Ciaran Gillen


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Ciaran Gillen is an American entrepreneur. Ciaran started Machinery Partner in 2020.[1]

Ciaran Gillen,  of Machinery PartnerCiaran Gillen, of Machinery Partner

Company

Machinery Partner

Twitter

@Ciaranion (523 followers)

Career

Early Career

No early career info added yet...

Machinery Partner

Ciaran started Machinery Partner in 2020. They detail the beginnings of their company in their Starter Story interview: [1]

Q: How did you get started on Machinery Partner?

I first got into the heavy equipment industry over 15 years ago during the last recession. I had been working in the hospitality sector but took a leap and ventured into recycling machinery.

I spent my first four to five years as a dealer in England for a German manufacturer. This is where I first started to realize the large service gap between dealers and customers. It was a bit of a drop-and-run scenario, where all of the focus was on the sale and none of it on aftercare.

After this, I transitioned into manufacturing with a company called Anaconda equipment. This allowed me to understand the market from their point of view and opened my eyes to the recruitment and onboarding process for dealers.

I started to see how unsophisticated things were across the whole industry. You would literally have sales guys just driving around looking for a site with machines on it in the hope of catching a lead.

At this point, I really wanted to prove that digitization could affect such a traditional industry. I had the idea that the people using the machines were the key to selling machines, and that we could still reach them as a manufacturer. I started to go after the end-users to recruit more dealers for Anaconda and ended up boosting our revenue by 47% in just 18 months with this tactic.

At this point, we ended up getting acquired by the McLanahan group, and I was offered a $250k salary to lead their digital marketing team, but I said no.

I had it in my head that there was a real opportunity to change how machines were sold.

After doing some more digging, a few very active Facebook groups gave me the confidence that there was an online opportunity for heavy machinery. I decided to leave the comfort of a full-time job and start Machinery Partner. We started to use these groups along with some targeted Facebook advertising to generate leads and sell machines. The rest is history!

I started to see how unsophisticated things were across the whole industry. You would literally have sales guys just driving around looking for a site with machines on it in the hope of catching a lead.

Source [1]

References

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