Inside a Strategic Buyer's Playbook: Buyer's Corner with Sharon Van Zeeland, Rockwell Automation

Sharon Van Zeeland | Vice President, Strategy & Corporate Development | Rockwell Automation 

What do strategic buyers actually look for before they make an acquisition? 

In this Buyer's Corner episode of the TechExits Podcast, Sharon Van Zeeland shares how Rockwell Automation approaches M&A—from target identification and diligence through integration and value creation. Sharon explains what founders often misunderstand about buyer priorities, why profitability and focus matter more than ever, and how transparency can make or break a deal. 

A must-listen for tech CEOs who want to understand how strategic acquirers think—and how to position their company accordingly. 

Key takeways:  

• What strategic buyers value beyond revenue 
• How corporates assess product fit and risk 
• Why transparency speeds up M&A deals 
• How founders can prepare to be acquisition-ready 

00:00 – Introduction & Sharon's background   

01:00 – Rockwell's acquisition strategy   

02:50 – What makes a company attractive to buyers   

04:30 – Product and technology diligence   

07:30 – Common red flags founders underestimate   

09:15 – How deals get delayed or derailed   

10:20 – Post-close integration realities   

11:25 – Advice for founders planning an exit   

13:10 – Closing thoughts