About Routes2Market

Jacqueline Franklin
View Jacqueline Franklin's profile on LinkedIn

Routes2Market is a “boutique” marketing service provider designed to deploy resources and expertise nimbly.

What We Value

  • Speed and resourcefulness. We deploy resources nimbly and deliver results quickly.
  • We pride ourselves on long-term relationships built on trust. We roll up our sleeves and sometimes “break bread” together. We value partnerships.
  • Our network is an asset and our community. We look for opportunities to help make connections to add value even when it lies outside our core competencies.

Jacqueline Franklin, the founder of Routes2Market, brings over 20 years of experience helping companies solve their marketing and sales challenges. She calls upon a diverse base of business professionals to augment expertise and capacity as needed. Jacqueline was recently interviewed about her background and lessons learned throughout her career.

Q. What was your first sales job?

A. My first sales job was selling Girl Scout cookies. With my mom’s help (who took the order form to work), I outsold every girl in the troop. Hundreds of boxes stacked along our dining room wall. It was also my first experience with inventory “shrinkage” as several boxes of cookies were stolen by impish boys from my wagon as I was making deliveries. But that’s a story for another time.

Q. OK, what was your second real job?

A. After getting my MBA, I answered an ad in the L.A. Times for Data General sales people. The ad specifically said no technology experience required, so I interviewed. Up until that point, my only computer experience was using an Osborne while going to school. I was hired and sold “iron” for Data General to engineers. Hiking up to the Jet Propulsion Laboratory in my pumps and bow tie to talk to rocket scientists was quite an experience. There, I learned that it’s rarely what’s in the box that matters, but how that box, in conjunction with the software, can change the world.

Q. What’d you do next?

A. I spent the next nine years at Lotus Development. I joined the company six months before Mitch Kapor turned over the reigns to Jim Manzi. It was exciting and heaven selling a product that everyone wanted. During my interview, the sales manager offered me chocolate mousse from the break room refrigerator while we toured the office high rise in L.A. Let’s just say the decision to move from a margin strapped hardware company to high growth software was an easy one.

Q. Were you involved in the success of Lotus Notes?

A.  I remember fondly the day that product marketing revealed to the L.A. sales team its new product, Lotus Notes. When marketing demonstrated Notes, the entire room of sales people fell silent (a rarity). We had no idea what it was, much less how to sell it. Clearly, marketing had a positioning challenge that remained for several years. Years later, the entire business model of the company would change and everyone was involved in the success of Lotus Notes to one degree or another. It was quite a ride!

Q. How did you get into the world of selling to business partners?

A. I eventually moved to the Indirect Channel Sales group and managed Lotus’ $100 million distribution business. After being awarded “District Manager of the Year,” I sensed that it didn’t get much better than that, so I steered my career from sales to marketing and was offered the dubious position of running the company’s word processing product marketing group where the ill-fated name, “Ami Pro” plagued me daily. As Ami Pro was engulfed into the Lotus Suite of desktop products, I was asked to lead the company’s first cross-product channel strategy and marketing team. With a $20 million budget, our team successfully helped hundreds of partners market Lotus products, including Lotus Notes. This is where I learned about the importance of driving Lotus from a company with multiple products to one with a unified voice, and it was through this experience that I learned the importance of brand.

Q. How did you end up consulting?

A. After IBM acquired Lotus, I leveraged my business partner and brand experience and moved into the consulting arena with MSI Consulting and later to Meridian Technology Marketing – firms that helped companies go-to-market. The founder eventually left Meridian through its Omnicom acquisition and I was promoted to replace him (another dubious opportunity). The consulting world allowed me to achieve a new, broader perspective on the diverse base of critical business issues facing companies of all sizes.

Q. Where were you during the Internet bubble?

A. Oh, I had my obligatory Internet start-up experience. From Meridian, I was attracted to a VP, Marketing position at a company called Habama, an African expression meaning, “Do well together”. Only we didn’t. Like many other Internet software companies, Habama’s drive to profitability did not outrun venture commitments and they fired us all one day. Before the ill-fated day, however, I was able to draw on my years of experience across various sales channels and marketing disciplines. My background equipped me to develop the company’s strategic marketing plan to create awareness and brand, distribute through multiple channels, and drive the product roadmap, pricing and positioning requirements. I grew (rather dramatically) a department of impressive talent and a brand from scratch to drive customer acquisition.

Q. So, how’d you get to Routes2Market?

A. This ‘hands-on-fast-forward’ opportunity with Habama inspired me to launch Routes2Market to help companies with their strategic marketing challenges, and I’ve never looked back.