What does it take to grow a commercial vehicle company while building strong, lasting partnerships in a competitive industry?

In this episode, Kyler and John sit down with T.J. Matijevich, Chief Revenue Officer at Model 1, whose journey spans years of rapid expansion and industry shifts. T.J. shares insights on how Model 1 has built trust with dealers, tackled new market segments, and handled the challenges of transitioning into the non-passenger space.

Tune in to learn how Model 1 approaches dealer relationships, strategic acquisitions, and the evolving commercial vehicle landscape.

Key Takeaways:

1. Prioritize Rapid Problem-Solving to Build Trust: Resolve customer issues swiftly by taking ownership, regardless of the root cause, to minimize downtime and reinforce trust and loyalty with your clients.
2. Make Calculated Growth Moves through Strategic Opportunities: Embrace an entrepreneurial mindset by balancing planned acquisitions with seizing timely opportunities, enabling sustainable growth and diversification in product offerings.
3. Adapt and Expand into New Market Segments: Leverage existing infrastructure to enter adjacent sectors, streamlining processes and reducing vendor dependencies to meet evolving industry needs and ensure long-term growth.

Timestamps:
(00:00) Meet TJ Matijevich
(01:24) Model 1’s rebranding and growth story
(04:46) Model 1’s strategic decisions during the financial crisis
(08:06) Sales strategies across customer segments
(09:48) Model 1’s consumer market experiment
(14:59) Talent acquisition for new market segments
(16:41) Entering new product markets
(20:04) How partner support evolved as Model 1 scaled nationally
(29:08) The complexity of multi-partner vehicle service
(31:53) Learning from past mistakes in electrification
(34:46) Model 1’s strategic expansion in non-passenger markets
(36:27) Localizing upfitting services to enhance customer experience
(41:06) Model 1’s vision and future bets

What does it take to transform a seemingly unexciting product into a lifestyle brand?

In this episode, John and Kyler chat with Brendan Church, Chief Marketing Officer at Legend, to uncover how he turned van liners into a premium, engaging brand that connects with its customers in unexpected ways. Brendan shares the creative strategies that helped Legend stand out in a traditional market and how staying close to the details keeps his team passionate and ahead of the game.

You’ll also hear the power of storytelling in building strong customer loyalty.

Key Takeaways:

1. Leverage Storytelling to Drive Brand Loyalty: Focus on authentic storytelling to connect with your customers and build strong relationships. Consider highlighting real customer experiences to create a sense of loyalty that goes beyond just selling a product.

2. Balance Creativity and Strategy for Maximum Impact: While traditional marketing metrics matter, don’t let them stifle creativity. Encourage your team to take bold risks, experiment with new ideas, and prioritize action.

3. Stay Close to Your Product and Customer: Keep your marketing team closely involved with the product and the customer experience. Regularly engaging ensures your campaigns stay relevant, authentic, and aligned with real-world customer needs.

Things to listen for:

(00:00) Meet Brendan

(07:10) "Legends of the Road"

(08:32) Rebranding to Legend

(13:26) Be bold and try new things

(19:14) Tailoring messaging for different audiences

(25:20) Key roles every successful marketing team should have

(30:00) The power of visual storytelling

(32:21) How Legend plans and brainstorms content

(37:13) Ditching traditional marketing metrics

(38:46) The power of word-of-mouth marketing

(45:13) Advice for marketers seeking leadership buy-in

How do you shift from a single industry focus to dominating multiple markets?

In this episode, John and Kyler sit down with Jarod Lippert, Chief Marketing Officer at Lippert, to explore the company’s journey from manufacturing housing to becoming a leader in the RV, marine, and automotive industries. Jarod discusses how the shift from B2B to B2B2C has changed their marketing approach, the importance of brand recognition, even in OEM-driven environments, and how his team stays focused on what really moves the needle.

You’ll also learn about brand strategy, innovation, and the art of staying ahead in a fast-evolving market.

Key Takeaways:

1. Diversify for Long-Term Success: Embrace diversification to mitigate risks and expand into new markets. This way, you ensure your business isn’t overly reliant on a single industry or product line.

2. Focus on Brand Recognition in B2B2C Markets: In OEM-driven environments, consider building consumer brand recognition that helps your products stand out, even if your end customer isn’t the direct buyer.

