Collaboration is key to sales and marketing wins

Published: May 01, 2024

When it comes to sales and marketing, our Commercial group is at the top of its game.

Since launching Smart Nutrition MAP+MST in 2020, we’ve consistently increased production and sales, and 2023 was a banner year, with a 118 percent increase in Canadian sales and a 156 percent increase in US sales from the previous year. The same goes for ESN (Environmentally Smart Nitrogen) – in 2023, we achieved a 72 percent increase in Canadian sales and an 18 percent increase in US sales.

“I believe that our Sales team, marketing representatives, Lyle Cowell, Senior Agronomist, and Suzanne Fletcher, Marketing Manager, are directly responsible for this increase,” says Todd Latimer, Director, Sales, Canada. “The team at our Phosphate facility in White Springs also plays an integral role. Over the years, they’ve worked hard to improve the quality of the product while also ramping up production to meet growing demand.”

Achieving this type of growth in such a short period of time is a testament to the collaboration between our Commercial, Operations, Innovation and other key stakeholder groups.

“Our Sales, Marketing and Agronomy teams have been working closely with ag retailers, as well as national accounts and independent customers in the US to help grow the business,” says Stephen Johnson, Senior Manager, Ag Specialties East.

“Achieving this type of growth in such a short period of time is a testament to the collaboration between our Commercial, Operations and Innovation teams developing sustainable products that meet the need of our customers throughout North America,” says Derek Hardy, Vice President, North American Fertilizer.

In the marketing department, our team has also been busy taking home awards.

“The team has worked hard to create campaigns designed to inspire customers to want to learn more about our premium technology fertilizer products, understand the benefits and include them in their fertility management programs,” says Suzanne Fletcher. “The success of these campaigns is a group effort and couldn’t be accomplished without the support and commitment of the entire team. These awards demonstrate what dedication and teamwork can produce.”

2023/2024 National Agri-Marketing Awards

  • First place: Billboards or other outdoor ads – ESN billboard campaign
  • First place: Exhibits – Farm Progress Show
  • First place: Internet website directed at farmers, ranchers or growers, and all others serving agribusiness – eKonomics website refresh
  • First place: Email marketing – ESN, eKonomics and Smart Nutrition MAP+MST automated marketing (monthly e-blast newsletters)
  • First place: Digital tools – Smart Nutrition MAP+MST learning modules (1-5)
  • Merit award: Billboards or other outdoor ads – Smart Nutrition MAP+MST billboard campaign
  • Merit award: Audio/video feature or testimonial – ESN testimonial featuring Heath Cutrell

2023 Canadian Agri-Marketing Awards