Next, you will need to identify your audience so that you can choose what to include on your marketing roadmap. Gathering this input upfront will help you build a roadmap that aligns with efforts from other cross-functional teams.
Speak with leaders across the organization to understand where marketing support is needed. The first step is to consider the company’s overall business objectives. Impact Track progress and show the impact of your marketing efforts against the overall business objectives.Ĭommunication Share your plans with internal teams to show marketing direction and progress to company leadership and internal teams.īuilding a marketing roadmap is a collaborative effort. Visibility Keeps the entire organization informed of when the next marketing campaigns and product launches are happening. And while each marketing roadmap you create will have a specific purpose depending on the target audience, the benefits are the same.Īlignment Rally the team around the “why” of your marketing strategy and the work required to achieve it.Ĭoordination Build marketing roadmaps for each team function, program, or customer segment so each group can deliver in sync and on schedule. Marketing roadmaps are a visual way to capture and communicate your marketing plans. What are the benefits of a marketing roadmap? Marketing roadmaps also help you define what you want to accomplish and show what you will do to get there and when. What is a marketing roadmap?Ī marketing roadmap helps you communicate the team’s overall strategic direction and align cross-functional groups around an integrated plan.
You may not know if the work is actually helping your company gain a sustainable competitive advantage. It can be hard to know where to focus longer term while completing day-to-day activities. Most marketing teams are still fairly reactive today, shifting between priorities and racing to meet near-term deadlines. It is a visualization of how your activities will meet a set of business objectives. This is where a marketing roadmap is a useful tool - it captures high-level strategy and shows the work required to achieve it. But for many marketing teams, it can be difficult to connect corporate strategy to the tactical work the team plans to get done.