Life looks a lot different, even as the world starts to return to “normal.” Customers and employees have a new expectation for connecting with dealerships and their employers. 

Customer relationship management — or CRM — software isn’t new and has been covered in the pages of Farm Equipment several times over the years. But the benefits bear repeating, and the system is only as good as the information you put into it — garbage in, garbage out as the saying goes.

The new name highlights an expanded and evolving suite of digital and marketing tools the company offers to the agricultural community alongside its traditional media properties.

Tyler Musson comes to Stotz from Washington Tractor, where he served as director of marketing since 2014. Washington Tractor was recently acquired by Pape Machinery.

Dealership marketing managers at farm equipment dealerships have been pushing digital tools for sales and lead management for years, but the adoption of such tools has been slow. The current coronavirus crisis forced the adoption of such tools for Koenig Equipment, a 15 store John Deere dealership group in Indiana and Ohio, says vice president of marketing Marguerite Kleinedler.

Heritage Tractor was among the first John Deere dealerships in the country to invest in Sedona Technologies’ online customer portal in January 2018, in what became the dealership’s “Virtual Parts Counter.”