Element Three, a B2B2X marketing agency serving manufacturers and dealer-distributed brands, announced it acquired Sextant, a Colorado-based dealer-network analytics and software firm serving the commercial vehicle, powersports, RV, marine, and heavy equipment markets.
For manufacturers that sell through dealers and distributors, marketing and dealer performance have long run as separate disciplines: planned by different teams, measured in different systems, rarely connected. Element Three is betting that closing that gap is where the next decade of growth comes from, and the acquisition makes it the first B2B2X agency in this market to bring marketing, analytics, and dealer-performance software together in one place.
“Manufacturers have long treated marketing and dealer performance as separate problems, and most marketing firms never create real value in the dealer channel because they lack the operational intelligence behind it. We acquired Sextant to close that gap. Together, we're giving manufacturers a better way to decide where to invest, how to support dealers, and how to grow,” said Kyler Mason, Chief Executive Officer of Element Three.
Sextant will continue normal operations but will assume the identity Sextant, an Element Three company, under the leadership of founder Larry Daniel, who assumes the role of Senior Vice President of Sextant, an Element Three company.
By combining Element Three's go-to-market expertise with Sextant's proprietary dealer intelligence platform, manufacturers can connect marketing, dealer strategy, product allocation and network performance in ways that previously required multiple partners. Built on a national dealer database spanning more than 55 brands and enriched with registration and market data, the platform gives manufacturers deeper insight into dealer placement, competitive coverage, service and parts opportunities, and other critical go-to-market decisions.
“Manufacturers have never really had one partner who understands both the marketing and the health of the dealer network, so the two have worked in isolation. Together, we can plan where dealers should be, see how they are performing, and act on it in the same place. Under the Element Three umbrella, we are excited to present a stronger and fuller service offering to both our current clients and to new relationships across the motor vehicle spectrum,” said Larry Daniel, senior vice president of Sextant, an Element Three company.
The acquisition is one move in a larger plan. Element Three is building a different kind of company for the manufacturing market, one where marketing and dealer performance are solved together instead of in separate silos.
To learn more about Sextant, visit https://sextantusa.com/, and to learn more about Element Three, visit https://elementthree.com/.