General Motors Standards For Excellence SFE Digital Rewards Program Rules... To learn more in an online community of GM dealers, visit http://www.automotivedigitalmarketing.com where the members of the Automotive Digital Marketing Professional Community have been discussing this GM program.

1. SFE Quarterly Digital Performance Reward
Each quarter, SFE-enrolled dealerships meeting minimum requirements will have the opportunity to earn
NEW!
a quarterly Digital Performance Reward; fulfillment of this reward will be based on their ability to respond
in a timely manner to GM Internet (Brand Web sites/GM Third Party Lead Purchase Program) and GM
Dealer Web site new vehicle sales leads. The SFE Quarterly Digital Performance Reward is a BAC-level
bonus and may include leads and sales from non-SFE enrolled GM brands under the BAC.
• The Digital Performance Reward will be awarded to dealerships who meet the minimum Total Leads-to-
Sales ratio requirements (>.25 per quarter) and whose quarterly digital performance meets the
established criteria
• The Digital Performance Reward will be based on Eligible Leads, which includes GM Internet (Brand Web
sites/GM Third Party Lead Purchase Program) and GM Dealer Web site new vehicle sales leads
• All Eligible Leads reported monthly via the New Vehicle Lead Performance Report on the CID Web site
will be counted toward the Digital Performance Reward (the performance assessment will include SFE-
enrolled and non SFE-enrolled brands under that BAC)
• The Sales criteria for the Lead-to-Sales ratio will be determined by tracking all SFE-eligible deliveries for
the BAC, including brands not enrolled in SFE. (If dealership is a Chevrolet/Cadillac dual, but enrolled
only in Cadillac SFE, Chevrolet sales will count toward the Total Leads-to-Sales ratio.)
• Only one Digital Performance Reward will be paid quarterly per BAC, regardless of the number of brands
enrolled in SFE.
• The Digital Performance Reward is a separate opportunity from the quarterly SFE Performance Bonus
and does not require a dealership to meet their quarterly Sales and CSI qualifiers
Minimum Qualifying Requirements for Digital Performance Reward
SFE enrolled dealerships must meet all of the following minimum requirements to qualify for a Digital
Performance Reward each quarter.
• One Division per BAC must be enrolled in the 2010 SFE Process(Divisional or Multi-Line)
• Must be a Certified Internet Dealer (OneSource Lead Consolidation Pipeline + Certified Lead
Management Tool)
• Must be iMR (In Market Retail) enrolled
• Must have a Internet Lead-to-Sales Ratio of >.25 per quarter for the BAC (includes all brands under the
BAC, SFE-enrolled and not enrolled)
Please refer to the 2010 SFE Digital Performance Reward Grid for payout levels.
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2. Eligible Leads
Eligible Leads include those that come from the following sources during the SFE Process period (January 1
– December 31, 2010):
• Dealer Web site (New Vehicle Requests only): Leads coming from your GM certified Web site (Cobalt)
• GM Internet (New Vehicle Requests only): Leads coming from GM brand Web sites (gm.com, chevy.com
etc.)
• GM Third Party Internet Leads (New Vehicle Requests only): Leads that are purchased directly from the
GM Third Party Lead Program
Lead Types Included In SFE Digital Reward Lead Types NOT Included In SFE Digital Reward
GM Internet – New Vehicle Leads GM Used and CUV
GM Native Sites i.e. Divisions, Family First Dealer Web site
GM Third Party Used
Survey Lead
Dealer Web site – New Vehicle Leads
DMA/LMA Landing Page Dealer Loaded
Request A Quote Manifest
Test Drive Request Incremental Private Offer (IPO)
Trade Appraisal Handraiser
General Information Service Leads
NOTE: All Eligible Leads reported monthly via the Lead Performance Report (on the CID Program Web site
behind GlobalConnect), the GM Lead Response Field Report (available via your Zone or District Sales
Manager) and the SFE Web site will be counted toward the Digital Performance Reward (the performance
assessment will include both SFE-enrolled and non SFE-enrolled brands under that BAC).
Total Leads-to-Sales Ratio
As a minimum qualifying requirement for the Digital Reward, Dealers must have a have a Total Leads-to-
Sales Ratio of >.25 per quarter (Must receive more than one Lead for every four actual Sales) to qualify for
the quarterly Digital Performance Reward.
The Leads-to-Sales ratio is calculated using Total Leads and Total Sales at a BAC level.
