Agriculture & Natural Resources
Go-to-Market That Hit Fieldin's Q1 Targets
Chameleon builds segment-specific go-to-market for ag-tech pioneer Fieldin, landing a co-op deal that hit its Q1 targets.
Fieldin
The Client
- Company
- Fieldin
- Website
- fieldin.com
- Industry
- Farming
- Headquarters
- Fresno, US
- Employees
- 51-100
About Fieldin
Fieldin is an agritech company that focuses on providing smart farming solutions to optimize agricultural operations. Founded in 2013, the company aims to revolutionize the way growers manage their high-value crops by integrating smart sensors and data analytics into existing equipment.
The Challenge
Fieldin's digital monitoring and data networks could push agricultural efficiency to a new level and toward autonomous technology, with real potential to transform farming. But like any pioneer, it faced two challenges: demonstrating clear ROI, and breaking through to targets that ranged from small high-value crop farmers to large, vertically integrated conglomerates.
Our Approach
We tailored the approach to each segment. For the small and mid market, we used a grassroots strategy, activating word-of-mouth within the tight-knit high-value crop community. Without a large in-house field sales team, we targeted key influencers and co-op networks to reach their members and run high-impact demos, with a core message focused on farmers' most pressing problem: the scarcity and rising cost of skilled labour. For conglomerates, we brought the transformative potential of autonomy to the fore, paired with account-based marketing to reach the range of decision makers.
The Impact
After a mid-January kickoff, a key cooperative deal led to critical sales that closed in time for Fieldin to hit its ambitious Q1 targets. Fieldin was on track with its growth plan as we transitioned off at the end of Q2.
The Work
Featured Expert
The Chameleon who led this engagement.
Practice Areas
Account ManagementProject Management