Building Routes to Customers: Proven Strategies for Profitable Growth Review

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Building Routes to Customers: Proven Strategies for Profitable Growth ReviewI have worked directly with Peter Raulerson on 3 separate occasions to apply RTM to our networking hardware and PC businesses. In each experience, I was amazed at how easily the RTM process applies to any business, and how broad and deep Peter's knowledge and experience truly is. In addition, RTM principles are widely utilized at IBM, and I am once again utilizing these techniques to analyze and drive strategic decisions to optimize IBM's Information Management software and cross-Brand Marketing Programs. Reading this book is very timely....
I believe the title, "Building Routes to Customers: Proven Strategies for Profitable Growth," is very well chosen. Companies need to "build" routes to customers - that means strategic and active selection, full enablement at all levels, and applying appropriate metrics to gain insights into their ongoing performance. Focus must be directed at optimizing all aspects of those routes for profitable growth, while at the same time, building and enabling future routes as products, solutions and markets mature.
This particular book, is thorough and extremely well written - the very best on the topic. From first time RTM users to those of us that are well versed, this book has it all. My personal recommendation is to read this book in its entirety, then come back to each chapter and do a deep dive for your particular offerings and marketplace. What you will learn will simply amaze you!
Building Routes to Customers: Proven Strategies for Profitable Growth OverviewBuilding Routes to Customers explains the powerful 'Routes-to-Market" 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: (1) Determine the optimal level of spending for each function in marketing, sales and customer service, for each market segment, product and service. (2) Optimize your marketing mix and sales and distribution channels to maximize revenue and profitability throughout the product life cycle. (3) Get everyone in product management, marketing, sales, customer service, and your distribution partners aligned and working together to maximize results. (4) Get the right products and services to the right customers at the right time. (5) Retain existing customers and create profitable new ones.

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