AGCO Harvests More Sales with BigMachines

AGCO Harvests More Sales with BigMachines

AGCO is a leading global manufacturer of agricultural equipment, offering a full product line of tractors, combines, hay tools, sprayers, forage, tillage equipment, implements, and related replacement parts. AGCO agricultural products are sold under the core brands of Challenger, Fendt and Massey Ferguson and are distributed globally through more than 2,700 independent dealers and distributors, in more than 140 countries worldwide.

The Challenge

AGCO was facing a challenge – how to automate the order process and control pricing and quoting within their vast network of North American dealers? Dealers were using PDF, paper, and CD copies of price lists to manually configure equipment orders – a lengthy and cumbersome process. Dealers often used out of date pricelists when submitting orders, even though the pricelists were updated regularly. With dealers using such disparate, manual quoting processes, errors naturally occurred. AGCO’s challenge was to provide their dealers with a cohesive configuration, quoting and ordering process, while at the same time, exerting control over how and what was being quoted.

AGCO also sought to increase its competitive edge by empowering customers and prospects to configure their own tractors and related equipment online. Research has demonstrated increased benefits to allowing customer access to list pricing and product options, as part of the purchase decision process. Previously, AGCO customers and new prospects did not have access to relative pricing information or the ability to see available options to determine what would best fit their needs.

AGCO developed the following objectives to optimize efficiency and increase sales:

  • Streamline and standardize sales processes and pricing data for dealers
  • Increase quote and order accuracy while reducing turnaround time
  • Provide an intuitive way for customers to research AGCO products, choose their options, and locate and request a quote from a dealer
  • Increase opportunities for up-sells and add-ons
  • Reduce the number of personnel needed to support the order process
  • Give dealers direct control of the order process
With these goals in mind, AGCO researched several vendors and chose BigMachines to streamline their entire inquiry to order process. AGCO implemented three main components of the BigMachines Selling Platform; specifically BigMachines Sales Engine, BigMachines Channel Sales Engine, and BigMachines eCommerce Engine. The BigMachines Sales Engine provides AGCO with accurate price and product configuration internally, while the Channel Sales Engine provides this functionality across North American Dealer channels. The BigMachines eCommerce Engine allows AGCO’s customers to configure their own equipment and request a quote directly from a dealer.

eCommerce for a Competitive Edge

BigMachines Implementation





  • Control pricing data for dealers
  • Automate pricing and quoting
  • Increase quote and order accuracy
  • Increase customer accessibility to products, pricing and vendors


Oracle Product and Services

  • BigMachines Sales Engine
  • BigMachines Channel Sales Engine
  • BigMachines eCommerce Engine
  • Oracle JDEdwards ERP integration
  • Improved sales and increased up-selling of optional products
  • Eliminate order errors
  • Reduced quote to order time
  • Increased pipeline visibility

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