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RTM Workshop

In: Building Routes to Customers

Author

Listed:
  • Peter Raulerson

    (PARA Marketing Group, LLC)

  • Jean-Claude Malraison

    (56 rue Darwin)

  • Antoine Leboyer

Abstract

The purpose of this chapter is to show how the Routes-to-Market (RTM) methodology works by following a cross-functional RTM team as they build and operate a route. To do this, we continue the fictional story from the Prologue. At the end of the Prologue, Bob Wilson joined Skyline Software, a company that develops and markets business management software. Bob is the marketing manager for one of Skyline’s new products, code-named Evergreen, which is still in development and has not been announced yet. Skyline management chose the codename “Evergreen” because it implied that the software would be perennially fresh and enduring, like evergreen trees. They plan to pick a different name for the product before launching it, but for now, everyone at Skyline calls it “Evergreen.”

Suggested Citation

  • Peter Raulerson & Jean-Claude Malraison & Antoine Leboyer, 2009. "RTM Workshop," Springer Books, in: Building Routes to Customers, chapter 0, pages 15-27, Springer.
    • Handle: RePEc:spr:sprchp:978-0-387-79951-3_2
    DOI: 10.1007/978-0-387-79951-3_2
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