George Russell in the Media


Life 2.0 Podcast: Agritech

Listen to George discuss his interest and life experiences in agricultural technology in a podcast from Life 2.0, a series of podcasts that asks thought leaders what they think it means to be human in the 21st century.

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October 11, 2020

The fifth spoke in the upper right completes the Good to Great Flywheel — “Building your dealership brand with all segments” by employing a robust marketing process.  

Done right the process grows sales with all types/segments of buyers and generates momentum for the new to used cascade described in spoke 1.

We’ll define the 5 steps of marketing and then the 3 critical elements of a robust process in a “great” marketing dealership. We’ll focus on element 1 in this article and will tackle elements 2 and 3 next time. 


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MAC is an  team of professionals who coach dealers  assisting farm, construction and other dealers of capital goods. We are a collaboration among companies and individuals with over 300 combined years of experience who know the retail business and who decided to work together for mutual benefit to ourselves and our clients.

MAC advisors are truly dedicated to enhancing the quality of life for our clients by offering our services to improve processes and people, resulting in increased customer satisfaction, customer value and business profitability.

Ag Equipment Intelligence
2020 Big Dealer Report is Available!
Since 2011, the editors of Ag Equipment Intelligence in collaboration with the Machinery Advisors Consortium have compiled the annual "Big Dealer" Report to provide the Ag equipment industry with a thorough, by-the-numbers analysis into the shifts in dealer ownership, along with insight into the implications these shifts have on the industry. It's the most detailed source of information on ownership changes and consolidation trends of North America's largest farm equipment dealers. This report, which is updated annually in April, is now available for 2020 for $99.  
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Zach Hetterick Joins Machinery Advisors
Expands MAC's Leadership Development Capabilities


The Machinery Advisors Consortium is pleased to announce that Zach Hetterick with Harvesting Potential, has joined the group.


“The addition of Zach expands the MAC capability to serve both dealers and manufacturers. He brings to MAC his real-life experience in executive management, sales and marketing leadership, mergers and acquisitions and business growth strategies,” MAC Founder, George Russell said.


Hetterick offers programs in leadership development along with individual coaching tailored to the agriculture industry.  An alumni of dealer best practice groups, he is in the process of creating and leading additional dealer groups for MAC.


“I look forward to collaborating with fellow MAC advisors to bring strategies to elevate organization’s performance, especially in their people. I enjoy working alongside companies to develop their managers and leaders, turning their potential into performance,” Hetterick said.


Hetterick began his career at the parts counter of a John Deere dealership and was a territory account manager for a Caterpillar ag dealer. He went on to work for AGCO, served in several territory and senior leadership positions at Case IH and was CEO of a 11-location farm equipment dealership. A native of Ohio, he is a graduate of The Ohio State University.

George participated on the Consolidation Panel at the Ag Equipment Intelligence 2021 Executive Briefing on Thursday, December 10th. The panel included a mix of dealers and industry experts who evaluated the ongoing impact and outcomes of dealer consolidation, including an analysis of the most significant acquisitions and mergers. The panel discussed what's on the horizon from a dealership standpoint and at the manufacturer level. 

Ag Equipment Intelligence 2021 Exec Briefing

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