Trends Report

The Sales Tide Is Shifting To Pan-Route Strategies

Chart A Course For Customer Obsession Across All Routes-To-Market

January 1st, 2018
Mary Shea, PhD, null
Mary Shea, PhD
Jacob Milender, null
Jacob Milender
With contributors:
Caroline Robertson , Alexander Bullock , Kara Hartig


As B2B buyers’ expectations change, the boundaries blur between their preferred sales channels. Leading B2B firms recognize this and are adapting their routes-to-market strategies. This report details the shifts in routes prioritization, highlights mini case studies of companies modernizing their strategies, and provides recommendations for B2B marketing and sales leaders to place the customer at the core of their strategy.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.