An internet director transitioning from car sales seeks advice on defining his role and justifying his position to dealership management, questioning whether he should be focused purely on lead generation or take on broader marketing responsibilities. Respondents highlight a key tension: most dealerships undervalue the internet director role, relegating it to CRM monitoring at entry-level pay, while successful practitioners distinguish themselves by building a business case around revenue growth and cost savings rather than direct sales. The consensus advice is to develop a comprehensive business plan demonstrating measurable value, position yourself as a strategic marketing asset rather than a tactical lead-watcher, and consider that larger multi-franchise groups may better compensate the broader marketing management role he aspires to.
