Transforming commercial capabilities at Nufarm

Client need

Nufarm is a global crop protection and seeds technologies company that helps farmers and businesses meet the global challenges of food, feed, fiber and fuel production. Nufarm brings their proven agility, capabilities and partnerships to help customers in a rapidly changing world. Commercial Excellence is recognized as a core lever in driving value for Nufarm’s customers and shareholders and in particular ensuring that their commercial teams develop and foster the capabilities needed today and into the future. 

Nufarm partnered with BTS to create a Commercial Capability Framework—a comprehensive, global platform designed to support and foster capability development and deepened customer insights. The goal: empower teams to deliver consistent, high-impact results while driving deeper customer engagement. 

Solution 

The BTS-designed Commercial Capability Framework was delivered through a structured, multi-modular program that engaged approximately 500 commercial professionals across North America, Europe and APAC. Tailored to meet the needs of diverse roles, the program provided learning paths for all Commercial Excellence teams—including leaders and field teams in sales, marketing, and customer service.  

The program featured six core modules—Sales Excellence, Sales Leadership, Business Acumen, Key Account Management (KAM), Campaign Management, and Pricing—each available in multiple languages to deliver global common practices while allowing for adaptation to local market realities. Key elements included: 

• Interactive business simulation:
  This customized Go-To-Market (GTM) simulation allowed leaders to test operational and strategic decision-making skills in a risk-free environment. Participants evaluated various GTM strategies, gained insights into financial and operational metrics, and developed actionable, market-specific strategies – balancing short-term tactical decisions with the long-term strategic thinking essential for sustainable growth. 

• Leadership coaching program:
  Targeting commercial leaders, this program focused on coaching techniques to drive behavioral and cultural change. Through workshops, one-on-one and peer learning sessions, leaders enhanced critical skills such as active listening, empathy, and strategic communication. 

• E-Learning modules:
  Short, self-paced modules reinforced key skills and common commercial language across teams. Designed for quick accessibility, these interactive modules served as refreshers for existing teams and supported the onboarding of new joiners. Embedded quizzes and video scenarios assessed comprehension and delivered real-time feedback. Participant data was also integrated into the framework to support ongoing refinement and continuous improvement. 

• Strategic conversations program:
  Designed for sales teams and account managers, this initiative aimed to elevate the quality of customer interactions – making them more impactful with both existing and new clients. AI-supported feedback tools and conversational techniques helped participants to better balance operational discussions with strategic customer priorities. The program is set to expand to other commercial team members to drive broader alignment. 

The program rollout was aligned with the fiscal planning cycle, enabling teams to integrate learning into yearly strategic kickoffs. Regional capability leads tailored the delivery to meet local needs, ensuring relevance and engagement at every level. 

Results 

Each phase of the program was evaluated using Kirkpatrick’s Four Levels of Evaluation—measuring participant satisfaction, learning outcomes, behavioral change, and business impact. Feedback enabled ongoing refinements, ensuring the program remained aligned with the organization’s strategic priorities. 

The result: 

• Enhanced commercial and leadership capabilities. 

• Greater consistency in customer engagement and sales processes. 

• Actionable strategies tailored to regional market dynamics. 

Through its partnership with BTS, the organization not only improved its commercial excellence but also empowered its teams to deliver on the promise of “Evolving Ag.”