Redefining Customer Focus and Innovation in US Manufacturing With Eric Strickler

Eric Strickler is the Head of Marketing at Functional Devices, a company that manufactures electronic control products for HVAC, building automation, and industrial control systems. Under Eric's leadership, Functional Devices produces more than 4 million products annually, with a field failure rate of less than one in 16,000, and its Relay in a Box line has become synonymous with quality and reliability in the sector. With a diverse background spanning sales, marketing, and B2B consulting, Eric brings a customer-centric and data-driven approach to driving growth and operational excellence. In this episode… Manufacturing in the US has never been simple, but staying innovative while keeping customers at the center is a different kind of challenge. What does it really take for a manufacturing company to remain relevant, competitive, and trusted over decades without losing sight of the people it serves? According to Eric Strickler, a seasoned manufacturing and operations leader, the answer starts and ends with genuine customer focus. He explains that at the strongest companies, this mindset isn't a slogan but a shared behavior, from leadership all the way to the production floor, where even the smallest component is treated as mission critical. That kind of discipline creates reliability, trust, and staying power in an industry where failure of a single part can bring an entire system down. In this episode of In Good Company: Where Relationships Drive Results, Lisa Kilrea is joined by Eric Strickler, Head of Marketing at Functional Devices, to discuss redefining customer focus and innovation in US manufacturing. They explore how customer-centric thinking drives long-term competitiveness, why simplicity and quality fuel product longevity, and how marketing and operations must align to create demand.