Most AgriTech companies sell complex products into a fragmented buyer landscape – growers, ag retailers, co-ops, and enterprise food companies each with different purchasing rhythms. Winston Francois builds the outbound engine that feeds your pipeline 12 months out, not 12 days. We embed experienced SDR/BDR operators into your team, run the prospecting motion, and hand your AEs qualified conversations – not spray-and-pray lists.
The Problem
Your sales cycle is 6-18 months but your pipeline is measured in weeks
AgriTech deals – whether you're selling precision ag software, biologicals, or farm management tools – rarely close in a single quarter. But most SDR teams are measured on monthly activity metrics that have no bearing on whether the right growers or ag retailers are actually entering the top of funnel. The result: AEs inherit contacts who aren't decision-makers, aren't in the right buying window, or are just beginning to understand they have the problem your product solves. You can't compress the sales cycle, but you can start it earlier and with better accounts.
Ag buyers don't respond to SaaS-style cold outreach
Generic email sequences written for B2B software buyers fall flat with agronomists, co-op purchasing managers, and independent growers. These buyers are wary of tech vendors, time-poor during planting and harvest, and deeply relationship-driven. An SDR team that doesn't understand when to reach a corn grower versus a citrus operation, or why a co-op's budget cycle runs differently than a retailer's, will burn your domain reputation and your target accounts before your AEs ever get a shot.
You're hiring junior SDRs and spending 90 days ramping them before they produce anything
Early-stage AgriTech companies often hire their first SDR with no playbook, no ICP definition, and no messaging tested against real buyers. That person spends months figuring out who to call and what to say – often during the exact window when a competitor is running a focused campaign into the same accounts. By the time the SDR is producing qualified meetings, the company has often already shifted strategy or the SDR has left. The ramp cost is real and the opportunity cost is invisible but significant.
Your ICP is too broad to build a focused outbound motion
AgriTech spans a huge buyer landscape: row crop farmers, specialty crop operations, ag lenders, input retailers, food companies, cooperatives, and government ag programs. Selling to all of them with the same motion means selling to none of them effectively. Without a tightly defined ICP – by crop type, acreage, technology adoption stage, geographic region, and current pain – your SDR team chases everything and converts nothing. The prospect list is long but the qualified segment is much shorter, and finding it requires market knowledge your SDR team won't develop on their own.
How We Help
We start by auditing your current pipeline data and any outbound activity you've run to date. If you've had SDRs before, we look at what they were targeting, what messaging they used, and where conversations stalled.
From that audit we build the ICP and segmentation framework. In AgriTech this is more granular than most verticals because the same product can be relevant to a 500-acre family farm, a 50,000-acre enterprise operation, and an input retailer covering both – but the messaging, the buyer, and the timing are entirely different.
Once the ICP is locked, we build the messaging and sequence architecture. This means channel selection (cold email, phone, LinkedIn, trade show follow-up, ag media targeting), sequence structure, and the specific messaging angles that speak to how your buyer currently thinks about the problem. We test multiple angles in small batches before scaling any single approach.
Execution is where most agencies hand you a playbook and disappear. We embed. Our SDR operators run the outbound motion alongside your team – or as your team if you don't have one yet. They are on your Slack, in your CRM, on your weekly pipeline calls.
We tie this into your broader growth strategy so that SDR activity informs content, event strategy, and marketing campaigns rather than running in a separate silo. Accounts that don't respond to outbound get retargeted through other channels. Conversations that stall after a first meeting get re-engaged through a different approach. Nothing falls into a dead-lead bucket without a deliberate decision to stop working it.
Measurement is built in from day one. We track the metrics that actually matter – qualified meetings booked per week, meetings-to-opportunity conversion rate, opportunity source attribution, and pipeline contribution at 90 days – not just activity metrics. You see the numbers every week, not in a quarterly business review.
What we deliver
- ICP and segmentation framework – written definition of target segments by crop type, geography, operation size, and technology readiness
- Target account list – curated list of accounts matching ICP with contact maps and priority tiers
- Outbound sequence library – tested email, phone, and LinkedIn sequences by segment and buying stage
- Embedded SDR execution – weekly outbound activity run by WF operators in your CRM and communication tools
- Pipeline reporting dashboard – weekly visibility into meetings booked, pipeline created, and conversion rates by segment
AgriTech buyers don't buy when you're ready to sell – they buy when their season, their budget cycle, and their pain align. Building pipeline means finding buyers 6-12 months before that window, not the month before it opens.
