Product Roadmap


The product roadmap is a high-level visual representation of an organization’s product strategy over a specific timeframe. The roadmap outlines the product’s overall vision, goals, and features that the organization intends to release during the designated period.

Some elements that make up a typical product roadmap include:

  • Themes: These are high-level goals that the product roadmap aims to achieve.
  • Epics: These are major initiatives that an organization needs to accomplish to meet those high-level goals.
  • User Stories: These describe specific features that the organization intends to implement to achieve the epics.
  1. How does the product roadmap influence customer experience?

The product roadmap influences the customer experience. How? By helping the organization create a more refined product development process. A well-planned product roadmap aligns the organization’s goals with its customers’ needs. Moreover, it allows the organization to develop a better understanding of its target audience and their preferences.

The benefit of this alignment is that it creates a product that’s tailored to the needs of the customers, a product that solves their pain points, a product that builds an emotional connection with the customers. When customers feel understood, heard, and seen, they become loyal to the brand and its products.

  1. What do marketers need to know about product roadmap to be successful?

Marketers must have a clear understanding of the product roadmap to be successful. It helps the marketing team create a more refined marketing plan that aligns with the overall product strategy. This alignment ensures that the marketing initiatives communicate the product’s features and benefits effectively to the target audience.

Furthermore, the marketing team benefits from knowing what’s coming down the pipeline, special features, and new product launches. This understanding helps them create a buzz around upcoming products and features, fostering customer loyalty and trust.

  1. Best practices for creating a successful product roadmap.

Creating a product roadmap is essential, but creating a successful one takes a bit more effort. Below are some best practices to consider when creating a product roadmap:

  • Keep it simple: A complex roadmap can be difficult to navigate and understand. Ensure that your roadmap is simple and easy to understand.
  • Create a balance: A product roadmap should have a balance between business needs, product features, and customers’ needs.
  • Stay flexible: A roadmap is a plan, not a Bible. Ensure that it’s flexible and adaptable to changing business needs and customer preferences.
  • Collaborate: Involve the team in the product roadmap creation process. This fosters accountability, ownership, and ensures streamlined decision-making.

The product roadmap is a vital component of an organization’s product strategy and execution. It helps an organization create a product aligned with customer needs, build customer loyalty, and inform marketing initiatives. As a marketing leader, it’s important to understand the product roadmap, collaborate with the product team, and ensure that all marketing activities align with the roadmap.



The Agile Brand Guide to Agile Marketing Fundamdentals (2023) by Greg Kihlström

House of the Customer by Greg Kihlström is now available.
House of the Customer by Greg Kihlström