Episode 78

Staying Ahead:

AI, Online Sales, and Strategies for the Modern Engineering Industry

In this episode, our host Sannah Vinding sits down with Tom Wichert, Executive Vice President of Sales and Marketing at TDK Lambda. They dive into the value of adapting to change, AI’s impact on the industry, and the changing purchasing behavior of engineers. Tom shares insights on the importance of investing in websites to attract and retain engineer interest, as well as the need for informative and educational content to assist them in their product design journey. They also discuss the evolving role of sales in a hybrid work environment and the necessity of becoming trusted advisors to engineers. Tom emphasizes the need for resilience and adaptability in the ever-changing industry and encourages continuous learning and problem-solving.

If you’re interested in learning from his experiences and insights, definitely make sure to give this episode a listen!


Sannah Vinding


Tom Wichert



Key takeaways

The importance of adapting to change:

In rapidly evolving industries like electronics, it’s crucial to stay adaptable and continuously learn to remain relevant and competitive. This includes embracing new technologies like AI, adjusting sales strategies to meet the changing behavior of engineers, and being open to global opportunities.

Number 2

The value of educating and providing valuable content:

Engineers now rely more on online sources for information and education. Manufacturers and sales teams need to invest in informative and educational content on their websites, such as EDA tools and repositories of information, to attract and retain engineers’ interest and become trusted advisors.

Number 3 - key takeaway mind the innovation leadership podcast

The significance of understanding engineers’ challenges and needs:

To add value in sales and marketing roles, it’s essential to have a technical background and spend time gaining a deeper understanding of engineers’ needs. Building trust and becoming a trusted advisor to engineers is key to remaining visible in the sales funnel and driving success in the industry.

“A good salesperson is more valued than ever today to find different ways to reach out, educate, and inform these salespeople, and that therein lies the challenge because it’s there’s no Cookie cutter approach that works for any one style.”

Tom Wichert

Executive Vice President Sales & Marketing, TDK - Lambda

” The changing role of engineers, the shift to online purchasing, and the reliance on manufacturers for valuable information emphasize the necessity for investment in informative and educational content on websites.”

Sannah Vinding

Leadership & B2B Marketing Strategist, Technical Engineering Expert

Show Notes:

In episode E78 of the Mind the Innovation Leadership Podcast, hosted by Sannah Vinding, renowned international sales and marketing executive Tom Wichert shares his insights on the challenges and opportunities in the rapidly evolving electronic industry. 

During their discussion, Tom shares invaluable insights on the pivotal role of adaptability and continuous learning in navigating the ever-evolving landscape of the electronics industry. He reflects on the impact of AI, the shifting dynamics of engineer-client relationships, and the far-reaching implications of the pandemic on the sales process in a remote and hybrid work environment.

The conversation explores the imperative for manufacturers to invest in their online platforms to engage and captivate engineers, underscoring the significance of providing informative and educational content to facilitate engineers’ product design journey. Additionally, Tom delves into the necessity of understanding and solving engineers’ challenges to create genuine value in the sales process.

Furthermore, the episode touches upon the challenges of effective communication in a global context, the strength of diversity in the American industry, and the indispensable attributes of resilience and adaptability in the face of industry disruptions. Tom also shares his personal strategies for staying informed and continuously learning in the industry, emphasizing the role of platforms like LinkedIn, conferences, and other valuable resources.

Join us as we embark on a thought-provoking exploration of the unprecedented shifts in technology, sales, and leadership with Tom Wichert on this episode of the “Mind the Innovation Leadership Podcast.”

Remember to subscribe, like, and share our content. Connect with us on LinkedIn, YouTube, and Instagram to unlock your leadership potential in the electronics manufacturing industry.

“No one understands the pressure and demands of engineers striving to complete projects on time and within budget better than those who have walked in their shoes.”

Tom Wichert

Executive Vice President Sales & Marketing, TDK - Lambda

Tom Wichert

Tom Wichert

Tom Wichert

Executive Vice President Sales & Marketing, TDK - Lambda

Tom Wichert is an accomplished Executive Vice President of Sales & Marketing at TDK – Lambda, bringing over 25 years of experience in the field. With a strong background in international and domestic sales, Tom is known for his expertise in managing complex multi-tiered sales channels and developing strategic relationships.

His extensive experience includes direct and distribution sales, as well as proficiency in new product development. Tom is also recognized for his strong interpersonal skills and his ability to mentor and lead teams effectively. His track record of success and his deep understanding of Japanese business culture make him a valuable asset in the industry.

With a background in Electrical Engineering and an MBA in Marketing, Tom combines technical knowledge with strategic marketing expertise to drive business growth.

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