Agfarm is an Australian business working with growers to manage the marketing and sale of their grain, providing global grain intelligence, strong marketing expertise and an innovative range of products and services.
A nationwide salesforce
AgFarms Salesforce is spread across Australia, mirroring Australia's farming densities. This means that bringing everyone together is not usually a simple task, yet Sales Reps input into new products and strategies is extremely important.
Our Salesforce is spread across Australia, and bringing everyone together is never an easy task
We had already sent out numerous surveys requesting the team input as we built the product. So far the input had been positive, and the product was ready to launch.
Prior to launch we held a Demo Day, and showed off the new product to nationwide team. Following this, we used Verbate.co to quickly collect feedback from everyone for their thoughts on the product, presentation and clarity of messaging.
An unexpected visual response
When we listened to the feedback, the words reflected previous feedback - that the product was good. But as we were watching these responses we could see that the reps were pausing, looking away, and displaying a less than confident demeanour. Something obviously wasn’t right.
The result
Subsequent phone calls led us to realise we had a genuine strategic issue, and this led to a change in the brand and entire launch strategy. We not only launched with a much more successful strategy, but we showed the nationwide team how much their input mattered to us.
Verbate saved us potentially $1000s for what really was a very small, quick exercise. I can’t recommend enough the power of the platform for organisations with nationwide teams.
I can’t recommend the power of Verbate enough to nationwide or global teams.