Introducing a new product — or in our case a new event — can be equal parts excitement and nerve-racking. We did the attendee survey and polling on the need and formula, we lined up key presenters and sought input for the themed roundtable discussions. But you never quite know how the customer is going to respond to a format altogether different than anything the’ve attended before. Until you take the plunge you never really know. 

The maiden voyage was earlier this week with the inaugural Ag Equipment Intelligence Executive Summit, a first-ever peer learning and networking event diving into ag machinery market intelligence. We’ve been putting on always-changing events in the ag space for well over 40 years, and are confident in our model. But, this Summit was different. We brought together all corners of the ag machinery industry — dealers, distributors, manufacturers, lenders and suppliers. Diverse audience groups that rarely if ever have been equally invited to a seat at the table.

By and large, the mission was accomplished. The registrants gathering in Chicago represented $32.2 billion in annual sales and the oversight of more than 24,000 employees.

The energy and excitement in the room was palpable. Before the first cocktail was served, attendees were already thanking us for bringing all the players together for an think-tank style forum that was needed. This group had prepared their questions in advance, were ready to learn from each other and connect in ways that would serve them for years to come.

While the business leaders gathered were diverse, one  segment was noticeably missing. It wasn’t for a lack of trying. Personal invites were mailed. Emails were sent. Calls were made. LinkedIn connections requested. 

While Kubota, Claas, MacDon and Vermeer execs all found the time for the meeting, the Big Four corporates (Deere, Case IH, New Holland and AGCO) did not. Some very large dealers from their networks were there — and they asked us why their mainline was not. 

Deere’s absence, we’re told, should be almost expected. But almost all said that the major-lines should have been there — to candidly hear the problems and solutions from everyone —including the farmers who laid it out there – with a common stake in the industry’s current and future business. 

T1 COO and NAEDA Brand Ambassador John Schmeiser has written a new memoir, If Boardrooms Could Talk: The Pivotal Work No One Sees, (see the upcoming July/August issue of Farm Equipment). He says that, for decades, some majors tried to keep dealers from comparing notes in an environment they couldn’t directly control. 

Despite having announced our dates for Ag Equipment Summit last October and soon commencing with the invitations, one major line’s execs suddenly pointed to a meeting that kept it from being able to attend – even though the Summit was less than 30 miles away from its headquarters. Surely, someone could have been spared to attend. 

It’s not the first time the majors have dropped in other demands of attendees to thwart their gatherings at color-blind events. It has happened to us or our dealer-only meetings, dating back to our 2nd Dealership Minds Summit in 2015.

Not surprising, I guess, but disappointing. At any rate, we left Chicago encouraged by the enthusiasm and vigor for leaders who do want to get together, learn and, in the process, continually raise the tide for all. 

For those there, we’d love to hear your feedback on the first-ever model event and what we can learn moving forward. Please use the comment field below or email me at kschmidt@lessitermedia.com 

Related Content:

• First-Ever Ag Equipment Intelligence Executive Summit Wraps in Chicago
• Preview of the Inaugural Ag Equipment Intelligence Executive Summit [Webinar]