who makes the online marketing decisions

[djc225]

I'm about to market an online service for car dealers. Who typically makes the purchase decisions for something like this? The GM the IM? Who decides what sites the dealer sends their inventory to?

I'm sure it varies greatly based on dealer size and the roles that they have but I'm just looking to find out what is typical so I know where the majority of my efforts should go

Thanks in advance

 

[ryanlucia]

Gm's usually pull the final trigger but the influence of an internet director is critical.