Building Routes to Customers e-bog

Building Routes to Customers explains the powerful "e;Routes-to-Market"e; 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:- Determine the optimal level of spending for each function in marketing, sales and customer service, for each market segment, product and service.- Optimize your marketing mix and sales and distribution channels to maximize revenue and profitability throughout the product life cycle.- Get everyone in product management, marketing, sales, customer service, and your distribution partners aligned and working together to maximize results.- Get the right products and services to the right customers at the right time.- Retain existing customers and create profitable new ones.