FOUNDATIONAL FRAMEWORK

Choosing, Building, and Enabling Routes-to-Market for High Performance

Today’s companies are investing large sums of time and money in product superiority and differentiation, sometimes losing sight that long-term enterprise value is far more commonly created by go-to-market excellence.

Through 25+ years of experience supporting go-to-market strategies, we’ve found that companies who focus on go-to-market and thoughtfully match their product markets with well-designed and operated channels generate more value over the long run. Through these findings, we’ve developed a seven-step guide to designing a successful channel-centric approach.

Determine Your Product-Market Focus
Align Channels with How Customers Buy
Align Products to Channels
Understand the Channel Economics
Develop a Coverage Strategy
Implement Multichannel Routes-to-Market
Provide Channel Enablement

Download the framework to learn more about our 7-step approach to designing a channel-centric strategy, and to get our checklist for the 6 critical go-do’s when embarking on a channel redesign.

A Select Framework from Our EVERGREEN GROWTH ENGINE

Translating strategy to execution has never been more challenging for senior sales and marketing leaders. The MarketBridge Evergreen Growth Engine guides commercial leaders through this dynamic journey.
To get you started, we have pulled together succinct frameworks, each focused on one of the eight elements of our Evergreen Growth Engine. Each framework is the culmination of 25+ years of experience driving commercial success within the Fortune 1000.

DOWNLOAD THE FRAMEWORK

Recent articles

Enabling Strategic Agility Through Sales Compensation

September 28, 2021

Increasingly, sales compensation—often considered largely an operational initiative—must move upstream as a key element for GTM strategy. Download the framework for a detailed look at 3 go-do's to ensure your compensation program supports collaborative, strategic imperatives.

2021 Benefits Outlook Series part 4: Technology: Continuing Rise of Benefits Admin Platforms-as-a-Channel

2021 Group Benefits: Continuing Rise of Benefits Admin Platforms-as-a-Channel

September 21, 2021

A massively fragmented Benefits Administration (BenAdmin), HR, Payroll, Carrier, and PEO drives more frustration than a utility for many. Carriers and brokers will have to start thinking and acting much more like technology marketers and systems integrators moving forward in the benefits admin platform-as-a-channel inevitable future.

Webinar: In-Depth Findings Review: Next-Gen Distribution Enablement

In-Depth Findings Review: Next-Generation Distribution Enablement

September 17, 2021

Based on surveys with 35+ asset management firms (including a number of SME Forum members), and over 100 financial advisors, Bill Sheldon, SVP leading MarketBridge’s Financial Services practice, shares research and insights on how changing market dynamics are evolving sales, marketing, and distribution effectiveness. Most importantly, the research identifies what asset managers must do to transition to next-generation distribution—or risk falling further behind.

Driving XaaS Channel Transformation

September 1, 2021

A successful Cloud/XaaS offering requires a robust channel strategy and an engaged partner audience. Get 4 critical priorities for tech leaders as they drive XaaS channel transformation, along with pressing challenges and go-forward actions.

Asset Management Outlook: Next-Generation Distribution Enablement

August 6, 2021

We analyzed 35+ firms across a mix of firm sizes/AUM and distribution channels, and surveyed over 100 financial advisors on their relationships with AMs. Download the report for what asset managers are innovating and prioritizing to transform distribution enablement.

Activating an Account-Based Marketing and Sales Revenue Approach

July 13, 2021

Account-Based Marketing programs haven't lived up to the promise and hype. Download the framework for 5 go-do's to drive revenue performance.

2021 Group Benefits: Changing Distribution and Go-to-Market Models

July 7, 2021

In Part 1 of our series, we dive into the specific go-to-market models for benefits providers as they face challenges. From employer-via-broker to direct-to consumer models, read on to see what's happening and where things are going. We share strategies, imperatives, and foreseeable opportunities for benefits providers and their senior executives.

Measuring Marketing's Effectiveness in 2021

April 8, 2021

Uncertainties Around Marketing's ROI Measuring marketing's effectiveness…

Prioritizing and Penetrating New Growth Pathways

March 16, 2021

Creating highly systematic and repeatable growth pathways to new revenue is difficult. Download our framework for a 3-step approach to successfully paving new growth pathways and get a checklist of 5 to-do’s.

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FOUNDATIONAL FRAMEWORK

Choosing, Building, and Enabling Routes-to-Market for High Performance

Download the framework to learn more about our 7-step approach to designing a channel-centric strategy, and to get our checklist for the 6 critical go-do’s when embarking on a channel redesign.

A Select Framework from Our EVERGREEN GROWTH ENGINE

DOWNLOAD THE FRAMEWORK

Recent articles

Enabling Strategic Agility Through Sales Compensation

2021 Group Benefits: Continuing Rise of Benefits Admin Platforms-as-a-Channel

In-Depth Findings Review: Next-Generation Distribution Enablement

Driving XaaS Channel Transformation

Asset Management Outlook: Next-Generation Distribution Enablement

Activating an Account-Based Marketing and Sales Revenue Approach

2021 Group Benefits: Changing Distribution and Go-to-Market Models

Measuring Marketing's Effectiveness in 2021

Prioritizing and Penetrating New Growth Pathways

We Can Help Breakthrough

Subscribe to Our Insights

Access Our Latest Content

FOUNDATIONAL FRAMEWORK

Choosing, Building, and Enabling Routes-to-Market for High Performance

Download the framework to learn more about our 7-step approach to designing a channel-centric strategy, and to get our checklist for the 6 critical go-do’s when embarking on a channel redesign.

A Select Framework from Our EVERGREEN GROWTH ENGINE

DOWNLOAD THE FRAMEWORK

Recent articles

We Can Help Breakthrough

Subscribe to Our Insights

Access Our Latest Content

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