Gigabytes of farm data are being collected, stored and in some cases applied to improve on-farm decision making. But behind the algorithms and analysis a profitable precision business is rooted in relationships.

Marion Calmer and Mark Truster sat down during the National No-Tillage Conference to discuss the natural intersection — and blurred lines — between agronomic research and equipment sales, along with opportunities for today's evolving machinery dealer to reduce the risk of assumption based investments by farm customers.