The routes to market that Consumer Packaged Goods (CPG) companies use to sell and service their trade account is essentially critical.
It determines their sales volume, their ability to deliver the proper levels of customer service in a cost-effective manner, and their success at securing scarce retail shelf space for their products.
Yet, only a few CPG companies have a comprehensive conceptual framework for optimizing their routes to market.
Diving into a Go-to-Market (GTM) Strategy
The Go-to-Mark
