B2B customer expectations have aligned with their expectations in everyday life. The convenience that digital could bring to the sales relationship and product adherence efforts was important to securing long-term loyalty and growth.

An extensive research effort including surveys and ethnographic farm visits informed the north star vision and design thinking efforts.

The work culminated into a 2-year innovation and transformation roadmap that took into consideration key aspects from sales & marketing, relationship management, product adherence, and in-field digital products.