CamoAg: A Commercial Catalyst for Agribusiness

Agribusiness has spent decades trying, and mostly failing, to make traditional CRMs work for the people who sell to farmers.

Salesforce, HubSpot, and Microsoft Dynamics were never built for ag. I even remember using ag specific CRM’s too, but they were often too clunky and administratively demanding to drive successful utilization or value creation.

All of these systems arrive empty, require constant data entry, and ask sales people to be data entry clerks before they can be salespeople. The outcome has led an entire category of software the industry has resented, and avoided. ‘CRM’ has in many cases become a swear word to agribusiness professionals.

CamoAg, founded and led by Corbett Kull, takes a different starting point that I find compelling.

Their platform comes pre-loaded with structured data on more than one million US agricultural operations, 800 million acres analyzed, and 150 million parcels of land. Land ownership, operation size, crop history, and key personnel are already in the system before a rep ever logs in. Layered on top is AI-powered deep research, proprietary producer scoring, and a native iOS app with CarPlay support that meets sellers where they actually work: in the cab of a truck.

Kull calls it a “lightweight CRM, batteries included.”

On a recent catch-up call with the CamoAg team, it became clear to me that it can act as a commercial catalyst for agribusinesses on the input manufacturing or retail side of things, and a foundational component of the entire software stack available to agribusiness teams.

For ag retailers, input manufacturers, lenders, and land services firms, CamoAg functionality is worth paying attention to.

A CRM only drives revenue for an agribusiness when a couple of considerations are delivered upon:

Anyone who has run an ag retail or input sales organization recognizes the recurring pattern of failure surrounding CRMs: The company buys a CRM platform, they roll it out and reps are told to load their customers, log their calls, and update opportunities. Sometimes the data trickles in for a few months, then slows down, and the system becomes a graveyard of old records that no one trusts, or have become irrelevant.

Three problems drive that ongoing challenge.

First, traditional CRMs are blank slates. Every input needs to be created and maintained by someone. CRMs effectively become a tax on a sales persons time, though there are systems working to eliminate this.

Second, the underlying systems are frequently desktop heavy and meant for B2B sales or consumer transactions, not the realities of selling at the farmers kitchen table or being on the road all day, leading to challenges in getting the data input.

The third issue is they do not help with prospecting, cultivating leads or nutruring relationships. This really is why I think of the CamoAg functionality as a commercial catalyzation rather than just a sales tool.

Sales comes down to two things: generating new prospects to sell to and selling more to current customer bases year over year.

CamoAg has tools that drive the prospecting, along with delivering a tool to marketing to support the selling of more to current customer bases, and deliver incremental insight to better enhance the salesperson-customer relationship.

Not to mention, change management on legacy CRMs has been poor because the tools demand so much from the user before delivering any value back. A rep is asked to invest hours in data entry on the promise of a payoff months or quarters later. Most opt out.

CamoAg inverts that issue. A rep who signs in on day one sees every farming operation in their territory, color-coded by relationship status, with size, ownership, contact information, and crop history already populated. CamoAg helps shift the value creation timelines for users from delayed, to immediate, which helps drives adoption.

The foundation is what CamoAg calls the Producer Data Layer™, a nationwide map of over one million US ag operations modeled from public records, geospatial data, and aggregated third-party sources. Filters let users narrow by acreage, crop type, ownership, county, or relationship status. The producer map is the entry point for every other workflow on the platform.

From the map, a rep can click into an individual operation and get a structured profile. Owned acres, operated acres, an operation size band (CamoAg buckets producers into ranges like 1,000 to 5,000 acres or 5,000 to 10,000 acres), product purchase history if integrated, and an operation graph showing the relationships across people, land, and entities tied to the farm.

Three capabilities on top of that profile are delivering value commercially.