Total Leads = Sum of all eligible Leads from both SFE-enrolled and non SFE-enrolled brands for the
BAC during a specific period of time (both monthly and rolling 3-month average)
Total Sales= Sum of all SFE-eligible deliveries for the BAC, including brands not enrolled in SFE
during a specific period of time (both monthly and rolling 3-month average)
Leads-to-Sales Ratio = Sum of Total Eligible Leads
Sum of Total SFE-Eligible Sales
NOTE: Only SFE-eligible fleet sales will be counted toward the Leads-to Sales-ratio.
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3. Qualifying Example: Hometown Motors receives 11 Total Leads in February, and posts 40 SFE-eligible
sales during that same time period.
Sum of Total Leads= 11
Sum of Total Sales= 40 = .28 Lead-to-Sales Ratio
Meets Leads-to-Sales ratio of > .25 and qualifies for the Digital Reward.
Digital Performance Reward Elements
Digital Performance will be rewarded quarterly based on the 3-month rolling average of the following
digital metrics:
Percent (%) Responded to Actual number of Leads that were responded to within five (5) hours,
within 5 hours divided by the total number of leads received.
Percent (%) Responded to within 5 Hours =
Sum of Leads Responded to within 5 Hours
Total # of Leads Received
Average Response Time (ART) Sum of all actual response times recorded during a specific period
divided by the number of leads responded to (including duplicates).
Average Response Time (ART) =
Sum of Response Times*
Total # of Leads Responded to
*Response Time is defined as the time between when a Lead is received by the dealership’s Lead Management Tool and when that
Lead is responded to (i.e. lead status updated).
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4. Digital Performance Reward Grid
If the dealership meets the minimum qualifying requirements, the Digital Performance Reward payout will
be awarded based on their performance in the digital metrics, as reflected in the grid below:
2010 Quarterly SFE Digital Performance Reward Grid
Average Response Percent (%) of Leads Responded to within 5 hours
Time (ART)
hrs/min/sec 57% to 65% >65% to 75% >75% to 85% >85% to 95% >95%
≥12:00:00 $0 $750 $1,000 $1,500 $2,000
8:00:00 – 11:59:59 $750 $1,000 $1,500 $2,000 $2,500
5:00:00 – 7:59:59 $1,000 $1,500 $2,000 $2,500 $3,000
4:00:00 – 4:59:59 $2,000 $2,500 $3,000 $3,500 $4,000
2:00:00 – 3:59:59 $3,000 $3,750 $4,250 $5,750 $7,500
<1:59:59 $4,000 $4,750 $5,250 $6,250 $10,000
NOTE: Dealers must have a Total Leads-to-Sales Ratio of >.25 per quarter (Must receive more than one Lead
for every four actual Sales) to qualify for the quarterly Digital Performance Reward.
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5. The GM SFE Digital Reward Report
The GM SFE Digital Reward report will be a separate link located under the Reports section on
GMSFELive.com. The report will be updated on a monthly basis, and will reflect both the current month
and rolling 3-month score for the Digital Performance Reward elements: Percent (%) of Leads Responded
to within 5 Hours and Average Response Time. The report will also display the Current Month and Quarter-
to-Date Lead Volumes as well as the Total Leads-to-Sales Ratio. SFE-eligible deliveries and Total Leads will
be measured and reported at the BAC level, and will include those brands not enrolled in SFE.
Dealers will be paid on the 3-month rolling average score at the end of each quarter but will be able to
track their scores on a monthly basis.
The GM SFE Digital Reward report will reflect data from the Lead Performance Report (on the CID Program
Web site) and the GM Lead Response Field Report. It will measure Eligible Leads received within the
established date ranges below each quarter:
2010 SFE Digital Reward Reporting Schedule
QTR/YEAR 2010 ELIGIBLE LEAD RANGE 2010 ELIGIBLE LEAD CUTOFF DATE
April 2010 Report* – 3-month rolling average score
QUARTER 1, 2010 1/1/10 – 3/31/10
(Jan, Feb, Mar)
July 2010 Report* – 3-month rolling average score
QUARTER 2, 2010 4/1/10 – 6/30/10
(Apr, May, Jun)
October 2010 Report* – 3-month rolling average score
QUARTER 3, 2010 7/1/10 – 9/30/10
(Jul, Aug, Sept)
January 2011 Report* – 3-month rolling average score
QUARTER 4, 2010 10/1/10 – 12/31/10
(Oct, Nov, Dec)
*As reflected in the CID Web site Lead Performance Report and the GM Lead Response Field Report
Any changes made to submitted data after the Eligible Date Range will NOT be reflected in the monthly
report, but may be updated at GM’s discretion. However, any changes made to submitted data after the
Eligible Date Range at the end of the quarter will NOT be included in the dealership’s 3-month rolling
average score, and will therefore NOT be counted toward the SFE Digital Reward.
