How Bunge Increased Win Rate by 36% with Highspot

Aligning enablement with commercial initiatives

Go-to-market alignment is important for any business, but for a global organization like Bunge, it’s vital. Across markets and regions, Bunge structures its annual go-to-market strategy and supporting commercial initiatives around key business priorities. “Our annual commercial initiatives are focused on expanding our products in adjacent markets, launching new products within target market groups, focusing on high-growth potential markets, and offering solutions across the entire value chain,” began Zoran Vulic, senior marketing manager at Bunge.

These initiatives wouldn’t be easy to execute, especially without an effective tool from which to deploy them. Without an enablement tool, Bunge struggled to deploy initiative-related content, training, and guidance—let alone encourage reps to take that learning to the field. “We had a very decentralized process in terms of where materials were stored and how sellers accessed them,” explained Vulic. “As a result, we had a lot of noise from sellers.” 

This fragmented approach became a burden, creating an endless cycle of ad-hoc enablement that distracted teams from strategic work. “When there was a question, it came directly back to me,” continued Vulic. “I came to the realization that this is not scalable. If I was ever going to be able to do other parts of my job, I needed to fix this issue.” 

Bunge had a clear strategy. Its teams were bought in and, with some enablement, would hit the ground running. But it still lacked an integral ingredient: real-world insight into the health of its initiatives. “What information or data do we have available that can help inform how we’re progressing?” asked Vulic. “Are we trending in the right direction? Are we trending in the wrong direction?” To answer these questions and equip its teams to successfully drive key commercial initiatives, Bunge chose Highspot.

Operationalizing go-to-market initiatives

As it evaluated solutions, Bunge saw how Highspot could bring structure and clarity to its commercial initiatives, from internal alignment to performance analysis. “One of the things that led us to Highspot was how structured the approach was,” shared Vulic. The first step was driving internal readiness. With Highspot, Bunge created Sales Plays that packaged initiatives with the guidance, learning, and buyer-facing content needed to act. “Our sales teams and other functions need to be aware of these initiatives,” added Vulic. “All that rolls up together in a Sales Play, so we’re able to communicate our initiatives to audiences.” The result: Reps were 16% more confident in their ability to drive initiatives. 

From there, Bunge leveraged the Initiative Scorecard to track initiative engagement and performance. “Key initiatives are merchandised in an Initiative Scorecard,” explained Vulic. “That Initiative Scorecard has all the assets for an initiative, so we can look at everything we’ve communicated and created.” By pulling in data from both Highspot and Salesforce, the Scorecard created a comprehensive view of initiative health. “The close integration between Salesforce and Highspot was a big selling feature,” enthused Vulic. “With that information in the same ecosystem, we can make decisions in a quicker, more streamlined fashion.” 

And that’s precisely what’s happening: With a streamlined enablement process and instant initiative insights, Bunge’s teams are more strategic and more successful. “The data is the story,” shared Vulic. “What I’m doing is providing the context to say: ‘Hey, this is why these initiatives are moving in this direction, and here’s the course correction we need to make.’” More data, strategic decisions, and successful initiatives—it’s how Bunge has redefined go-to-market execution with Highspot.

Unlocking go-to-market effectiveness

In partnership with Highspot, Bunge designed an end-to-end process for executing commercial initiatives. Now, ad hoc requests no longer dominate daily workflows, and teams have regained strategic time. “There’s been a great reduction in the amount of noise,” noted Vulic. “The functions working on commercial initiatives can focus more of their attention on analyzing results and understanding where we have gaps.” The impact is evident: Since implementing the platform, Bunge has achieved a 36% increase in win rate and a 36% improvement in pipeline generation. 

But the impact is only just beginning. With the Initiative Scorecard, Bunge has rewritten how it drives high-stakes initiatives. “The Initiative Scorecard is a big win for us,” praised Vulic. With access to both historical and real-time initiative data, Bunge knows exactly how and where to invest its efforts. “A year from now, when we’re looking at launching a new product in a new specific market, I have the data to say: ‘Here’s the effort that will be required to get the results we’re looking for,” concluded Vulic. With Highspot, Bunge has built a seamless go-to-market motion for driving impactful initiatives now and in the future.