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.
Peter Raulerson Peter Raulerson is an expert in go-to-market strategies and tactics, and a Partner with The PARA Marketing Group, a management consulting firm. He has consulted extensively with executives of Adobe, Canon, Cisco, F5 Networks, HP, IBM, Microsoft, Oracle, Sun, Symantec, and other technology companies including venture-backed start-ups. He has helped them increase corporate value by bringing new products and services to market, building new value chains and distribution channels, and improving the productivity of product development, marketing, sales and distribution. Prior to PARA Marketing, Peter was CEO of InterConnections, Inc., a privately-held developer of multivendor network software, founded in 1986 and acquired in 1990 by Emulex Corporation. From 1972 to 1986, Peter held engineering, sales, marketing and management positions with Digital Equipment Corporation, GTE Telenet and 3Com. Before receiving his BA in math from Harvard in 1972, he was a research associate in managerial economics and decision analysis at Harvard Business School. He has been a member of the board of directors of the Washington Technology Industry Association. Jean-Claude Malraison Jean-Claude Malraison is Vice-Chairman of the Supervisory Board of Solucom Group, a leading IT consulting firm in France, and a member of the board of Critical Eye, an executive leadership community headquartered in the United Kingdom. Prior to these roles, he was Managing Director of Plantronics EMEA (Europe, Middle East, Africa) from 1999 to 2003, where he drove the highly successful launch of Plantronics' products into consumer electronics channels across Europe. From 1971 to 1999, Jean-Claude served in several leadership positions with IBM, most recently as a member of the Executive Committee of IBM EMEA. Jean-Claude initiated many advances that transformed IBM's marketing, sales and distribution. As the head of the IBM PC Division in France in 1989, he launched IBM's first retail PC channel, which increased IBM's market share after a severe drop. As General Manager of the newly-created UNIX Division of IBM EMEA in 1993, he took IBM from zero to 19% market share in two years by tapping new distribution channels. He initiated the development and worldwide roll-out of the Routes-to-Market methodology which restored IBM to profitable growth. After becoming Vice President of Distribution and General Business for IBM EMEA in 1996, Jean-Claude launched IBM's European call center organization and significantly expanded IBM's business with small and mid-sized enterprises. Jean-Claude is a graduate of the Institut Superieur d'Electronique du Nord. Antoine Leboyer Antoine Leboyer is the President and CEO of GSX, the worldwide leader in monitoring solutions for Communication Servers. Antoine has more than 20 years of experience in IT organizations in various international positions. He started his professional career with IBM. He held positions in sales and marketing with IBM France, and then ran the distribution strategy for all of IBM Europe except PCs, where he led initiatives that achieved significant growth for IBM by leveraging European IT distributors. After 12 years with IBM, Antoine joined Candle Corporation where he started and ran the European indirect business. He was then General Manager for Hyperchannel France, a B2B marketplace for European IT distribution funded by General Electric Capital and Goldman Sachs. Subsequently, he was Senior Vice-President for Upaid Systems, a provider of software for real-time billing and mobile payment services, and Senior Vice-President for Baracoda, the leading producer of Bluetooth industrial devices, which he helped achieve record growth. Antoine holds a diploma of engineer from Ecole Superieure d'Electricite in France and an M.B.A. from the Harvard Business School. He served on the Board of Directors of Akoura Biometrics, an emerging company in Information Security.
"A key challenge in dynamic and fast changing markets is getting
marketing and sales aligned. This book shows how to do this
effectively and drive tactical execution better to achieve a
dramatic increase in marketing and sales productivity." -- Ravi
Venkatesan, Chairman of Microsoft Corporation (India)
"Routes-to-Market came as a breakthrough for IBM at a very
challenging time in our industry. It had a big impact on our bottom
line by enabling us to grow sales with a much more cost-effective
mix of selling resources. Many companies need to solve that
challenge today, before their competitors do. This book shows how
to do it." -- Ned Lautenbach, Partner, Clayton, Dubilier & Rice,
formerly Senior Vice President-Worldwide Sales & Services, IBM "At
Adobe we spent millions of dollars with consultants, both large and
small. In most cases, a few months later, you couldn't remember the
work they did. RTM was simple yet powerful and had lasting
value to the company. It made it possible for each product manager
to apply the correct resources and achieve an excellent ROI.
Companies without this kind of methodology are flying blind." --
Kyle Mashima, VP of Strategic Development, Visible Measures Corp.,
formerly VP of Strategic Development, Adobe Systems Incorporated
"Technology innovation is not limited to the lab or the
manufacturing process. Successfully marketing new technologies is
about understanding change and helping customers adopt a new
technology to create significant business value. RTM is a practical
roadmap for maximizing revenue and profitability throughout the
entire product life cycle. This book is a must read for anyone
looking to drive technology adoption in today's evolving markets."
