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Often the missing piece between marketing strategy and execution is a step-by-step plan on what you need to execute, and in which order. Marketing Roadmaps are an essential part of building a marketing plan that you can follow.
Strategy The marketing strategy has already been developed, but it should be
summarized into key themes/components on the roadmap
Goals Marketing goals show the strategic importance of what the client is
Time frame Time can be shown in weeks, months, and quarters. I use quarterly to
share multi-year roadmaps, and then breakdown the next two quarters
Initiatives The high-level marketing efforts or themes of work that are required to
achieve the goals. Bucket large groups of tasks and tactical activities
Schedules Programs, campaigns, and events on a timeline that map to strategy.
Activities Key marketing activities — such as website releases, landing pages, ad
campaigns, content themes.
Status The roadmap can be presented as a plan for the client to follow (with your
guidance). A live roadmap, with update progress and status, really makes
it come alive
The best time to develop a marketing roadmap is at the tail end of a marketing strategy engagement. At this
stage you have:
• Reviewed the business objectives and goals
• Reviewed the business situation, including how they show up in their marketing
• Reviewed and analyzed their marketing to determine what’s working and what isn’t
• Have developed a marketing strategy for the client
• Have suggested a number of marketing tactics that the client should implement that will further their
marketing strategy towards achieving their business objectives
If you do nothing after this stage, the client is left with a nice strategy report that has a very low likelihood of
being implemented fully. More than likely the client will implement some of the suggestions, then get off
track. Business comes up, life comes up. The marketing recommendations do not get fully implemented and
the client doesn’t get the results that you know they could have.