CamoAg has run AI-generated deep research on every farming operation over 5,000 acres in the US and is actively running it on every operation over 1,000 acres. A research agent compiles publicly available signals (news, awards, business filings, social media presence, adjacent operations etc) into a structured profile. A second agent extracts tags from that report. Examples include things like high tech adopter, regenerative practitioner, livestock integration, trucking operation, award winner etc. Reports can be refreshed as needed.

In a conversation with Corbett Kull he described it as “a LinkedIn for farmers,” which I think is a great comment. A rep heading to a sales call gets the equivalent of pre-meeting briefing notes a B2B seller would expect for a corporate prospect — or additional insights they might not be aware of surrounding a current customer.

Underappreciated in this capability is the generational mapping with Deep Research identifying which family members are actively involved in the operation. For a new rep driving to an unfamiliar yard, knowing to ask for “Justin and Jamie” rather than the patriarch listed can lead to a more productive conversation.

CamoAg has built a proprietary scoring model that surfaces operations showing signals of expansion, reinvestment, and long-term sustainability. The score is a prioritization tool. Given finite resources, it gives a suggestion to a rep about where to spend their next calls. I asked how accurate it could be and Kull stated to me that the score has shown to be directionally accurate. I think if it delivers “better” prioritization, it is still a big lift over the default approach, which is calling on the same set of familiar accounts every season.

Beyond AI-extracted tags from deep research, users can apply their own tags and segment the producer database accordingly, and integrate their own data from systems like ERPs or otherwise. This enables it to become even more useful beyond sales, but into marketing functionality as well, which again reinforces the entire “commercial catalyst” rather than only sales prospecting or leads. This is also what gets into the full on software package:

More on pricing in a bit.

The April 2026 launch of CamoAg’s refreshed iOS app with CarPlay support was the company’s most-requested feature over the last two years.

Usage since launch has, by Kull’s account, exceeded expectations.

Ag sales has heavy windshield time with reps spending hours every week driving between operations, often through territories where along the way, consistent questions arise: who lives there, how big are they, and is there a fit for what I sell?

Before CamoAg, answering that question required a return trip to the desk, a look at a county map, and a series of follow-up calls. I still remember starting my career at a recently expanded to ag retail location where the customer list was non-existent and to try and meet farmers became a constant endeavor to look at manual county maps, cross reference with the phone book, and/or try to drive out to farms hoping to catch them in the yard.

With CarPlay, it becomes simpler to execute. Just last week I was driving throughout rural Tennessee and Kentucky and downloaded the app to use myself — I was quite impressed with the functionality in terms of constantly being able to see who owns what land, see names across many different miles and more.

It’s interesting to me because I think a lot about control points in software and one place I had never considered in a sales dynamic is how in a way, there is a control point for a sales rep is integration into their truck.

Notably, even in how CamoAg has leveraged that insight into not only their product delivery, but also their pricing of $15 per month which makes the mobile app and CarPlay available to any individual rep without an enterprise procurement cycle, leading to an ability to wedge themselves into a company via forward thinking, ambitious sales people and then have them loop their employers in, which is not how traditional B2B software efforts work.

According to Kull, several enterprise deals started this way.

Users can refine and update the pre-populated data based on their local team's knowledge and the information they input — even coming in the next update is a voice note to entry component that can make it easier to input data on the fly and from the vehicle. Worth emphasizing, that local knowledge stays only in their account, it is not used to update CamoAg data overall.

For sales leaders, that boots-on-the-ground signal can be useful to see what is valuable to them. If your team is going to buy this themselves, you should consider whether you would rather control the deployment, capture the integrations with your ERP and CRM, and own the data layer that comes with an enterprise license.

A theme that ran through my conversation with Kull and the CamoAg team is the professionalization of ag sales currently underway across the top retailers and input manufacturers.

Multiple C-suite transitions over the past five years have brought in commercial leaders who are setting explicit prospecting expectations where there may not have been any before and in a world where there is consolidation, there is a need for further growth outside current customer lists and those with an incremental insight should have an edge in a sales conversation.

