Figure 218 Oct 2026From “What is a route to market?”

A route-to-market record

Write the customer segment and product line, the channels and their revenue shares, who does each function, how sales partners are governed, and the review trigger in separate fields.

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Figure 2A route-to-market record

Source: Author's decision worksheet. The segment and product-line field follows Frazier (1999), pp. 232-233, on multiple channels by customer size and by product; the function field follows his function allocation, p. 235; the channel and revenue-share field follows the variety and intensity dimensions in Homburg, Vomberg and Muehlhaeuser (2020), online-first p. 1; the partner-governance and review fields follow their findings, online-first pp. 1, 14 and 17. The fields are reader inputs; no company data is supplied.

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From the essay

Go-to-market strategy

What is a route to market?

A route to market is the mix of direct and indirect channels a firm uses to reach a set of customers, the revenue each carries and the work each does.

18 Oct 2026

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This exhibit belongs to an essay: the numbers live here, the argument lives there.

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APA 7

Isoglu, S. (2026). A route-to-market record [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-a-route-to-market-fig02/

BibTeX

@misc{isoglu-2026-what-is-a-route-to-market-fig02,
  author = {Isoglu, Sinan},
  title = {{A route-to-market record}},
  year = {2026},
  howpublished = {Figure 2, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-a-route-to-market-fig02/},
  note = {From the essay {What is a route to market?}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-a-route-to-market-fig02/">
    <img src="https://isoglu.com/social/isoglu-2026-what-is-a-route-to-market-fig02.png" alt="Figure 2: A route-to-market record" width="3200" height="2400">
  </a>
  <figcaption>Figure 2: A route-to-market record. Source: Author&#39;s decision worksheet. The segment and product-line field follows Frazier (1999), pp. 232-233, on multiple channels by customer size and by product; the function field follows his function allocation, p. 235; the channel and revenue-share field follows the variety and intensity dimensions in Homburg, Vomberg and Muehlhaeuser (2020), online-first p. 1; the partner-governance and review fields follow their findings, online-first pp. 1, 14 and 17. The fields are reader inputs; no company data is supplied. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-a-route-to-market-fig02/">View exhibit</a>.</figcaption>
</figure>