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Vermeer

https://cdn.builder.io/api/v1/image/assets%2F1d8ecee591ac4358befb8fe998100548%2Fbda9363560494f9684729b0f3134d1fd
Company Founded

1948

Location

North America

Productboard is flexible enough to change with us. We’ve been able to put different statuses, different filters, and different views into Productboard that really help tailor the message to the individual that we're sharing that information with. This really helps the teams make better decisions and, in the end, deliver more value for our customers.
Jeff Loomas

Jeff Loomas

Director of Digital Products

Vermeer

Vermeer

Vermeer is a global leader in industrial and agricultural equipment manufacturing. Their innovative products serve industries ranging from construction to agriculture. As Vermeer’s product portfolio and customer base expanded, the complexity of managing and aligning product development teams also grew. With traditional tools no longer sufficient for visualizing progress or maintaining alignment between departments, Vermeer sought a solution that could foster cross-functional collaboration while keeping pace with their evolving business needs.


With the introduction of Productboard, Vermeer was able to align their teams, accelerate product development, and deliver more value to their customers.


How Vermeer Uses Productboard

Limited Roadmap Visualization Hindered Communication


Before adopting Productboard, Vermeer’s product development process was more rigid and less transparent. The teams relied on traditional project management tools like Gantt charts, Excel spreadsheets, and even Post-it notes to track and manage initiatives. This outdated process limited their ability to visualize work progress and created communication bottlenecks across the organization.


In addition, their product teams often worked in silos, leading to inefficiencies. Manual processes often resulted in a slower product development cycle. As Travis VanDerHart, Senior Digital Product Manager, explains, “We were spending hours putting Post-it notes on a whiteboard trying to articulate where we wanted to go over the next quarter or year.”


Vermeer needed a solution that could foster more cross-functional collaboration, align their work with overarching company goals, and visualize progress in a clear and strategic way.


With an increasing need for agile and continuous product releases, Relativity required a more efficient way to coordinate internal teams during product launches.


Better Cross-Org Alignment


Vermeer chose Productboard because of its powerful roadmapping capabilities and flexibility, which provided the transparency and alignment the teams needed. Productboard allowed Vermeer to visualize their product development lifecycle and communicate their strategic objectives clearly across the company.


Vermeer has been leveraging Productboard’s planning features to set high-level objectives for digital products and communicate these priorities to executive leadership. “We put our objectives in front of our executives, and that really drives alignment at the highest level—from our corporate strategy all the way down to the specific features that we're planning to deliver,” explains Jacob Oyen, Digital Product Manager.


“Productboard is flexible enough to change with us. We’ve been able to put different statuses, different filters, and different views into Productboard that really help tailor the message to the individual that we're sharing that information with. This really helps the teams make better decisions and, in the end, deliver more value for our customers.”


– Jeff Loomans, Director of Digital Products


Accelerated Product Development


Productboard also enabled Vermeer to transition from project-based work with defined start and end dates to a more fluid, product-focused mindset. This was a key shift in Vermeer’s digital transformation journey. The tool became instrumental in how Vermeer managed and communicated about their digital products, allowing for real-time insights, tracking of dependencies, and better prioritization of initiatives. 


“Productboard has really been instrumental in creating that footprint of our digital factory. It digitized our planning process and made collaboration across teams more efficient,” adds Travis. Cross-functional collaboration, previously a pain point for Vermeer’s multiple product teams, is better than ever. This has resulted in faster product iterations and better alignment with company goals.


The team reduced time spent preparing PowerPoint presentations and other communication tools. “We’ve really reduced the amount of time spent communicating out to stakeholders. Our stakeholders love that they can self-serve and visit our roadmap at any time,” says Jacob.


Positioned for Long-Term Success


Vermeer’s digital transformation, supported by Productboard, has helped them better manage their product lifecycle from ideation to delivery. Vermeer now operates a "digital factory," where all stages of product development are visible and progress is streamlined.


They are now equipped to scale their digital products efficiently, keep pace with their expanding markets, and stay aligned with both internal stakeholders and customer needs. This transformation has positioned Vermeer as an agile, forward-thinking leader in both the industrial and agricultural equipment industries, ready to tackle future challenges head-on.


According to Travis, “Without Productboard, we’d be back to spreadsheets and whiteboards. Now, our foot’s on the accelerator, and Productboard is helping us drive real product innovation.”

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