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


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


  • 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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.