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:
Key elements included:
- Interactive business simulation:
A custom Go-To-Market (GTM) simulation where leaders tested strategic and operational decision-making in a risk-free setting. Participants evaluated GTM strategies, analyzed financial metrics, and created actionable, market-specific plans that balanced short-term wins with long-term growth. - Leadership coaching program:
Aimed at commercial leaders, this initiative developed coaching and communication skills through workshops, one-on-one, and peer learning sessions. It emphasized active listening, empathy, and strategic dialogue to foster cultural and behavioral change. - E-learning modules:
Short, interactive modules reinforced a shared commercial language and provided easy, on-demand access for new and existing employees. Video scenarios and quizzes offered real-time feedback, while participant data informed continuous improvement. - Strategic conversations program:
Designed for sales and account managers to elevate customer dialogue quality. Using AI-supported feedback, participants practiced balancing operational discussions with high-value strategic conversations. The program will expand to other commercial roles to increase 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.”
