Tijdens Explore Dynamics CRM presenteerde Bayer CropScience haar CRM-oplossing voor de Agri Business.

1. CRM in Agriculture
Herman Bodewes, CRM Partners
Dr. Arnd Nenstiel, Bayer CropScience

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15. CRM Partners and Bayer CropScience
CRM in Agriculture
Herman Bodewes, Dr. Arnd Nenstiel / 2014-03-27 / Explore Dynamics CRM / CineMec Ede

16. Bayer – Science For A Better Life
Text in Arial Regular 18pt
• First level
• Second level
• Third level
• Fourth level
• Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 28
At Bayer CropScience we serve Agriculture …
…to ensure an ample and affordable supply of high-quality food, feed, fiber and renewable raw materials.
Full year sales: € 8,819m
22,400 employees
> 120 countries

17. An integrated offering of sustainable crop solutions
addresses our customers’ needs
• Integrated Pest
Management (IPM)
• Good Agricultural
Practices (GAP)
• Yield & Quality
• Tradeability
• Convenience
BenefitsChallenges
• Weed, pest &
disease control
• Resistance
management
• Abiotic stress through
climate change
Across the
food value chain
Sustainable
intensification
of agriculture
Contribution to
Food Security
• Higher yield
• Higher quality
• Convenience
• Risk management
GROWER
DEMAND
• On-field
consulting
• Training
• Diagnostic
tools
• Canola
• Cotton
• Rice
• Soybean
• Wheat
• Vegetables
• Microbial
fungicides
• Microbial
insecticides
• Microbial
nematicides
• Herbicides
• Fungicides
• Insecticides
• Seed treatment
products
In our industry
• Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 29

18. With a market leading position comes the
responsibility to shape the future of farming
Lead the Way in
Innovation
Expand
Seeds Business
Enhance
Crop Protection
Strengthen
Customer Centricity
Our 4-pillar-strategy perfectly supports our integrated approach to foster sustainable agriculture
• Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 30

19. One of the Pillars of our Corporate Strategy is
Customer Centricity
Bayer CropScience
Our Offers
Traders
Foodprocessors
Foodretailers
Consumers
Growers
Distributors/
seedcompanies
Retailers
Advisors
Embracing Customer Centricity by co-creating value from seed to shelf
• Understanding and serving interconnected needs of our customers by enhancing customized offerings and
developing differentiating solutions
• Increasing grower orientation and improving channel management practices
• Broadening our successful Food Chain Partnership go-to-market model
… driving Commercial Excellence in Marketing & Sales
• Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 31

20. Assessment of starting situation and transparent
objectives ensure organizational alignment
 No common understanding on the term and benefits of CRM
 A variety of software solutions are currently in place, causing inefficiently high run cost
 Difficult to exchange best practices
 CRM solutions represent only less than 50% of total sales
 No coherent KPIs and measurements for success
 No global steering of CRM initiatives possible
Situation2010
GlobalBCS
CRMProgram
 Avoid complex custom built functionality by using a template approach and standards,
resulting in reduced development, implementation & support cost in order to free up
capital for investment areas
 Quicker exchange of best practices
 Improve Sales Representative efficiency through decreased administration time
 Enable Target Marketing through Campaign Management
 More than 75% of sales covered in 2015
 Coherent KPI’s to measure success
 Accelerate profitable growth by improved customer targeting
• Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 32

21. CRM maturity Business need for technology Solution Solution outline
"Starting" or small
country organizations
 Customer identification and targeting
 Database for mailings
 Simple business processes
Microsoft
Dynamics
 Less functionality than Siebel and
as a result is lower in cost and
easier to maintain in smaller
organizations
 Interfaces with SAP ERP will be
limited to the minimum
Experienced or
complex country
business model
 Multi channel campaigns for individual customer segments with tailored
proposals (growers, channel, influencers)
 Collaborative Marketing with channel (i.e. B2B, "Dorados" in Argentina)
 Advanced Analytics to measure the impact & effectiveness of campaigns
Siebel  Use of Siebel CRM will enhance
integration with the rest of BCS's
application platforms and also
better support many business
process areas
CRM maximizes the (re)use of 2 globally supported technologies covering key business processes
Flexible use of technology to ensure best fit in a
decentralized organization
 Country organizations may choose or migrate solution based on their maturity and organizational capabilities
• Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 33

22. BASE 2.2 (Microsoft Dynamics CRM 2011)
• Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 34

23. • Annual Press Conference • Liam Condon • September 2013Page 35
CONTINOUSLY MONITOR & IMPROVE
Monitor user adoption …
& process adherence
+1°C
TIE CRM KPIs INTO EACH
INDIVIDUAL’S JOB TARGETS
2013: 0.57
2014 : 0.74
2015 : 0.95
BEST-OF-FIT NOT BEST-OF-
BREED TECHNOLOGY
Choose technloogy
carefully to best fit your
organization
Scope functionality on only
what is needed
FOCUS ON PEOPLE
Implement with users in mind
START WITH CHANGE MANAGEMENT
Start to communicate the vision
and benefits early & ongoing
ENSURE SUFFICIENT STAFFING
More than 60 CRM Champions
4,500 Marketing & Sales
employees worldwide
PLAN THE BUSINESS CASE
& ROADMAP LONG-TERM
Don’t look for quick wins only but
endure for the long-term vision
By 2015
+37m
• Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 35

24. Forward-Looking Statements
This presentation may contain forward-looking statements based on current assumptions and forecasts
made by Bayer Group or subgroup management.
Various known and unknown risks, uncertainties and other factors could lead to material differences
between the actual future results, financial situation, development or performance of the company and the
estimates given here.
These factors include those discussed in Bayer’s public reports which are available
on the Bayer website at www.bayer.com.
The company assumes no liability whatsoever to update these forward-looking statements or to conform
them to future events or developments.
• Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27Page 36

25. 13.45 Break-out II CRM for Members: hoe CRM dé oplossing
was voor Sociaal Fonds Taxi
Henk van Gelderen (Sociaal Fonds Taxi) en
Gerwin Bruining (CRM Partners)
Zaal 4
Datakwaliteit in het DELA project Klant
Gerichter Werken
Raymond Aerts (Coöperatie DELA) en
Marco de Jong (IntoDQ)
Zaal 5
CRM-implementatie: 90% change
management, 10% systeem
Jessica Nevels (Royal HaskoningDHV) en
Yuri Ramdhani (CTB xRM)
Zaal 6
Customer acquisition and cross sell at
every opportunity in banking
Özkan Erener (VeriPark) Zaal 7
Business Processes in CRM Ralf van Gellekom (Microsoft) Expotheater
14.30 Pauze Expofoyer
Programma #ExploreDynCRM