Phone ups and Floor ups - the two things a dealer has a hard time tracking for sourcing, but phones should actually be one of the easiest!
I am personally against the operator idea. Calls, IMO, should go straight to the person/department they are meant for.
My recommendation is to have a phone bank, 4-5 (or whatever number you want to handle your sales staff) phones around a table or cubicle style set-up. Make sure management can monitor/see the area. ALL your sales calls should come into these phones. Website, AutoTrader.com, Craigslist, Print, etc.
IMO - there are a few tricks to make sure this works.
1. Make sitting at the phone bank a privilege (and what salesperson would not want to answer sales calls). I have seen dealers do things like: must have 2 confirmed appts, must have all your CRM tasks complete, must be on track for XX units, must have been phone "trained", etc.
2. Make sure you use inbound call tracking, and turn on the "Whisper" for the calls. If you don't know, whisper allows you to record a small "the following call is from your dealership website", "the following call is from Cars.com", "the following call is from your Newspaper ad" etc...turning on whisper will allow your salespeople to accurately input the customers into the CRM with no mistakes - they now KNOW where the customer saw the ad...and you don't have to ask them.
3. EVERY inbound sales call is to be logged in the CRM, your call tracking log should almost match the CRM logged phone calls. Check this daily, and if very different find out why.
Email or call with any questions.
--Drew