Building Routes to Customers explains a powerful approach to maximizing your organization's success by getting the right products and services to the right customers through the right channels at the right time. World-class organizations and fledgling startups alike have employed these strategies and tactics to achieve profitable growth in volatile markets. Through in-depth analysis and dozens of illustrative examples, the authors show you how to employ the "Routes-to-Market" methodology to optimize the productivity of marketing, sales and customer service in your organization.

"Building Routes to Customers explains the powerful "Routes-to-Market" approach for driving profitable growth. World-class organizations including IBM, Microsoft, HP, Cisco, Hitachi, Adobe and Plantronics, and hundreds of smaller companies, have adopted RTM to develop and execute highly successful go-to-market strategies and tactics.With a step-by-step approach and dozens of examples, the authors show how you can use RTM to: (1) Determine the optimal level of spending for each function in marketing, sales and customer service, for each market segment, product and service. (2) Optimize your marketing mix and sales and distribution channels to maximize revenue and profitability throughout the product life cycle. (3) Get everyone in product management, marketing, sales, customer service, and your distribution partners aligned and working together to maximize results. (4) Get the right products and services to the right customers at the right time. (5) Retain existing customers and create profitable new ones."

What Is Routes-to-Market?.- RTM Workshop.- Market Segmentation.- Define Whole Solutions.- RTM Life Cycle.- Constructing a Route.- Go-to-Market Performance Assessment.- Connecting RTM with Corporate Strategy.- Implementing RTM Company-Wide.