The document outlines the components of creating a marketing roadmap, emphasizing the importance of aligning marketing goals with business objectives and detailing timelines for initiatives. It recommends developing the roadmap after establishing a marketing strategy to ensure effective implementation of marketing tactics. Additionally, it provides links to helpful software tools and resources for further reading on developing marketing roadmaps.

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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
working towards.
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
into weeks
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

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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.

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Roadmap software
Tool Link
Aha https://www.aha.io/roadmap/marketing
ProductPlan
https://www.productplan.com/marketing-strategy-template/
Google Sheets
https://docs.google.com/spreadsheets
Helpful reading
https://www.weidert.com/whole_brain_marketing_blog/how-to-create-a-
quarterly-marketing-roadmap
https://railsware.com/blog/product-roadmap/
https://growthmarketingconf.com/how-to-build-a-growth-roadmap-for-your-
product/
https://suttidayang.com/build-roadmap-marketing-strategy/
https://www.smartinsights.com/digital-marketing-strategy/developing-a-
marketing-roadmap/