MODEX C-Suite Q&A: Troy Donnelly, Senior VP of Sales, Marketing, and Application, DMW&H

Troy Donnelly - Senior Vice President of Sales, Marketing, and Application - DMW&H

Q: What is your number one takeaway from Modex 2022?

Donnelly: The show exceeded my expectations. Going into it, I think a lot of us were kind of uncertain as to whether everyone was ready to come back to shows and big events. And the one thing Modex demonstrated is that they are ready, and in full force. I think that’ll be encouraging for other shows going on later this year. I didn’t hear of a person that didn’t think it was just a smashing success.

Q: What are the three key market trends from your perspective?

Donnelly: The quantity and complexity of both products and solutions in our industry are increasing at an exponential rate. With all of the investment and venture capital going into the supply chain and logistics sector, companies are responding with even more creative and innovative solutions.

Second, I think people always want things faster, and we’re definitely seeing that both regarding the speed of solution development and the deployment itself. There are financial impacts to how long it takes to implement a solution, both in terms of concept to design. Due to these factors, there’s an increased pressure to shorten that timeline to get good projects designed and implemented very quickly.

Finally, a lot of the justification for any of these projects is business continuity, which also influences design. In fact, business continuity is in some ways the “new measure” of return on investment in terms of: How are we going to keep operating? How are we going to keep growing? How is this solution going to help us react to the changing environment so that we can keep the business moving?

Q: How is DMW&H responding to these market trends?

Donnelly: There are so many different technologies out there now that it’s becoming incredibly difficult for customers to keep up. To help, we’re reinforcing our “market vertical” methodology. With our understanding of the business and operating conditions within verticals, we’re developing specific solution sets that address the requirements that are unique to those verticals. This differs from a general integrator, which casts a wide net and tries to look at everything—something that’s becoming increasingly difficult due to the complexity of different businesses and technologies. With our vertical focus, we can filter the relevant technologies and create configurable solutions that shorten development and deployment time, while optimizing the solution benefits.