Too often, there’s a disconnect between marketing and sales, so how can dealerships bridge that gap? Joining us on the latest episode of Inside Automotive is Marianna Varela, marketing director of All Star Auto Group, to elaborate on how her team is breaking down silos, implementing smart CRM practices, and driving real results by keeping communications at the forefront.
Varela begins by acknowledging the common friction between sales and marketing in dealership groups. With multiple stores and OEMs to manage, she says the solution starts with constant communication. At All Star Auto Group, her approach centers on ongoing collaborations. For instance, her team includes frontline staff in marketing discussions and invites sales leaders to take part in strategy and vendor meetings to ensure alignment from the ground up.
To prevent confusion about active campaigns, Varela provides each store with clear, accessible reference materials such as presentations and cheat sheets. These resources help staff stay informed regarding promotions and understand customer behavior. She also emphasizes the importance of recognizing lead sources and tailoring responses to where and how a customer first engaged.
“We have to make sure that we're including [sales teams] in our strategy meetings and our vendor meetings, because if we're not aligned, then the whole thing falls apart.”
On the operations side, Varela prioritizes CRM management and automation. She believes that maintaining clean and accurate data is essential for informed decision-making. Instead of simply chasing more leads, her team focuses on maximizing the effectiveness of current ones through tailored follow-up cadences and AI-supported customer segmentation. This allows for better retention and more meaningful interactions after the sale.
Varela also discusses the vital importance of training to her strategy. According to Varela, she personally works with new hires to reinforce the importance of content in lead handling and encourages tools like walkaround videos to create a stronger connection with online shoppers. These efforts aim to make the dealership stand out in competitive digital environments.
Looking ahead, Varela sees AI as a major growth opportunity for dealerships, particularly in activating first-party data and refining outreach strategies. Many dealers, she notes, still haven’t fully tapped into AI’s potential.
