Interoperable Systems Drive Seed Sales
Background
Syngenta is one of the largest biotechnology and seed producers in the world. A multi-billion-dollar business, Syngenta’s customers span the globe, and range from large commodity crop corporations to family farms. The Swiss-based company remains committed to producing the highest quality products for affordable prices, contributing to feeding the world of tomorrow.
Background
Syngenta is one of the largest biotechnology and seed producers in the world. A multi-billion-dollar business, Syngenta’s customers span the globe, and range from large commodity crop corporations to family farms. The Swiss-based company remains committed to producing the highest quality products for affordable prices, contributing to feeding the world of tomorrow.
Challenge
Agriculture is traditionally a sector in which business partnerships and patronage are measured in generations. Deals are done based on the personal reputation of business owners or salespeople, where instinct and relationships are often the driving forces behind decisions. This makes it very difficult for new seed sellers to find an ‘in’ with a client, even when their products are more cost-effective or produce better results.
Syngenta’s challenge was to try and drive seed sales in a more data-driven direction, while at the same time preserving the importance of the personal contact around which the ag business revolves.
Challenge
Agriculture is traditionally a sector in which business partnerships and patronage are measured in generations. Deals are done based on the personal reputation of business owners or salespeople, where instinct and relationships are often the driving forces behind decisions. This makes it very difficult for new seed sellers to find an ‘in’ with a client, even when their products are more cost-effective or produce better results.
Syngenta’s challenge was to try and drive seed sales in a more data-driven direction, while at the same time preserving the importance of the personal contact around which the ag business revolves.
Solution
Rather than implementing a fully custom-designed system, Syngenta selected several “best in breed” applications that could be extended to fit their needs. With these applications, often collaborating with other teams, Skyward created an interoperable system architecture that allowed each application to do what it was best at doing and maximize speed to market.
For example, in order to provide seed advisors a view of their inventory, Skyward integrated sales data with E-luminate, a digital offering that draws on extensive agronomic information. The applications allow Syngenta to arm its agronomists and sales representatives with the information they need to help their growers and sales teams.
The E-Luminate application allows employees to come to the conversation with seed recommendations based on previous years’ plans, a deeper understanding of that grower’s field makeup, and access to yield data that spans countries. This allows its sales team to have a much more directed and productive conversation with their growers and help those growers get the most for their money.
Solution
Rather than implementing a fully custom-designed system, Syngenta selected several “best in breed” applications that could be extended to fit their needs. With these applications, often collaborating with other teams, Skyward created an interoperable system architecture that allowed each application to do what it was best at doing and maximize speed to market.
For example, in order to provide seed advisors a view of their inventory, Skyward integrated sales data with E-luminate, a digital offering that draws on extensive agronomic information. The applications allow Syngenta to arm its agronomists and sales representatives with the information they need to help their growers and sales teams.
The E-Luminate application allows employees to come to the conversation with seed recommendations based on previous years’ plans, a deeper understanding of that grower’s field makeup, and access to yield data that spans countries. This allows its sales team to have a much more directed and productive conversation with their growers and help those growers get the most for their money.