Why OEMs need a continuous market intelligence cycle

Launching a new product in a crowded market? For OEMs and dealers, success hinges on more than just the product itself.

In this episode, Joe Mills speaks with Brian Cole, Director of Marketing Strategy at Element Three, about how marketing can become the backbone of product sales and distribution. They discuss setting up dealers for success, crafting brand stories that resonate, and the strategies that drive results.

You’ll learn:
How marketing can become a vital partner in product sales and distribution
Why aligning with product and sales teams creates stronger product launches
Practical ways to equip dealers with tools for successful customer engagement

Things to listen for:
(00:00) Introduction
(01:30) How marketing supports product launches for OEMs and dealers
(02:16) Using front-end marketing insights to close gaps and reach new customers
(05:07) Understanding the different scales of product launches
(06:08) Continuous market research vs. reactionary marketing
(07:11) Equipping dealers with the tools to drive sales
(08:34) Adjusting brand storytelling for new markets and product launches
(11:47) Practical steps for creating a product intelligence framework
(12:46) Partnering with product teams for smarter launches

What is The Inventory?

Manufacturers like you want to enter new markets, create lasting partnerships with dealers, and earn lifetime customers.

You want to move inventory.

Taking learnings from our 15+ years serving leaders in the outdoor recreation and commercial vehicle segments, we've created The Inventory —an educational podcast focused on how to win in your distribution model and bridge the gap between manufacturer and dealer.

From dealer programs to product portfolio, we'll cover topics that are relevant to helping you grow market share and ultimately move more units.