Stale CRM data
Dealer contacts go wrong within weeks. Your rep calls the wrong Parts Manager and wonders why the meeting didn't book.
Private beta · Ford, Lincoln & GM rooftops indexed
Every Parts Manager, every vendor swap, every rooftop — indexed.
DecodeDealer maps staff and detects vendor stacks across ~18,000 U.S. franchised dealerships, updated continuously. Stop guessing who to call. Know who just changed.
Ford + Lincoln · 2,859 rooftopsGM · 3,889 rooftopsStellantis & Toyota Q3 2026
app.decodedealer.com/staff
v0.8.1 · betaStaff · Service & Parts
412,083 records across 6,894 rooftops · Updated 14m ago
Search staff, rooftops, vendors…⌘K
RoleOEMRegion+ Ownership group+ Vendor stackSort: Recently changed ↓
NameRooftopDeptTenureVendor stackSignal
Marcus Reyes
Parts Manager · mreyes@hillcountryford.com
Hill Country Ford
Boerne, TX
Moved 2d
Dana Kowalski
Service Director · dkowalski@silveradomotors.com
Silverado Chevrolet
Pueblo, CO
New hire
Tina Nguyen
Fixed Ops Director · tnguyen@capitaltoyota.com
Capital Toyota
Austin, TX
Stable
Jason Okafor
Parts Director · jokafor@northpointgmc.com
Northpoint GMC
Billings, MT
Stack swap
Rachel Hollister
Asst. Service Manager · rhollister@tvjeep.com
Tall Verde CJDR
Sedona, AZ
Promoted
Aaron Liang
Parts Advisor · aliang@pacificlincoln.com
Pacific Lincoln
Costa Mesa, CA
Stable
01 — The problem
Selling to dealers shouldn't feel like cold archaeology.
Vendor reps call the wrong person at the wrong dealer on a CRM list that rotted six months ago. We rebuild that data weekly, with staff movement and stack-swap signals attached.
Opaque buyers
The people signing your contract — Service Directors, Parts Managers, Fixed Ops — don't post on LinkedIn. They're invisible to every vendor tool built for office workers.
Generic tools
ZoomInfo and BuiltWith are horizontal. Dealer-specific vendor stacks and rooftop-to-group mapping aren't in their schema.
Research that doesn't scale
Manually checking 100 rooftops a week for hiring changes and stack swaps is the job you didn't sign up for. We automate it.
02A — Staff intelligence
The roles LinkedIn misses.
We parse dealer team pages, service scheduler rosters, and shell-embedded staff lists to surface the people who don't show up in conventional B2B data.
- Service, Parts, Fixed Ops — below the GM, where the buying power actually sits.
- Direct emails (not switchboard numbers) and first-seen / last-seen timestamps.
- Prior role inside the same ownership group, so you can warm-intro on tenure.
Marcus Reyes
Parts Manager
- Rooftop
- Hill Country Ford · Boerne, TX
- Ownership group
- Reyes Automotive Group (12 rooftops)
- Tenure in seat
- 2y 4m in seat · 4y at group
- Direct email
- mreyes@hillcountryford.com
- Prior role
- Asst. Service Manager, Capital Ford (2022)
- Source refresh
- Updated 14m ago
Not indexed by LinkedIn Sales Navigator. Found via dealer team page & service-scheduler staff list.
02B — Opportunity Feed
Territory changes, delivered every morning.
Your territory is breathing. We diff every crawl and deliver the changes that matter to your pipeline before your competitors see them.
- New hires, promotions, departures — with source page and detection timestamp.
- Tech stack swaps (scheduler, CRM, chat) — the moment a competitor loses a rooftop.
- Territory-scoped feeds; subscribe to the rooftops you own, ignore the rest.
Dana Kowalski hired
Service Director · Silverado Chevrolet, Pueblo CO
Marcus Reyes moved
Parts Manager · Hill Country Ford ← Capital Ford
Rachel Hollister promoted
Asst. Service Mgr → Service Mgr · Tall Verde CJDR
Pete Halvorsen left
Parts Director · Northpoint GMC — last seen 6d ago
02C — Vendor detection
Dealer-specialized, not BuiltWith-generic.
