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Marketing Roadmap: How to Build Yours in 9 Steps

Sales teams will want to know how the product will help them sell more, so the focus here should be on a combination of features and customer benefits. Focus on how the product will benefit reps directly, as well as the user benefits they can communicate to their customers and prospects. Whenever possible, group similar features/items into themes that sales reps can discuss with prospects. Before the prevalence of agile development methods, a product roadmap underwent much less fluctuation during the product’s lifetime. Depending on the organization, a roadmap’s time frame might be locked in for 18 months or longer. They’re also a source of inspiration, motivation, and shared ownership of the product and its successes.

Finally, keep an eye on how your initiatives perform against your goals. Next, pinpoint who exactly you want to reach with each marketing campaign. Create detailed buyer profiles to understand their needs and pain points.

How To Create a Marketing Roadmap [+ Templates & Examples]

Start with the OKR List view to set your marketing goals, include important Key Results, and automatically monitor task progress by adding the Progress (Auto) Custom Field. Everyone should be able to see who’s doing what and when tasks are due. By the way, you can use visual project management tools to enhance your efficiency, coordinate tasks easily, and keep everyone on the same page. It outlines the specific tasks and responsibilities assigned to each team member or department within the marketing team.

Marketing manager roadmap

Think of it as a helpful guide that keeps everyone on the same page as they prepare to launch a campaign. Many marketing management positions require applicants to have a bachelor’s degree in marketing, business, communications or a business-related field. A detailed roadmap organises all of your marketing activities and pulls everything together to ensure your daily workloads are building toward your long-term goals. So, in this guide, we explain everything you need to know about marketing roadmaps and how to build them effectively in nine easy steps. A roadmap is simply a visual representation of your product marketing plans — the work you want to accomplish and when you will get there.

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It also demonstrates how much thought and consideration were invested in the process. Here are four examples of roadmap constituencies, and the primary function the roadmap serves for them. They’re expected to do more, to serve additional cohorts, to integrate with other products and services. Develop to collaborate on requirements, communicate changes, and track progress. Here are the answers to the most frequently asked question about roadmaps.

  • Most product teams have a constant influx of product ideas from customers and customer-facing internal teams.
  • Once you’ve set the primary goal(s) for your next roadmap, it’s time to set the milestones you need to hit at key deadlines along the way.
  • The marketing team will want to see everything from your goals down to features — with an emphasis on overall benefits to customers.
  • A marketing roadmap template is like a ready-to-use toolkit for defining and integrating your goals with tasks.
  • You might be thinking to yourself that you already have a marketing plan, so why do you also need to create a roadmap.
  • It’s the framework from which all of your marketing strategies are created and helps you connect each strategy back to a larger marketing operation and business goal.
  • Be aware that some tools treat strategy as an afterthought, focusing more on project planning or time tracking.

Marketing roadmaps help you plan complex strategies by scheduling marketing activities in a set timeframe. Today’s marketing teams have to manage campaigns across multiple channels with a mix of short-term and long-term projects, each with its own goals and objectives. If you are new to building marketing roadmaps, it is important to remember that there is no universal template. What matters is creating a visual representation of your marketing plans in a way that captures and communicates your overall direction.

A roadmap is a strategic tool for a marketer

They create timelines and plot out key dependencies and essential activities. They use that information to deliver the right messages to the right audiences at the correct times. Roadmunk is the best roadmapping tool for building and communicating your product strategy.

But what exactly is a marketing roadmap, and how can it help you connect marketing initiatives to high-level strategic plans and business goals? Below we provide an overview and practical tips for creating marketing roadmaps for your organization. Using a roadmap template makes it easier for you to capture and communicate your product/project plans as it offers a pre-made structure to your own data. Moreover, you can easily update them as often as necessary and even re-use them for future initiatives without having to start from scratch all over again. Strategy roadmapThis view shows how the marketing initiatives link to higher-level goals. It includes a timeline and colored status bars to indicate the team’s progress.

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Depending on the duration of your campaign, it can display days, weeks, months, or quarters. StatusStatus indicators for goals, initiatives, plans, and activities are a useful way to show how the team is progressing against your roadmap. ActivitiesMarketing activities represent discrete units of work that are required to deliver your plans. Include activities — such as landing pages, press releases, or sales tools — on your roadmap to provide more details about what is coming. In this agile product roadmap, swimlanes show how epics align with strategic themes. This roadmap view lets the engineering team see how their daily work relates to the big-picture plan.

Marketing manager roadmap

You also identify the right roadmaps to build for your team and when. You could use a product roadmap to manage the launch of a new product, major enhancements to an existing one, or even updates to an internal application for the organization. If you need a reliable tool to help see your product plans through and reach your goals, a product roadmap is the way to go. These tools unlock the ability to create visual, theme-based roadmaps that elevate the discussion above specific features and shift the focus to strategic goals.

Whatever you are working on, the tool you choose should let you link your work to the strategy, create different types of views, adjust as plans change, and share your roadmap easily with others. Be aware that some tools treat strategy as an afterthought, focusing more on project planning or time tracking. Unfortunately, these tools are unlikely to help you make a real impact — having clear goals to work towards is key to successful strategic planning. A strategic marketing roadmap helps you visualize and align marketing initiatives with business objectives.

Marketing manager roadmap

First, they help marketing managers create a strategic framework for their initiatives, into which they can easily group and prioritize ideas, goals, tasks, and other details. Another benefit of using project management software to build your marketing roadmaps is many of them include pre-made templates that you can use to create a variety of roadmaps faster. A digital marketing roadmap allows your marketing team to better coordinate their efforts across different marketing channels. You can use a digital marketing roadmap in conjunction with other roadmaps—like a marketing strategy roadmap—to balance strategic direction and operational tasks. A marketing strategy roadmap is a visualization of strategic marketing initiatives that will help the company achieve its long-term goals for success.