Quarterly SFE Digital Reward payouts will be made after the close of the applicable quarter and are
submitted to qualifying Dealers’ Open Parts Accounts separately from any earned SFE Quarterly
Performance Bonuses. Payouts will be paid at a BAC level, regardless of SFE-enrolled brands and will be
paid to the Business Management Division on file.
Note: Any data discrepancies that are the result of a Certified Lead Management Provider (CLMP) error are
the responsibility of the GM Dealer and/or their provider to amend, and will not be recalculated for the
Digital Reward.
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6. Tracking Your Digital Reward
Dealers will be able to access a Dealer-specific SFE Performance Report located behind the GM Lead
Management Tool link within GlobalConnect beginning late January, 2010. Digital Reward Summary
reports are also available via the Reports link on the SFE Web site (gmsfelive.com). This report will also be
accessible from within the Dealer-specific SFE Performance Bonus report.
SFE Digital Metrics are also highlighted within the following:
1. Certified Internet Dealer Web site (CID) - Lead Performance Report. Available through GM
GlobalConnect – January 2010.
2. GM Lead Response Field Report, which is distributed to the field each month. Available by
contacting your Zone or District Sales Manager.
The above reports will reflect consistent Digital Reward metrics (Percent (%) of Leads Responded to within
5 hours and Average Response Time (ART)).
NOTE: Any changes made to submitted data after the quarter-end dates will not be counted toward
Dealers’ Digital Performance Reward.
Please see the following pages for quarterly examples of Digital Reward Qualification.
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7. Example #1 - Quarterly Digital Reward – Qualifying
At quarter end, the dealership’s rolling 3-month average for Average Response Time is 5:15:16 and
Percentage (%) of Leads Responded to within 5 Hours is 94.7%.
o The dealership’s 3-month actual lead volume is 156
o The dealership’s 3-month actual SFE eligible sales is 275
2010 Quarterly SFE Digital Performance Reward
Current Month+ 3-Month Rolling Avg.
Avg. Response Time (ART) 5:57:30 5:15:16
% of Leads Responded to within 5 hrs 90% 94.7%
Total # of Combined Native, Third Party and
53* 156*
Dealer Web site Leads
# of SFE Eligible Sales 95** 275**
Lead: Sales Ratio (Total Leads divided by Sales) .56 .57
Potential QTRLY Digital Reward N/A $2,500
+Current Month report reflects previous month’s data
*Actual Lead Volume includes Total Leads for the BAC, including brands not enrolled in SFE
**SFE Eligible Sales includes all SFE-eligible deliveries for the BAC, including brands not enrolled in SFE
Based on the dealership’s 3-month rolling Average Response Time (5:15:16) and Percent (%) of Leads
Responded to within 5 hours (94.7%), along with a quarter-to-date Total Leads-to-Sales Ratio of .57 (above
the minimum quarterly requirement of >.25), the dealership would qualify to earn $2,500, based on the
Digital Performance Reward Grid.
2010 Quarterly SFE Digital Performance Reward Grid
Average Response Percent (%) of Leads Responded to within 5 hours
Time (ART)
hrs/min/sec 57% to 65% >65% to 75% >75% to 85% >85% to 95% >95%
≥12:00:00 $0 $750 $1,000 $1,500 $2,000
8:00:00 – 11:59:59 $750 $1,000 $1,500 $2,000 $2,500
5:00:00 – 7:59:59 $1,000 $1,500 $2,000 $2,500 $3,000
4:00:00 – 4:59:59 $2,000 $2,500 $3,000 $3,500 $4,000
2:00:00 – 3:59:59 $3,000 $3,750 $4,250 $5,750 $7,500
<1:59:59 $4,000 $4,750 $5,250 $6,250 $10,000
NOTE: Dealers must have a Total Leads-to-Sales Ratio of >.25 per quarter (Total Leads for the BAC
regardless of SFE enrollment) to qualify for the quarterly Digital Performance Reward.
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8. Example #2 - Quarterly Digital Reward – Non-Qualifying
At quarter end, the dealership’s rolling 3-month average for Average Response Time is 8:45:22 and
Percentage (%) of Leads Responded to within 5 Hours is 86.2%.
o The dealership’s 3-month actual lead volume is 32
o The dealership’s 3-month actual SFE eligible sales is 135
2010 Quarterly SFE Digital Performance Reward
Current Month+ 3-Month Rolling Avg.
