Mark Stephen McCollum, a veteran automotive executive and founder and CEO of Automotive IntelliQence, is raising awareness around a growing issue in the automotive retail industry: the gap between available data and actionable operational execution.

With more than 35 years in auto retail, including leadership roles overseeing over $1.5 billion in revenue across 22 franchises at AutoNation, McCollum is advocating for a shift in how dealerships approach technology, performance tracking, and day-to-day decision-making.

“The industry doesn’t have a data problem,” McCollum says. “It has an execution problem. Most stores already have access to more information than they can use. What’s missing is clarity around what to do with it.”

According to recent industry reports, U.S. auto dealerships generate vast amounts of operational data daily, yet a significant percentage of that data goes underutilized. Studies suggest that while over 80% of dealerships invest in digital tools and analytics platforms, fewer than 30% report consistent, process-level adoption across departments. This disconnect often leads to inefficiencies in inventory management, deal structuring, and profitability tracking.

McCollum believes the solution is not more software, but better alignment between tools and real-world workflows.

“If the system isn’t being used at the desk level, it doesn’t matter,” he explains. “It has to match how deals move, how managers think, and how decisions are actually made inside the store.”

Through his work at Automotive IntelliQence, McCollum has focused on building systems that prioritize usability and accountability. His approach is grounded in decades of operational experience, including roles as general manager at Sonic Automotive and leadership positions across private dealer groups.

“Most software in this space is built by technologists,” McCollum says. “Ours is built by operators. That difference shows up in the details.”

Industry analysts have noted that dealership profitability is increasingly tied to operational consistency rather than top-line growth alone. With tighter margins, fluctuating inventory supply, and evolving consumer expectations, even small inefficiencies can have a measurable financial impact. Research indicates that improving process discipline in areas like inventory turn and deal structure can increase gross profit by several percentage points per vehicle.

McCollum emphasizes that the challenge is not just technological, but cultural.

“Change management is one of the biggest hurdles,” he says. “Software doesn’t fix a problem on its own. It requires discipline, leadership, and consistent use at the store level.”

He also highlights the importance of real-time feedback from operators over delayed reporting.

“I rely on conversations with dealer principals and general managers,” McCollum explains. “That’s where you see what’s actually happening. Reports are always behind. Execution is happening in real time.”

As the automotive retail landscape continues to evolve, McCollum sees a clear path forward: tighter integration between systems, stronger accountability at the management level, and a renewed focus on operational fundamentals.

“The best plan doesn’t matter if it doesn’t work on the ground,” he says. “Execution always outweighs theory.”

Call to Action McCollum encourages dealership leaders, managers, and operators to take a closer look at their current processes and systems. Rather than adding more tools, he advises focusing on adoption, consistency, and clarity at the store level. This includes evaluating whether existing systems are actively used in daily decision-making, identifying gaps in accountability, and aligning technology with real operational workflows.

“Start with how your team actually works,” McCollum adds. “If your system doesn’t support that, it won’t get used.”

To read the full interview, visit the website here.

About Mark Stephen McCollum

Mark Stephen McCollum is an automotive executive and entrepreneur with more than 35 years of experience in auto retail. He is the founder and CEO of Automotive IntelliQence, an enterprise software company focused on improving operational performance for automotive dealerships. McCollum previously served as Market President at AutoNation, where he oversaw 22 franchises across 18 rooftops generating over $1.5 billion in revenue. He has also held leadership roles at Sonic Automotive and multiple private dealership groups.

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