Indeed, its checkerboard logo is said to be as well known as the Starbucks siren.

Land O'Lakes was founded by a group of farmers in St. Paul, Minnesota in 1921, with the aim of jointly marketing and distributing their dairy products.

Serving the farmers who buy livestock feed means delivering reliable, targeted information.

Leander is now product owner of the Salesforce environment for the Purina feed business, but he's been with Land O'Lakes for 12 years, working his way through product, supply chain, CRM, market insights, and analytics.

There was a series of separate databases, a lack of visibility into email performance, "no real system of truth."

What's more, selling product via retail partners and an independent dealer network, Purina needed to put digital muscle behind driving customers to the right outlets.

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