Why Technology Is Creating Competitive Advantage for Some OEMs and Dealers

As technology continues to shape the way we do business, the relationship between OEMs and dealers has become increasingly reliant on integrated customer relationship management (CRM) systems. With dealers using more advanced CRM platforms, the need to connect these tools with those of OEMs has become critical. But this isn’t just about keeping lines of communication open—it’s also about driving more efficient lead management, improving sales processes, and delivering a better customer experience. Let’s break down how smarter tech solutions are making this possible.

 

Dealers Are No Longer Behind on Tech

There once was a time when OEMs assumed their dealers were playing catch-up on technology. But today, many dealers are using powerful CRM platforms like Salesforce and HubSpot, sometimes even outpacing the OEMs themselves. 

This shift means OEMs need to rethink their approach and find better ways to integrate their systems with those of their dealers. Acknowledging this sophistication is key to forming a stronger partnership—but the missing piece is a reliable system to connect both sides.

 

Bridging the Gap: The Key to a Stronger Partnership

The backbone of a successful OEM-dealer relationship is a strong technology bridge between their systems. 

 

This connection isn’t just about transferring leads—it’s about creating a two-way street where both sides can share valuable data. 

 

With a reliable integration, lead management becomes more efficient, the customer journey is smoother, and both parties can work in sync. Without this bridge, important data can fall through the cracks, leading to missed opportunities and inefficient workflows.

A solid tech connection also benefits the OEM by allowing dealers to send valuable insights back upstream. With this feedback, OEMs can refine their strategies, improve targeting, and ultimately drive more sales for both sides.

Modern systems also make it easier to manage privacy concerns. Advanced permission settings ensure that sensitive data stays protected, while still allowing for valuable information sharing. Considering most OEMs are sharing leads across different territories, mixed-lot dealer groups, and sales people, this access and protection is key. This not only strengthens the partnership but also builds trust between both sides.

Related Reading: Symbiotic OEM and Dealer Strategies Mean Bigger Impacts

 

New Tech and AI Are Changing the Game

With AI and automation tools becoming more accessible every day, the potential for OEMs and dealers to sync up has never been greater. 

AI can help with:

• Real-time data processing
• Better lead scoring
• More precise targeting

 

On top of that, tools like enterprise resource planning (ERP) systems and automation platforms can play a crucial role in creating a seamless connection between OEMs and dealers. These systems allow OEMs to send actionable insights to dealers, while dealers can provide real-time feedback to OEMs, helping both sides stay on top of market trends and customer needs.

 

Finding the Right Tools for the Job

So, what tools should OEMs and dealers be using to build this bridge? For many, platforms like Salesforce and HubSpot provide a great foundation. These systems offer smooth integrations and deliver detailed analytics, benefiting both sides.

For those looking for more budget-friendly options, tools like AimBase or Zapier can help connect systems without breaking the bank. These solutions allow data to flow freely between platforms, improving communication and collaboration without the need for a massive software overhaul.

 

The Bottom Line: Tech is Key to a Stronger OEM-Dealer Relationship

As the OEM-dealer relationship evolves, technology will continue to play a critical role in its success. By building stronger connections between their systems, both sides can create more efficient, productive partnerships. Whether through enterprise platforms or cost-effective tools, integrating smarter tech solutions ensures that leads are managed effectively, data flows smoothly, and customers receive the best possible experience.

Want to dive deeper into these strategies? Check out the full episode of The Inventory, where Joe Mills and Dustin Clark discuss how OEMs and dealers can strengthen their relationships through smarter tech solutions.