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Fieldbus Foundation Offers Free FOUNDATION Technology Sales Force Training Seminars

Training to focus on business value proposition of Foundation automation infrastructure

AUSTIN, Texas, April 28, 2011 — The Fieldbus Foundation has announced it will conduct a series of free, half-day Foundation technology sales force training seminars for industrial automation salespeople, system integrators and manufacturer representatives during 2011. These events will be held in conjunction with the foundation’s end user seminar program across North America.

The first fieldbus sales force training seminar will be held on May 25, 2011, at the Doubletree Hotel in Carson, Calif.

Intended to provide a greater understanding of the operational improvements and business benefits delivered by the Foundation automation infrastructure, the sales training seminars will be presented by leading experts in fieldbus technology. The seminar content is designed to be vendor-neutral, addressing key topics of interest for salespeople involved with control and instrumentation products. In particular, the seminars aim to dispel myths about Foundation technology and provide hard facts and data salespeople can rely upon.

Fieldbus Foundation Global Marketing Manager Larry O’Brien commented, “With the growing adoption of Foundation fieldbus by process industry end users, there is a corresponding need to train salespeople in this advanced enabling technology. We are responding to the needs of the automation community by conducting fieldbus sales force training events at major industrial locations throughout North America.”

O’Brien added, “Our comprehensive half-day seminars are ideal for busy professionals seeking to expand their knowledge of Foundation technology and learn more about its business value proposition in a wide range of industrial markets. Foundation technology is increasingly being adopted in migration and modernization projects as well as grassroots facilities. The business value proposition of the technology is more powerful than ever.”

The sales seminar agenda is as follows:

9:00 a.m: Opening Remarks

9:15-10:00 a.m.: Fieldbus Mythbusters
Discussion on separating fieldbus facts from fiction. After 15 years of operation in the field in some of the most rigorous process applications, many myths still persist surrounding Foundation technology. Leading engineers, experts and trainers come together to discuss reality versus the myths.

10:00-10:15 a.m.: Business Value of Foundation Technology
Presentation describing the evolving Foundation technology roadmap and how it can address many of the critical issues facing industrial end users today.

10:15-10:30 a.m.: Break

10:30-11:00 a.m: Understanding Why Customers Choose Wireless, HART or Fieldbus
Presentation by a leading end user describing the reasons for choosing Foundation fieldbus, and the “bigger picture” value of the technology in a world where justification of capital expenditures can be difficult.

11:00-11:30 a.m.: The Importance of Training: “This IS a Digital World”
Discussion of the training options offered for end users and associated best practices.

11:30-Noon: The Foundation Fieldbus Sales Playbook
Explanation of the most common end user objections to implementing Foundation fieldbus. Fieldbus is placed in the context of a total plant solution and coexisting with other technologies.

Noon: Closing Remarks

Sales force seminar attendees will receive a sales “playbook” containing electronic copies of presentations and educational material given throughout the day, as well as hard copies of much of the material. These resources will arm salespeople with indepth information and locations to find direct answers to questions relating to Foundation fieldbus.

In addition to the sales force training seminar in Carson, Calif., additional seminars are planned to coincide with the foundation’s 2011 end user seminars in the following locations:

  • Calgary, Alberta, Canada: Sept. 20, 2011
  • Ft. McMurray, Alberta, Canada: Sept. 22, 2011
  • Detroit, Mich.: Oct. 11, 2011
  • Corpus Christi, Texas: Nov. 7, 2011
  • Baton Rouge, La.: Nov. 9, 2011
  • Beaumont, Texas: Nov. 10, 2011

For more information about Foundation technology sales training seminars, please visit the Fieldbus Foundation Events Page at

About the Fieldbus Foundation

The Fieldbus Foundation is a global not-for-profit corporation consisting of leading process end users and automation companies. Within the Fieldbus Foundation, end users, manufacture s, universities and research organizations work together to develop an automation infrastructure that provides process integrity, business intelligence and open scalable integration in a managed environment. For more information, visit their web site at


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