Case Study: Scotts Miracle-Gro Company achieves up to 5% company-wide sales growth and up to 15% individual rep gains with Marketing Innovators

Motivating More Than the Top Sales Performers Achieves Greater Results

Scotts Miracle-Gro Company faced disengagement from fragmented, unit-specific incentive programs that rewarded only a handful of top performers (for example, a 2008 program that gave Ford Mustangs to the top five), leaving the other 95% of the sales force with little motivation. To address this, Scotts partnered with Marketing Innovators to redesign incentives around a points-based, online platform—GroPoints—that could be used across multiple marketing units and individual salespersons.

Marketing Innovators implemented the GroPoints platform and a new incentive methodology that awards points for sales achievements and other initiatives, letting participants redeem points for gift cards, merchandise, travel, or event tickets. The program increased engagement across business units, supported multiple brands on one platform, and delivered measurable results: two consecutive record sales years, company-wide sales growth up to 5%, and individual rep performance gains up to 15%.

Scotts Miracle-Gro Company