Independent Rooftop vs Franchise: Is the Second CRM PO the Same Job?
Independent rooftops and franchise dealerships face similar CRM purchase decisions after DMS based on internet lead volume, BDC team size, and multi-location needs. The purchase trigger remains consistent across both ownership models.
Last updated: August 2026
Shared Purchase Triggers
Both independent and franchise rooftops purchase CRM after DMS when:
- Internet lead volume growth: Monthly lead count makes second software PO operational priority
- BDC team expansion: Dedicated BDC hiring coincides with CRM purchase decision
- Multi-location operations: Groups need consolidated reporting across rooftops
- Marketing campaign growth: Paid campaign spend justifies second software PO
Franchise-Specific Considerations
Franchise dealerships may encounter:
- Manufacturer vendor lists: OEM may recommend specific CRM vendors
- Dealer council recommendations: Regional dealer groups may coordinate purchases
- Co-op marketing programs: OEM marketing funds may influence CRM choice
Independent-Specific Considerations
Independent rooftops have:
- Vendor flexibility: No manufacturer vendor list constraints
- Direct purchase decision: Owner decides CRM purchase without OEM input
FAQ
Independent rooftop vs franchise: is the second CRM PO the same job?
Independent rooftops and franchise dealerships face similar CRM purchase decisions after DMS based on internet lead volume, BDC team size, and multi-location needs, though franchise stores may have manufacturer-recommended vendor lists.