Aggio, a company that helps agribusiness leaders accelerate their business strategies, today released a white paper available at https://www.aggio.io/state-of-marketing-and-sales-tools that details the need agricultural companies have for actionable insights from specialized product, sales and marketing software. “The State of Marketing and Sales Tools for Agriculture” describes how the leaders at the top agriculture companies view data complexity, data driven decisions, and satisfaction with their customer relationship management (CRM) systems.
“Industry experts tell us that the universe of data will double in the next two years,” Dimitri Popov, Aggio CEO, said. “Agribusiness leaders are experiencing this first hand with the explosion of data available to them from environmental sensors, agronomist apps, precision agriculture platforms, and their own internal business intelligence and CRM systems.
“We believe that data-driven strategies for commercial organizations can provide a competitive advantage and represent a best practice in many industries that can be adopted by Agriculture companies targeting growers and producers,” he added. “Doing so with accuracy and efficiency requires managing and acting upon market, customer and sales information in ways we’ve never done before.”
Citing responses of agricultural marketers and executives gathered during a survey earlier this year, key findings of the white paper include:
94 percent of them are not completely satisfied with how business decisions are tied to data
Aggregating internal and external data is challenging.
Managing business with multiple software tools results in confusing data sets that make it difficult to support sales efforts.
Marketing and sales organizations are spending too much time on tactical activities and want to increase their time spent on strategic activities by 50 percent.
Excel and Pivot Tables are ingrained in sales and marketing organizations’ tool sets with only 30 percent reporting they use business intelligence platforms such as Tableau, SpotFire or PowerBI.
Sixty percent of respondents indicated they were dissatisfied with the CRM system they currently use. Specifically, they would like data to be available within a single dashboard to better support their commercial processes. A system that is specific to agricultural business is preferred by most, as well.
“A suite of marketing and sales tools tailored to agriculture commercial processes can have immediate, positive effects once implemented,” Popov said. “In addition to delivering actionable data that helps sales professionals optimize lead targeting and deliver personalized sales offerings, it can free up time so that marketing personnel can spend more time on strategic thinking and planning.”
He added that sales, product and marketing managers, as well as executives who participated in the survey acknowledge that cloud-based, agricultural-specific software can enable marketing and sales organizations to be more effective and data-driven. The white paper is available for free at https://www.aggio.io/state-of-marketing-and-sales-tools
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Brian Albans Rick Purnell
Founded in 2016, Aggio provides cloud-based sales and marketing solutions for the global agriculture industry. Our technology applications bring together marketing and sales analytics, data harmonization and visualization, in-depth industry knowledge and best practices in commercial processes to help clients make better data-driven decisions. Our client list includes several of the top 10 global animal health, seed and crop protection companies.