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Haney Strategy

For Office Technology Dealers

Marketing and AI leadership for where your dealership is headed.

You built a strong dealership. Growing it from here takes a marketing and AI motion as modern as the services you are adding.

Book an Introductory CallSee all engagements

Where dealer principals get stuck

The pressures every dealer principal feels.

The dealership that got you here is not the dealership that grows from here. These are the four pressures behind that, in the order they tend to bite.

  • Hardware margins keep thinning

    The copier and print deal is not the growth engine it once was. The business needs new revenue, and marketing has not been pointed at it.

  • Your customer base is untapped

    You have years of trusted relationships. Without a real cross-sell and marketing motion, most of that base never hears your new story.

  • Recurring revenue is not compounding

    You are adding managed services and IT, but the marketing still sells hardware. The go-to-market has not caught up to the strategy.

  • AI is moving faster than the dealership

    Customers and your own team expect an AI point of view. Right now it is ad hoc, and a competitor with a real answer will press that.

What I believe

Most dealers think the managed-services pivot is a product problem. I have spent years in this channel, and it is a positioning problem, which is the part the marketing never catches up to.

Jim Haney, AI Advisor and Fractional CMTO

Ways to work together

Where dealer principals start with me.

Three ways in. Each one is sized to the kind of decision in front of you, from finding the path to walking it to shipping a single build.

  • Start here

    $5,500

    Strategic Roadmap

    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 Retainer

    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

    Project Sprints

    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 Sprint examples →

From the channel

Trusted across the dealer channel.

His ability to combine strategic thinking with a deep understanding of customer needs has been instrumental. He is a lifelong learner who actively seeks out new trends and best practices, including using AI tools to refine marketing strategies.

Carl Pottkotter, VP of TechnologyCarl Pottkotter, VP of Technology

Jim is the perfect mix of sales and marketing with a solid handle on the business. Outgoing and gregarious, diplomatic and sincere. Practical and insightful, in the office, he's the sounding board you need before launching any initiative in the field. Sterling.

Frank Borovsky, Principal, Digital Consulting and Advisory ServicesFrank Borovsky, Principal, Digital Consulting and Advisory Services
See more peer recommendations →

FAQ

Common questions

Do you only work with office technology dealers?
No. I work with SMB and mid-market B2B companies broadly. Dealers are a focus because I have spent years in the channel, from print and imaging to managed services. I know the margin pressure, the recurring-revenue pivot, 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. That is the work.
We already have a marketing team. Where do you fit?
Above it, as the senior leadership. I set marketing and AI direction, make the calls that need an executive, and give your team a plan worth executing. I am not a replacement for your marketing people, I am the leader they have been missing.

Next step

Let's talk about your dealership's next chapter.

Book an introductory call. We will talk through where the dealership is, what is capping growth, and the fastest way to move.

Book an Introductory Call