Using RTM in a Marketing Life Cycle Process

In 2001 Adobe Systems executives made the Routes-to-Market methodology the cornerstone of their Marketing Life Cycle process. Their goal was to transform the company’s engineering culture to focus on customers. The results were exceptional — over the next 6 years Adobe’s sales grew 179%, profits increased 252% and its stock price rose 179%, more than 5 times the gain in the NASDAQ Composite Index and more than 6 times the S & P 500 Index. In the video below, Peter Raulerson interviews Mamta Shah, Adobe’s Director of Strategic Planning, about Adobe’s experience in adopting Routes-to-Market.

 

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