Case Studies > AutoTrader.com Enhances Sales Force Efficiency with MicroStrategy Mobile Platform

AutoTrader.com Enhances Sales Force Efficiency with MicroStrategy Mobile Platform

Company Size

1,000+

Region

America

Country

United States

Product

MicroStrategy
AMP (Strategic Account Management Process)
Speed (Sales Process Enablement and Efficiently Discovery)

Tech Stack

MicroStrategy Platform
iPad

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Customer Satisfaction
Digital Expertise
Productivity Improvements

Technology Category

Functional Applications - Remote Monitoring & Control Systems
Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Automotive
Software

Applicable Functions

Business Operation
Sales & Marketing

Use Cases

Remote Control

Services

Software Design & Engineering Services
System Integration

About The Customer

AutoTrader.com, launched in 1998 and headquartered in Atlanta, Georgia, is the Internet’s leading auto classifieds marketplace and consumer information website. It aggregates nearly 4 million vehicle listings from 40,000 dealers and 250,000 private owners, providing the largest selection of vehicles and attracting over 14 million qualified buyers each month. AutoTrader.com offers innovative merchandising products, such as multiple photos and comprehensive search functionality, to unite buyers and sellers online. The company operates two key businesses: Digital Media and Software Solutions, which have transformed the retail automotive industry by reducing friction between dealers and consumers, enabling easier, more confident, and efficient transactions.

The Challenge

AutoTrader.com faced significant challenges with their sales force's efficiency. The Advertising Consultants (ACs) spent many hours daily gathering information to prepare for meetings and presentations with auto dealers. They relied on spreadsheet printouts and laptops, which often led to delays in responding to dealer queries. This inefficiency not only consumed valuable time but also risked losing potential opportunities. The ACs had to access multiple websites, excel sheets, and reports, making the process time-consuming and cumbersome. The need for a more streamlined and efficient solution was evident to improve the sales force's productivity and responsiveness.

The Solution

AutoTrader.com implemented the MicroStrategy platform to enable their mobile sales force. They developed a mobile application called Strategic Account Management Process (AMP) for their approximately 1,000 Advertising Consultants (ACs). This iPad application provided ACs with all the necessary information at their fingertips, allowing them to instantly respond to any dealer queries. The AMP app not only offered detailed information in an intuitive manner but also freed up the ACs from the time previously spent preparing for meetings. The iPad became an indispensable tool, enabling ACs to see their book of business, track their performance, and access information whether connected to the Internet or not. The decision to mobilize with the MicroStrategy platform was driven by its leading-edge mobile capabilities and the need to provide real-time data to the sales force. A pilot application was developed within six weeks and released to the entire field within three months, resulting in a significant increase in positive feedback from the field.

Operational Impact

The AMP app has significantly improved the productivity of AutoTrader.com's sales force by providing real-time access to necessary information, reducing the time spent on preparation and research.
The iPad has become an essential tool for the Advertising Consultants (ACs), allowing them to view their book of business, track their performance, and access information both online and offline.
The implementation of the MicroStrategy platform has led to a more professional and polished look for the sales force, enhancing their interactions with customers.
The sales force can now quickly respond to any dealer queries, making their meetings more efficient and effective.
The positive feedback from the field has been overwhelming, with the usage of the platform growing significantly.

Quantitative Benefit