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Sauder School of Business

Tech Routes to Market

Tech Routes to Market - UBC Sauder Executive Education
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In 2018, 15-50% of all tech sector revenues worldwide will be invested in route to market (RTM) activities and investments. In almost all cases the RTM investments far exceed the amounts that Tech companies invest in R&D.

Tech company CEOs, the Venture Capital Firms that fund new Tech companies and the headhunters that attempt to recruit RTM talent, all agree that demand for world class RTM capabilities in hardware, software and telecommunications companies currently outstrips supply. The required tech RTM people are very difficult to recruit, and import into Canada or the USA. When the right people can be located…they are very expensive to hire.

In this course, participants become world class Tech RTM strategists and tacticians.


  • What are some of the key RTM challenges being experienced by the participants?
  • How does an RTM executive either establish a new, or evaluate and assess a legacy RTM strategy from the perspective of underlying strategy, organizational architecture and geographic and market segment coverage?
  • How do you make sure that the firms’ products and services are ready for the chosen route or routes to market, and the chosen market segments?
  • How do you establish a course for RTM partners that meets their needs to understand how much they will need to invest, how long their investments will take to pay back and what the impact on their organizational value of working with you will be?
  • How much capacity does your RTM need to have and what capabilities do your routes to market need to have?
  • What organizational structures do you set up to manage multiple routes to market? What kind of people do you need and what will they do? How will you compensate your people?
  • How do you change a culture to be at least RTM savvy, if not RTM centric? What should be in your RTM plan?

Course Content


The white paper “Tech routes to market: focus on 2018” will be sent to participants before the course. The white paper includes nine Diagnostic Checklists and more than 100 strategic questions that will formulate questions about participants’ overall RTM strategy, and its execution.

The course will examine eight components of tech company high performance RTM strategy:

  • Module 1-what is going on?
  • Module 2-strategy/architecture and coverage
  • Module 3-product marketing
  • Module 4-channel marketing
  • Module 5-channel development
  • Module 6-channel management
  • Module 7-solving real RTM problems
  • Module 8-building the 2018 plan…working with what you have

Who should attend

Start-ups, emerging and growth companies:

In Tech startups, emerging and growth companies RTM strategy impacts all of the functional areas in the Tech organization. From the CEO and the Board, to the functional heads of Finance, R&D, Product Development, Sales, Marketing and HR high performance RTM strategy impact them all. The Tech RTM Course is designed for Board, CEO, and CEO direct reports in emerging Tech companies.

Mature tech companies:

In more mature Tech companies the course meets the current and future needs of Marketing, Sales, Channel and Business Development strategists and tacticians. This group would include product marketers, channel marketers, channel developers and channel managers.

Tech company service providers:

Anyone who is providing strategic, financial, R&D, product development, sales, marketing or HR advice to high performance Tech startups, emerging Tech companies, growth Tech companies and mature Tech companies should attend the Tech Routes to market Course.


Bruce R. Stuart, CMC, is a co-founder (with Margaret Stuart) of Channelcorp Management Consultants Inc. (Channelcorp) where he provides growth focused executive education and channel consulting to senior executives in the IT industry. Channelcorp is the leading, and most experienced, independent ...


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