Summary
When a B2B organization chooses a route to market for launching a new offering or entering a new market, product and channel leaders must examine numerous potential partner types and choose the right type of partner for the task at hand. Unfortunately, when making this decision, many organizations lack a disciplined process for considering buyer needs and the organization’s priorities. In this report, we introduce the Forrester Route-to-Market Framework, whose five lenses help identify the optimal partner type for any go-to-market initiative.
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