Connecting RTM with Corporate Strategy
Up to this point in the book, Routes-to-Market (RTM) has been presented as a methodology used by executives responsible for marketing, sales, distribution, and customer services in field organizations. This chapter shows how RTM can also be used in product management and corporate strategy at headquarters. The following case study of Adobe Systems Incorporated provides an example.
Adobe Adapts Its Go-to-Market Strategy with RTM
A key player in the desktop publishing revolution of the 1980s, Adobe became a leading provider of graphic design, publishing, and imaging software for web and print production during the 1990s. Adobe’s customers were collectively called “creative professionals” because they designed or created visual content for print publications, advertising, electronic documents, and Web sites. By 1999, Adobe’s software was running on 70% of the desktop computers used by creative professionals.