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Andrew - you're asking the right questions and it sounds like you have the understanding of the "core" down on the customer side.  I just want to point out that the real core is your people.

We just had BZ/ADP in our dealership presenting their whole kit.  They set it up with our CFO and didn't include me at all  - however their social media campaign sickened the folks in the presentation, and when asked about accountability they had nothing to say other than "you have to let some things go on faith."  Yeaaaaaaaaah.  From what I heard I'm glad I wasn't there to get another ADP-ache in my head.  There is no amount of Tylenol that can squelch that pain.

Reach Local is a good company.  I've worked with them in the past and I think they have a very sharp staff.  Shaun Raines and Jaime Adams do a lot to benefit the automotive world, and they're just cool.  Before going all the way through with Reach Local, take a look at Dealer.com's Total Control Dominator since you're launching a site with them.  There are a lot of options on that program and it is nice to have all your reporting meshed together.  You could get Reach Local to manage TCD or consult with you to get you up to speed on SEM.

If you want to continue this discussion, I suggest you start a new thread.  Let's keep this one on ATC and Cars.com.