently Yes • System Integrator rewards, recognition, support and sales engagement are intended to improve loyalty and accelerate growth • Providing system integrators with tools, training and support improves their efficiency and effectiveness Purchases • Co marketing activities Special Partnering Training, Events & No Yes benefit both the system Conferences Incentive Dollars Qualified Yes* Yes integrator and Rockwell Aquent Discounted Rates No Yes Automation by educating Sales Engagement and engaging our mutual Business Development No Occasionally Continuously • Need to meet minimum purchase requirements to qualify Joint Sales Pursuits No Occasionally Frequently 25 (Confidential – For Internal Use Only) Copyright © 2011 Rockwell Automation, Inc. All rights reserved. customers RAOTM No Yes

Requirements & Benefits OEM Programs Values & Expectations Business + Financi al + Technolo gy • • Company Level Commitment • Rockwell Standard • Regional Sponsorship • Financial Stability • Operational Excellence • Sales & Marketing Resource Proactive Strategy • Industry/Equipment Discipline • Multi level relationship • Cross district reference • Joint success planning • Special Pricing Agreement • Co Funded Sales/Market Collateral • Training Programs • Local Sales Assistance • Equipment Identity • Engineering Consulting • Machine Level Commitment • Minimum sales • Local & District Approval • One product expert • Commitment to training • Bid Specification Access Predictive Approach • Relationship driven • Machine considerations • Local relationship • Co managed objectives • District managed • Yearly Machine Audit • Development Tools • Technical Support • Field Specialist access • Knowledge. Network Valu • Positive project influence • Good local reputation • Good product Skills • Ability to influence Expectatio Global Recognition Partner level Identity Industry Alignment Marketing Investments Priority support Partner Events e Company Level Machin e Level Developer Reactive Approach • Customer Driven – Project focus – Product focus Behavior • Locally managed ns Commercial Relationship 26

OEM Programs Benefits Overview BENEFIT Developer Machine & Equipment Level Company Level Mid-Range Developer Mid-Range Machine & Equipment Level Mid-Range Company Level $25 K $100 K $500 K Enterprise & Service Mid-Range Toolkit Support (minimum) X (8 -5 Product) X (365 x 24 x 7 Product) X (365 x 24 x 7 System) X (8 -5 Product) X (365 x 24 x 7 System) Software Discounts – Internal Development X (10%) X (35%) X (15%) Best Practice Architecture & Control Design X X Machine Design Optimization X X Project Management X X Co-Development on Control Conversions X X Minimum RA product purchase Solution Development Tools Software Toolkits Hardware Discounts – Internal Development Engineering Consultation andard & Mid-Range OEM Merged to single Program, three level Toolkit Type by Participant control architecture; no mixing

OEM Programs Benefits Overview, cont’d. BENEFIT Developer Machine & Equipment Level Company Level Mid-Range Developer Mid-Range Machine & Equipment Level Mid-Range Company Level X X X Purchased X X Competency Development Tools RSTech. Ed Training RSTech. ED Seat Voucher Exchange Knowledge Network X X X RSTrainer Computer-Based Training X X X Purchased Extranet Access, Program Newsletters X X X SW Product Resale Discounts * varies by program X (10%) X (15%) Tech. Connect & Training Voucher Resale X X X (10%) X (15%) Automated Machine & Equipment Builder X X Sales & Marketing Tools Hardware Discounts – Internal Development Hardware Discounts – Tradeshow Machines Program Identity Marks (Logo) Co-Marketing Opportunities Rockwell Automation Internet Listing X X Promotion with End Users (including The Journal) X X Advertising (The Journal – Print, Email, Web) X X Automation Fair Exhibit X X 28

Initiative Focused Programs: Overview Consultant: Derives the majority of their revenue providing expert professional advice to a customer, for a fee, in a specialized field, industry or area of expertise. – Common types include A&E, EPC, and Consulting companies – Requirement: Must submit minimum of 5 customer specifications references – Industry Focus and Approval • Water/Wastewater, Mineral Processing, Life Sciences, Oil & Gas, Power Generation – Minimum Purchase: 1 Install Enterprise Toolkit w/Standard (8 5) Product Support at approx. US$ 4310 – Purchase Options: 1, 3, or up to 50 installs (increments of 5), 75 and 100 install options – Additional Toolkit Support Options Available: 24 x 7 Product Support, 8 5 System Support, 24 x 7 System Support – Training: ½ seat @ RSTech. ED included per 1 or 3 installs; 1 Seat per 15 installs (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 29