In the recently published What Makes Business-to-Farm Sales Distinct? Evidence from Time Allocation and Salesperson Personas it was cited that agricultural based selling does less prospecting than traditional B2B selling (11.6% in ag vs. 13.1% in other industries), which depending on your view, suggests there may be more opportunity to spend time prospecting.

CamoAg is well-positioned to support the shift to increased prospecting because it solves the most cited reason for the prospecting deficit: reps do not know who was out there. With every operation in their territory mapped, scored, and tagged, there becomes ample opportunity to aggressively expand.

Pair that capability with share-of-wallet analysis (compare your sold acres against the operation’s total acres) and a sales manager has the foundational tools for effectively operating a commercial team that looks more like they are set for 2030 rather than 2015.

Some new functionality coming is the capability of AI-powered pre-call scripting that combines a company’s product list, an ideal customer profile for each product, and the deep research on the target operation, and the system can generate two or three relevant talking points, or questions, before the rep gets out of the truck.

Kull described this as “coaching at scale,” which I think is particularly relevant for newer and younger teams, enabling them to have a foundation in place earlier.

I have emphasized “commercial catalyzation” and that’s because of the potential marketing application as well.

A retailer or input manufacturer can build a segmented audience in CamoAg using any combination of filters (size, crop mix, geography, tags, deep research signals, prior product purchases) and export that list for a direct mail campaign, an audience match upload to Meta or LinkedIn, or a coordinated outbound sequence. With opt-in tracking on the response side, ag marketing groups can have closed-loop visibility.

John Wanamaker is cited as saying "Half the money I spend on advertising is wasted; the trouble is I don't know which half." This has been incredibly true across much of agriculture for decades. I think it’s relevant because ag marketing budgets have historically been spent on awareness campaigns with limited attribution, but there is ample opportunity to be incredibly precise moving forward.

CamoAg is one of the players that is making it possible to allocate spend against precisely defined audiences, measure response, and hand qualified leads to a sales team that already has deep research on the same operations. The marketing-to-sales handoff can become a much more well-oiled and integrated commercial machine.

Kull said that CamoAg does not aspire to replace Salesforce, HubSpot, Bushel, AgVend, EverAg or any ERP. The platform is focused on integrating with them. Enterprise customers connect their ERP or CRM and use CamoAg as the field-facing intelligence layer, the companion app in the truck that makes those other systems more valuable by feeding them better data.

The fear with any new commercial software in ag is platform sprawl. CamoAg’s interoperability approach should reduce that risk and positions the platform as additive to existing investments rather than rip-and-replace.

CRM efforts have been attempted in agriculture for decades, with generally lacklustre success. However, they remain a compelling tool, when done right, to deliver value to various agribusiness players — whether manufacturer, retailer, or something else.

The tools have been part of the problem, the lack of change management has been another, but a big component of that is the challenge of the cold start — the lack of immediate value to the users and the amount of work required before ever getting to any value creation. A sales rep is asked to invest hours of data entry on the hope of a payoff months later, and no incremental insight besides what is in their head, so the question automatically becomes, “why am I doing this?”

CamoAg is working to remove the cold start problem. If a rep logs in on day one and accesses information about any operation in their territory, the time to value comes before data entry does, and adoption stops depending on entirely on an top-down leadership mandate.

The other really notable component is the CarPlay aspect. Control points in ag software have historically been viewed as on the the ERP, or agronomy platform side of things. CamoAg is asserting a control point on the CRM, and more specifically enabled via the cab of the truck, which no incumbent currently occupies. Pair that with a $15 individual price that enables a wedge position, potentially around traditional leadership, enables a new route into the enterprise via the most ambitious and tech forward individuals.

For those on the commercial side of the industry, there is less a question around whether CamoAg functionality can provide value within your tech stack, but whether the deployment happens with your involvement or without it. Getting in front of it, capturing the ERP and CRM integrations, and integrating with CamoAg data to create a more complete picture of producers and your market gaps is a way to arm teams with tools that enable them to deliver a better customer experience and grow their businesses.