How long did it take for you to start seeing results?
I would say we started to see results almost immediately. You start seeing the results in terms of the conversations you are having, and then you start seeing incorporation of products. We had a phenomenal 2014. Off the charts. The dairy economy helped—it was a factor in it. I think our execution, our messaging, and our positioning all contributed to an outstanding year.
Can you share how the ODI-based market strategy impacted your revenue growth?
I’ll say we grew revenue greater than 30% and the ODI process played a significant role in that growth. Every one of our products had double-digit growth.
In addition, in January 2015, we made an acquisition of a business, Vi-COR, that got us into more species than just dairy. It brought a very nice complimentary product for us to use in dairy, but it also got us into the poultry and swine markets, which is exciting for the growth of our business.
When we made this acquisition, the template I used to explain to our executive team why it made sense was generated from the ODI work. I was able to show them that here is a job map, and here are outcomes the dairy producer is trying to satisfy, and here is why Vi-COR’s products are going to help us with some of these key outcomes. Vi-COR also brings in a service component that helps address some areas that we identified as some of the top opportunities in dairies. I found that this small business was operating in a very important niche, providing a very important solution to dairy producers. I used the work from ODI to screen for acquisitions, and that work assisted in the acquisition.
How did these successes impact the organization and you personally?
Probably the biggest personal gratification I have is looking at my team and seeing that they are embracing the methodology. I think it helped them think more broadly about who we are as a business and what we do, and what opportunities are out there.
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