Best Practice Report

Getting The Routes-to-Market Strategy Right

A Disciplined, Stepwise Approach To Selecting Correct Routes To Market

August 2nd, 2021
Stephanie Sissler, VP, Principal Analyst
Stephanie Sissler VP, Principal Analyst
With contributors:
Mike Pregler , Michael Belden

Summary

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.

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