25 years designing and operating partner-led go-to-market across six continents, every route type, and multiple post-acquisition integrations. Now automated for speed and precision.
RouteWorks is led by Roy Borden, who has spent 25 years doing one thing: designing and operating efficient go-to-market through properly aligned partner leverage. Not theorizing about it. Building the models, deploying them across six continents, and running them at scale.
For most of that career, Roy did this by assembling and leading large, complex teams. He built partner-led operating models in regulated markets, emerging economies, and enterprise software environments where the partner ecosystem was the primary revenue engine. The work spanned every route type: distribution, resell, OEM, MSP, systems integrators, federal, and marketplace.
The solo model is a feature, not a limitation. When you engage RouteWorks, you're not getting a relationship manager who hands work to a junior team. You're getting the operator who designed the methodology, runs every engagement, and has sat in the chair you're in.
The combination of deep operational experience and AI-assisted delivery is what makes RouteWorks different. Not one or the other. Both.
As VP of Worldwide Partner Sales at Broadcom, Roy negotiated $5B+ in global partner contracts and led commercial partner integration through the Symantec ($10.7B) and VMware ($69B) acquisitions. He designed the transition from a 2,500+ person direct sales, services, and support organization to a partner-led model with fewer than 100 internal staff, delivering accretive revenue that exceeded historical run rates while doubling partner-led new logo acquisition.
The Broadcom chapter covered three distinct integration events across three different companies, each with its own partner program architecture, economics, and partner community. The work required rebuilding incentive structures, renegotiating global contracts, and re-earning partner trust under acquisition timelines. That is a specific kind of operational pressure most partner program consultants have never experienced from the inside.
Before Broadcom: 18 years at CA Technologies building partner programs from the ground up. The company's first two-tier distribution model. Federal systems integrator ecosystems. EMEA channel operations managed from Switzerland. Hands-on, in the field, across dozens of countries.
This is where the operational instincts were formed. Not in a consulting engagement, but in the daily reality of designing models, negotiating agreements, managing distributor relationships, and running field programs across markets with fundamentally different dynamics. The CA years are the foundation. Everything at Broadcom was built on top of them.
RouteWorks exists because that pattern recognition, accumulated over two decades, can be dramatically amplified by modern AI tools. The result is a practice that delivers partner program assessments faster and with more precision than traditional consulting, backed by structured data instead of interview impressions, with recommendations calibrated against real operational benchmarks.
The differentiator is not experience or technology alone. It is both.
Four principles that shape every engagement, every deliverable, and every conversation.
Clients hire RouteWorks to find what is broken and say so honestly. Not to validate what has already been decided. If the program has a structural problem, the deliverable says so, with the dollar figure attached.
Every finding is tied to specific observations. Every score is justified against the maturity rubric. Every recommendation includes a dollar estimate. Impressions do not make it into the deliverable.
AI tools make the analysis fast. Twenty-five years of pattern recognition make it right. Both are in play on every engagement. We are transparent about which is doing what work at each step.
We have sat in the chair. Managed the contracts. Negotiated the terms. Built the models from scratch and run them under acquisition pressure. That shapes how we assess, what we recommend, and how realistic our timelines are.
Most engagements start with a 30-minute conversation. You will talk directly to Roy, not a sales function. We will figure out whether there is a fit and what the first step looks like.