Element Three acquires dealer-analytics firm Sextant

What's the deal? Element ThreeDealroom has a profile for this one. Try Dealroom →, a Carmel, Indiana-based B2B2X marketing agency, has acquired SextantDealroom has a profile for this one. Try Dealroom →, a dealer-network analytics and software firm based in Colorado Springs, Colorado. The deal closed on 6 July 2026. Generational GroupDealroom has a profile for this one. Try Dealroom → advised Sextant on the sale.

What do they do? Sextant runs a data and analytics platform built on a national dealer database, helping manufacturers optimise dealer networks and turn market data into decisions. Element Three helps manufacturers and businesses with complex distribution networks build go-to-market strategies across brand, media, digital, and sales enablement.

What's the endgame? Element Three partners with original equipment manufacturers (OEMs) to launch products, build dealer programs, and move inventory. Adding Sextant's platform gives it dealer-performance data to fold into those services.

Who ran it? Generational Group executive managing director Lori Galloway led the team, with affiliate Lee Kendall and senior vice president Tony Brock. Executive managing director Tom Braun and senior advisor Michael Querard established the initial relationship with Sextant.

"Bringing together companies with complementary strengths and long-term objectives is at the core of what we do," said Ryan Binkley, chief executive officer of Generational Group.

The signal: Marketing agencies serving manufacturers are moving to own the data layer, not just the creative. Folding analytics into channel-marketing services reflects a broader push to link dealer performance directly to measurable growth.

Read more: Business Wire