Most dealerships are overspending on digital marketing without realizing it. Vendor overlap, redundant tools, outdated contracts, and unclear responsibilities create unnecessary waste that drains budgets and lowers ROI. In this session, Jon Caborn presents a practical framework for regaining control of a dealership’s digital stack.
Drawing from real dealership audits across Ford, Nissan, INFINITI, and independent stores, this session demonstrates how to identify duplicate functionality, evaluate vendors using KPI-driven scorecards, and renegotiate contracts to improve both performance and accountability. Attendees learn a step-by-step vendor audit process and receive a 30-day action plan to reduce waste, consolidate tools, and strengthen digital operations across sales and service.
By the end of the session, participants walk away with a measurable, repeatable method for cutting unnecessary spend and increasing marketing efficiency—without sacrificing lead volume or customer experience.
