V2EADVISORS
Strategic Roadmap 2026
Ketelsen RV
BDC Buildout
From startup call center to scalable Business Development Center — then productize the model for third-party clients via Wrangell.
Database Intelligence — 12,732 Records Analyzed
Purchase history segment across all Ketelsen locations. Foundation for lifecycle segmentation and BDC activation.
Total Database
12,732
Purchase history records
Active (12 mo)
3,703
29.1% — protect these
At-Risk + Lapsed
3,301
25.9% — recoverable revenue
Fixed Ops Leak
3,543
Unit buyers gone from service
Conquest Pipeline
6,557
51.5% — service-only customers
Phone Reachable
73%
9,243 cell numbers on file
Outbound Target
100
calls/day team-level
Tech Savings
$45K
annual (IDS + Kenect sunset)
Database Consolidation
5→1
sources unified in DP360
Trade Cycle
3.5yr
avg, 18-mo EBR hot zone
Phase 1
Phase 2
Phase 3
Phase 4
Milestone
Today
Database-Driven Engagement Strategy
Five Priorities
from the Data
Engagement workstreams ordered by revenue impact and urgency — each mapped to a specific database segment, defined BDC actions, and measurable outcomes.
P1
Re-Engage At-Risk Customers
Last activity 12–24 months ago. Relationship drifting, not dead. Highest-ROI segment for outbound. Phone-first, service-angle leads, trade cycle assessment for unit buyers.
1,782
Customers
793
Unit Buyers
60d
Contact Window
Phase 1–2
P2
Protect Active Relationships
Working relationships — keep them out of at-risk. Post-service follow-up, lifecycle engagement, email capture at every touchpoint. Retention is 5x cheaper than reactivation.
3,703
Active
1,679
Svc-Only Active
90%
CSI Target
Ongoing
P3
Revenue Recovery — Lost Unit Buyers
Bought an RV from Ketelsen, disappeared from service. Biggest fixed ops leak. Targeted reactivation with VIN-specific offers and root cause logging.
3,543
Lost Buyers
$2.5M+
Revenue Potential
Phase 2–3
P4
Conquest — Service-Only Pipeline
Largest segment. Trust Ketelsen for service, bought elsewhere. Profile enrichment, trade cycle tagging, relationship-first engagement. This is infrastructure, not a campaign.
6,557
Svc-Only
2–3%
Annual Convert
Phase 3–4
P5
Data Cleanup & Infrastructure
The unsexy work that makes everything else possible. State code normalization, email placeholder cleanup, phone formatting, 182 dupes to merge, suppression rules for dead records.
38%
No Email
182
Dupes Found
Phase 1
Data Consolidation Architecture
From 5 Fragmented Systems
to Lifecycle Revenue Intelligence
12,732 records across 5 disconnected sources. The engine below shows how we consolidate, clean, stage, and activate — transforming siloed data into the BDC's operating system.
Data Sources
DP360 (Active CRM)
Sales leads, engagement, appointments, texting
hover for detail →
◇ DP360 — Active CRM
What Feeds In
- Lead and engagement status tracking
- Appointment scheduling and outcomes
- Text and email communication history
- BDC workflow and task management
Why It Matters
DP360 becomes the destination system — all other data flows here. Current engagement data is the real-time pulse of BDC operations.
Vonage (Call Data)
Inbound/outbound call logs, recordings, routing
hover for detail →
◇ Vonage — Call Platform
What Feeds In
- Outbound and inbound call activity logs
- Call recordings and duration data
- Call routing and disposition tracking
- Contact rate and connection metrics
Why It Matters
The actual calling data lives here — call volume, contact rates, and recordings. Critical for BDC performance measurement and coaching workflows.
