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US market entry for automation manufacturers
You’ve built a good product at home. North America buys differently: longer cycles, integrator channels, harder questions about service, compliance and who’s on the hook in year five. We work inside your business as fractional commercial and operations leadership until the US engine runs on its own.
Who it’s for
Robotics, ASRS, shuttle, conveyor, racking and warehouse software companies from Asia-Pacific and Europe that are entering or rebooting in the US and Canada. Also growth-stage and PE-backed North American suppliers that need senior commercial leadership before they’re ready to hire it full time.
The common thread is a strong product with a thin go-to-market. Usually a few promising leads, no channel, no reference customer and a lot of questions from buyers that nobody local can answer with confidence.
What the work covers
Go-to-market and channel design
Which verticals to chase first, where direct sales make sense, and which integrators and resellers are worth recruiting. Partner agreements, territories, margins and referral frameworks that hold up.
Pipeline and deal support
Working real opportunities alongside your team: qualification, solution reviews, pricing, proposals and the negotiation. CRM discipline and a monthly pipeline report your leadership can trust.
Readiness for US buyers
Service and spare parts plans, warranty terms, electrical and safety expectations, structural and permitting questions for rack-supported systems, tariff exposure and payment terms on imported equipment.
Team, demo and reference sites
Role definitions, recruiting and org structure for the US team. Demo center planning. A first reference project chosen because it can be shown, not just because it was available.
Why an operator, not an agency
ELMAT Group’s founder has carried a quota as a CRO, built a systems integrator’s commercial function from four people to more than sixty as COO, and bought automation as a corporate operations leader at a pharmaceutical distributor. We know what an integrator needs from a manufacturer before they’ll put your product in a bid, and what a buyer’s operations team will ask before they sign.
Leadership and networkDiscretion matters here. We don’t publish client names. Many manufacturers compete directly, and the trust that comes with confidentiality is part of what you’re hiring.
Common questions
What is a fractional CRO for an automation company?
A part-time chief revenue officer who runs the commercial side of the business, including channel strategy, pipeline, pricing and sales team build-out, without the cost of a full-time executive. For a manufacturer new to North America it’s often the fastest way to get senior, industry-specific leadership on the ground.
Should we sell direct or through system integrators?
Usually both, in a planned sequence. A small number of direct reference projects proves the product works here. A channel of integrators and resellers then scales it. The right mix depends on deal size, how much engineering each sale needs and who owns service.
How long does it take to land a first US customer?
For capital equipment, plan on six to twelve months from first conversations to a signed order, longer if there’s no local reference site or demo. A credible service and spare parts plan shortens it more than anything else.
Does the FCC Covered List affect our robots?
It may. The July 2026 update covers new models of foreign-produced advanced robotic devices, which can include AMRs and AGVs. Already-authorized models are treated differently, and there’s a Conditional Approval process. Get product-specific legal advice, and see our buyer’s guide to the rule for the commercial side.