Most dealerships jump into marketing with an eye on channels, budgets, and vendors—but the real secret to explosive growth isn’t in your media mix. It’s in your people.

This session flips the script on traditional automotive marketing strategy by challenging attendees to look at their internal culture first—before launching new campaigns or increasing ad spend. I’ll share real examples, audit checklists, and cultural frameworks from across the AMG/XDC/MOJO network, revealing how to create an environment where every team member—not just your BDC or sales floor—is inspired to sell.