Agricultural machinery manufacturers historically referred to the intermediate players for selling, maintenance, customer service and/or training of equipment appear to interact with farmers and end-users. Intermediate players have therefore faced the burden to master the technology, in constant evolution, and the associated training needs at the interface between a sophisticated equipment and the end-user and its sociological characteristics (age, education, background, etc.). However, the effective deployment of agricultural technologies data augmented equipment demands well trained players. How to ensure that the intermediate players have the required skills to integrate the use of agtech in the farm? This paper will discuss the role of educational and ongoing vocational training for the mastery of agtech. We will start from a comparative review of some key national and European technical reports in the agricultural equipment and innovation domains. On these bases, we will focus on France to describe the role of intermediate players of the agricultural equipment sector to realize their agricultural and digital transitions.