Sales + Marketing Asset Performance at a Global Scale



About Toro

Toro celebrated 100 years in 2014, and continues to strengthen their position as a leading worldwide provider of innovative solutions for the outdoor environment—including turf maintenance, snow and ice management, landscape, rental and specialty construction equipment, and irrigation and outdoor lighting solutions. Through a strong network of professional distributors, dealers and retailers—in more than 125 countries—Toro proudly offers a wide range of products across a family of global brands. They help golf courses, professional contractors, groundskeepers, agricultural growers, rental companies, government and educational institutions, and homeowners—in addition to many leading sports venues and historic sites around the world.

"Modus provides a great sales tool, and that alone is something I appreciate because we want to make sure our salespeople have what they need when they need it. But I think Modus provides a powerful marketing tool as well. My team and I rely on the analytics to make better decisions on our marketing content budget."
Karine Watne
Karine Watne Sr. Manager, Marketing Communications + Training | The Toro Company


Reps say Modus increases their effectiveness


Modus mostly eliminates the need for print materials


Modus helped us close a deal in the last 12 months

The Challenge

Toro sells the majority of its equipment through a worldwide network of indirect channels like distributors, dealers, and retailers. This complex sales infrastructure requires a massive amount of content to be produced given the variety of audiences that must be communicated to across multiple languages.  

Toro needed a solution that could not only be the central source of truth for all in-language content, but one that could deliver a user experience based on that user’s geography and sales role.

Additionally, the Toro marketing team needed data about how often each asset was used— and which contributed to closing deals—in order to inform future content creation priorities.


Their Solution

Modus and Toro partnered to develop a fully branded version of Modus called Toro Sales Advantage.

With Modus, Toro was able to easily organize content by groups, regions, and languages. So, if a distributor in France opens the application, and at the same time a dealer in Germany, they both get a unique user experience that caters to their specific needs.

Toro Marketing receives valuable analytics on its sales and marketing asset performance. This allowed them to effectively reallocate budget from content types that were not being used heavily, towards assets that would be.

Static vs. Interactive

Toro used analytics from the platform to help make decisions on resource spend. While PDF resources are still needed, sellers have trended towards more interactive content such as videos, virtual product demos and calculators.

Toro also used Modus to develop interactive content so that their sales reps would have cutting-edge ways to showcase their products. Toro will always want its customers to be able to touch, feel, and experience its products first-hand. But short of that, Toro salespeople use interactive content to drive home the value.