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Envisioning RoadMap

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Envisioning RoadMap

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What is a roadmap?

The basic definition of a roadmap is simple:

it’s a visual way to quickly communicate a plan or strategy. At a high level, this broad definition applies to all the roadmaps that can exist at a company, including marketing, IT, sales, finance, project-based teams and anyone whose work has any impact on the business goals of an organization.

What’s a marketing roadmap?

A marketing roadmap highlights key projects and priorities across all marketing channels and functions, creating clarity in the chaos. It charts all priorities and initiatives across all channels that marketing is responsible for—such as content, digital advertising and events. Creating an in-depth marketing roadmap surfaces a team’s highest priorities and keeps all of its marketers on track. As an added bonus, a marketing roadmap also serves as a key communication tool for marketing teams to share their plans across their whole organization.

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There are four versions of the marketing roadmap that are useful for teams:

  • The theme-based marketing roadmap: a quarterly look at who’s doing what within the marketing team. This version of the roadmap is great for showing non-marketers at the company what’s coming down the pipeline.
  • The goal-based marketing roadmap: If a theme-based roadmap shows everyone the what, then the goal-based marketing roadmap is perfect for explaining the why. Specifically, this version works to show what the impact will be on the goals that matter (attracting qualified leads, increasing awareness, and converting free trials to users)
  • The “we got deadlines” marketing roadmap: Some projects are time sensitive and require a day-by-day launch plan. This format helps teams visualize the resources they need to hit the deadlines.
  • The “who’s doing what” marketing roadmap: This roadmap helps you see what everyone is working on within the marketing team to make sure no one is over capacity.
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