Hint: It involves implementing a digital retailing strategy with messaging woven into it. And we’ve got a guide to help you make it work. SEE HOW
In December of 2010 I shared with the automotive community on blog post which detailed my first impressions on my meeting with the combined BZ & Cobalt website development and marketing team in Seattle. My December meeting was shortly after ADP completed their purchase of Cobalt and after a few key decisions were made on their product strategy.
Rewinding my mental tapes, I recall conversations from industry peers, which basically said, “Any potential benefits this acquisition would deliver to customers would be delayed by internal politics and egos.”
My meeting with the team in Seattle however gave me a very different impression. I wondered if my optimism would be disappointed by another historical acquisition gone badly. The streets of the automotive industry are littered with failed mergers.
I commented in my blog post that the egos were in check and that everyone wanted to get this merger of technology and process “right” the first time. The energy in the room was very positive and the team candidly asked for my feedback on what dealers needed and where their products could be improved. I left Seattle optimistic.
May Brings New Announcements & Technology
Fast-forward to this past week where I had the opportunity to see the results of the new combined ADP team. I was not disappointed. The decision to create a unified platform for BZ and Cobalt customers was made immediately after the merger and work started shortly afterwards.
I put down my thoughts in a 13 page whitepaper that you can download at http://www.dealer-seo.com. Let me know what you think about my observations and if you are a Cobalt dealer, you should check out the new software interface.