Powerful Reasons PRM Programs are Transforming Agriculture in 2024 and Beyond

Adoption of PRM programs enables digital transformation for even the most traditional agriculture businesses.

1. 2024 and Beyond: Why Agriculture is Embracing PRM Programs

Partner Relationship Management (PRM) programs are an emerging trend in the
agriculture industry. These programs use technology and data to strengthen
relationships between agricultural companies, retailers, dealers, and farmers.PRM
platforms provide tools to manage loyalty incentives, tailored communications,
and data analytics. They help agricultural companies build tighter engagement
across their distribution and grower networks. Adoption of PRM programs enables
digital transformation for even the most traditional agriculture businesses.
In recent years, agriculture companies have increasingly seen value in
implementing PRM strategies. These technologies align well with agriculture’s
complex, interlinked supply chains between suppliers, distributors, retailers, and
growers. PRM programs allow businesses to leverage the unique data relationships
in agriculture to improve loyalty and sales.
Looking ahead, industry analysts expect rapid increases in PRM investment in
agriculture. As the digital revolution continues, more companies will adopt tech-
driven relationship management. PRM promises to be a key strategy for agriculture
businesses to gain competitive advantage in the 2020s.
In this article, we’ll discover:
• How PRM Programs Work?
• Benefits of PRM for Agricultural Companies
• Benefits of PRM for Retailers & Dealers
• Benefits of PRM for Farmers & Growers
• Trends of PRM in Agriculture
• Best Practices
• Challenges & Limitations
• The Future Outlook

2. How PRM Programs Work?
Partner Relationship Management (PRM) programs utilize advanced technologies
to drive personalized engagement between agricultural companies,
retailers/dealers, and farmers/growers.
At the core of PRM platforms is the ability to uniquely track and identify agricultural
products as they move through the supply chain. Seed bags and chemical
containers are encoded with unique digital signatures that can be scanned and
tracked from manufacturing to end use. This provides visibility into product
movement and allows for targeted communications based on purchase data.
Sophisticated data analytics and digital marketing technologies enable ag
companies to deliver personalized and relevant content to retailers/dealers and
farmers/growers based on their interests and behaviors. For example, a farmer who
purchases a specific seed variety could receive tailored communications about
optimal planting techniques and complementary chemical products.
By leveraging purchase data and digital channels, PRM programs enable ag
companies to identify their most loyal and profitable customers. These individuals
can then be incentivized through targeted promotions and rewards programs
designed to deepen engagement over time.
The use of tracking, encryption, data analytics, and digital communications allows
PRM platforms to revolutionize how ag companies connect with their distribution

3. and grower networks in a personalized and contextually relevant manner. This
drives greater loyalty, engagement, and ultimately sales.
Benefits for Agricultural Companies
Partner Relationship Management (PRM) programs provide significant benefits for
agricultural companies looking to drive engagement across their supply chain. By
implementing a digital PRM solution, agricultural companies can:
1. Drive Retailer, Dealer and Farmer EngagementPRM programs allow
agricultural companies to offer targeted incentives and rewards to retailers,
dealers, and farmers. This fosters greater engagement as partners are
motivated to meet goals in order to earn rewards.
2. Consolidate Market EngagementWith a centralized PRM program,
agricultural companies can align all their partners on shared objectives and
incentives. This unified approach leads to more coordinated and optimized
market engagement across the board.
3. Increase Loyalty and IncentivesPRM platforms allow agricultural companies
to offer personalized incentives and communications tailored to specific
partner segments and behaviors. Partners feel valued through relevant
rewards, driving greater loyalty over time.
The data-driven approach of PRM programs enables agricultural companies to
incentivize desired partner behaviors from farm to table. By digitally managing
partner relationships through a centralized system, agricultural companies can
transform engagement across their value chain. The result is a consolidated view of
the market and increased ability to drive partner performance. As PRM adoption
expands, leading agricultural companies will leverage these solutions to
strengthen competitive positioning.
Benefits for Retailers and Dealers
Partner relationship management (PRM) programs provide significant benefits for
agricultural retailers and dealers. By participating in a PRM program offered by a
supplier or manufacturer, retailers and dealers gain access to personalized and
targeted digital communications and promotions.
Retailers and dealers receive customized communications based on their business
relationship, purchase history, and goals. These personalized messages help drive
engagement by focusing on the most relevant products, services, and programs.
PRM platforms utilize data and analytics to segment retailers and dealers, enabling
suppliers to tailor offers and incentives.

