Strategies for Effective Product Roadmapping

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Slides from Webinar 12/15/11
Replay http://bit.ly/s8OfeT

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  • Lots of the product managment training organizations provide one day trainings specifically on Product Roadmapping - it was not my intention to overlap any of that material. However, do ask me which ones I recommend if you want to attend.

    Many people asked me for examples of product roadmaps. This is a good overview, with examples: http://bit.ly/tFRCw0
    280group sells a set of templates: http://bit.ly/sbh9EJ
    Rich Mironov provides some great tools and templates for more than roadmapping http://bit.ly/urByYQ

    I'm looking for a review of product roadmap software to share with you, as there are many, including Accept360.
    Bill Galfano, a product manager, created a tool: http://www.getmilemarker.com

    Here's some background for my talk:
    Creating the Right RoadMap: Pragmatic Marketing http://bit.ly/nzl14z
    Roadmap: Product Vision Statement » Strategic Product Manager Stewart Rogers http://bit.ly/qKd78E
    You Need Direction – Try a Product Marketing Roadmap — On Product Management: Jennifer Doctor http://bit.ly/n9gHSU

    If you don't know me yet, it was my first webinar and in listening to the replay, I am sooo rusty presenting! Of course, in retrospect, I can see all the missed opportunities to share more details and provide specific examples.

    Check out these recaps and listen to the podcasts from recent Global Product Management Talk events where we were discussing roadmapping:
    Roadmapping w/Bill Galfano http://bit.ly/s2FHR8
    Maintaining a Roadmap w/Matt Howell http://bit.ly/tVd5Iq
    Limited Resources w/W. Alejandro Polanco http://bit.ly/vpkcqQ

    Hope this puts you in the right direction for 2012!
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  • Everyone who manages the development of a product--and who has customers--has a product roadmap. However, the formality and the maturity of the roadmap can differ wildly from organization to organization…” Road maps are a running joke and a chronic embarrassment in the software industry. It’s time to end the madness. Be honest with yourself, your company, and your customers, and demand that your vendors do the same! The Roadmap is a document, a vehicle, a tool that justifies/explains/illustrates the existence of the product, the plan for the product, the value of the product and the product/market fit.
  • The Road Map is the Answer to: How do you communicate appropriately to the various audiences that need information about the state of the product, the future plan for the product and the positioning of the product internally and externally? Some Problems of Product Management: product strategy business and performance metrics product priority roadmap for area of responsibility….
  • A product manager MUST be the voice of honesty, integrity, and reality in road map discussions because others usually won’t! Because the product manager understands both customer requirements from direct customer contact and a fair amount about the implementation challenges from working closely with engineering, they are uniquely positioned to push back against attempts by others to make over-optimistic assumptions. Plan for delivering customer value over time. Output of the product planning process.
  • Engage stakeholders and get buy-in Align with corporate vision Provide clarity on what the product plan is and how it addresses market needs Create stability by demonstrating the short and/or long term horizon Showcase what the product delivery team is working on Identify need for future resources Demonstrate appropriate positioning Ensure integration with go-to-market plans (product marketing roadmap) Address sales expectations and goals
  • Every entity that depends on the product, or in the space: Customers, users, resellers, distributors Prospects, unsatisfied customers Competitors Industry Partners Media investors or investment groups business partner meetings reinforce public press releases and press conferences analyst meetings and conference calls or webcasts clients channel partners
  • Strategies for Effective Product Roadmapping

