Gartner Research

Tech Go-to-Market: B2B Routes to Market for Technology Provider Business Leaders — Part 1

Published: 17 April 2015

ID: G00276803

Analyst(s): Mark Paine , Ed Cordin

Summary

Business leaders in technology and service providers can choose from a range of routes to market. But what are they and when should they be used? Part 1 of this collection of documents outlines the common routes that can be used solely or in combination to sell to target customer segments.

Table Of Contents

Analysis

  • What Is a Route to Market?
  • What Are the Common Route-to-Market Modes?
    • Direct
    • Indirect
    • Mixed
  • What Types of Modes and Interactions Are There?
  • What Are the Relative Merits of the Modes and Interactions?
  • When Should I Use Direct or Indirect Modes?
  • Conclusion

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