Gartner Research

An Increased Focus on Routes to Market Is Critical to Respond to Buyer Readiness

Published: 28 March 2019

ID: G00380003

Analyst(s): Mark Paine


TSPs with established indirect channels assume all types of routes can be used for any product, regardless of the market maturity for that technology. Technology product marketers must use more rigor to align route to markets to buyer readiness to create awareness and build demand.

Table Of Contents
  • Key Challenges



  • Evaluate the Alignment of Your Routes to Market With Buyer Readiness
    • The Four States of Buyer Readiness and Routes to Market
    • Exceptions
  • Evaluate Routes to Market Based on Product and Market Maturity
  • Connecting Buyer Readiness With Product and Market Maturity
    • What Route to Market Strategies Need to Be Put in Place Based on Market and Product Maturity and Buyer Readiness?
  • Summary

Gartner Recommended Reading

©2020 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.