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Haney Strategy

For Office Technology & Print Dealers

Your installed base is your next growth market.

Your customers may know you for print, but your business now solves far more: managed IT, cybersecurity, workflow, and other recurring services. I help you package the story, activate the base, and build the marketing, CRM, and AI-assisted sales motion that expands accounts and creates net-new pipeline.

Book an Introductory CallSee Dealer Engagements

Where dealer growth is moving now

The shifts every dealer principal is navigating.

The market is moving, and the dealers who grow are the ones who move with it. Here are the four shifts in play, and the opportunity inside each one.

  • Hardware margins keep thinning

    The copier and print deal carries thinner margins than it used to. The growth now is in the services around it, and the win is aiming the marketing engine squarely at that new revenue.

  • Your customer base is untapped

    You have years of trusted relationships, and that installed base is the warmest pipeline in the building. A real cross-sell motion is how it compounds, so every account hears the full story of what you can do for them now.

  • Recurring revenue ready to compound

    You are building managed services and IT faster than any go-to-market naturally keeps pace with. The work is making the marketing sell the dealership you are becoming, so the recurring revenue compounds as fast as you can add it.

  • Customers are asking about AI

    Customers and your own team are looking for a point of view on AI. Being the dealer in your market with a real, credible answer is a durable edge, and standing that up is exactly the kind of work I come in to own.

What I believe

Print built this business, and it still funds what comes next.The growth you want is already sitting in your MIF.

The relationships are the moat. A modern marketing and AI motion is the unlock, and the seat I fill.

Jim Haney, AI Advisor and Fractional CMTO

Manufacturer programs

I have run dealer campaigns across the major OEMs.

Years of manufacturer-funded campaigns for their dealer partners, built so the market development funds returned for the manufacturer and the dealer both. Across A3, A4, wide format, and production print.

Campaigns run across Ricoh, Xerox, HP, Canon, Sharp, Konica Minolta, Kyocera, Epson, Brother, and Zebra.

And the systems you run on

I also work in the CRMs that run dealerships day to day, including the ones built for this channel: Salesforce, Agent Dealer, HubSpot, and SalesChain.

Ways to work together

How we put marketing and AI to work on your MIF.

Where a dealer principal starts depends on the call in front of you, but every path points at the same number: more wallet-share and recurring revenue out of the base you already serve.

  • Start here

    $5,500

    Strategic Roadmaps

    A two-week deep dive that tells you exactly where marketing and AI fit your dealership, and in what order.

    • Leadership interviews and a stack assessment

    • A prioritized plan, not a 40-page audit

    • Quick wins your team can run in the first 30 days

    See the Roadmap →

  • Go further

    From $5,500/mo

    Fractional CMTO Engagements

    Senior marketing and technology leadership in your dealership's weekly cadence, owning the growth number.

    • A senior leader setting marketing and AI direction

    • Execution alongside your team, not just advice

    • Outcomes tied to recurring revenue and pipeline

    See the retainer →

  • Ship something

    Scope-based

    Scoped Project Work

    A fixed-scope build for when you already know what your dealership needs shipped.

    • Website rebuilds, CRM cleanups, AI workflow rollouts

    • Fixed scope, fixed timeline, fixed price

    • Shipped in 30 to 60 days

    See project work →

  • Level up

    Per session

    Training Workshops

    A focused working session for your team, virtually or on-site. I come in and level up the people doing the work, on the topics moving dealerships right now.

    • AI foundations, and marketing that uses AI well

    • LinkedIn profiles, social selling, and dealer lead generation

    • Buyer journeys, and getting found in AEO and SEO in 2026

    See the workshops →

From the channel

Trusted across the dealer channel.

Jim is a consummate professional and all around wonderful human being. Throughout the five years we worked together his creativity and dedication to customer experience were evident. Jim's enthusiasm and focus on ROI came through on all the projects we worked on together.

Lynn Dorris, Account Manager, HPLynn Dorris, Account Manager, HP

Jim has successfully executed more actionable field marketing and strategic marketing strategies than most people I have personally worked with. He has a highly creative side that is balanced by his very strong talent at implementing complex strategies.

Scott Ginnett, Digital Marketing and Communications StrategistScott Ginnett, Digital Marketing and Communications Strategist
See more peer recommendations →

FAQ

Common questions

Do you only work with print technology dealers?
Dealers are a focus, not the whole book. I work across SMB and mid-market B2B, and the dealer channel gets extra depth because I have spent years in it, from print and imaging to managed services. I know the margin pressure, the recurring-revenue work, and the vendor dynamics, so we spend the time on your growth, not on background.
We are diversifying into managed services and IT. Can you help market that?
Yes, and that is exactly the kind of work this is built for. Adding services is the easy part. Getting your market, and your own customer base, to see the dealership as more than the hardware is a marketing and positioning problem, and that is the work. It is work I have done firsthand: I ran Managed IT Services marketing for Xerox globally, across the US, Europe, and Canada, and as VP of Marketing at Novatech I led the marketing behind growing managed services and IT revenue from $8 million to $25 million.
Do you know the CRMs dealers actually run?
Yes, hands-on, including the systems specific to this channel: Salesforce, Agent Dealer, HubSpot, and SalesChain. So a CRM cleanup, a reporting build, or a new marketing motion does not start with me learning your stack. It starts with the work.
We already have a marketing team. Where do you fit?
As an embedded leadership resource, working alongside the team you already have. I help set and guide the marketing and AI strategy, then stay in the execution with you, sleeves rolled up and engaged. I am not a replacement for your marketing people. I add senior marketing and technology leadership so the strategy and the execution move together.
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Next step

Find the recurring revenue in your installed base.

Start with your services mix and where the recurring revenue can grow fastest, and I will show you the two plays in front of you: more wallet-share out of the base, and the net-new waiting in your market.

Book an Introductory Call