    1. 1. Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk Slides from Dec 15, 2011 Webinar: Strategies for Effective Product Roadmapping Replay http://bit.ly/s8OfeT
    2. 2. <ul><li>Founded The Global Product Management Talk </li></ul><ul><li>Pioneering Socratic format for Twitter Chats to cultivate global knowledge communities </li></ul><ul><li>Over 15 years experience in product management and product marketing management of web, services and software at Silicon Valley companies including Apple, Vadem, NetObjects and startups.Previously with Fortune 500s including American Express and Radio Shack. </li></ul><ul><li>AIPMM Certified Product Manager & Certified Product Marketing Manager </li></ul><ul><li>Serial entrepreneur, consultant, facilitator, and early adopter </li></ul>Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk Cindy F. Solomon
    3. 3. Global Product Management Talk <ul><li>For Product Managers that don’t get a chance to leave their desk and participate in Product Talks in person, we’ve brought Product Talks to you via Twitter. </li></ul><ul><li>The Global Product Management Talk TM  on Twitter </li></ul><ul><li>Follow  @ProdMgmtTalk   </li></ul><ul><li>Join in using hashtag  #ProdMgmtTalk  weekly at  Twebevent  or  Tweetchat </li></ul><ul><li>  Mondays 4:00 - 5:00 PM PT / Tuesdays 11:00 – 12:00 AM ET   </li></ul><ul><li>Global Product Management Talk TM  is a weekly mini-product camp Socratic discussion ( on Twitter ) of pre-posted questions with live audio of thought leader and co-hosts commenting ( on Blogtalkradio ).    </li></ul>Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    4. 4. <ul><li>Communicate an objective product roadmap to internal and external audiences </li></ul><ul><li>Properly respond to changing market dynamics and company priorities </li></ul><ul><li>Utilize strategic navigation skills to stay true to business strategy and market needs </li></ul><ul><li>Use roadmaps as a strategic tool to capture and sustain customers, partners, and other stakeholders </li></ul>Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk Focus of Today’s Webinar
    5. 5. Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk Einstein is quoted as having said that if he had one hour to save the world he would spend fifty-five minutes defining the problem and only five minutes finding the solution . Einstein said…
    6. 6. Only when you define the problem accurately can you identify the steps to the solution….   A roadmap is a solution to one of the problems of product management. Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk Solomon says…
    7. 7. <ul><li>ULTIMATE QUESTION: </li></ul>Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk WHAT PROBLEM(S) DOES YOUR ROADMAP SOLVE?
    8. 8. Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk PRODUCT ROADMAP = Frames The Product Narrative * A product manager MUST be the voice of honesty, integrity, and reality in road map discussions because others usually won’t!
    9. 9. PRODUCT ROADMAP AUDIENCES: Stakeholders are located inside and outside of your team, organization, location Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    10. 10. FOR INTERNAL AUDIENCES The Product Roadmap captures and accesses the right data and insights to make objective, informed decisions Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    11. 11. FOR EXTERNAL AUDIENCES The Product Roadmap provides a compelling and comprehensive positioning story about the current product Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    12. 12. <ul><li>PRODUCT ROADMAP VIEWS </li></ul><ul><li>Acknowledge the different perspectives, needs and goals of each audience. </li></ul><ul><li>Customize the “languaging”, level of detail, presentation format and visuals for each view </li></ul><ul><li>“ Train” recipients in how to communicate the roadmap to their audiences </li></ul><ul><li>Manage expectations & Provide disclaimers </li></ul>Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    13. 13. <ul><li>Corporate Perspective </li></ul><ul><li>Development Perspective </li></ul><ul><li>Marketing Perspective </li></ul><ul><li>Customer Perspective </li></ul>Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk Views of The Product Roadmap
    14. 14. CORPORATE PERSPECTIVE Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk <ul><li>General vision and strategy statement </li></ul><ul><li>Key (quarterly/half-yearly) milestones </li></ul><ul><li>Broad-brush release details </li></ul>
    15. 15. DEVELOPMENT PERSPECTIVE Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk All the requirements for a given set of releases for a given product area
    16. 16. MARKETING PERSPECTIVE Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk <ul><li>Key go-to-market programs </li></ul><ul><li>Events </li></ul><ul><li>Customer engagements </li></ul>
    17. 17. CUSTOMER PERSPECTIVE Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk <ul><li>Higher level direction </li></ul><ul><li>Market dynamics </li></ul><ul><li>Integrated innovation </li></ul><ul><li>Product positioning </li></ul><ul><li>Quarterly/yearly projections </li></ul>
    18. 18. <ul><li>PRODUCT MANAGEMENT PERSPECTIVE </li></ul><ul><ul><li>Updated Master view of the Product Roadmap </li></ul></ul><ul><ul><li>provides the comprehensive narrative of the product; </li></ul></ul><ul><ul><li>past, present and future </li></ul></ul><ul><ul><li>Includes all other views as subsets </li></ul></ul><ul><ul><li>Enables debriefing & lessons learned </li></ul></ul>Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk And, In An IDEAL WORLD…
    19. 19. <ul><li>RESOURCES </li></ul><ul><li>Global Product Management Talks Blog & Recaps http://www.prodmgmttalk.com </li></ul><ul><li>Maintaining a Roadmap w/Matt Howell http://bit.ly/tVd5Iq </li></ul><ul><li>Roadmapping w/Bill Galfano http://bit.ly/s2FHR8 </li></ul><ul><li>Limited Resources w/W. Alejandro Polanco http://bit.ly/vpkcqQ </li></ul><ul><li>Boston’s HubTech http://bit.ly/tFRCw0 </li></ul><ul><li>Webinar replay: http://bit.ly/s8OfeT </li></ul><ul><li>Thank you! </li></ul>Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    20. 20. Cindy F. Solomon <ul><li>Contact me to continue the discussion: </li></ul><ul><li>Email [email_address] </li></ul><ul><li>Twitter and skype  @cindyfsolomon </li></ul><ul><li>Linkedin http://www.linkedin.com/in/cfsolomon </li></ul><ul><li>Website http://www.cindyfsolomon.com </li></ul><ul><li>Blog http://cindyfsolomon.blogspot.com/ </li></ul><ul><li>Quora http://www.quora.com/Cindy-F-Solomon/answers </li></ul><ul><li>Facebook http://www.facebook.com/cindyfsolomon </li></ul><ul><li>10 minutes of my online time:  http://bit.ly/nMH5vH </li></ul>Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    21. 21. Global Product Management Talk <ul><li>The Weekly Twitter Talk for product management issues @prodmgmttalk #prodmgmttalk </li></ul><ul><li>with live audio of thought leader and co-hosts discussing Twitter answers to pre-posted questions </li></ul><ul><li>Converse with us #prodmgmttalk http://bit.ly/i4EihK </li></ul><ul><li>Follow Us on BlogTalkRadio http://bit.ly/nbw9Yr </li></ul><ul><li>Like Us on Facebook http://on.fb.me/lR0RNP </li></ul><ul><li>Join Us on LinkedIn http://linkd.in/jRmwRx </li></ul><ul><li>Speaker Schedule   http://t.co/R3OL7BDj   </li></ul><ul><li>Twitter Talk FAQs http://bit.ly/hbEgyt </li></ul><ul><li>Listen on iTunes   http://bit.ly/silH98 </li></ul><ul><li>Newsletter http://t.co/IVVFirUe </li></ul><ul><li>Sponsor http://bit.ly/gF0Tt3 </li></ul><ul><li>Speak http://bit.ly/gQh7Vr </li></ul><ul><li>Recaps http://bit.ly/slnpP2 </li></ul><ul><li>Blog http://bit.ly/eOFmB6 </li></ul><ul><li>New Audio series! &quot;Tools of the Trade&quot;  http://bit.ly/shdFb8 </li></ul>Cindy F. Solomon , CPM/CPMM [email_address] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk

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