Thanks for the input everybody! Any help is much appreciated.
Jscole86, we are co-oping our AutoTrader and Cars.com accounts already, which made it a lot more affordable. I match the phone numbers in AutoTrader's back end tool to our CRM and typically see most of customers are not even entered into ProMax. I feel as though if the salespeople thought it was a half-way decent phone call, then they would at least put the customer into there so they don't get skated when the customer comes in.
Jeff, based on the information in ProMax, on average we only sell 2-5 cars a month, on average, off of AutoTrader. That's not just e-mail leads, chats, and phone calls I get, but any where AutoTrader is marked as the advertising source. What do you feel is the most accurate way to measure the effectiveness of a lead source (besides sales, of course)? Also, I get an e-mail once a month with our figures from our rep, but I would only see him once every few months. That was a major gripe I had with them.