3. Double Down on Innovation: Whether it’s products, processes, or culture, continuous innovation will set you apart in competitive markets and help maintain the lead.

Timestamps:

(00:00) Meet Jarod

(01:49) Lippert’s evolution from RV to diversified industries

(11:49) Brand recognition challenges in the RV industry

(15:04) Lippert’s acquisition strategies

(18:30) Leveraging brand equity from acquisitions

(20:19) Why brands can’t fake it anymore

(23:28) How Lippert prioritizes projects

(26:09) Learning from product failures and trusting gut instincts

(32:21) Lippert’s five pillars

(35:54) The importance of culture and leadership

(40:15) Managing employee expectations post-acquisition

(44:09) Brand architecture challenges with OEM commitments

What does it take to push an entire industry toward electrification?

In this episode, John and Kyler talk with Ben Hartford, EV Sales Manager at Pritchard EV, about the complexities of transitioning commercial fleets from gas and diesel to electric. Ben shares his experience in helping Fortune 500 companies and government fleets set and achieve sustainability goals, as well as the challenges and opportunities of adopting EV technology.

Listen in as Ben discusses the future of fleet electrification, how to navigate the evolving landscape of regulations, and why starting small with pilot programs can lead to big changes.

Key Takeaways:

1. Focus on Personalized Solutions: Focus on understanding customers' specific needs and fleet operations before recommending electric vehicle solutions.

2. Prepare for Future Regulations: Stay ahead of the curve by piloting electric vehicles and changing infrastructure now so that businesses are ready when new regulations mandate cleaner transportation options.

3. Explore Emerging Technologies: Keep an eye on innovation that may provide more efficient alternatives and recommend the most sustainable options for each customer.

Timestamps:

(00:00) Meet Ben

(01:19) Pritchard’s role in the electrification of fleets

(02:14) Early adoption of EVs by customers

(04:09) Pritchard’s business structure and national reach

(05:55) Pritchard’s approach to customer engagement and education

(07:19) Consultative sales approach to EV solutions

(08:33) Navigating regulations and their impact on Pritchard

(13:37) How Pritchard helps clients adopt EVs gradually

(18:03) Encouraging pilot programs to test EV adoption

(31:12) Evaluating new OEM partnerships for Pritchard

(33:25) The shift from brand loyalty among customers

(36:34) Addressing infrastructure challenges for clients

(42:10) Hydrogen’s role in medium and heavy-duty fleet solutions

What happens when AI meets the world of pickup trucks?

In this episode, John and Kyler sit down with Nate Buelow, the VP of Marketing and Communications for Ram & Chrysler, to explore the strategies they’re using to navigate rapidly changing markets and evolving customer needs. Nate shares how AI is revolutionizing marketing, design, and user experience, making adaptability more crucial than ever. They also discuss Nate’s experience in balancing traditional and EV technologies for varied consumer segments.

You’ll learn about the technology helping them achieve success, dealer partnerships, and the art of meeting diverse customer demands, all while staying nimble in a fast-paced industry.

Key Takeaways:

1. Embrace AI to Enhance Performance and Adaptability: Consider investing in AI-driven analytics to refine your marketing strategies and customer targeting to optimize operations, stay competitive, and adapt quickly to changes in the marketplace.

2. Prioritize Strategic Communication and Leadership: Establish clear and frequent communication channels with your distribution partners to ensure alignment and responsiveness to market changes.

3. Invest in Multi-Pronged Marketing Approaches: To tackle market complexities, adopt a comprehensive marketing approach that diversifies your efforts to ensure you reach a broader audience and adapt to various market segments.

Timestamps:

(00:00) Meet Nate

(02:21) How Stellantis brand teams operate independently yet collaboratively

(08:02) The important role of regional dealers in Ram’s marketing strategy

(09:39) Driving demand through innovative marketing strategies

(11:06) Why metrics are crucial in Ram’s marketing decisions

(15:50) How Ram responds to critical issues

(26:19) How dealer networks help in delivering Ram’s message

(31:24) The dynamic relationship between OEMs and powerful dealers

(36:58) Three buckets approach to marketing optimization

(42:27) Introducing the Ramcharger

(47:39) The importance of direct customer engagement

(52:31) Jeeps and the Rubber Ducky phenomenon

How can modern marketing strategies transform traditional agriculture industry?

