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


Early Bird Rate

(If paid until June 20)

Regular Rate

(If paid until June 21-July 11)

On-site Rate

(If paid on or after the seminar)

Closing Date







Deadline : Jul 06, 2018