Most Route to Market (RtM) improvement projects start with ambition and end in frustration. But a select few not only succeed—they transform entire commercial ecosystems.

So what separates the winners from the rest?

Let’s break down the success factors behind high-impact RtM projects using a proven formula for engagement and clarity.

Background to Distributor Selection & Management

Before we dive into this, in overall terms, we consider the three phases of Distributor Management & Selection as follows:

• The Assessment Phase
• The Blueprint Phase
• The Catalyst Phase

These phases follow the process that we call the A-B-C of Route to Market.  This model simplifies the world of RtM into a series of three steps that any RtM practitioner can execute.

Still Using a 10-Year-Old RtM Strategy?

If your RtM model hasn’t evolved in the last 3 years, you’re already behind. The market has changed. Your customers have changed. Your competitors have changed.

Has your route to market kept up?

The Cost of Doing Nothing

Every month you delay optimizing your RtM, you’re bleeding margin, losing shelf space, and handing market share to faster-moving competitors.

Inaction is the most expensive strategy.

The RtM Success Factor No One Talks About

Everyone talks about data, tools, and technology. But the real game-changer is Cross-functional alignment.

When sales, supply chain, finance, and marketing speak the same RtM language, execution can become unstoppable.

✅ 5 Proven Success Factors in RtM Projects

1. Crystal-Clear Objectives

Why it matters:

Without a clearly defined destination, even the best-designed route will lead nowhere. Many RtM projects fail because they lack specific, measurable goals.

What success looks like:

• Objectives aligned with business strategy (e.g., increase numeric distribution by 20% in 12 months)
• KPIs defined upfront (e.g., cost-to-serve, outlet coverage, order frequency)
• Stakeholder consensus on what “success” means

Pro tip:

Use SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) tailored to RtM metrics.

✅ 2. Data-Driven Design

Why it matters:

Gut instinct is not a strategy. The best RtM models are built on hard data—market realities, customer behaviour, and performance analytics.

What success looks like:

• Outlet universe mapping and segmentation
• Sell-in/sell-out data integration
• Geo-analytics for territory optimization
• Channel profitability analysis

Pro tip:

Use data to challenge assumptions. For example, are your top-selling SKUs actually profitable across all channels?

✅ 3. Stakeholder Alignment

Why it matters:

RtM touches every function—sales, marketing, supply chain, finance. Misalignment leads to friction, delays, and diluted impact.

What success looks like:

• Cross-functional steering committees
• Shared language and definitions (e.g., what does “coverage” mean?)
• Early involvement of field teams and distributors

Pro tip:

Map stakeholder influence and interest. Tailor communication and engagement strategies accordingly.

✅ 4. Execution Playbooks

Why it matters:

Even the best strategy fails without execution. Playbooks turn strategy into action by standardising how RtM is deployed in the field.

What success looks like:

• Clear SOPs for distributor onboarding, outlet activation, and territory management
• Sales team enablement tools (e.g., call plans, pitch decks, objection handling)
• Training modules and performance dashboards

Pro tip:

Pilot your playbook in one region or channel before scaling. Use feedback loops to refine.

✅5. Continuous Optimisation

Why it matters:

Markets evolve. Competitors adapt. Consumer behaviour shifts. Your RtM model must be agile and responsive.

What success looks like:

• Quarterly RtM performance reviews
• Built-in feedback mechanisms from field teams
• Scenario planning and stress testing

Pro tip:

Treat RtM as a living system. Build a culture of experimentation—test, learn, and iterate.

Final Thought

RtM success isn’t about luck—it’s about structure, strategy, and storytelling. Use this framework to not only deliver better projects but to get the attention and support they deserve.

I would also love to hear your thoughts!  What is your experience with RtM Projects?  What drove success?  What advice could you offer fellow professionals.