10 Matti Tiitinen from Valtra | How I lead my farmer-focused marketing and sales team at Valtra

What is the role of marketing in an industrial brand that has one of the highest retention rates in Europe? And what is the leadership philosophy behind running the commercial engine with a strong focus on customer experience? In this episode, we sit down with Matti Tiitinen, VP for Sales and Marketing at Valtra, a key member of both the European and global Fendt/Valtra leadership teams. Valtra is a legendary brand with a long history, part of the global AGCO Corporation. Valtra is the leading tractor brand in the Nordics, one of the best growing brands in the whole of Europe, and a household name in South America and globally sold in 75 countries. Matti shares his insights on leading the function that combines sales and marketing under one umbrella. You'll hear more about: The role of marketing: How Valtra’s marketing department "carves out the value" for their products, positioning the function as a true value-driver. Decentralized decision-making: Matti’s thoughts on decentralized decision-making using a strong culture and clear focus, empowering the right people in the right places. Leadership in action: Insights on goal-setting and team achievement, including why they prioritize team wins over individual targets. Customer experience: Concrete examples of how Valtra leverages the full customer journey and customer experience to create lasting value and sustain high retention rates. Connect with Matti on LinkedIn. AGCO Tech Day 2025: https://investors.agcocorp.com/news-releases/news-release-details/agco-tech-day-2025-spotlights-ai-autonomy-and-mixed-fleet https://investors.agcocorp.com/events/event-details/2025-tech-day More about the podcast: https://www.mavenfirst.com/morning-brew-for-marketing-executives