Background
After years of consistent performance in a competitive segment of the automotive aftermarket, the company reached a natural inflection point. With a stable core business and a trusted dealer network, company leadership recognized the opportunity to evolve—shifting from operational stability to strategic acceleration. This included reevaluating how the organization approached brand storytelling, commercial technology, and long-term dealer enablement.
Rather than resting on past success, leadership sought outside perspective to challenge internal assumptions and reimagine growth pathways—ensuring the business could continue to lead in a category facing structural change, new entrants, and rising consumer expectations.
Objectives
At this strategic juncture, company leadership outlined a focused set of growth-oriented objectives designed to modernize communication, enable scalability, and prepare the business for its next chapter. These included:
- Reimagining the company’s brand voice and consumer communication strategy to move beyond transactional messaging and support long-term equity building
- Evaluating and redefining the role of sales and marketing technology — not as an efficiency tool, but as a driver of revenue growth and market insight
- Strengthening field adoption through a refreshed training and enablement strategy that would be contemporary, trackable, and scalable
- Developing a long-term product and business roadmap to guide innovation, service expansion, and new revenue models
Strategic Actions
To deliver against the company's growth-focused objectives, the engagement unfolded through a series of structured, cross-functional initiatives:
- Conducted field interviews with sales leadership and frontline reps, paired with a national rep survey to validate strategic direction and surface practical barriers to adoption
- Built a phased communication framework and campaign system, aligning consumer and dealer messaging under a unified brand voice
- Developed a data-backed business case and ROI model for the sales and marketing technology investment, working cross-functionally with data analysts to uncover performance blind spots
- Led side-by-side negotiations and solution design processes with both Salesforce and HubSpot, defining the strategic and technical requirements for a next-generation sales and marketing stack
- Collaborated closely with internal teams to evolve CRM and marketing automation plans from efficiency-driven proposals to revenue-enabling platforms, including the introduction of UTM-based attribution, lead flow visibility, and rep follow-up optimization
- Designed an updated training architecture tied to performance metrics, supporting field enablement through short-format, trackable video modules built for real-world usage
- Developed the foundational brand, product, and business model roadmap that would serve as a north star for future service lines, direct-to-consumer exploration, and data monetization
Outcomes & Impact
While implementation is ongoing, the engagement has already delivered meaningful outcomes across technology, training, and campaign readiness:
- Training modernization approved — the company greenlit the use of AI-driven video tools to deliver modular training content at scale. The team will produce 10–14 customized rep and dealer modules in 2025 at a fraction of the traditional cost, accelerating rollout and reducing dependency on in-house production.
- CRM & Martech investment secured — Following a strategic rewrite of the business case, leadership approved the next-generation sales and marketing platform. Selection, implementation planning, and campaign integration are now underway.
- First integrated brand campaign approved for launch — Messaging, creative, and distribution strategy were validated and cleared for execution, with deployment tied to a major national dealer event in mid-2025.