We fingerprint the CMSes, schedulers, CRMs, chat, inventory, and reviews platforms that actually run dealer storefronts — not the marketing-site tech that BuiltWith sees.
- 6 dealer-tech categories, per-rooftop confidence scores, swap-detection timestamps.
- OEM-tier vs. underlying platform (Ford SMARTT = CDK Service underneath) — both surfaced.
- Continuous re-crawl catches swaps within days, not quarterly scrapes.
Hill Country Ford
conf 0.94CMS
DealerOn
since 2023Scheduler
Xtime
since 2022CRM
CDK Elead
since 2021Chat
Gubagoo
swap 6dInventory
Homenet
since 2020Reviews
Podium
since 202203 — How we compare
Built for the people making the calls.
| DecodeDealer | AMD | ZoomInfo | LinkedIn Sales Nav | BuiltWith | |
|---|---|---|---|---|---|
| Self-serve, per-seat pricing | — | ||||
| Staffing data below the GM | — | ◐ | ◐ | — | |
| Movement & territory alerts | — | ◐ | ◐ | — | |
| Dealer-specific vendor detection | ◐ | — | — | ◐ | |
| Ownership group & rooftop mapping | ◐ | — | — | — | |
| Continuous re-crawl (not quarterly dump) | — | — | ◐ | ◐ |
✓ yes · ◐ partial · — no · Last refreshed Apr 21, 2026
04 — Coverage, right now
What's in the graph today.
0
Rooftops crawled
Ford, Lincoln · GM · Stellantis
0
Staff records
current Service & Parts
0
Vendors fingerprinted
dealer-tech categories
0
Ownership groups
mapped rooftop → parent
Updated 7h ago
05 — Who this is for
Two reasons the waitlist is long.
Primary · Vendor Sales Rep
Manages 100–300 dealer accounts
“I don't need another firehose. I need to know who picked up the Fixed Ops seat at the four rooftops I lost last quarter.”
- Territory-scoped staff & stack intelligence, filtered to your accounts.
- Movement alerts in email, not a dashboard I'll forget to open.
- Direct emails to the decision-maker, not switchboard numbers.
- Competitive stack detection — know when your competitor just lost a rooftop.
Secondary · VP Sales / CRO
Owns per-seat economics and coverage math
“I need coverage math I can put in a board deck — how many rooftops, which OEMs, what's the refresh cadence.”
- Rooftop coverage per OEM and per ownership group, updated continuously.
- Refresh cadence visible — no quarterly-dump surprises.
- Exportable for CRM enrichment and territory planning.
- Per-seat pricing, transparent usage reporting, no ARR-gated feature walls.
Staff and vendor detections are re-crawled on a rolling cadence — most rooftops are refreshed within 7 days, high-movement territories more frequently. Every record carries a first-seen and last-seen timestamp so you can see exactly how recent it is.
Everything DD ingests is publicly available on dealer websites — team pages, service-scheduler rosters, public staff directories, OEM locator APIs. We don't use credentials, stolen logins, or third-party data purchased from DMS breaches.
DD runs on Supabase (US regions) with row-level security and encrypted-at-rest storage. We're pursuing SOC 2 Type II with a target completion in Q3 2026, and can share our in-progress security posture with enterprise evaluators on request. All dealer data we ingest is publicly available on dealer websites — we don't scrape private endpoints, use stolen credentials, or purchase data from DMS breaches.
Today: Ford, Lincoln, and every GM brand (Chevrolet, Buick, GMC, Cadillac). Stellantis (CJDR, Fiat, Alfa) is onboarding now. Toyota, Lexus, and Honda land in Q3 2026.
Individual records can be suppressed on request. We honor dealer-published robots.txt and crawl-rate signals, and we don't republish personal email addresses for people who have requested removal from public dealer pages.
Per-seat, self-serve pricing published publicly at launch. No ARR-gated feature walls, no annual-prepay gotchas. Beta cohorts get founder pricing locked for the first 12 months.
Join the waitlist above. We onboard about 40 vendor reps per week, prioritizing reps whose territory overlaps our current OEM coverage.
Waitlist starting July 1
Know your territory before anyone else does.
Join the waitlist. We onboard ~40 new vendor reps per week.
or email hello@decodedealer.com