PKF PEOPLE
Peters King Franklin & Associates brings a specialised advisory and fractional management offering to Australia’s agricultural capital equipment sector. Led by Tony Peters, Bill Franklin and Matt King, PKF combines over 100 years of senior international and local industry leadership, with a deep, practical understanding of how manufacturers think, how dealer networks operate, and how the market behaves. With the industry reshaped by consolidation and technology adoption, we help clients navigate turbulence and make confident next-step decisions, whether that means strengthening the core business, leading a transformation, supporting an acquisition, or planning an exit. Our point of difference is direct access to executive-calibre experience at a level you can justify, without the fixed cost of employing leaders of this calibre full time.
Our Team
Tony Peters
Partner
Tony Peters is a senior commercial and product leader with deep experience across the agricultural machinery and dealer network environment.
With decades spent working closely with dealers and end customers, and senior manufacturer-side roles spanning product management, business development and national programs, Tony understands the full customer life cycle, what drives loyalty, and how to design practical initiatives that move results.
He has led teams, managed major product portfolios, and delivered dealer training, incentive programs and go-to-market strategies across Australia and New Zealand.
Matt King
Partner
Matthew King is a senior dealer network and OEM leader with decades of experience building, leading and optimising equipment channels across Australia, New Zealand and the wider APAC region. He has held high-responsibility commercial roles with CNH, including leading the New Holland brand in ANZ and driving growth for Case IH across multiple APAC markets, and later served as General Manager Dealer Network at CEA, where he focused on dealer performance and channel development.
Matthew brings deep insight into what makes dealer networks work, how manufacturers think, and how to align commercial strategy, people and process to deliver sustainable results.
Bill Franklin
Partner
Bill Franklin is a no-nonsense CEO and board-level leader with more than 20 years’ experience delivering strategic objectives and improving business performance across Australia and international markets.
He led HARDI’s ANZ operations for almost a decade with full accountability for P&L, strategy, risk and stakeholder management, while building a strong, independent leadership team and guiding major structural and cultural change.
Bill brings a keep-it-simple approach, enviable commercial acumen, and a resolute focus on alignment and outcomes, helping organisations make clear decisions and execute with confidence.
We’ll help you get control of the day-to-day, tighten working capital and think long-term.
With the industry reshaped by consolidation and technology adoption, we help clients navigate turbulence and make confident next-step decisions, whether that means strengthening the core business, leading a transformation, supporting an acquisition, or planning an exit. Our point of difference is direct access to executive-calibre experience at a level you can justify, without the fixed cost of employing leaders of this calibre full time.