Best Practice Report

Getting The Routes-to-Market Strategy Right

A Disciplined, Stepwise Approach To Selecting Correct Routes To Market

August 2nd, 2021
With contributors:
Mike Pregler , Michael Belden


Selecting and sustaining routes to market to effectively and profitably reach, sell, and support a supplier’s target customers is as critical to business success as the quality of offerings and how they are priced and marketed. However, it is no easy feat to choose routes to market and keep them up to date with changing company and market dynamics — there is no one-size-fits-all strategy. This report outlines the Forrester Routes-To-Market Decision Process — a structured, stepwise framework that enables suppliers to enter this decision process with the right information, systematically select the best routes to market, and identify when it is time to improve, modify, or revamp them.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.