b'best experience possible and access to high-quality seeds. COVID, he says. Everyones gone through that COVID The marketing organization involves a lot of what thefog, and now we live in a different world that still serves MEET SYNGENTAS NEW HEAD overall seed business does, he says. In addition to thefarmers, but now we must approach it a bit differently. To traditional elements of marketing, theres also the producthelp our talent, we must listen better.side, which includes product strategy and product market- From there, it all comes down to knowing the audi-OF NORTH AMERICAN SEEDS ing. When you think about building and operating a seedence youre working within this case, the grower business, the marketing organization is kind of like thecustomerto better anticipate their needs.glue that holds everyone together.Thats the very first step of devising a good marketing But in his new regional director role, there are threeplan, Boeck says. For me, I think thats the essence of things on Boecks mind as priorities for Syngenta in theSyngenta Seeds. Its not complicated: were in the busi-coming year: ness of selling corn and soybean seed to farmers. If youre 1.Unleashing the talent within the organization; going to sell to them and provide service to them, you 2.Creating a modernized seed experience; have to understand them.3.Creating sustainable corn and soybean growth. That means taking to the field to talk and receive feed-We have a great collection of talentsome of theback from customers, but also from the Syngenta team, industrys beston our team, Boeck says. We want tosince many of their talent farms as well. make sure they can all contribute to farmer success at theirTheres nothing like hearing about farmer challenges and best and highest level; but we have to do that by having aabout farmer needs directly from them, Boeck says. really solid execution with the farmer at the farm gate. Were surrounded by an abundance of information In a post-COVID world, Boeck says investing and put- that helps us make good decisions and strategically set ting time into employees has been incredibly important toup the seeds business for the future, Boeck continues. keeping the business running.When youve met one farmer, youve met one farmerHes found that spending more time with employeesmeaning every farmer is different. The reality is that if through employee roundtables has helped to show notwere going to be able to be a great supplier and a great only his visibility, but help him engage more in listeningpartner for farmers, we have to understand their needs. and understanding their needs. That way, we can help our sellers, retail partners and seed Things arent the same today as they were pre- advisors meet those needs as well. JANUARY 2023GERMINATION.CA 37'