Our Methodology
Our approach runs in a 90-day sprint structure with three phases. The first 30 days are diagnosis and build: ICP audit, target account research, messaging development, CRM setup, and the first test sequences. No outbound at scale until we have a hypothesis worth testing. The second 30 days are test and calibrate: we run sequences into a controlled set of target accounts, measure response rates and meeting quality, and adjust messaging and targeting before scaling. The third 30 days are scale and systematize: we increase outbound volume into the validated segments, build the handoff process to your AEs, and document the playbook so it runs without us if you choose to hire in-house.
Where this differs from a consulting engagement: we don't hand you a strategy and leave. We run it. The operators doing the diagnosis are the same operators running the sequences. When something doesn't work, we know immediately because we're in the tool every day – not waiting for a monthly report to show up in email.
After the initial 90 days, most clients continue in a scaled execution mode where we run a portion of the outbound motion while their internal team handles the rest – or we recruit and train their first in-house SDR hire using the playbook we built. We measure our success based on pipeline created and qualified meetings booked, not hours logged or slides delivered.
How We Work
The first 30 days are non-negotiable groundwork. We audit existing pipeline data, build the ICP, research the first wave of target accounts, and develop messaging. We do not skip this phase to hit a meeting quota faster – bad meetings waste AE time and poison accounts. By the end of month one, we have a target list, a sequence library, and the first outbound campaign queued.
Months two and three are active execution. We're running sequences, booking meetings, joining the first few discovery calls to close the feedback loop, and adjusting the motion weekly based on what we're seeing. You get a short written update every week covering meetings booked, top accounts engaged, and any messaging or targeting adjustments we made.
On the client side, we need access to your CRM, a point of contact who can answer questions about accounts and product positioning within 24 hours, and AEs who will run discovery calls within two business days of a meeting being booked. Slow follow-up on qualified meetings is the fastest way to destroy an outbound program's ROI.
Most engagements run 6-9 months. The first 90 days build the foundation and test the motion. Months four through nine scale what works and build the internal capability to sustain it. At the end of the engagement, you have a documented playbook, a trained team or a hired SDR, and a pipeline that didn't exist before.
- Qualified meetings booked with decision-makers at target accounts
- ICP definition and segmentation that makes future hiring and campaigns faster
- Documented outbound playbook your team can run without external support
If your agritech company needs sales development (sdr/bdr) leadership, we should talk.
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Frequently asked questions
How much does a Sales Development (SDR/BDR) engagement cost for AgriTech companies?
Most engagements run between $15,000 and $30,000 per month depending on the scope of outbound activity, the number of segments we're working simultaneously, and whether we're also running the account research and CRM management. For context, a single experienced in-house SDR costs $70,000-$90,000 in base salary plus benefits, management time, tools, and a 60-90 day ramp before they produce anything.
How long before we see results from Sales Development (SDR/BDR)?
First meetings typically start appearing in weeks four to six, after the ICP is locked, messaging is tested, and the first sequences have been running for a few weeks. By the end of month two, you should have a consistent meeting volume and the beginning of a pipeline view 90 days out.
How does the Sales Development (SDR/BDR) team integrate with our existing staff?
We operate inside your existing tools – whatever CRM you use, your Slack or Teams, your email domain. We're not a separate system you check once a week; we're in your workflow daily.
What makes Winston Francois different from a traditional Sales Development (SDR/BDR) agency?
Most agencies sell you a managed service staffed by junior reps who are running the same playbook for fifteen other clients. They optimize for activity metrics because that's what their contracts measure.
How do you measure ROI from Sales Development (SDR/BDR) for AgriTech?
We track four primary metrics: qualified meetings booked per week, meeting-to-opportunity conversion rate, pipeline dollars attributed to SDR-sourced activity, and average deal size of SDR-sourced opportunities versus other sources. We also track negative signals – unsubscribe rates, account blacklist growth, AE feedback on meeting quality – because a high meeting volume with low quality is worse than a lower volume with strong conversion.
What type of AgriTech company is the right fit?
The best fit is a company that has closed at least five to ten deals and has a working hypothesis about who its best customers are, but hasn't yet built a repeatable outbound motion to find more of them. You need at least one AE or founder who can run discovery calls – we book the meetings, you close them.
