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To maintain market leadership in the fiercely competitive global crop protection market, Bayer CropScience needed to cultivate relationships with all key market participants. Traditionally, the company's trade channel contacts had formed the backbone of the business; however, Bayer CropScience saw the need to broaden the focus of its activities to encompass all relevant stakeholders in the market. Using Oracle's Siebel Pharma, Bayer CropScience has created a Customer Relationship Management (CRM) solution that enables individual country subsidiaries to form a single, unified view of the company's entire audience - the channel, farmers, agricultural advisors, food suppliers, and food processors.

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