RTM Library

The materials listed below have been used by one of our long-time clients, Adobe Systems Incorporated, to provide online training on Routes-to-Market (RTM) for their marketing people. Adobe offers business, creative, and mobile software solutions that revolutionize how the world engages with ideas and information. Adobe customers include enterprises, knowledge workers, creatives and designers, OEM partners, and developers worldwide. Adobe had revenue of $3.8B and operating income of $993M in 2010, and 8,700 employees worldwide including 800 in marketing.

At Adobe’s request, we developed these materials in 2009 for employees to learn how to:

  • Choose the most appropriate routes-to-market for each market segment and for each product
  • Allocate headcount and spending across the chosen routes to cost-effectively achieve the business objectives
  • Track the results of their choices and allocations, to fine-tune their plans and to improve decision-making over time.

We created 3 online seminars — one for marketers focused on Enterprises (large companies and organizations), one for marketers focused on Workgroups (small and mid-sized companies and departments in larger companies), and one for marketers focused on Individuals (people who buy products for their individual use). In each seminar, we included information on the distribution channels and other internal and external resources that can be tapped for that market segment, an example of a competitor’s routes-to-market in that segment, and a Route Calculator (RTM financial modeling spreadsheet) pre-loaded with marketing and financial data relevant to that segment. Approximately 33% of the training content is repeated across the 3 seminars, and the repeated slides are marked in the upper left to indicate that.

You may download the PDFs of the PowerPoint slides (with transcripts) and Route Calculator spreadsheets (Excel), and play the recorded online training seminars listed below. You may use and/or modify these materials at no charge and distribute them as long as you include Paramarketing’s copyright statement on all materials. Nothing in these materials is confidential or propriety to Adobe.

  1. “Routes to Enterprises” (large companies and organizations)
    • Download the PDF of the slides including a transcript
    • Download the Route Calculator spreadsheet pre-loaded with data for routes to Enterprises
    • Play in your browser the online training seminar (approximately 1 hour).
  2. “Routes to Workgroups” (small and mid-sized companies and departments in larger companies)
    • Download the PDF of the slides including a transcript
    • Download the Route Calculator spreadsheet pre-loaded with data for routes to Workgroups
    • Play in your browser the online training seminar (approximately 1 hour).
  3. “Routes to Individuals” (people who buy products for their individual use)
    • Download the PDF of the slides including a transcript
    • Download the Route Calculator spreadsheet pre-loaded with data for routes to Individuals
    • Play in your browser the online training seminar (approximately 1 hour).

If you have any questions or would like additional information or assistance, please contact us.
 

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