Routes to market
Also known as: route to market
In short
Routes to market are the distinct paths a company uses to get its product in front of buyers and close the sale. Common routes include a direct sales team, inside sales, self-serve online checkout, channel partners, resellers, and marketplaces.
Choosing routes is a core part of go-to-market planning. The right mix depends on deal size, buyer behavior, and how much support a customer needs before and after purchase.
Common routes to market
- Direct sales: Your own reps sell to the customer. Suits complex, higher-value deals that need discovery and negotiation.
- Self-serve: Buyers sign up and pay online without talking to anyone. Suits low-priced, simple products.
- Channel partners and resellers: Third parties sell, implement, or bundle your product. Useful for reaching markets or segments you cannot cover yourself.
- Marketplaces: Buyers purchase through an app store or cloud marketplace, often using existing vendor budgets.
How to choose your routes
Start from how your target customers actually buy, then work backward to the cheapest route that serves them well.
Match route to deal size
Say a product sells for a few hundred dollars a year. A field sales team would cost more than the deal is worth, so self-serve or partners fit better. A six-figure contract usually needs a named rep.
Match route to segment
Different segments can use different routes. A company might sell direct to large accounts, use inside sales for mid-market, and rely on self-serve for small teams.
Check the economics
Compare customer acquisition cost, sales cycle length, and retention by route. A route that closes quickly but churns fast may be worse than a slower one.
Routes to market vs. go-to-market strategy
Routes to market answer "through whom do we sell?" A go-to-market strategy is broader: it covers who you target, how you position, how you price, and which routes you use.
Common mistakes
- Too many routes at once: Each route needs its own enablement, pricing rules, and tracking. Add them one at a time.
- Channel conflict: If reps and partners chase the same accounts without rules, both lose trust. Define who owns which accounts.
- No route-level reporting: If you cannot see pipeline and retention by route, you cannot tell which ones deserve more investment.
Routes to market FAQs
What does routes to market mean in sales?
Routes to market are the channels a company uses to sell to customers, such as direct sales, inside sales, self-serve, resellers, and marketplaces. Each route is a different path from first contact to closed deal, with its own costs and strengths.
What is the difference between routes to market and a go-to-market strategy?
Routes to market are only the selling paths: who sells and through which channel. A go-to-market strategy is wider and also covers target customers, positioning, pricing, messaging, and how all of those connect to launch and growth goals.
How do you choose the right routes to market?
Study how your target buyers prefer to purchase, then match routes to deal size and complexity. Low-priced simple products favor self-serve, while high-value complex deals favor direct sales. Compare acquisition cost and retention by route before scaling any of them.
Can a company use more than one route to market?
Yes. Many companies run several routes at once, such as direct sales for large accounts and partners for smaller ones. The key is clear rules on which route owns which accounts, so they do not compete for the same deals.
