DECEMBER 2017 SEEDWORLD.COM / 71 WORKING FOR A company that pro- vides business software solutions, I get to work with a number of information tech- nology (IT) teams. Through the years, I’ve come to realize that most IT teams can be split into two distinct groups: those that are really engaged and an integral part of the business, and those that are there to buy new computers and make sure email works. Generally speaking, how integrated an IT team is to the rest of the business is dependent on the personality of the IT director. Some are very proactive, con- tinually conducting research and seeking answers and working to find solutions; others are more reactive and wait for a need to be brought to them and then, they look to see what exists. I often wonder if company leaders know what they are missing out on when their IT team falls into the latter group. There are so many “cool” widgets that are out there that can help leaders get the information when they need it and where they need it, and there are real solutions that put business critical information at their fingertips. Don’t let a status quo attitude hold you and your company back, especially in this age of technology. The most successful IT teams are always out of the office talking to customers, sales representatives, software vendors and those in the workforce. They bring new ideas and new software solutions to the table and show what options exist that might be of most benefit to the company and its customers, suppliers and vendors. Good software vendors don’t just sell a piece of software and then disappear; a software vendor should work to become Is Your IT Team Contributing To The Business? MIKE DORRIS SALES AND OPERATIONS MANAGER, CULTURA SEED SOLUTIONS @mikedorris1 • mike.dorris@culturatech.com • seed.culturatech.com a trusted, long-term partner that teams with the company and its IT department. The goal is to listen and then help find, define and solve current and future issues and challenges. These IT partnerships and solutions become even more critical for larger companies with offices and facilities in a number of locations. You need a way to track, collect and report data in the same way across all your sites. You need to be able to easily pull reports and look at the metrics without having to rely on some- one else to compile it for you. Everyone talks about giving farmers real-time data and making it available in the palm of their hand, but I have to ask: Are you giving yourself access to real- time business data? If not, why? Might you be waiting for a recommendation from your IT team? DOES FLORIDA GEORGIA LINE know their audience? You bet! I think we all like to believe we can connect with people - connect with ideas, con- nect with opportunities, or connect on an emotional level. Most of my world is driven by three simple words:  1.  AUDIENCE – Identify and under- stand who you are connecting with. 2.  MESSAGE – Confirm what you want to share. 3.  CHANNEL – Determine the best possible vehicle to deliver it. With this simple concept, it becomes quite possible to systemize our efforts to connect with our customers.  The other day our Vice President of Client Services, Lindsay Hoffman, com- mented that the demand for our Content Lab continues to grow because our cli- ents are seeing spectacular connection. “Everyone wants to generate great content and everyone has some great ideas, but not everyone can generate content that connects with people... this is where our seed industry journalists are moving the needle,” she explained. Together with our clients, the Content Lab team is generating engaging, informative and entertaining content. I am consistently asked to help our cli- ents define topics that will connect with the seed industry. The reality is that any topic of personal interest and/or exper- tise can be a topic to make a connection. The key is sharing authentically. Show people what you know and that you care – excitement and passion is contagious. If you had 10,000 potential clients in front of you what would you tell them? Would you share content that would educate and entertain your audience? Present an offer too good to be true? Share a fresh idea? Create a ‘call to action?’ All are very important compo- nents in building a connection, and all part of the recipe you need to connect with your audience. For those of us that lead businesses, please remember that ‘follows’ are great, re-tweets show engagement, but getting your target audience what they need (when they need it) is what drives revenue and generates success. Content is king and a core element of making connections. Connection is the beginning of trust and trust is necessary for sales.  How do make connections? Would love to hear your ideas! Email me: sbrook@issuesink.com. Make a Connection Today SHAWN BROOK PRESIDENT, ISSUES INK @IssuesInk • sbrook@issuesink.com • issuesink.com/create-by-issues-ink