In this episode, John and Kyler sit down with Marisa Riley, Director of Marketing at Case IH North America, to explore the intricacies of marketing in agriculture. Marisa shares her insights on building a high-performing marketing team, leveraging technology to support farmers and dealers, and navigating the challenges of a historical brand in a rapidly evolving market.

Listen to learn valuable insights on aligning bold marketing initiatives with brand values, integrating advanced technologies into agriculture, and supporting a diverse dealer network to drive business success.

Key Takeaways:

1. Build Collaborative Teams: Focus on creating a collaborative environment with strong leadership and high-performing teams to drive marketing success.

2. Align Marketing with Brand Values: Ensure that innovative marketing initiatives stay true to the brand’s core values to maintain authenticity and trust.

3. Leverage Technology: Utilize advanced tools and systems to enhance customer experience, streamline processes, and gather valuable data for informed decision-making.

Timestamps:

(00:00) Meet Marissa

(03:17) Case IH adapting to post-COVID changes

(08:55) Balancing legacy with innovation

(12:30) Testing and iterating with the target audience’s input

(17:02) Integrating marketing early in product development

(19:41) Focusing on technology for growth

(30:06) Shifting marketing budgets according to market cycles

(36:30) Customer-centric approach in marketing

(38:19) Key advice for new commercial marketing leaders

Ever wondered how transitioning from internal combustion to electrification can innovate your sales approach?

In this episode, Kyler and John sit down with Kelly Kiger, the VP of Commercial Vehicle Sales at Workhorse, to explore how to maintain a startup mentality in a rapidly evolving industry. As companies navigate the shift to electric vehicles (EVs), Kelly shares her firsthand experience of setting up dealer networks, transitioning traditional dealers to EV enthusiasts, and the unique challenges that come with this dual transformation.

Listen to learn valuable insights on balancing a lean startup environment while meeting industry standards and how geographic readiness across the U.S. can guide your sales strategy.

Key Takeaways:

1. Adopt a Lean and Experimental Approach: Instead of adhering to rigid processes like those found in large, established corporations, embrace a startup mentality by being flexible and open to experimentation.

2. Consider the "White Glove" Service: Providing a premium, personalized experience could significantly impact how your customers perceive new and innovative products, particularly in the EV sector.

3. Build Strong Dealer Relationships: Transitioning from traditional to electric vehicles involves educating and equipping your dealer network with the necessary tools and knowledge.

Timestamps:

(00:00) Meet Kelly

(05:05) Building a dealer network

(09:54) Areas where Workhorse is excelling

(13:00) Balancing dealer expansion and direct fleet relationships

(15:54) White glove approach to marketing and customer engagement

(22:03) Building trucks before hiring a sales team

(31:04) Advice for transitioning to a startup

(35:47) Retraining dealers to sell EVs and adjust their business models

(41:07) Collaboration within the EV industry to drive overall success

What do the iPhone and Winnebago have in common? The customer shows up demanding the brand.

In this episode, Kyler and John sit down with Andrew Heddle, the Director of Digital Marketing Transformation at Winnebago Industries, to unpack his career at Best Buy, how they transformed by diving into the mobile business, and what he has learned from their strategic risks and successes and applied to Winnebago.

Discover how understanding societal shifts, leveraging supply chain management, and aligning digital communication with customer needs can drive success in today’s fast-paced market. Andrew also shares insights into the RV industry, evolving digital marketing trends, and offers practical advice for companies navigating complex distribution channels.

Key Takeaways:

1. Take Bold Strategic Steps: Assess your market position and consider daring moves that could unlock new revenue streams. Partner with industry leaders to gain expertise.

2. Strengthen Supply Chain Relationships: Build strong supply chain connections and explore partnerships or joint ventures to fill any capability gaps.

3. Stay Flexible in Digital Transformation: Keep an eye on digital trends and be ready to adjust your strategies as needed. Use resources wisely to stay ahead and remain competitive despite digital disruptions.

Timestamps:

00:00 Meet Andy

05:15 The continuous evolution of digital marketing

12:25 Best Buy’s strategic move into the mobile phone market

23:23 Advice for dealers in the RV market

31:38 How brand and digital transformation are interconnected

37:40 Winnebago's history of pioneering categories

41:37 Investing in winners, adapting to emerging trends

50:24 RVs evolve to meet expanding interests