Aligning Strategy Across Teams to Deliver Sales-Driven Brochures
To support global sales efforts, McCracken partnered with PTx Trimble to develop a suite of nine brochures to showcase their product solutions tailored to each crop cycle. What started as a request for sales materials evolved into a strategic collaboration between the marketing, product, and sales teams. Together, they aligned on a clear purpose: to communicate the value of PTx Trimble’s complex technology in a more accessible way that resonates with farmers. As a result, the new brochures equipped the sales team with clear, consistent messaging aligned with company goals and tailored to farmers’ needs.
SALES SUPPORT • TECHNICAL WRITING • COLLATERAL DEVELOPMENT
About
PTx Trimble
PTx Trimble is a global leader in precision agriculture, providing innovative solutions that help farmers increase efficiency and productivity. From guidance and steering to input management systems, their technology supports smarter farming at every stage of the crop cycle.
The Challenge
PTx Trimble’s expansive portfolio covers a wide range of technical solutions, which can be difficult to clearly explain to farmers, especially across diverse farming operations and varied growing seasons and crop cycles. The sales team identified a need for materials that could clearly communicate the right solution at the right time throughout a farmer’s year.
The Solution
Throughout the process, the sales, marketing, and product teams provided input and insights, aligning on what mattered most to the audience and ensuring the brochures addressed farmers’ challenges and needs.
From this insight, the goal was to simplify the conversation around PTx Trimbler offerings – not just showcasing products and solutions but contextualizing them within the seasonality of farming. McCracken developed a brochure system where each piece focused on a specific crop cycle and featured relevant technologies, use cases, and visuals.
Implementation
McCracken designed a repeatable brochure template to create clarity and consistency across all nine pieces. Each brochure included approachable technical language, practical product features, and benefits that address farmer challenges, and imagery showing PTx Trimble’s products and solutions in real-world use.
The brochures were delivered in both digital and print formats, enabling the sales team to leverage them in one-on-one conversations, during sales calls, and at industry events throughout the year. The brochures were also shared with regional offices across the globe to be translated into additional languages.
Results
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- Nine brochures aligned with crop cycles and solutions
- Consistent template format for replicated use and future collateral
- Collaboration and alignment between sales, marketing, and product teams
- Multiple translations in progress for use across global regions
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