IDS (Current CRM)
Historical sales, customer IDs, deal history
hover for detail →
◇ IDS — Current CRM
What Feeds In
- Historical sales transaction records
- Customer ID and account linking
- Prior deal and financing history
- Last sales/service/parts interaction dates
Current State
6,175
Unit Buyers
6,557
Svc-Only
Marketing & Web
Forms, email lists, Marketplace, social leads
hover for detail →
◇ Website / MailChimp / Social
What Feeds In
- Website form submissions and inquiries
- MailChimp email engagement and opt-ins
- Facebook Marketplace lead activity
- Social media engagement signals
Contactability Gap
62%
Email Rate
38%
No Email
Service & Parts (DMS)
Service history, parts orders, Camp KRV
hover for detail →
◇ DMS / Service System
What Feeds In
- Service appointment history and frequency
- Parts orders and unit identification
- Camp KRV engagement records
- Last service date and next-service predictions
Service Retention Gap
3,543
Buyers Lost
$2.5M+
Rev at Risk
Processing Engine
Consolidation Pipeline
1
Source Mapping & Cleanup
Normalize state codes, clean email placeholders, standardize phone formats
2
AI Dedup & Match
Fuzzy match 182 dupes, link customer identities across 5 sources
3
Lifecycle Staging
5-tier model: Active → At-Risk → Lapsed → Dormant → Dead
4
Segment & Enrich
Buyer type, unit type, trade cycle position, contactability scoring
5
Activate in DP360
P1–P4 campaign triggers, inventory alignment, predictive queues
Integrated Capabilities
Trade Cycle
Compliance
Attribution
Lifecycle Staging
Inventory
AI Coaching
Predictive
Contactability
Strategic Outputs
Lifecycle Revenue Engine
5-tier staging powering segment-specific BDC action
← hover for detail
◆ Lifecycle Revenue Engine
What Comes Out
- Active (3,703) → protect with CSI and retention discipline
- At-Risk (1,782) → phone-first reactivation, 60-day window
- Lapsed (1,519) → win-back offers, service re-engagement
- Dormant/Dead (5,727) → email/mail only, eventual suppression
Business Impact
Every customer gets the right outreach at the right time. No wasted effort on dead records, no missed opportunities in the at-risk window.
Trade Cycle Triggers
Predictive outreach at 2–3.5yr trade windows
← hover for detail
◆ Trade Cycle Triggers
What Comes Out
- Automated alerts when unit buyers enter trade window
- Unit type and manufacturer-specific outreach
- 6,175 unit buyers staged by purchase year and type
Top Unit Types
3,956
Travel Trailer
1,670
Fifth Wheel
Capacity Intelligence
Match outbound volume to service and inventory capacity
← hover for detail
◆ Capacity Intelligence
What Comes Out
- Appointment volume forecasts by segment and week
- Outbound throttling tied to real service capacity
- Location-level routing: KIA (7,350) · DIA (3,255) · EIA (1,388) · DVIA (717)
Business Impact
Never overwhelm the service department or sell against empty inventory. BDC output stays aligned to operational reality.
Productized Model
Repeatable BDC-as-a-service for third parties
← hover for detail
◆ Productized Model
What Comes Out
- Documented SOPs, scripts, and KPI frameworks
- Lifecycle staging model templated for any dealer
- Database intelligence playbook (segmentation → activation)
Business Impact
Clean data + proven process + documented playbook = enterprise value. This is what makes Wrangell possible and creates a scalable revenue stream beyond Ketelsen.
5 Systems → 12,732 Records → 5 Lifecycle Stages → Revenue. From fragmented to predictive in 6 months.
The End Vision: Lifecycle-Driven Revenue
Stage 1
Acquire
Marketplace, website, events, and referral leads flow into a single funnel. 62% email capture, 73% phone coverage. Compliant opt-in and instant BDC follow-up.
→
Stage 2
Sell
6,175 unit buyers in the database. Outbound campaigns matched to inventory and trade cycle position. Top brands: KZRV (1,221), Grand Design (1,087), Forest River (820).
→
Stage 3
Retain
3,703 active today. Service, parts, Camp KRV engagement keeps relationships alive. Close the 3,543 unit-buyer service leak. Every touchpoint extends the compliance window.
→
Stage 4
Trade & Repeat
At the 2–3.5yr mark, predictive triggers fire. 1,782 at-risk customers re-engaged at peak trade cycle. Conquest pipeline converting 2–3% of 6,557 service-only annually.