Nufarm and Attention CRM Consulting: From Doubt to Unity – Doubling Growth with Salesforce

About Nufarm
Nufarm is a global crop protection company, providing innovative solutions to help farmers protect their crops and maximize yields. In Hungary, Nufarm has been a key player in the agricultural sector, supplying products and expertise that support sustainable and efficient farming practices.

In 2021, Nufarm Hungary was still just one of many crop protection companies, operating routinely with modest ambitions. Its first attempt at implementing Salesforce ended in failure: the system was seen as an added administrative burden, the sales team was wary of the technology, and reluctant to share their carefully guarded customer relationships.

The turning point came in 2022. With a change in leadership, new strategic goals were set: shake up the market, strengthen the team, and above all, multiply results. Attention CRM Consulting played a key role in this transformation, supporting the reimplementation of Salesforce as a local partner – tailored to real business needs, with Hungarian-language support and dedicated consulting.

A Fresh Start – Salesforce Implementation 2.0

Nufarm’s second attempt was built on an entirely new foundation: it wasn’t faith in the CRM system that changed, but trust across the entire organization. Employees believed in the shared vision, and Salesforce became a true business asset.

Key steps included:

• 360-degree customer view: all customer data, relationships, and interactions consolidated in a single system.
• Complete customer history tracking: sales and marketing teams can access past activities and interactions in real time.
• Mobile and laptop access: giving the sales team far greater flexibility in the field.
• Regular reporting, Chatter communication, ongoing training, and a dedicated CRM coordinator to ensure continuous improvement.
• Hungary as the pilot country for Marketing Cloud, enabling cleaner mailing lists, database building, and GDPR-compliant digital campaigns.

Results – Building the Foundation for Doubling Growth

The Salesforce rollout not only created stable operations but also a springboard for Nufarm’s ambitious goals. In recent years, the company has strengthened its market presence with a refreshed brand, a growing team, and more dynamic communications.

Thanks to CRM adoption:

• the cultivated area and number of farmers served has increased,
• the reseller network has expanded,
• and sales efficiency has improved significantly.

The medium-term goal of doubling performance across all areas is no longer just a vision—it’s a strategy backed by tangible, measurable results.