Model Overview Report

Introducing The Route-To-Market Framework

Identifying The Optimal Partner Type For Each Target Segment And Offering

January 1st, 2018
Maria Chien, VP, Research Director
Maria Chien VP, Research Director
With contributor:
Lisa Singer

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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