As larger dealer groups allocate more internal resources to manage their digital marketing investments, our industry needs to discuss roles and responsibilities for digital marketing execution.
In the graphic above, I started a conversation in my latest book, using this chart, on how a dealer group could organize their marketing team or employees who are performing marketing tasks.
Most active members and readers of DealerRefresh know that dealerships are normally under staffed in regards to their online presence. The roles (Entry Level, Associate, Senior, Manager, CMO) that I use in the chart do not have to be full-time positions; they are roles that are normally shared. However, since dealers are in the e-commerce business, they need to have an internal discussion on how to organize the dealership’s staff based on knowledge and skills.