Empowering dealers to streamline their operations and drive higher sales and rentals is essential in the large equipment industry. Kathryn Aragon’s strategic work with CustomerTRAX (CTRAX) demonstrates how tailored enablement and content can achieve these goals.
Case Study: Dealer Enablement for CustomerTRAX
As a Fractional Product Marketer at CTRAX, Kathryn developed strategic content and solutions designed to empower John Deere dealers using the large equipment CRM, Handle (acquired by Texada in 2023).
Her focus was on enabling these dealers to maximize their sales and rental opportunities by implementing a product that would drive operational efficiency across their entire business.
Results-Driven Enablement for Dealers
Kathryn worked closely with CTRAX’s Founder, Gordon Hilleque, and its Head of Operations to create a comprehensive dealer enablement program. This included:
Strategic Content Creation
She worked cross-functionally to develop compelling content that highlighted operational inefficiencies and showcased the value of technology in transforming sales and inventory processes.
This included EDGE (expertise-driven growth enablement) content. Rather than multiple articles answering specific questions, Kathryn created detailed one-page guides that explained:
- Why a feature was developed
- The growth strategy behind it
- How other dealers are using it
- Step-by-step instructions, if needed
This gave dealers one page that educated and enabled their success. It helped them understand what the feature could do, and if it was a premium feature, why it was worth the investment.
What Makes EDGE Content Unique? Traditional content strategies often rely on multiple articles addressing individual questions or features, which can create fragmented experiences and lead to information gaps.
Kathryn’s EDGE content approach consolidates everything dealers need into a comprehensive, single-page resource. This ensures every piece is not only informative but also strategically aligned to drive growth. By providing detailed insights into each feature’s development, purpose, and strategic value, she enabled dealers to make confident decisions and leverage the technology to its full potential.
Customized Training Solutions
To streamline the app’s adoption and implementation, Kathryn designed and delivered engaging instructional videos and a strategic newsletter that gave dealers best practices and insights for improving performance and profits.
Newsletters updated users on new content and product features. They also drove dealer traffic to the website where they could see other useful content and training. This kept dealers actively engaged and encouraged them to share their successes and feature requests.
In-depth Product Guides
Kathryn created how-to guides that showed users how to use Handle, a complex product designed specifically to drive dealer success. These guides taught administrators how to set up the application and manage users, and users to use the features that enabled marketing, sales and rentals, fulfillment, and inventory, team, and business management.
Key Impact
- Improved dealer performance by streamlining sales and rental processes.
- Facilitated faster and more efficient operations, leading to increased sales and rentals.
- Empowered dealers with actionable insights and best practices for leveraging Handle CRM to its fullest potential.
Founder, Gordon Hilleque, said, “At the end of the day, we’re trying to charge for something to make money, and we’re doing that a lot faster with this approach. Kathryn’s content has been the primary driver to attract new prospects and reduce the number of presentations and sales meetings by 50%. It has cut the sales cycle in half, if not more.“
Strategic Insight and Tailored Solutions
To create dealer enablement content, Kathryn deeply analyzed the challenges dealers talked about in customer meetings. She then gathered insights from subject matter expert interviews and crafted content that facilitated the digital transformation of CTRAX’s dealer network. By making technology adoption seamless and effective, she helped transformed dealers’ ability to manage their operations, improve efficiency, and optimize revenue and customer lifetime value.
The effectiveness of this content stemmed from her unwavering commitment to understanding and elevating the dealer experience, ensuring every strategy and resource would drive meaningful, lasting success.
Why This Matters for Large Equipment Companies
The strategies that helped John Deere and Caterpillar dealers optimize their operations are easily adaptable to any large equipment organization. Kathryn’s focus on dealer enablement and operational efficiency consistently delivers measurable improvements. For CTRAX, it collapsed a complex sales cycle by 50% and dramatically boosted dealer engagement.
Whether your goal is to increase sales, improve operational efficiency, or empower your dealer network to better communicate equipment value, success starts with understanding their challenges and providing actionable, easy-to-implement solutions.
Ready to see these results for your organization? Book a call today to discuss your specific challenges and receive a free strategy consultation tailored to drive meaningful growth for your business.
