“What should the Internet manager’s role be?”
This all depends on how your Internet department is set up. The most important thing in any setup is a constant monitoring of incoming leads and non-buyer follow-up.
Many stores and Internet managers will merely swat at incoming leads and hurl a price out and see if they can get a customer to bite on an appointment at the first shot. Some Internet teams know they will have more leads coming in so they don’t exhaust a lot of effort on the ones they think are not interested in price and simply move to the next one.
This is a glaring mistake that gets made every day in dealerships all over. Therefore it is the Internet manager’s primary focus to manage this process, to know what is coming in daily, and where his people are in their follow-up process.
Accountability is the difference in an Internet department being mediocre and being great, and it all starts with the manager.