Avg. Response Time (ART) 6:29:10 8:45:22
% of Leads Responded to within 5 hrs 85.0% 86.2%
Total # of Combined Native, Third Party and
12* 32*
Dealer Web site Leads
# of SFE Eligible Sales 46** 135**
Lead: Sales Ratio (Total Leads divided by Sales) .26 .24
Potential QTRLY Digital Reward N/A $0
+Current Month report reflects previous month’s data
* Actual Lead Volume includes Total Leads for the BAC, including brands not enrolled in SFE
**SFE Eligible Sales includes all SFE-eligible deliveries for the BAC, including brands not enrolled in SFE
Based on the minimum quarter-to-date Total Leads-to-Sales Ratio of .24 (below the quarterly minimum of
>.25) the dealership would not qualify to earn a Digital Performance Reward.
NOTE: The Digital Performance Reward is a new element of the SFE program. As a result, GM may need to
cancel, terminate or modify the program during the course of the year. GM reserves the right to cancel
the program, or to modify the criteria (Average Response Time and Percentage (%) of Leads Responded
to within 5 Hours), the payment levels, or the threshold performance levels for the payouts at its sole
business discretion. If GM determines that such a cancellation or change is required, Dealers will not be
permitted to un-enroll from the SFE program based on that cancellation or change.
NOTE: All Performance Bonuses paid and SFE-eligible VINs reported are subject to audit and chargeback
for noncompliance with any program rules.
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9. Digital Performance Reward Buy/Sell Policy
All general Buy/Sell Policies apply as stated on page 41 of this Process Manual. In addition:
Digital scores DO NOT carry over to the BUYER:
• During the quarter in which the new BAC is activated (the “New BAC Quarter”), neither the outgoing nor
the incoming Dealer will be able to qualify for any Digital Reward. The incoming Dealer, however, will
have an opportunity to earn a payout for the New BAC Quarter based on the incoming Dealer’s digital
performance data in the next full quarter (the “Subsequent Quarter”). If all other SFE requirements are
met, the incoming Dealer may earn a payout for two quarters (the New BAC Quarter and the Subsequent
Quarter) based on the dealers digital performance results for the Subsequent Quarter.
Buy/Sell Example:
As a result of a buy/sell, Original Motors sells a dealership to Hometown Motors, which receives a
new BAC in February 2010. At the end of Quarter 1 of 2010, neither Original Motors nor Hometown
Motors earns any digital payout. For Quarter 2 of 2010, however, Hometown Motors meets the
minimum qualifications to earn a SFE Digital Reward, and registers the following 3-mth rolling
average scores:
Average Response Time (3-mth rolling average): 5:15:16
Percent (%) of Leads Responded to Within 5 hours (3-mth rolling average): 94.7%
Q2 2009 Leads to Sales Ratio: >.25%
The Quarterly SFE Digital Reward for Hometown Motors in Q2 of 2010 is $2,500. In this situation,
Hometown Motors would earn an SFE Digital Reward payout for Q1 and Q2 of 2010 based on its Q2
performance, resulting in a total Digital payout of $5,000 for Hometown Motors. Both quarterly SFE
Digital payments would be remitted to Dealer’s Open Account at the close of Q2.
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10. New GM Linemake
If a currently enrolled BAC acquires a new GM linemake (Chevrolet, Cadillac, Buick or GMC) during calendar
year 2010, the following rules apply to the Digital Performance Reward:
• All applicable Lead, Lead Response and/or Eligible Sales data for the new linemake will be included in the
BAC’s Lead and Sales totals for the balance of the quarter in which the linemake is activated, and
thereafter, to determine the dealership’s eligibility for a Digital Performance Reward, as well as the
amount of the Digital Performance Reward.
• A BAC can only earn one Digital Performance Reward per quarter, regardless of the number of brands
enrolled in SFE.
NOTE: A Digital Performance Reward is always based on the dealership’s performance for all GM
linemakes regardless of how many GM linemakes are actually enrolled in SFE.
New Linemake Example:
During February of 2010, Hometown Motors, a Buick dealership, acquires a GMC linemake. Both the
lead data and the sales data for the GMC linemake will immediately apply and count toward the
determination of the Q1 SFE Digital Performance Reward for Hometown Motors, as well as the Digital
Performance Rewards for the balance of 2010. If all minimum requirements are met, Hometown
Motors will have the opportunity to earn ONE quarterly SFE Digital Performance Reward for each
quarter of 2010, based on the performance of both Buick and GMC leads and sales.
2010 SFE Digital Reward
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