Titan Machinery’s top marketing executive sets the table for much-higher level discussion on the role that marketing should play in dealerships, including owning all customer growth.

Interviews with ag equipment entrepreneurs stoked a fire to deep dive on “grit.” Mike Lessiter studies Dr. Angela Duckworth’s analysis and shares of takeaways in part 1 of this series.

Both Mid-State Equipment (John Deere) and Johnson Tractor (Case IH) say their most strategic decision yet was establishing stores in the Janesville, Wisconsin market. Johnson arrived there in 1986 and Mid-State Equipment in 2000. Here’s a different — and surprising to some — look at a market that has been well documented since General Motors pulled up stakes from the city.

In charge of New Holland’s dealer network, Bret Lieberman of New Holland North America and consultant Bob Clements of Bob Clements Intl. exchanged perspectives on real challenges facing equipment dealers.

Vernon Schmidt (Executive Vice President, Farm Equipment Manufacturers Assn.) and Heather Hetterick (Director of Marketing, Redline Equipment) met for the first time during the United Equipment Dealers Assn. in Louisville, Ky., in February. Both have experience working with associations and manufacturers (Hetterick did a stint with the Assn. of Equipment Manufacturers before moving to Ohio with husband, Zach, at Redline) and explored the challenges that come with promoting shortlines in a mainline dealership.