Inside Tractor Zoom With Jeff Gutierrez

In this first episode of Beyond the Hood’s Inside Tractor Zoom series, Product Manager Jeff Gutierrez pulls back the curtain on Anvil Pro Quote: How it came to exist, what problems it solves, and why the small things (like where a button lives) matter more than you might think when your salespeople are running hundreds of quotes a month.

What We Covered

• Why a centralized quoting tool matters, especially for multi-OEM dealerships managing sales across different brands
• How Anvil Pro Quote came to be, and what limitations of earlier quoting tools made a more robust solution necessary
• The features inside Anvil Pro Quote that make the biggest day-to-day difference for dealers: service jobs, margin targets, and payment comparison
• What it really means to build software "alongside" customers, and why full-dealership adoption changed how Jeff's team thinks about product launches
• What's coming next: payment workbenches, OEM program integrations, configurator connections, and more

Key Insights for Dealers

Fragmented quoting is a real cost, even if it's hard to see

If your sales team is quoting out of two OEM-specific tools, or worse, out of different spreadsheets, you're dealing with inconsistency in how deals get built and margin gets managed. Centralizing quoting in one tool means every salesperson, at every location, is working from the same playbook.

Viewing margin targets within your quoting system put the right information where your salespeople actually need it.

One of the newer additions to Anvil Pro Quote, Margin Targets lets managers define profit expectations by product category and surface that information directly inside the quoting workflow. 

The financing conversation is more nuanced than most quoting tools account for.

Some customers want the lowest monthly payment. Some want to know the total cost over the loan. Some just want to see a zero percent rate, even if the math doesn't favor it. Being able to see and apply all options in one place is a competitive advantage.

Small efficiency gains are worth more than they look.

When a dealership is running over a thousand quotes a month, this can lead to north of a thousand unnecessary clicks. Anvil Pro recently passed 10,000 quotes processed, and that scale is exactly why seemingly minor UX improvements get taken seriously.

Building a dealership-wide system is a different challenge than building a feature.

Jeff was candid about how Anvil Pro Quote pushed his team's thinking. A typical product mindset favors launching a minimal viable version and iterating from there. But when you're building something every salesperson, manager, and back-office staff member will use from day one, the tolerance for rough edges is much lower. That shift in expectation changed how the team approaches launches.

On the Roadmap

Jeff pointed to a few areas his team is actively working toward: A payment comparison workbench for side-by-side financing scenarios, deeper OEM program integrations so dealers don't have to toggle between resources to find available programs, and configurator connections that let dealers build new-order quotes directly within Anvil Pro. The broader goal is fewer tabs, less toggling, and more of the work happening in one place.

About Jeff

Jeff Gutierrez is a Product Manager at Tractor Zoom. He leads innovation on the agnostic quoting tool, Anvil Pro Quote, and has been directly responsible for connecting critical quoting workflows and documents within a centralized and streamlined system. Before joining Tractor Zoom, Jeff studied Industrial Design at Iowa State University and at KTH Royal Institute of Tech in Stockholm, Sweden.