Technology & Innovation

Digital disruption down on the farm: Q&A with MONSANTO’S Anthony Osborn

December 12, 2016

Global

December 12, 2016

Global
Our Editors

The Economist Intelligence Unit

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Monsanto is a 115-year-old provider of chemicals and agricultural products, with $13.5 billion in annual sales and 21,000 employees in 66 countries. In 2013, Monsanto decided to build a digital agricultural service through the acquisition of a start-up called the Climate Corporation This follows a broader trend of longstanding companies adding digital services to their business portfolio.

Anthony Osborne is a 25-year veteran of Monsanto and is now Vice President of the digital services subsidiary.  He spoke with the Economist Intelligence Unit about the challenges of managing a digital business alongside Monsanto's traditional portfolio. This is one of a pair of Q&As on how companies are reorganising as they manage digital disruption.

 

Q: What digital services has Monsanto added to its business portfolio?

 

A: We provide data services to help farmers increase crop yields and reduce expenses. Our Climate Corporation business gathers information on soil conditions and weather patterns from sensors on farm equipment, satellites and other sources. Using data analytics and modeling, we develop a detailed view of fertility conditions that helps farmers decide what seeds to plant, how many to plant and how much water to use in each 10-by-10 meter section of a field.

 

We chose these particular services because seed selection and planting are two of the biggest contributors to crop yields.  And an agricultural data service would leverage Monsanto's expertise in seeds and genetics, as well as its relationships with farmers and agricultural retailers.

 

At the same time, a lot of our competitors were chasing digital agriculture. We knew it would be good for our broader business if we could offer a new service that would drive a better outcome for our customers.

 

Q: How does the digital business coexist with Monsanto's traditional seed business?

 

A: Strategically, the two businesses complement each other. Both have a great deal of insight and data on fertility, seeds and seed selection. Even before acquiring Climate, Monsanto was using digital technologies such as predictive modeling to assess the potential of various seed cross-breeding combinations. We saw Climate as an opportunity to take that digitisation down to the field level of any given farmer.

 

However, the businesses operate separately, for a number of reasons. For one thing, it’s just a different business--with different product lifecycles, different capability requirements, different cultures. 

 

Separation makes sense from a customer perspective, too. Farmers in the United States plant three different brands of seeds, on average. They want a data service that works across all those brands. If we went to market as a Monsanto-branded service, they would wonder if our data science tools can be trusted with seeds from other suppliers.

 

Maintaining a distinct corporate identity also helps assuage farmers’ data privacy concerns. All customer data is held at Climate Corp., and we don't share it with the parent corporation.

 

Another benefit of separation is the flexibility to form outside partnerships. It's easier for Climate to forge alliances with other agricultural companies that might hesitate to pair up with Monsanto.

 

So we have our own marketing, our own sales support and our own customer service arm within Climate, self-contained. We don't use Climate to leverage sales of Monsanto seeds. Of course, there's some overlap--both companies sell through agronomists and agricultural retailers, and our seed sales reps discuss Climate products with customers.

 

That said, Monsanto and Climate do collaborate in some areas, such as research that generates data useful to both companies. Also, Monsanto provides Climate with agronomy capabilities to conduct field studies.

 

Finally, there's also an element of competition. Monsanto's legacy and digital businesses sometimes compete for talent, and they vie for funding through Monsanto's corporate budgeting process. But Climate hasn't had any trouble getting the capital it needs to grow.

 

Q: How does your digital business differ from your traditional business?

 

A: They differ in significant ways, starting with the speed and tempo of activity. In R&D, for example, Monsanto has a heavily regulated biological research process. Product development cycles run as long as 10 years. As a Monsanto marketing executive, I knew what I'd be selling for any given growing season three years beforehand. At Climate, we measure product development cycles in weeks. We're continually beta-testing, tweaking, releasing and iterating new products based on real-time feedback from customers.

 

Commercially, Climate Corporation operates on a subscription model, while Monsanto sells products through various intermediaries in a very traditional retail model. 

 

There are cultural differences, too. Climate is a software company that emphasises collaboration and responsiveness over formality and process. Our average employee is about 10 to 15 years younger than the average Monsanto worker. Our people work in open spaces, using video conferencing and document collaboration tools to connect working groups across multiple locations.  Monsanto is a connected company, too, but it's also traditional, with offices and more formal processes.

 

 

Q: What new capabilities and skill sets does your digital business require?

 

A: Monsanto is very strong in agronomy, and Climate has tapped into those capabilities. But you need data scientists and software engineers to deliver digital agriculture tools. So we hire people with those skills, the same folks that Google and Facebook recruit.

 

How do we compete with them for talent? We have offices in all the traditional software hotbeds--downtown San Francisco, Seattle. Our offices in Chicago are right across the street from Google.  We pay well, and give our people the best technology to work with. Work-life balance is very important here--we don't chain people to their desks.

 

The main recruiting challenge is getting them in the building. One tactic is to bring people to our offices for hack-a-thons. Once we get people in, they see that the problems we're solving are related to some of the biggest global challenges, such as climate change and producing more food with less environmental impact. That attracts people who are mission-focused.

 

Q: What are the biggest challenges you've faced in building a digital business, and how are you meeting them?

 

A:  Early on, we discovered that customers are extremely sensitive about their data. That's a big hurdle when your business is based on collecting data from customers. Farmers were very skeptical at first. They wanted to know where their data would go, and they wanted control over how it would be used. So we spent a lot of time with farmers talking about that topic openly. We established a guiding principle that the data belongs to the farmer. We even allow farmers to delete their data from our system. 

 

Getting data into our system was another early challenge. We learned that farmers don't want to spend a lot of time entering data, even when they can use mobile devices. So we automated the process through an agreement with John Deere (the farm machinery manufacturer) that provides direct connectivity to the farmer's equipment.

 

We've also learned that we can't invent everything ourselves. Farmers want choice and a variety of different tools.  That’s why we've opened our platform, allowing farmers to upload data from other technology providers into their Climate Fieldview accounts. Information flowing in from other sources helps the farmer make better decisions, and helps us improve our product.

 

For me, it's been really exciting to see farmers embrace this technology. As a kid who grew up on a farm, I'm amazed at how dramatically the farm has changed.

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