What is RTM?

Routes-to-Market (RTM) is a simple but very powerful methodology for driving profitable growth. World-class companies like IBM, Microsoft, Cisco, Hitachi, Adobe, Plantronics (and hundreds of smaller companies) use RTM to take their products and services to market in the most productive way possible.

Now you, too, can use RTM to:

  • Spend less and sell more.
  • Get the right products and services to the right customers at the right time.
  • Retain existing customers and create profitable new ones.
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Using RTM in a Marketing Life Cycle Process

Posted by Peter Raulerson on Thu, Jan 22, 2009 @ 12:35 PM
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In 2001 Adobe Systems executives made the Routes-to-Market methodology the cornerstone of their Marketing Life Cycle process. Their goal was to transform the company’s engineering culture to focus on customers. The results were exceptional — over the next 6 years Adobe’s sales grew 179%, profits increased 252% and its stock price rose 179%, more than 5 times the gain in the NASDAQ Composite Index and more than 6 times the S & P 500 Index. In the video below, Peter Raulerson interviews Mamta Shah, Adobe’s Director of Strategic Planning, about Adobe’s experience in adopting Routes-to-Market.

 

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