Manufacturers are facing a problem that can’t be solved with hiring alone. They are facing decades of skilled trades knowledge are retiring out of the workforce, and a labor shortage resulting from a decreasing interest in manufacturing. In more dire terms, with interest so low, the number of people with the necessary skills is decreasing even faster. Many companies still rely on training systems that were built for a different generation. For this reason, we offer practical manufacturing insights from an industry president navigating the ai and automation landscape!

In this episode of Manufacturing Insiders, Nate sits down with Jennifer Rutz, JD, President of DCM Tech, Inc., to discuss her insights into how manufacturers are rethinking skilled trades learning and development in a rapidly changing industry facing a labor shortage. The conversation explores how companies can preserve tribal knowledge, accelerate workforce development, and modernize training without losing the craftsmanship that built the industry in the first place. It also covers topics surrounding The use of AI in this process, the changing marketing landscape as AI search becomes more prominent, and the use of robotics and automation on the shop floor. While many are reasonably hesitant of AI and Automation, for manufacturers trying to stay competitive and prepare the next generation of skilled workers, this episode offers practical insights into one of the industry’s biggest long-term challenges.

Our host, Nathan Wheeler is the owner of weCreate Web Design & Marketing, a nationally recognized marketing agency that helps manufacturers grow, save money, and become more efficient. Reach out to us below for a free SEO consultation.

Watch the Full Episode on YouTube!

Interview Chapters

• 0:00 Introduction
• 2:30 Countering Brain Drain at DCM
• 5:30 Entering the Industry
• 10:20 Being a Puffs in a Kleenex World
• 14:00 Trade Show Pitfalls and Successes
• 16:20 Optimizing for AI Search
• 19:00 Lead Follow-up Process, CRM, and Sales Cycle
• 25:05 The History of DCM
• 28:15 Factory Direct vs. Distribution Models
• 36:50 Automation and Robotics Applications

Manufacturing Insights

1. The labor shortage and strategies for capturing retiring employee knowledge

DCM lost six employees with 30+ years of experience in just 14 months, highlighting a problem many manufacturers are facing: decades of institutional knowledge can disappear when experienced employees retire. DCM is using AI-assisted video documentation to capture experienced employees as they work and turn those recordings into searchable standard operating procedures. These standard operating procedures then become a response to the labor shortage by creating a easier path to train new hires who may be less experienced.

2. AI can preserve manufacturing knowledge, not just automate production

One of the more interesting applications of AI in the episode isn’t replacing an operator—it’s documenting how experienced operators actually perform their work. This creates a digital knowledge base that can help train new employees and reduce the impact of retirements.

3. Marketing in the age of AI search

DCM is still using traditional channels like Google Ads and trade shows, but it is also creating blogs and customer case studies specifically to make its expertise discoverable through AI tools such as ChatGPT. The shift means manufacturers increasingly need to answer the specific questions their customers are asking online.

4. Traditional marketing is not dead: you need a measurable plan

DCM attends 10–12 trade shows annually, but its strategy is particular and focused. They know what leads they have before the show, documenting conversations, following up systematically, and measuring what eventually becomes a sale.

5. Long manufacturing sales cycles make lead nurturing especially important

Capital equipment can have sales cycles lasting months or even years. DCM described a sale where the initial contact happened in 2015. That makes CRM systems, follow-up processes, and long-term relationship building particularly important for manufacturers selling expensive equipment.

6. Manufacturers can differentiate by selling expertise and support—not just equipment

DCM’s technical specialists spend their first three to six months learning how to assemble, troubleshoot, and service the machines. That allows them to speak to customers from a manufacturing perspective and maintain the relationship after the sale.

7. Going direct can give manufacturers greater control over the customer relationship

DCM has reduced its reliance on distributors because the company found that it was already doing much of the technical sales and support work itself. Its direct model allows the company to maintain the customer relationship throughout the sales and service process.

8. Automation is becoming a response to the manufacturing labor shortage

DCM is developing machines that can integrate with robots and automate material handling and grinding processes. The goal isn’t simply automation for its own sake—it is to allow manufacturers to maintain or increase production despite having fewer available workers.

9. Ease of operation is just as important as machine capability, especially in a labor shortage

DCM emphasizes PLC-controlled machines that can be learned by operators with relatively little manufacturing experience. Making equipment easier to operate can help manufacturers reduce the skill requirements associated with running a process.

10. Insights into new markets create opportunities for specialized equipment

DCM has expanded beyond its historical automotive market into areas including semiconductors, rare-earth magnets, and metal additive manufacturing. One example discussed was using its grinders to resurface additive-manufacturing build plates in-house rather than sending them out or replacing them.

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