Laura A. Heiden Master in Business Communication University of St. Thomas December 18 th, 2007

Does marketing effect sales?

The conflict… Sales people are like cowboys. Marketing people are like preachers. They must work together. Will always struggle to co-exist.

The sales mindset The Independent Cowboy. “Been there, done everything.” “Don’t change what works.” “What the hell do you know about anything anyways?”

The marketing mindset The Preacher “Praise be the brand, and my plan.” “You need to change.” “Let me show you the light.”

How can they co-exist? To succeed, we need a functional relationship. Salespeople need to have confidence that marketing understands. Marketing cannot assume salespeople will embrace their strategies.

What do marketers need to do? Use insight from salespeople to create practical strategies.

The Question Do CROPLAN GENETICS brand marketing strategies positively effect seed sales?

The scenario… Significant sales growth. Increasing need for marketing. Need to gauge effectiveness of marketing tools. Need to collect insight from salespeople.

Strategy to gain sales insight Online survey to retail seed sellers. Promotional incentive. ed survey via district sales managers and posted on invoicing system.

Online survey response Sent to approximately 2000 retail seed sellers. 737 responded. –Over 500 responded within the first 24 hours.

Online survey content Survey categories (# of questions) -Marketing tool usage (12) -Answer Plot ® trainings (4) -Seed guide (4) -Marketing opportunities (3) -Seed industry comparison (8) Total number of questions = 41

I believe using CROPLAN GENETICS marketing tools has enabled me to increase sales volume with existing customers? Discovery #1  88.57% Strongly Agree/Agree

Discovery #2 Which marketing tools have helped you sell CROPLAN GENETICS ® seed to new customers? Marketing Tools% of Total Seed Guide69% Answer Plot Grower Sessions57% Field Signs & Other Signage49% Promotional Items (caps, jackets and other logoed items) 30% Direct Mail Postcards15% Advertising (print, radio, and outdoor billboards)12%

Discovery #3 The CROPLAN GENETICS ® seed guide is the best seed guide available in the industry.  86.27% Strongly Agree/Agree

Discovery #4 In your experience, what is the biggest challenge in selling to growers who have not purchased CROPLAN GENETICS® seed from you before? Select all that apply. Challenges% of Total Brand Perception75% Price38% Product Performance Data35% Narrowing the list of available products26% Financing Tools14%

The Answer When utilized, CROPLAN GENETICS marketing tools are increasing sales.

The Answer Traditional marketing tools are most useful. Brand perception is sales biggest challenge when selling to prospects. Sales can provide valuable insight for marketers.

What has been done since the survey? Increased sharing of ideas between marketing and sales -More focus groups -Sales feedback on large marketing projects Increased brand awareness activities -National direct mail campaigns -Development of a brand character, “Dan – The Answer Plot Man”

Dan and the soybean supply

Dan went ice fishing

Dan in South Dakota

Dan in Paris

The Answer At CROPLAN GENETICS ® seed, the cowboys and the preachers are in partnership.