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

2. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 2 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 growth

3. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 3 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!

4. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 4 Agenda: Overview & Strategy Overview & Strategy Program Information Survival Information

5. Copyright © 2011 Rockwell Automation, Inc. All rights reserved. 5 5 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

6. Copyright © 2011 Rockwell Automation, Inc. All rights reserved. 6 100+ Year History of Partnering

7. Copyright © 2011 Rockwell Automation, Inc. All rights reserved. 7 7 PartnerNetwork Framework Customers can get everything they need from a trusted source 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

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

9. Copyright © 2011 Rockwell Automation, Inc. All rights reserved. 9 The PartnerNetwork: 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 FactoryTalk manufacturing information solutions

10. Copyright © 2011 Rockwell Automation, Inc. All rights reserved. 10 The PartnerNetwork: Sales & Solutions Authorized Distributors - Approximately 320 Authorized Distributors Worldwide Doing Much More Than Selling –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 Provides leading automation solutions The Rockwell Automation limited distribution model allows Authorized Allen-Bradley Distributors to offer more support, to invest in training and to carry a more extensive inventory. –Kevin Powell, President of Werner Electric Supply

11. Copyright © 2011 Rockwell Automation, Inc. All rights reserved. 11 The PartnerNetwork: 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

12. Copyright © 2011 Rockwell Automation, Inc. All rights reserved. 12 The PartnerNetwork: 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.. – Rick Sabo, item North America

13. Copyright © 2011 Rockwell Automation, Inc. All rights reserved. 13 The PartnerNetwork: 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 McEldowney at dfmceldowney@ra.rockwell.comdfmceldowney@ra.rockwell.com

14. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 14 EMEAEMEA The Global Market Access Team: How we Develop & Execute Programs Marketing Focus Sales Focus Global Channels & Market Access Global Program Development APACAPAC DistributorsDistributors Systems Integrator Machine Builder Initiative Focus Andy Hoheisel NANA S. Ravikrishnan Mark Moriarty LALA ProcessSafety IA Information Industry Teams Regional Program Execution Strategy: Business Unit Interface, PartnerNetwork Marketing, Identity Standards Program Development: Package of Value, Competency Roadmap, Partner Support Business Development: Identify, Recruit, Relationship & Opportunity Management Khris Kammer Rob Swim Mike Burrows Dan Hornbeck Pat Murray Ogden & VonDrak OEM Sandy Holden Distribution Reto BernerBill Doherty SI Reto BernerKo Cheng Bill Doherty Scott Hamilton OEM Boe BoesenDana Burch Dustin Bly

15. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 15 Where to get answers… Phone: 414-382-8360 Fax: 414-382-1130 rschannel@ra.rockwell.com 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: GoldMaster Program & Temporary Activation Programs Teiana McPike: 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/NorthCentral Districts 1.Toolkit Programs Pre-Sales Questions 2., 3., Caller Specific Order-Related Questions 4.Toolkit Activation Issues 5.GoldMaster Program Questions 6.Temporary Activation Program or Legacy Activation Questions 7.Technical Support 1.Toolkit Programs Pre-Sales Questions 2., 3., Caller Specific Order-Related Questions 4.Toolkit Activation Issues 5.GoldMaster Program Questions 6.Temporary Activation Program or Legacy Activation Questions 7.Technical Support Programs Information: http://www.software.rockwell.com/extranet/programs/

16. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 16 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 product introductions Program Participation is in exchange for discretionary sales

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

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

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

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

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

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

23. 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* Competency Development Tools Knowledge Network Online Learning Series RSTechED Training* RSTrainer Computer-Based Training* Partner Extranet Access Sales & Marketing Tools Identity Mark* Co-managed objectives to help drive business growth and local promotion* Sales & Marketing Tools continued Engineering consultation* Hardware discounts – demo/tradeshow machines* Software resale discounts* TechConnect Support Contracts for resale* Joint Co-Marketing* Services/Design Consultation* Special Partner Training, Events, & Conferences* Marketing Pilot activations* Training Savings Accounts resale discount* Program Identity Mark usage* Sales/Marketing collateral development* Sales Incentive Programs* Multi-tier “Partner focused” resources* –local, regional, program, segment, technical Benefits will vary by Program type and Level