4. Digital rewards and incentives are a major advantage of PRM programs. Retailers
and dealers can earn points, credits, or other benefits for purchasing and
promoting specific products. These incentives are tracked and administered
digitally through the PRM platform. Suppliers gain insights into which rewards drive
the most engagement.
With PRM programs, retailers and dealers may receive exclusive offers, discounts,
and promotions for achieving certain sales volumes or growth targets. These
incentives aim to motivate continued loyalty and higher purchase levels. The
incentives can also encourage retailers to promote or recommend particular
products and brands to farmers and growers.
By connecting directly with retailers and dealers through targeted communications
and digital rewards programs, agricultural companies can strengthen engagement,
increase mindshare, and ultimately drive sales through distribution channels. PRM
gives retailers and dealers compelling reasons to partner with suppliers and
promote their preferred products.
Benefits for Farmers and Growers
Farmer and grower engagement is critical for agricultural companies to succeed.
PRM programs enable companies to better reach and incentivize farmers and
growers by providing personalized promotions, loyalty programs, and tailored
communications.
Some key benefits PRM programs offer farmers and growers include:
1. Improved engagement from agricultural companiesWith PRM platforms,
companies can gain data-driven insights into farmer needs and preferences.
This allows them to deliver more relevant, timely information and offers.
Farmers feel valued through personalized outreach and rewards.
2. Access to personalized promotions and loyalty programsPRM systems allow
agricultural companies to develop targeted incentive programs for farmers.
Growers can receive special deals on products and services they use the
most. Loyalty programs reward brand commitment over time through points,
status tiers, and other benefits.
3. Recognition for brand commitmentPRM programs give farmers visibility into
their purchasing history and engagement with a brand. As growers conduct
more business with a company, they can achieve elite status, recognition,
and rewards. This recognition boosts loyalty.
4. Streamlined experienceWith PRM apps and portals, growers have a
centralized hub for managing all their agribusiness relationships. This

5. simplifies the experience of finding deals, tracking rewards, and redeeming
offers.
By implementing PRM strategies, agricultural companies can digitally transform
how they interact with farmers. Growers benefit through more personalized,
engaging relationships with the brands they rely on.

PRM in Agriculture Adoption Trends
The agriculture industry is expected to see a major increase in Partner Relationship
Management (PRM) program adoption by 2024. As retailers, dealers, farmers, and
growers continue to digitalize their operations and interactions, PRM programs
provide an immense opportunity for forward-looking agriculture companies to
better connect with their distribution networks.
According to industry research, PRM program adoption will rise rapidly over the
next two years across the agriculture sector. Companies that harness PRM early on
can gain a competitive edge by consolidating and optimizing their partner
engagement. With the ability to directly incentivize, reward and communicate with
retailers, dealers, and growers at scale, PRM allows companies to drive greater
loyalty, brand consistency, and overall performance.
The agriculture companies that leverage PRM programs in the near-term will be
best positioned to maximize their position in the 2024 marketplace and beyond. By
integrating smart digital marketing and loyalty technologies into their partner

6. networks, agriculture brands can foster deeper engagement across the supply
chain. As PRM capabilities grow more sophisticated, companies should
increasingly view these platforms as a core component of their go-to-market and
distribution strategies.
The coming years will see top agriculture enterprises separate themselves by
making PRM central to their partner relationships and market access. With
personalized incentives and communications, PRM allows brands to digitally
transform their retailer, dealer and grower interactions for the digital age.
Agriculture companies that capitalize on PRM’s potential now will drive
sustainable competitive advantages as the industry continues adopting these
loyalty and marketing technologies.
Implementation Best Practices
Agricultural companies looking to implement effective PRM programs should focus
on several key best practices:
1. Digitalizing Retailer and Dealer Networks
• Migrate retailers and dealers to digital platforms and apps to enable
real-time communication and data collection. This forms the
foundation for personalized and targeted incentive programs.
• Leverage AI and machine learning to gain insights from retailer and
dealer data to understand their needs, challenges, and motivations.
This enables fine-tuning of incentives.
• Build digital profiles of each retailer and dealer to track their
engagement across channels. This provides a unified view for
targeted incentives.
• Enable retailers and dealers to easily track and redeem incentives
digitally through their accounts and apps. This streamlines the
experience.
2. Effective Incentive Design
• Incentives should be personalized and relevant to each
retailer/dealer. Leverage data insights to determine the optimal
incentive mix.
• Balance short term and long term incentive goals. Use a mix of
immediate discounts and rewards with longer-term loyalty programs.
• Structure tiered incentives to motivate higher engagement levels.
Establish clear objectives and reward levels.

