Bayer Crop Science

Marketing Management System

Sherpa worked with Bayer Crop Science to plan and manage an innovative on-demand marketing management system to provide sales reps with the customizable tools they need to get the job done, without any of the guesswork.

In 2015, Sherpa launched the annual Marketing on Demand program developed for Monsanto. Through a secure, online portal, agronomic sales managers were able to order their marketing materials for each season – those that were relevant to their specific needs. Reps simply placed their orders online within a specific time period, and then marketing materials were printed in bulk to fulfill those orders – reducing unnecessary production and waste. Orders were then picked, packed, and shipped to various distribution points across the country, each labelled with the individual rep’s name and including a packing slip detailing their order. Reps would then pick up their customized marketing materials at their closest distribution point, thus able to begin their sales season with exactly what they needed to get the job done.

The Marketing on Demand Program

The goal was to provide reps the opportunity to both easily order their marketing material online and customize some of their materials. It is also imperative for reps to be able to order and receive their materials – including, for example, crop signs and posts that mark fields growing DEKALB seed – by specific dates in the crop growing season so that marketing opportunities aren’t missed. Producing these professionally designed materials in bulk keeps costs down and ensures that marketing materials stayed true to the brand. By providing each rep with a specific marketing budget, they are able to plan for their sales season. And, if they choose to, reps can order beyond that budget by covering those additional costs themselves.



Educating Managers

When Bayer purchased Monsanto in 2019, they had not used a streamlined marketing materials program like Marketing on Demand. Sherpa trained the new sales managers on the ordering process and what to expect from this new, innovative system.

Producing and Managing Materials

Our design, development, and account management teams were all involved in the implementation of the program, offering high-quality and professionally designed materials made to order.

Sherpa both sourced and produced all of the customizable marketing materials for Bayer sales reps, as well as managed the materials’ storage, order fulfillment, and shipping. We ensured a smooth process for each rep by contacting them with order tracking information, providing order and status reports to Bayer, and managing both invoicing and budget tracking.

As Bayer didn’t have warehousing options or a distribution centre to store and coordinate all the orders and shipping of skids, Sherpa provided space with adequate docking facilities and arranged economical shipments via truck or rail.

Packaging

The Results

Sherpa’s Marketing on Demand program was successfully introduced to and implemented among new Bayer managers as this new team took over sales territories. We offered 203 unique marketing items for sales reps to order, which were sent to 96 shipping locations across six provinces. In 2019, 82 managers placed 1,950 orders, with a total of 59,191 items ordered.

Bayer reps reported that they were extremely happy that they could order all of their marketing materials at once. They also appreciated that they were able to customize many of the items. By offering bulk pricing, the Marketing on Demand program also saves money, as reps no longer had to produce limited quantities on their own.

Through our project and logistical management, Bayer can rest assured their reps will receive the customizable materials they need to do their job efficiently and effectively.

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