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A Practical Overview of CRM Systems

Dealer Marketing 360 Series | 3 of 6:  To keep up with a changing marketplace and an intense competitive environment, equipment dealers are embracing technology at a pace faster than ever. Customer information must be available, travel fast and prove helpful to anyone in the company who touches those customers.

In our day-to-day interactions with dealers, we're hearing how dealers are taking on - and taking seriously - Customer Relationship Management (CRM) systems. While levels of engagement vary widely, from "just looking at options" to the sophisticated enterprise user of CRM systems, we're learning from our customers and want to share what we've been hearing. 

Here's a preview of what we'll cover in this white paper: 

  • What Is CRM?  An introduction to CRM and how it relates to equipment dealers. 
  • CRM and Your Marketing Program  Use CRM to find, attract, win and retain customers, as well as to create efficiencies for your marketing and customer service activities.
  • Goals of a Dealer CRM Program  Expect a significant return-on-investment from your CRM program, then make sure everyone in your dealership has a stake in it.
  • Best Practices Among Dealers  Review which systems are working for other dealers, and integrate your CRM with your Dealership Management System (DMS) and 
  • Implementation and Management  Sell the benefits of the system, define management expectations, provide support, and manage change to get the most out of your investment.


This third white paper in the Dealer Marketing 360 series focuses on direct marketing tactics for dealers. See how you can be more efficient while increasing your ROI. Look for future Dealer Marketing 360 White Papers covering these topics:

  • Market Analysis: Who's Buying What?
  • Uncovering Opportunities and Getting off the Cowpath
  • Making Trade Shows and Expositions Work