I think FarmLogs is more about collecting (and making useful) data at the geographic level (rainfall levels, soil types, yieldmaps, etc), and Picktrace is more about collecting data at the operational level (payroll, productivity levels for high labor farm tasks, etc). The agricultural segments they are targeting only slightly overlap as well - Picktrace seems to be built for farms that require large amounts of labor to operate, such as orchards and vegetable farms, while FarmLogs targets high yield row crops, such as corn, soybean, and wheat farms that are highly mechanized.