SPARK
Inspirational idea
Analyses and facts just a click away: Our new SPARK platform brings together key figures and news from marketing and sales in one central location – enabling greater transparency, time savings and better decisions.
Everything at a glance: the main page of the SPARK analytics platform
What are direct sales in my country or region of responsibility? How is the customer visit performance – are we focusing on visiting high potential customers? SPARK provides quick answers to general questions like these and goes beyond that to enable marketing and sales steering.
“Until now, gathering together sales, marketing or digital farming data from different locations and data sources could be very time-consuming,” says Artur Dohel from the Commercial Analytics team of GMC. Now, SPARK (short for Sales & Market Projections, Analyses, Reports & Knowledge) will make that a lot easier as a single source of truth within the new cross-crop customer centric setup. “SPARK brings together sales and marketing analytics across all crops. This enables KWS colleagues around the world to take better decisions every day,” adds Mario Klass, Head of ExH Customer Management & Sales Effectiveness.
Maximilian Deutsch, our Head of Digital Farming Solutions, cites our digital consulting platform myKWS as an example. “SPARK enables immediate visibility into developments in myKWS usage.” For instance, you can see the number of registered farmers and the most commonly planted crops. “The data can be directly aligned with marketing and sales initiatives as needed.”
Luisa Hennemann, Head of Marketing Cereals, also sees this advantage: “We now have a platform that connects sales and marketing KPIs and reporting. New reports such as campaign and sales reporting create transparency, improve understanding between sales and marketing, and help to target marketing campaigns with even greater precision. SPARK thus brings sales and marketing closer together.”
From the main page into detail
The platform “is conveniently accessible via a single link and is systematically organized with comprehensive information,” says Maximilian. The main page is divided into clear sections. If you want to dive deeper into a topic like marketing, sales and visits, digital farming, market data, newsletters, or simply be updated on the most recent news from the agricultural world, you can call more details at a click. If you want to access sensitive data, you can request permission from the persons in charge.
The team worked on the analytics platform in a close collaboration with numerous KWS colleagues, who contributed their different perspectives from data analytics, marketing and sales. “We integrated existing reporting and added some new ones, but this is just the starting point: The platform is going to be updated and improved further,” says Artur.
And it’s about more than just providing content: “Our goal was to develop an understanding of the global needs for SPARK and foster a cross-crop way of thinking so that one Business Unit or market can also benefit from the content and experience of the entire organization,” usays Artur. To promote this exchange of ideas, internal messages from the newsletters and external news and market data are also integrated, for example. “Ultimately, we want to help ensure decisions are made on the basis of reliable data.” |
Interested in the platform but don’t have access yet? Please contact:
Artur Dohel
Igor Ostapchuk
© KWS SAAT SE & Co. KGaA 2025
