Is It Time To Transform Your Routes-To-Market Strategy For Maximum Revenue Results?

There are many reasons why good products fail. A common failure point for B2B organizations is a lack of rigor in understanding the needs, behaviors, and preferences of the offering’s target customer and applying that data to launch decisions. This is particularly true in relation to how marketers select the most effective and efficient ways to reach, sell, and support the customer — also known as routes to market or distribution channels. Despite the significant impact on revenue, profit, and competitive advantage, deciding whether to sell directly to the customer or leverage third-party channel partners is often not included as a deliberate part of the go-to-market planning process. In the face of inertia, fear of disruption, and entrenched industry practices, suppliers stay with their existing routes to market. In this report, we explain why organizations must remain informed on the various routes to market available and recognize when it is time to reevaluate and adapt their routes-to-market strategies to reflect the shifting landscape and optimize their growth potential.