Integrating Marketing, Sales and Service

Brian Lime: We’re going to have to look at new ways to do business. We are a wholesale distributor of crop protection products and farm products, and our whole focus over the past decade has been around demand fulfillment. We are shifting to demand creation. That’s more than just sales. It’s marketing. It’s all the other services that go into creating demand for our owners that supply the products to the farmers at the end of the day.