7. • Offer a diverse incentive portfolio including discounts, rebates,
rewards points, trips, events, and more. Cater to different
motivations.
• Track incentive performance and continually optimize based on data.
Iterate on poor performing incentives.
3. Omnichannel Approach
• Meet retailers and dealers wherever they want to interact – website,
app, email, social media, and in-person.
• Maintain incentive program consistency across interaction channels.
Allow progress across channels.
• Provide a seamless experience as retailers/dealers switch between
channels. Maintain unified profiles and data.
• Enable retailers/dealers to redeem incentives through their preferred
channel. Provide flexible options.
• Coordinate messaging and communication across channels. Deliver
consistent branding and content.
Challenges and Limitations
Implementing a Partner Relationship Management (PRM) program has some
challenges and limitations to consider:
1.
1. Initial Setup Costs
• Developing and launching a customized PRM platform requires
upfront investment. Companies need to budget for software
costs, integration with existing systems, as well as design and
rollout.
• While PRM solutions are available off-the-shelf, agricultural
companies will likely need custom development to meet their
specific business needs. This development work doesn’t come
cheap.
• Companies also need to factor in expenses like training,
change management, and addressing any internal resistance
or lack of buy-in during the transition.
2. Ongoing Management Overhead

8. • PRM programs require ongoing staffing to manage the platform,
analyze data, and continuously optimize the system. Dedicated
personnel represents a real cost.
• As the program evolves, new features or modules may need to
be added, creating additional costs down the road.
• Maintaining integrations between the PRM solution and other
internal systems takes effort and overhead too.
3. Data Privacy Concerns
• Collecting and managing data on retailers, dealers, and
farmers raises potential data privacy issues. Proper consent
and transparency is critical.
• Hacking or unintended data leaks containing sensitive
information could seriously damage trust in the program and
the company overall.
• Local data privacy regulations may impose limitations or
requirements around data handling that add complexity.
• Any perceived misuse of data could prompt backlash from
participants. Maintaining high ethical standards is imperative.
Proceeding with realistic expectations around these challenges will help ensure a
smoother and more successful PRM program implementation. With proper
planning and resources, the limitations can be effectively managed.

9. PRM in Agriculture – The Future Outlook
The future of PRM programs in agriculture looks bright, with expanded capabilities
on the horizon leveraging cutting-edge technologies like artificial intelligence,
augmented reality, and the Internet of Things.
As PRM platforms incorporate more sophisticated AI and machine learning
algorithms, they will gain the ability to analyze ever-growing amounts of data from
smart agriculture equipment and provide even more personalized and targeted
recommendations and incentives to users. For example, imagine a scenario where
soil moisture sensors communicate with the PRM system, allowing it to detect
drought conditions in a farmer’s fields and automatically issue a targeted rebate
offer for irrigation equipment upgrades.
Augmented reality also presents exciting opportunities to take PRM programs to
the next level. AR could allow agriculture retailers to provide virtual
demonstrations of equipment to farmers right on their own property, with the PRM
system tracking engagement and issuing rewards. Equipment makers could
provide customized AR manuals and tutorials tied directly to a farmer’s purchased
equipment.
The proliferation of smart agriculture equipment and sensors as part of the Internet
of Things will continue generating vast troves of data to feed into PRM platforms.
This will enable them to glean deeper insights into equipment usage patterns and
refine predictive analytics capabilities. The data can also facilitate features like

10. predictive maintenance notifications and automatic dispatch of service
technicians when needed.
In summary, the future of PRM programs in the agriculture industry will hinge on
harnessing emerging technologies to deliver ever-more customized and contextual
recommendations, incentives and experiences to users. Companies that lead the
way in innovating with AI, AR and IoT integration will gain a substantial competitive
advantage. The next generation of PRM promises unprecedented personalization
and value generation capabilities to strengthen relationships across the agriculture
value chain.
Ready to Cultivate Stronger Connections in your Agriculture Network?
PRM programs are an innovative way for agriculture companies to build stronger
relationships with their distribution partners and farmers. By providing mobile
loyalty programs and digital incentives, companies can more effectively engage
retailers, dealers, and growers.
Explore the possibilities with our tailored PRM solutions.
Contact us today to revolutionize your partner relationships and grow your
agricultural business together!