Initiative Focused Programs: Overview Education: Help accredited educational institutions incorporate RA – – – technology into their course curriculum and classroom environments as a preferred standard. Minimum Purchase: 1 install Instructor Classroom Toolkit w/ Standard (8 5) Product Support (approx. US$194 per install) Student: No support, approx. US$100 per install; 6 month license term, node locked • For use outside of the classroom only – e. g. homework Expectations: Standardize on RA products in their course curriculum Purchase options: 1, 3, 5, or 10 installs (Instructor), 1 install only (Student) Training: No seats provided to RSTech. ED. Purchase option is available Corporate Engineering: Set corporate standards and benchmark new functionality. – Includes Central Engineering, Internal Systems Integration and/or Machine Building – Requirements: Global or Corporate Account or Tier 0 Industry Accounts – Corporate Tech. Connect Contract in place – Minimum Purchase: 5 install Enterprise Toolkit, approx. US$7170 • Purchase options: 5, 10, 15 install Enterprise toolkit (up to 15 installs max) (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 30

EDU Classroom Toolkit Contents – 120+ Products • EDU Classroom Toolkit contents is the same as the Enterprise Toolkit with one exception: • EDU Classroom Toolkit does not include the RSTrainer Adder products (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 33

Mid-Range Toolkit (30+ Products); OEM Programs ONLY Designed for Mid-Range OEMs doing Compact. Logix & Micro. Logix based design & development 34

Service Toolkit – OEM Program Machine/Equipment and Company Levels Only • Minimum 5 install Enterprise Toolkit Required – Machine/Equipment & Company Level, OEM Program Only • Sub set of products, Standard Edition Editors, Annually Renewable – Sold in same install increments as Enterprise Toolkit – Approx. 50% price of the Enterprise Toolkit • Electronic Factory. Talk Activation under a separate serial number – No media, existing Revs used for installation software – Recommend 10 install Service Toolkit per 5 install Enterprise Toolkit (2: 1 install ratio) – Support option must align with Enterprise Toolkit Designed for OEM’s Field Service/Maintenance Personnel Not available to Mid-Range OEM, RASI, EDU, Corp. Eng. or 35

RSTrainer Toolkit Adder • 1 Install of Trainer Adder contents is included in Enterprise Toolkit • 20+ Individual Modules • Trainer Adder can still be purchased separately for additional installs Included in Enterprise Toolkit … Available for Mid Range Participants to Purchase Not Available to EDU Program Participants 36

Agenda: Survival Tips Overview & Strategy Program Information Survival Information (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 37

Selling Value: Cost vs. Price • Membership is ~ 1% of List price of the Products/Support – List price value of a Toolkit is over US$650, 000 per install • 1 install = 1. 2% of List Price • 5 Install =. 4% of List Price • “Membership” Includes – – – – Products Training World Class Support & Updates Commercial Incentives Industry Insight Productivity Tools & Resources Business improvement Sales Tip: Toolkits represent a 99% discount off list price… Sell the vale of the partnership not the products (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 38

Selling Value Engineering & Maintenance • Effectiveness & Efficiency • Project Management & Productivity Tools – Tools on every desk … less disk swapping – Comprehensive Toolkit – Support • Stay Current with technology – Over 90 products in Toolkit – Engineers like to play with new products – Downloadable Labs – RSTrainer products – Arena, Logix Archecitect – Emulators • Competitive advantage – New products … Sales and marketing differentiators – Industry/Technology Training … RSTech. ED • Budget simplicity – One Price – Training, Support, Products (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 39

Selling Value Purchasing & Finance • Economical Access – Financially Scalable annually based on engineering & field service staff – Fixed cost pricing – Mid year scalability • Elimination of Capital purchases – Right sizing tools to staff – Technology changes & architecture changes – Elimination of depreciation of capital assets IT • Elimination of Software Tracking – Expiring License – Enable new products automatically – Factory. Talk Activation (code based) • Client Server or Individual Deployment – Toolkit Deployment – Revs Updates Software as a Service (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 40

5 Sales Tips for success 1. Introduce the program when there is no project – The best time to develop a relationship (not sell a Toolkit) is when you don’t have a project. Make sure you sell the value of the program. 2. Quid Pro Quo – Don’t offer without getting something in return. – Document your intentions using co managed objectives and success plans – Establish a mutual report card and review prior to renewal 3. Review the Tools on the RS Extranet in advance – Program Guides, Sell Sheets, Value Calculator, Enrollment Procedures – SI Incentive programs … how they earn and redeem 4. Review the Value (Beyond SW & Support) with the customer – Extranet: Knowledge Network, Partner Forum, RSRevs Archive, Field events – Explain the value beyond the tools … IT, Purchasing, Engineering 5. Establish a competency Roadmap – Know your Toolkit: Products and productivity tools that come with the 41 (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. toolkit

Program Enrollment / Participation Process 1. Review Program participation criteria to determine best fit for customer; review appropriate program type, level & benefits with customer 2. Complete and Submit supporting qualifying requirements to rschannel@ra. rockwell. com • OEM Programs: evaluation workbook (Company Level) or machine evaluation worksheet (Machine/Equipment Level) to establish customer fit. • Qualifying POS data (RASI, OEM, and Mid Range OEM Programs) • Corporate Engineering Program: Commitment Letter, Qualifying POS data 3. Complete the Online Program Participation Application • Link: http: //www. software. rockwell. com/extranet/programs/sp/Apps/ • Customer and RA Sales Channel Approvals required within the online application • Additional approvals may be needed for mid and top tier program levels, or any Note: Participation will be assessed on a yearly basis to confirm exception based request compliance with program requirements, qualifying criteria, and participation levels. All Programs require annual qualification and renewal. See http: //www. software. rockwell. com/extranet/programs. cfm 42

