Sales Channels · Route to market · Component
The trade
Reach, margin, control and learning, per route — because no route is good on all four.
The deliverable
What it is
Every route trades reach against margin and control. An indirect route buys access at the cost of margin and of knowing anything about the customer.
The learning cost is the one consistently underestimated, because it does not appear as a number anywhere.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The reach
What access the route provides.
3 attributes: Incremental reach · Geography · Genuinely incremental
LearnThe margin
What the route costs in margin share.
3 attributes: Margin share · Effective margin · Annual cost
LearnThe learning
What the organisation knows about customers from this route.
3 attributes: Customer identity · Purchase reasons · Direct contact
Learn
An organisation growing through indirect routes learns progressively less about its own market.
The other components in route to market
The routes
What routes are used, and which segments each serves — including the ones that arose without anyone deciding.
LearnThe coverage map
Which route serves which segment, decided rather than assumed — because unassigned coverage is what produces conflict.
Learn