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  • 23 October 2019 09:00

Cotton Australia partners with RelationEdge on its Salesforce Journey

RelationEdge, a Rackspace company, and Salesforce enables Cotton Australia to enhance the frequency and quality of communication with key stakeholders

Sydney, 23 October 2019 – RelationEdge, a Rackspace company, announced that Cotton Australia has partnered with RelationEdge to transform its use of Salesforce, the world’s #1 CRM. Working with RelationEdge, Cotton Australia have embarked on a journey to enable quality and compliant communication with its vast network of cotton growers across the country.

Effective communication is key for Cotton Australia. Operating under stringent rules and regulations regarding water and transport in particular, it is imperative that the thousands of cotton growers across Australia are consistently kept aware of these and other regulations.

RelationEdge is assisting Cotton Australia to improve Salesforce adoption to enable more effective capture of the cotton growers’ information and communications.

Salesforce enables brands to manage accounts, contacts and business opportunities to collaborate instantly from anywhere. And now, as part of the world’s #1 CRM platform – Salesforce – brands can deliver completely unified experiences for customers that extend beyond sales to include marketing, customer service and more.

Comments on the News

• “Previously, the utilisation of Salesforce at Cotton Australia was less than optimal. Many regional managers were not tracking their grower interactions as they were not aware of the full capabilities of the Salesforce Platform. Now with RelationEdge’s support, we’re planning to change that and get a much more rounded view of our grower interactions. We’re also very excited to remove the siloed information stores that have risen over the last few years and have everything centralized to provide our growers a much more personalised experience,” says Michael Murray, General Manager, Operations of Cotton Australia.

• “Cotton Australia is just one of a number of Australian organisations that we see that can do more to realise the benefits of Salesforce. Working with RelationEdge, Cotton Australia is able to approach the rollout without making the process cumbersome and get that single source of truth of their growers,” said Paul Milinkovic, Country Manager of RelationEdge.

• Paul adds RelationEdge is experiencing high growth in the region as demand for Salesforce implementation partners continues to grow.. “RelationEdge is aiming for a 300 per cent growth in employee numbers year-on-year to the end of 2020, and a similar growth in customer numbers.”

• “The trailblazing work of Cotton Australia and RelationEdge to change the quality and consistency of stakeholder engagement has transformed the experience for cotton growers,” said Adrian Towsey, Area Vice President, Small and Medium Business at Salesforce. “We look forward to continuing to work with RelationEdge to help Cotton Australia connect with its growers in brand new ways.


At Rackspace, we accelerate the value of the cloud during every phase of digital transformation. By managing apps, data, security and multiple clouds, we are the best choice to help customers get to the cloud, innovate with new technologies and maximise their IT investments. As a recognised Gartner Magic Quadrant leader, we are uniquely positioned to close the gap between the complex reality of today and the promise of tomorrow. Passionate about customer success, we provide unbiased expertise, based on proven results, across all the leading technologies. And across every interaction worldwide, we deliver Fanatical Experience.™ Rackspace Australia has been honoured in the top 20 Great Places to Work Australia for the past 7 years. Learn more at

Cotton Australia

Cotton Australia is the peak representative body for the Australian cotton growing industry, led by a Board of 10 cotton growers and ginners. Established in 1972 (as the Australian Cotton Foundation) Cotton Australia merged with the Australian Cotton Growers Research Association in 2008 to provide a united voice for cotton growers across research, stewardship, natural resource management and cotton production issues.


Salesforce is the global leader in customer relationship management (CRM). Founded in 1999, Salesforce enables companies of every size and industry to take advantage of powerful technologies—cloud, mobile, social, internet of things, and artificial intelligence—to connect to their customers in a whole new way. For information, please visit Salesforce and others are trademarks of, inc.

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