Gartner Research

Technology and Service Providers — An Increased Focus on Routes to Market Is Critical to Respond to Buyer Readiness

Published: 31 May 2019

ID: G00394029

Analyst(s): Mark Paine


Technology and service providers with established indirect channels assume all types of routes can be used for any product, regardless of product and market maturity. More rigor must be used to align routes to market to buyer readiness in order to create awareness and build demand.

Table Of Contents
  • Key Challenges



  • Use Buyer Readiness to Evaluate the Choice of Routes to Market
    • 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

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