-- Joan Jacobs, Executive Director of Itanium Solutions
Alliance, formerly Global Alliance Director, Hewlett-Packard
"Routes-to-Market is a great tool for driving expansion into new
markets and distribution channels. It also gets all of the
management team on the same agenda. RTM has had a very positive
impact at Plantronics." -- Ken Kannappan, President & CEO of
Plantronics "Trying to go to market without a detailed route map is
like driving cross-country with no directions – the motion feels
good until you realize it's taking longer than you expected and the
scenery looks familiar. This book distills the authors'
methodology and best practices and clarifies how marketing and
sales can pivot from abstract segmentation and go-to-market
planning to pragmatic and tangible implementation steps. Big
impact on marketing and sales productivity." -- Eugene Lee, CEO,
Socialtext, Inc., formerly VP Worldwide Small/Medium Business
Marketing, Cisco Systems, Inc. "This book helps solve
the marketer's dilemma: How do you reach your prospects in the
fastest, most cost-effective way? Getting it right creates market
leaders; getting it wrong relegates good products to the discount
bin. IBM and Adobe have already found that Routes-to-Market is
critical to their bottom lines; now the rest of us can join the
party." -- Amy Bermar, President, Corporate Ink, The Wall Street
Journal 2007 "Top Small Workplaces" Winner "Sound, practical advice
on how to get marketing and sales aligned and performing at their
peak." -- Buell Duncan, Vice President Marketing, IBM Software
Group "Using the Routes-to-Market methodology step by
step enabled us to achieve record growth and dramatically turn
around Baracoda's US operations." -- Alex Guillot, formerly VP
Baracoda Americas "What investments should I make across the
channel segments and geos that I am responsible for, to ensure
consistently high revenue growth and increasing profitability? The
simple but powerful management system presented here can provide
the answers to these critical questions, inthe midst of dynamic
market conditions and shifting strategies. This tool is a
requirement for sustaining success in today's hyper-competitive
business environment." -- Terry Haas, VP International Sales,
WatchGuard Technologies, Inc., and formerly CEO of Solera Networks
"Too many marketing professionals rely upon untested gut instincts
and last-of-breed programs when it comes to reaching new prospects.
At the end of the day they really don't know if they're imitating
success or failure. Building Routes to Customers demonstrates the
power of fact-based marketing to take the art of marketing to new
levels, especially for technology marketers in fast-changing
markets." -- Gregory L. Ness, Vice President - Marketing, Blue Lane
Technologies Inc. "This book is immensely valuable read. It
outlines practical and executable strategies to accelerate and
deepen market penetration and success. Our company is seeing
powerful results as we begin to implement them. The authors bring
their experience and analysis to communicate very tangible steps
toward capturing the customer and creating a market win. I highly
recommend it." -- Michael Forney, President, Rosetta Solutions,
Inc.
"Most technology companies today seek the magic pill that engenders
a productive partner ecosystem. As no such pill exists,
leadership must draw a map to the customer through means that are
not always obvious. Building Routes to Customers illuminates the
fundamentals for doing this, based on years of success creating
some of today's most effective partner programs." -- Lee Finck,
formerly VP of Channels at F5 Networks, Inc. "The greatest need in
many companies today is finding a way to maximize their return on
investments in products, people and services. In today's global
marketplace of intense competition this has become increasingly
difficult to accomplish. Routes-to-Market is a very smart way to
make key decisions in marketing and sales -- from packaging to
demand generation to distribution -- to maximize revenue and
profitability throughout the product life cycle. Use of a
consistent, effective process like Routes-to-Market is key to
delivering the revenue and profitability all companies strive to
achieve. At HaloSource, we used this process to rework our SeaKlear
line of Water Treatment Solutions and have seen consistent,
stronger than industry growth in revenue, margins and overall
profitability for the past three years." -- Rick Lockett, Vice
President, Water Treatment, HaloSource, Inc. "We have
conducted over 450 Routes-to-Market workshops over the last 10
years with companies of all sizes, from multinational giants to
local technology solutions providers, application vendors and
system integrators. RTM methodology and tools have been truly
transformational for these companies and driven incremental
revenues and profits for them. RTM has helped executives align
their channels more effectively, interlock sales and marketing to
recruit new customers productively, gain speed to market, and
redirect their spending to the most qualified opportunities to
generate sustainable growth. Building Routes to Customers explains
how the RTM methodology works and translates into tactical actions
that have driven measurable bottom line results." -- Dhun Zwirble &
John Skinner, Co-Founders, Alliances & Channels, LLC
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