As the shift to digital continues to eliminate much of the traditional, in-field, direct sales approach that ag organizations have come to rely on, a spotlight has highlighted agriculture’s true digital deficit. In fact, research completed earlier this year revealed that over three-quarters of U.S. ag retailers still use legacy tools such as manual spreadsheets to manage relationships with only 16 percent employing CRM systems.
As such, North American ag companies must continue to rapidly build and evolve their ability to reach, engage, nurture and convert business through non-traditional, digitally-centric means.
Fortunately, as Sales Enablement best practices have been established, tested and optimized in other industries, agriculture has the benefit of adopting what has already proven to be a more effective and efficient means of generating business.
Sales Enablement improves how your teams move leads through the pipeline.
Companies that have sales & marketing in silos with minimal collaboration
Sales teams that are bogged down with admin work and experience bottlenecks in producing clean and consistent data
Teams that have a poorly-defined sales process with no real pipeline between sales & marketing
Fragmented sales resources scattered across various platforms and stored in different locations. No clean central area for all sales assets
Low quality of leads that increase sales challenges, hurts team confidence, and widens the gap between sales & marketing
A lack of meaningful sales & marketing dashboards showing key business metrics
Deeper sales & marketing alignment with increased accountability
Improved sales team efficiency, response and close rates
Better prospecting, targeting and customer retention
Heightened visibility on sales performance metrics and forecasting
New sales revenues from existing databases
A single source of truth for all sales & marketing data
Accessibility of sales & marketing content for your reps on any device, no matter their location
Pipeline Development - We review the current processes, hand-offs, systems, content and resources that are being used in your sales & marketing pipeline, and work to define an ideal state. This type of engagement also includes building a service-level agreement between the sales & marketing teams that defines key responsibilities (i.e. marketing will deliver X number of leads per month, sales will follow-up with said leads within 24hrs of receipt).
Buyer Personas - Personas provide a more holistic view of your customers and helps your sales & marketing team understand how to best connect with various customers and stakeholders based on their preferences and behaviors (i.e. while two 50-something, 10,000+ acres wheat farmers may look the same on paper, their purchase motivations, research behaviors and path to purchase will differ significantly).
Sales & Marketing Software - Marketing automation, sales automation and CRM systems significantly help your team and your customers. This software allows you to consistently engage your contacts and customers, transparently report on sales activities and outcomes, and build a single source of truth for your organization. Whether your reps are at the office, at home, or out on the road – they will have a clear view of their prospects.
Lead Sourcing & Generation - Depending on the current state of your contact database, it may be beneficial to identify new sources of leads. This can be done via both online and offline list acquisition or online lead-generation campaigns. These may be needed by the marketing team to feed the top of your sales funnel.
Sales Collateral Development - Your sales team needs bottom-of-the-funnel materials to help position and sell your products and services. This can include sell sheets, tech sheets, case studies, email templates or channel marketing support. We can help to ensure these items are effective, persuasive, and aligned with your brand.
Lead Nurture Campaigns - Using automated tools to manage sales outreach via email we can engage a list of new, lapsed or unengaged contacts and work to identify which contacts are ready for a sales conversation.