How Chinook Equipment Built a Multi-Million Dollar Pipeline with TargetCRM

When you’re managing tens of millions of dollars in equipment inventory across multiple locations, visibility isn’t optional — it’s critical.

For Chinook Equipment, the issue wasn’t a lack of demand — it was consistency and visibility. Their previous pipeline tool required duplicate data entry outside their DMS, forcing sales reps to enter the same customer information multiple times. That extra friction frustrated the team, limited adoption, and made it harder for leadership to fully trust the pipeline across five locations.

As Sales Manager Rusty Motloch explains:

“It was a really big headache. There was a lot of less-than-positive buy-in from the team due to having to duplicate all the work.”

They needed one connected system that the team would actually use.

A Connected System That the Team Adopted

After implementing TargetCRM, the biggest change wasn’t technical — it was behavioral.

Because the CRM synced directly with their DMS and removed duplicate entry, reps immediately saw the value. They could update deals from their phones while standing with customers, capture notes in real time, and maintain accurate records without extra work. With all five locations operating in one system, visibility expanded overnight.

Rusty explains:

“Once you remove the friction, adoption comes naturally. The guys see the value quickly.”

That adoption allowed Chinook to build a much larger and healthier pipeline than before. About a year earlier, they typically had only 20–25 active leads tracked. Today, their pipeline is significantly deeper and more structured because they kept the process simple:

• Active Leads

• Quotes & Demos

• Committed

• Deal Package

If a deal hasn’t been touched in a week, it turns red. Managers can step in immediately to help move it forward.

To reinforce accountability, Chinook tied internal approvals directly to the CRM. If a salesperson wants a signed cost sheet, the opportunity must exist in TargetCRM. Management uploads approvals directly into the deal record, making the platform the single source of truth.

“If it’s not in the system, it doesn’t exist. That’s how we keep everyone aligned.”

Even long sales cycles — which can stretch months or more than a year — stay organized. Delayed deals move into a “Purchase at Later Date” category with scheduled follow-ups so nothing gets forgotten while the active pipeline stays clean.

Beyond Sales: Automation, Visibility, and Smarter Decisions

One of the biggest, unexpected wins came in service. When work orders change status, customers automatically receive a text update. That transparency reduced inbound calls and interruptions while improving customer experience.

Rusty calls texting:

“A gamechanger. Customers love it, and our team isn’t getting pulled off tasks to answer status calls.”

Chinook also began tracking model and unit numbers inside opportunities, which unlocked better inventory insight. They can now see how often units are quoted, whether pricing is the barrier, and how much revenue sits in committed deals — helping guide purchasing and floorplan decisions across more than $20 million in inventory.

The Result: Clarity Creates Momentum

With TargetCRM, Chinook Equipment achieved:

• Greater lead visibility and pipeline quality

• Stronger accountability across the sales team

• Better collaboration between the five locations

• Streamlined long sales cycles

• Improved service communication through automation

• Clearer insight into inventory and forecasting

Rusty summarizes their approach simply:

“Keep your pipeline simple. Tie it to your process. Once the team sees the value, the buy-in follows.”

For Chinook Equipment, TargetCRM didn’t just organize their sales process — it created clarity across the business. And with clarity came momentum, turning opportunity into a scalable, multi-million-dollar pipeline.