Where to find Program Documentation • http: //www. software. rockwell. com/extranet/programs Rockwell Software Extranet Commercial Programs Info (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 43

Where to find Program Documentation • http: //www. software. rockwell. com/extranet/programs Rockwell Software Extranet • Access to the Rockwell Software Extranet is restricted to: – Rockwell Automation personnel – Authorized Distributors – Commercial Programs Participants (Toolkit Programs) • View Access security exists by Account type – Access is extended on a person basis only • Do not share your logon credentials Commercial Programs Info (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 44

Where to find Program Documentation • http: //www. software. rockwell. com/extranet/programs Program Documentatio n Participant details Webinars New Applications (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 45

Where to. View-Access Restrictions find Program Documentation • http: //www. software. rockwell. com/extranet/programs • Temporary Activation Program and Gold. Master Program access (including view access) is restricted to: – Rockwell Automation personnel & Authorized Distributors • Items marked “Internal” are intended for authorized RA sales channel personnel only Program Documentatio – Do not share internal documents with toolkit n program participants or customers Participant • End User Customers are not eligible to participate details in the commercial toolkit programs: Webinars – Corporate Engineering Program is the sole exception New • Named global, corporate, or industry Applications accounts 46 (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved.

Example of a Program Web Page • Each Program page contains all documentation that is applicable to the Program type. – Program Guides – Sell Sheets – Enrollment instructions – Internal process instructions – Sales Tools – Deliverable Docs. that accompany the Toolkit shipment (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. View - Access Security 47

Example of a Program Web Page View-Access Restrictions • Each Program • RA & Dist. indicates that the document is intended page contains all for Authorized Sales Channel Use Only documentation that is applicable – Rockwell Automation personnel & Authorized to the Program Distributors type. • RA & Distrib. & “Program Type” indicates that View - Access – Program Guides Security the document can be viewed by RA personnel, – Sell Sheets Authorized Distributors, and Participants of that – Enrollment Program instructions – Internal process • Documents without a view access security instructions designation can be viewed by participants of all – Sales Tools commercial program types – Deliverable Docs. – Usually these are documents that are common that accompany between all program types the Toolkit shipment (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 48

Partner Summary Reports Information tp: //www. software. rockwell. com/extranet/programs/spqinfo/ Report Filter for RA Sales Country Region District Distributor (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 49

Partner Summary Reports Information Download the details At-a-glance review (Confidential – For Internal and Authorized Channel Partner Use Only) Copyright © 2012 Rockwell Automation, Inc. All rights reserved. 50

Best Practice for Sales: Check renewal status on-demand & follow up as needed • Use the Partner Summary Reports tool to view renewal status at a glance…the initial at a glance results display is the best way to quickly check status on demand. – The last column on the at a glance results view contains Y/N values that indicate whether the Program Participant has submitted their annual renewal request using the online portal (this also displays in the report download). – Follow up with participant companies for which "Eligible to Renew" shows "Y" (yes) and "Online renewal order initiated" shows "N" (no) (Confidential – For Internal and Authorized Channel Partner Use Only) Copyright © 2012 Rockwell Automation, Inc. All rights reserved. 51

Action Items Summary • Review the Tools on the Partner (RS) Extranet – http: //www. software. rockwell. com/extranet/programs • Account access on an individual basis only – do not share your account info • Review the Toolkit Program Guides & Program Profiles – Understand the Program offerings and the differences in the available Programs • RASI (Solution Partner, Recognized System Integrator & System Integrator Levels) • OEM (Company Level, Machine/Equipment Level & Developer Level) – Mid Range control architecture available, no mixing • Initiative Focused: Consultant; Education; Corporate Engineering – New Program year documentation is posted annually in November • Review the Partner Summary Reports for participants in your territory – http: //www. software. rockwell. com/extranet/programs/spqinfo – Download the details using the “download to CSV” link function. – Send partner contact info & sales contact updates to rschannel@ra. rockwell. com promptly! All Toolkit Programs require qualification & license • Don’t wait for December or they won’t get updated in time for annual renewal on an annual basis – review your partner renewals. info now! (Confidential – For Internal and Authorized Channel Partner Use Only) Copyright © 2012 Rockwell Automation, Inc. All rights reserved. 52

Quiz • • Where do I find information? What types of programs categories are available? What are the program requirements? What is the value to RA and the program participants? • How do we measure success? • How can we leverage the Programs to sell more? Common questions we receive from the field! (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 53

Questions? Contact: Channel Development Team rschannel@ra. rockwell. com 414 -382 -8360 (Confidential – For Internal and Authorized Channel Partner Use Only) yright © 2010 Rockwell Automation, Inc. All rights reserved. 54