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Speaker at WEST: Enrique Curiel, Sales / Applications Engineer, Complete Automated Manufacturing

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WEST Session: Moderated by: Jamie Goettler, BTX Precision Rather than start with a discussion of all the technologies available in the industrial marketplace, this panel session will start by outlining the primary concerns of manufacturing businesses. By first appealing to what the audience (machining businesses) cares about most at the start, the panel will logically ease into a discussion of how available technologies can help achieve greater outcomes for these businesses…in other words, solutions to the preeminent problems. Among the concerns highlighted at the outset will be improving competitiveness (domestically and globally), throughput (business growth), and yes productivity in the face of the manufacturing skills gap. The panel will be represented by industry leaders who either are dealing with these concerns directly, or those that have a “front row seat” to a variety of companies that seek to survive and thrive. Technologies that will be addressed will likely include automation, robotics, workforce training, machining technology, machine monitoring, software and AI to name a few.

WEST Session: Many well-established manufacturing and supply companies are rooted in their original non-digital technology and payments processes. From still using credit card swipers, to sending paper invoices, to even receiving paper orders from customers that included credit card numbers scribbled on them, high-end tile supplier, Decorative Materials, was experiencing the pain of outdated tech. They knew they needed a more innovative solution that would continue to grow with them while also providing the secure, digital payment options their customers and employees needed. This presentation will cover their case study and feature the challenges they were facing with meeting today’s technology and security standards, and how they updated their existing order system to a newer, more innovative solution that provided increased security, fewer human errors, increased time savings, and an overall improved customer experience. And it was all embedded directly into their ERP system.

WEST Session: We don’t lose deals because we’re not working hard enough. We lose them because we’re working on the wrong things. In manufacturing, wholesale, and distribution, sales teams are moving faster than ever—yet growth feels stuck. Why? Noise. Endless updates. Unreliable forecasts. Chasing the wrong deals. We’ve accepted it as the cost of doing business. But what if it’s actually killing your momentum?This 20-minute talk is a call to rethink how sales teams operate—with more clarity. You’ll learn: Why noise—disguised as intuition—is wrecking your forecast How bad data and busywork eats into your selling time What top sales teams are doing to cut through the noise and stay laser-focused And you’ll see real-world proof: 44% growth at Creative Foam.This isn’t a product pitch. It’s a shift in perspective. If your team’s putting in the effort but still falling short, this is the rethink you’ve been waiting for.

WEST Session: Smart manufacturing is redefining the relationship between people and technology. As automation, artificial intelligence and machine learning continue to evolve, they are not replacing human intelligence - they are enhancing it. These technologies reduce the burden of repetitive, manual tasks and empower employees to focus on higher-value, strategic work such as problem-solving, innovation and continuous improvement. To unlock the full benefits of Industry 4.0, manufacturers must do more than adopt new tools - they must cultivate a resilient, future-ready workforce. This session will explore strategies for upskilling, nurturing adaptability and creating collaborative, digitally fluent work environments that help employees and organizations thrive in a rapidly changing landscape.

Speaker at WEST: Rick Schultz, Executive Director of Aerospace and Defense, FANUC America

Speaker at WEST: Rob Dusenbury, Technical Applications Director, CAD/CAM Consulting Svcs.

Speaker at WEST: Nico Amato, Lead Manufacturing Engineer, Aerojet Rocketdyne

WEST Session: