NEW!Route-to-Market Strategy

Route-To-Market Strategy: Reaching The Right Customers

By: Emilio Macasaet III

What Route-To-Market (RTM) strategy do I need to employ? How do I develop a more competitive and efficient RTM model? RTM strategies define the methods of reaching your customers (through marketing channels) with products, services and information. A fractured RTM model can significantly derail delivery of your value proposition to your target customers.

This module teaches participants different RTM models, how to assess their effectiveness, and how to develop a more appropriate model that’s aligned with your company’s overall marketing strategy.

Target Audience:Primarily for sales professionals who are involved in assessing and formulating route-to-market strategies; and for those in Marketing who need to understand the flow of goods through various channels of distribution. 

Pre-work:All participants to this seminar will be required to accomplish a RTM model sheet to be submitted at least a day prior to the seminar schedule.

  1. Introduction:
    1. Product Differentiation vs. Service Differentiation
    2. Definitions: Sales Strategy and Route-To-Market Strategy
    3. A Company-Centric versus a Customer-Centric RTM Model
    4. Case examples of various RTM models across different industries
    5. Conclusion: Why some fail and others succeed
  1. RTM Strategies: Direct and Indirect Models
    1. Discussing Direct and Indirect models
    2. Tracking and measuring your flow of goods
    3. Reasons Why Companies Choose a Certain Model:
      1. Financial
      2. Marketing
      3. Operations (complexity)
      4. Human Resources
    4. When to employ Direct and/or Indirect model (in stages)
    5. The advantages of a Mixed RTM model
    6. Information Technology (Sales Applications/Systems) as enabler
  1. How To Assess and Develop Your RTM Strategy
    1. Understanding Target Markets: How they prefer to buy
    2. Assessing your current RTM model
      1. Channel’s strategic role
      2. Channel Contribution Margin
      3. Flow of Goods: duplication of roles?
      4. Supply Chain capabilities
      5. Sales Force capabilities
    3. Revising/Developing your RTM Model and Strategy
      1. RTM design per time stage
      2. Priority Target channels
      3. Alignment of capabilities (Physical and Commercial)
    4. Managing realities and expectations amongst channel members


Emilio Macasaet III is Mansmith's Partner and Chief Distribution Strategist

Emilio C. Macasaet III is the Chairman and CEO of Field Partners Inc., and Partner and Chief Distribution Strategist of Mansmith and Fielders, Inc. He is the author of the best-selling, Distributor Management, the first ever book on distributor management in the Philippine Market, and the newly launched book, 6 Steps To Effective Key Account Management. He is also co-author of the Mansmith Mentors' List: the 8 P's of Marketing.

He brings with him very extensive and intensive corporate experiences gained from both local and multinational companies like Gillette, Nestle, L'Oreal, Metrolab and RFM Corporation where he was Vice President of Sales & Distribution division. He conducts various sales seminars, consulting, and training programs in most parts of Asia-Pacific and Middle East. 

He obtained his MBA from Ateneo De Manila University and took his Doctor in Business Administration at De La Salle Graduate School of Business where he was a former MBA professor in Distribution Management. Bong also attended an executive program on Marketing Channels at Kellogg School of Management, Northwestern University, Chicago; and other special programs at Singapore Institute of Management (SIM), Singapore, and Burke Institute, USA. He partly writes a column in Business World newspaper and is currently a professor of Marketing Management at the Ateneo Graduate School of Business.

Regular Rate

(If paid until July 1-11)

On-site Rate

(If paid on or after the seminar)

Closing Date





Deadline : Jul 06, 2018