Generating $64.4M in Growth for a Farm Equipment Manufacturer…and One Cow
At a Glance:
- ROI exceeded goal by 27.3%
- Created data-rich profiles for 1,200 sales reps and 550 dealers
- Holy Cow – one participant used his reward points to purchase a cow at auction for his granddaughter
Business Issue
Our agriculture machine manufacturer client needed to drive sales across the board, while also getting to know their customers at the dealer and sales rep levels through better data gathering at the point of purchase.
Key challenges included:
- Driving growth across 12 distinct product lines (not just one category)
- Creating rep-level tracking across a large channel footprint
- Proving meaningful ROI with reliable data and reporting
Our Solution
Motivation Excellence was selected from 16 invited vendors because our team demonstrated the strongest understanding of the industry, the channel dynamics, and the performance opportunities.
We designed a custom, multi-year channel solution for 550 dealers and 1,200 sales reps, anchored by measurable goals, participant activity tracking and targeted engagement. Below is a breakdown of what we did.
Year 1 | Build the program foundation:
- We built rep-level tracking and identified participants
- Established baseline sales data in a custom platform
- Integrated the custom platform with the clients’ warranty system to minimize the learning curve
Year 2 | Launch program and motivate participants:
- We launched the program with regional and product line-specific dealer goals
- Strengthened loyalty and teamwork within the channel
- Drove growth and ROI using tiered incentive rewards
Year 3 | Expand and assess impact:
- We added replacement parts to the program to increase participation opportunities and further grow revenue
- Analyzed multi-year performance data to optimize goals, rewards, and long-term channel growth
The Results
The program exceeded performance expectations and delivered measurable financial impact:
- ROI goal was exceeded by 27.3%
- Generated $64.4M in gross profit for our agricultural manufacturer
Additional Impact:
We built stronger program equity through consistent communications, attainable rewards, and a high-quality redemption experience.
Our personalized rewards are unmatched. One participant even used our Concierge Shopper to redeem his points to buy a cow at auction for his granddaughter’s 4H project!
The tracking systems we put in place gathered critical sales data and analytics, giving leadership clearer insight into sales and ROI opportunities.
