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GenAlpha Announces New Partnership with MARKT-PILOT

October 31, 2022, Brookfield, Wis— GenAlpha Technologies and MARKT-PILOT have entered a strategic partnership. MARKT-PILOT helps OEMs increase parts revenue through market intelligence and enhanced pricing strategies. Through this partnership, both companies will gain an even deeper understanding of their customers and provide an improved level of support.

“Partnering with MARKT-PILOT made perfect sense for our company. We share a common goal, to help OEMs grow their parts business. They have the ability to provide market intelligence on parts and this is key to any parts pricing strategy. I look forward to working together to help our customers leverage these powerful tools,” said Kris Harrington, President and COO of GenAlpha Technologies.

“I’m looking forward to this partnership because of how much value we can both provide for each other. Both companies strive to help parts teams reach their full potential, and there is a lot of knowledge to be shared on both sides. We’re excited to be working with GenAlpha and can’t wait to help OEMs grow their parts business,” commented Alex Morbe, CRO of MARKT-PILOT.

About GenAlpha

GenAlpha Technologies partners with original equipment manufacturers and aftermarket organizations to support their digital commerce journey. GenAlpha offers so much more than an eCommerce solution, with digital 2D and 3D bills of materials catalogs, RMA, Warranty, and Product Configurator tools, Equip360 is a complete solution for supporting all aspects of equipment support and maintenance. Visit the GenAlpha website at for more details on the company and its offerings.


MARKT-PILOT is reimagining parts pricing by providing the market intelligence required by OEMs to make more money with parts. Since 2020, their customers have realized $200MM in additional parts revenue after implementing market-based pricing informed by MARKT-PILOT’s distribution data.

MARKT-PILOT’s software, PRICE-RADAR, pinpoints opportunities to increase parts revenue by identifying:

  • Advantageous lead times

  • Parts priced below market

  • Purchased part exclusivity

Visit for more details regarding MARKT-PILOT, and their offering.


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