24. RASI Programs Requirements Overview 24 (Confidential – For Internal Use Only) Copyright © 2011 Rockwell Automation, Inc. All rights reserved. Global Participation Requirements System Integrator Commitment Minimum RA Sales Revenue *$50K$200K> $350K Discretionary RA Business *N/A> 70%> 90% Leads with RA & PartnerNetwork SolutionOccasionallyFrequentlyContinuously Promotes RA Competitor’s Partner ProgramN/ASomeNone Initiates Competitive ConversionN/AOccasionallyFrequently Strategic Alignment with RA InitiativesOccasionallyFrequentlyContinuously Actively participates in Co-Marketing ActivitiesN/AOccasionallyFrequently Competency Professional Business ManagementN/ADemonstratedDocumented ** Engagement with RAOccasionallyFrequentlyContinuously Engagement with Distributor *OccasionallyFrequentlyContinuously Business Planning – Success Planning and/or Co- Managed Objectives N/AOccasionallyFrequently Toolkit Installs1> 5 RA Technology DisciplineOptionalAnnual Updates Capability Geographic ReachN/ADistrict / Country Country / Multi- National Complement local SSB capability and fill or augment gaps in delivery requirements N/AOccasionallyFrequently Differentiated SolutionN/AOccasionallyFrequently Industry ExpertiseN/AOccasionallyFrequently Application ExpertiseN/AOccasionallyFrequently Commitment Team with system integrators that lead with Rockwell Automation Competency Provide tools, training and local support to enable our system integrators to be more efficient and effective than their competitors Capability Look for system integrators that expand our solutions delivery footprint, and have the experience needed in your local market Operating Tenets * Operating parameters may vary by global region based on share position and/or market maturity ** CSIA or equivalent

25. RASI Programs Benefits Overview 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 Co-marketing activities benefit both the system integrator and Rockwell Automation by educating and engaging our mutual customers 25 (Confidential – For Internal Use Only) Copyright © 2011 Rockwell Automation, Inc. All rights reserved. Global Program Benefits System Integrator Technical Support Product / System Support (No-Charge) 8am to 5pm Mon thru Fri 24 X 7 X 365 24 X 7 X 365 Preferred TechConnect Resale Yes Tools and Training Toolkit – Software / Productivity 1 Install > 5 installs RSTrainer – CBTIncluded in Toolkit KnowledgeNetwork - DBL Monthly RSTechED - Classroom 1/2 Seat 1 Seat 2 Seats Co-Marketing LogoNoYes Program Certificate of MembershipNoYes Solution Partner Profile BrochureNo Yes RA Website – PromotionNoSecondaryPreferred AdvertisingNoOccasionallyFrequently SPNews in The JournalNo Yes Solution Partner Press Release TemplateNo Yes Stock Photo UsageNo Yes Success StoriesNoOccasionallyFrequently Automation Fair ExhibitNo Yes RAOTMNoRegionally DrivenYes Special Partnering Training, Events & Conferences NoRegionally DrivenYes Incentive DollarsQualified Yes*Yes Aquent Discounted RatesNo Yes Sales Engagement Business DevelopmentNo OccasionallyContinuously Joint Sales PursuitsNoOccasionallyFrequently PartnerNetwork ConferenceNoRegionally DrivenYes Identity Publications Events Purchases Need to meet minimum purchase requirements to qualify

26. OEM Programs Values & Expectations 26 Global Recognition Partner level Identity Industry Alignment Marketing Investments Priority support Partner Events 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 KnowledgeNetwork Positive project influence Good local reputation Good product Skills Ability to influence Reactive Approach Customer Driven –Project focus –Product focus Locally managed Business Financial Technology Value ExpectationsBehavior + + Requirements & Benefits Commercial Relationship Developer Company Level Machine Level

27. OEM Programs Benefits Overview BENEFITDeveloperMachine & Equipment Level Company LevelMid-Range Developer Mid-Range Machine & Equipment Level Mid-Range Company Level Minimum RA product purchase$25K$100K$500K$25K$100K$500K Solution Development Tools Software ToolkitsEnterpriseEnterprise & Service Mid-Range Toolkit Support (minimum)X (8-5 Product) X (365x24x7 Product) X (365x24x7 System) X (8-5 Product) X (365x24x7 Product) X (365x24x7 System) Software Discounts – Internal DevelopmentX (10%)X (35%) Hardware Discounts – Internal DevelopmentX (15%) Engineering Consultation Best Practice Architecture & Control DesignXXXX Machine Design Optimization XXXX Project Management XXXX Co-Development on Control Conversions XXXX Standard & Mid-Range OEM Merged to single Program, three levels Toolkit Type by Participant control architecture; no mixing

28. OEM Programs Benefits Overview, cont’d. 28 BENEFITDeveloperMachine & Equipment Level Company LevelMid-Range Developer Mid-Range Machine & Equipment Level Mid-Range Company Level Competency Development Tools RSTechEd TrainingXXXPurchased RSTechED Seat Voucher ExchangeXX Knowledge NetworkXXXXXX RSTrainer Computer-Based TrainingXXXPurchased Extranet Access, Program NewslettersXXXXXX Sales & Marketing Tools SW Product Resale Discounts * varies by programX (10%)X (15%) X (10%)X (15%) TechConnect & Training Voucher ResaleXXXXXX Hardware Discounts – Internal DevelopmentXXXX Hardware Discounts – Tradeshow MachinesX (10%)X (15%)X (10%)X (15%) Program Identity Marks (Logo)AutomatedMachine & Equipment Builder AutomatedMachine & Equipment Builder Co-Marketing OpportunitiesXXXX Rockwell Automation Internet ListingXX Promotion with End Users (including The Journal ) XX Advertising ( The Journal – Print, Email, Web ) XX Automation Fair ExhibitXX Partner Events (ex: PartnerNetwork Conference, Advisory Council) XX

29. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 29 Initiative Focused Programs: Overview Consultant: Derives the majority of their revenue providing expert professional advice to a customer, for a fee, in a 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: 24x7 Product Support, 8-5 System Support, 24x7 System Support –Training: ½ seat @ RSTechED included per 1 or 3 installs; 1 Seat per 15-installs

30. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 30 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$194per 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 RSTechED. 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 TechConnect 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) Additional Support options available on the Toolkit –Training: 1 Seat @ RSTechED included per Toolkit up to 15-installs max

31. (Confidential – For Internal Channel Sales Use Only) Copyright © 2011 Rockwell Automation, Inc. All rights reserved. 31 Summary of Deliverables At-a-Glance

32. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 32 Enterprise Toolkit Contents –140+ Products

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

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

35. 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 FactoryTalk 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 35 Designed for OEM’s Field Service/Maintenance Personnel Not available to Mid-Range OEM, RASI, EDU, Corp. Eng. or Consultant Programs

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

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

38. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 38 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

39. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 39 Selling Value Effectiveness & Efficiency –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 Project Management & Productivity Tools –Arena, Logix Archecitect –Emulators Competitive advantage –New products … Sales and marketing differentiators –Industry/Technology Training … RSTechED Budget simplicity – One Price –Training, Support, Products Engineering & Maintenance

40. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 40 Selling Value 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 Elimination of Software Tracking –Expiring License –Enable new products automatically –FactoryTalk Activation (code based) Client Server or Individual Deployment –Toolkit Deployment –Revs Updates Purchasing & FinanceIT Software as a Service

41. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 41 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 toolkit – Introduce Industry Trends … Safety, Information, Process (Don’t assume they know) – Establish a calendar to host updates monthly/quarterly

42. 42 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/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 exception-based request Note: Participation will be assessed on a yearly basis to confirm compliance with program requirements, qualifying criteria, and participation levels. All Programs require annual qualification and renewal. See http://www.software.rockwell.com/extranet/programs/programs.cfm for all Program documentation and procedures

43. (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 Commercial Programs Info Rockwell Software Extranet

44. (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 Commercial Programs Info 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 per-person basis only Do not share your logon credentials 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 per-person basis only Do not share your logon credentials

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

46. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 46 Where to find Program Documentation http://www.software.rockwell.com/extranet/programs/programs Program Documentation Participant details Webinars New Applications View-Access Restrictions Temporary Activation Program and GoldMaster 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 –Do not share internal documents with toolkit program participants or customers End User Customers are not eligible to participate in the commercial toolkit programs: –Corporate Engineering Program is the sole exception Named global, corporate, or industry accounts View-Access Restrictions Temporary Activation Program and GoldMaster 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 –Do not share internal documents with toolkit program participants or customers End User Customers are not eligible to participate in the commercial toolkit programs: –Corporate Engineering Program is the sole exception Named global, corporate, or industry accounts

47. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 47 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 View - Access Security

48. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 48 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 View - Access Security View-Access Restrictions RA & Dist. indicates that the document is intended for Authorized Sales Channel Use Only –Rockwell Automation personnel & Authorized Distributors RA & Distrib. & “Program Type” indicates that the document can be viewed by RA personnel, Authorized Distributors, and Participants of that Program Documents without a view-access security designation can be viewed by participants of all commercial program types –Usually these are documents that are common between all program types View-Access Restrictions RA & Dist. indicates that the document is intended for Authorized Sales Channel Use Only –Rockwell Automation personnel & Authorized Distributors RA & Distrib. & “Program Type” indicates that the document can be viewed by RA personnel, Authorized Distributors, and Participants of that Program Documents without a view-access security designation can be viewed by participants of all commercial program types –Usually these are documents that are common between all program types

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

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

51. (Confidential – For Internal and Authorized Channel Partner Use Only) Copyright © 2012 Rockwell Automation, Inc. All rights reserved. 51 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.Partner Summary Reports –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)

52. (Confidential – For Internal and Authorized Channel Partner Use Only) Copyright © 2012 Rockwell Automation, Inc. All rights reserved. 52 Action Items Summary Review the Tools on the Partner (RS) Extranet –http://www.software.rockwell.com/extranet/programshttp://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/spqinfohttp://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!rschannel@ra.rockwell.com Don’t wait for December or they won’t get updated in time for annual renewals. All Toolkit Programs require qualification & license renewal on an annual basis – review your partner info now!

53. (Confidential – For Internal Channel Sales Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 53 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!

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