RTM Workshop

  • Peter Raulerson
  • Jean-Claude Malraison
  • Antoine Leboyer

The purpose of this chapter is to show how the Routes-to-Market (RTM) methodology works by following a cross-functional RTM team as they build and operate a route. To do this, we continue the fictional story from the Prologue.

At the end of the Prologue, Bob Wilson joined Skyline Software, a company that develops and markets business management software. Bob is the marketing manager for one of Skyline’s new products, code-named Evergreen, which is still in development and has not been announced yet. Skyline management chose the codename “Evergreen” because it implied that the software would be perennially fresh and enduring, like evergreen trees. They plan to pick a different name for the product before launching it, but for now, everyone at Skyline calls it “Evergreen.”


Innovative Product Niche Market Target Market Business Objective Direct Marketing 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Peter Raulerson, Jean–Claude Malraison and Antoine Leboyer 2009

Authors and Affiliations

  • Peter Raulerson
    • 1
  • Jean-Claude Malraison
    • 2
  • Antoine Leboyer
    • 3
  1. 1.PARA Marketing Group, LLCBellevueUSA
  2. 2.56 rue DarwinBruxellesBelgium
  3. 3.Neuilly-sur-SeingeFrance

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