Complete Farmer
3.5× more support tickets resolved for an agtech marketplace spanning farmers, buyers and agronomy
- Services
- HubSpot, Custom development
- Year
- 2026
- Scope
- CRM architecture · Sales pipelines · Support operations · Agronomy workflows · Headless content API
The challenge
Complete Farmer runs an agtech marketplace connecting smallholder farmers with international buyers, with an agronomy team supporting production in the middle. Three very different relationships, three different sets of data, and no single system holding them. Sales, support and field operations each kept their own version of the truth, which meant nobody could answer a question about a farmer or a buyer without asking someone else first.
What we did
- 01
A data model that matched the business
We started with the objects rather than the interface. Farmers, buyers and agronomy engagements don't behave like a standard contact-and-deal setup, so we designed custom objects and properties around how the business actually operates before configuring anything.
- 02
Pipelines per relationship
Separate pipelines for buyer acquisition and farmer onboarding, each with stages that reflect the real process rather than a generic sales funnel. Reporting that leadership can read without translation.
- 03
Support in the same system
Service Hub configured so support conversations sit against the same records as sales and agronomy. One customer, one history, regardless of which team is looking.
- 04
A headless content API
Content managed centrally and served to their web properties over an API, so marketing ships without waiting on a developer and the site isn't locked to a CMS template.
- 05
WhatsApp support, integrated
Farmers and buyers already lived on WhatsApp. We integrated it directly into the CRM so messages land against the right record — taking weekly ticket resolution from under 10 to an average of 35.
Where it landed
- Sales, support and agronomy working from one customer record
- Pipelines and reporting built around the real process, not a default template
- Ticket resolution up 3.5× — from under 10 a week to an average of 35, via WhatsApp integrated into the CRM
- Content published independently of the development cycle