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Introduction
The route-to-market strategy establishes which distribution channels will be used to offer a product to your target audience. It is a business strategy used to achieve a certain corporate goal or to accelerate expansion in a specific market.
To be winners in future markets, companies need to be innovative and different in their approach to route-to-market. They must use alternative channels and approaches than those currently accessible, because today’s unique route-to-market channel will be tomorrow’s standard offering.
- Gives the business a strong customer focus
- Aligns strategic goals and value offerings, which operational capabilities can then support
- Balances customer needs with revenue growth and profitability
- Finally, it gives the business the flexibility to adapt to changing strategic goals and competitive threats