ROADMAP

TEMPLATE
GUIDE

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ROADMAP TEMPLATE GUIDE

TABLE OF CONTENTS

Introduction

Main Elements of a Product Roadmap

Product Roadmaps

Engineering Roadmaps

IT Roadmaps

Marketing Roadmaps
Other Roadmaps

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INTRODUCTION
WHY DID WE PRODUCE A TEMPLATE GUIDE?
This guide is meant to give you an idea of the types of roadmaps you can build
with ProductPlan. Whether you’re a product manager managing one product or
several, an IT Ops manager planning a system migration, or a marketing director
charting your digital strategy for next quarter, you can benefit from a high-level
roadmap. Roadmaps help you plan, prioritize, and communicate your product
strategy, and our templates give you a great starting point.

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MAIN ELEMENTS
OF A PRODUCT ROADMAP
It can be easy, especially for product roadmap proponents like us, to talk about roadmaps in an abstract sense—discussing how important they are to
a product’s success, how useful they can be for bringing cross-functional teams together around a shared strategic goal, and how a product manager
should decide which items earn a place on the roadmap.

But in discussing these high-level benefits and strategies of a product roadmap, it’s easy to forget that not everyone knows exactly what an effective
roadmap is supposed to look like: what elements it contains, how those elements are displayed, and how to read the roadmap and understand what
it’s telling you.

Let’s walk through a detailed view

of an actual product roadmap,
including each of its main
elements. We will be using the
roadmap below as our guide.

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Let’s assume you’ve decided on at least some of your main initiatives and priorities for a new product. You haven’t yet determined each of the
features or stories you’ll want for the product’s first version, but you have established a rough, high-level plan for its major strategic objectives.
Now what? How do you start translating those big-picture details into a roadmap? Everyone’s roadmap is going to look somewhat different, but
here is a basic framework you can use as a helpful starting point.

Lanes (or “Swimlanes”)

Lanes, often referred to as swimlanes, are a useful way to divide the high-level categories of your roadmap’s initiatives to clearly show divisions of
responsibility.

Swimlanes can represent different teams, areas of responsibilities, geographic regions, or whatever categories make the most sense for your
company or your product’s division of work.

In the example here, the swimlanes divide product initiatives according to the teams responsible for them, such as the web team and the
mobile team.

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Containers (or Themes)
Containers will represent the highest level groupings of your roadmap’s initiatives. You can think of containers as the major themes of your plan, the
high-level categories to which all of the roadmap’s other items roll up.

Use containers to represent your different epics, projects, themes, or any other items that you are planning. You can see here that containers are
used to group strategic initiatives that themselves contain other high-level initiatives—represented by “bars,” which we will examine next.

Bars
Bars are high-level items grouped together under the appropriate containers. These items could represent anything for your product, but you can
think of them as the initiatives that all roll up to a given roadmap theme.

In this example, when you expand the “3rd Party Integrations” container you can see that the product manager has included bars representing
initiatives to integrate the product with Slack and with Salesforce.

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Timelines and Dates
For various reasons, it is sometimes advisable for your roadmap to exclude specific dates, or to display deadlines only for specific initiatives.

As you can see from the example screenshots we’ve shown so far, our sample roadmap contains only high-level references to timeframes—grouping
initiatives under months and quarters, as opposed to concrete dates.

The question of when to include timelines on your roadmap, and how granular those timelines should be, will depend on such factors as the
roadmap’s audience. When sharing a roadmap publicly, for example, you might not want to display hard deadlines and dates, because if you can’t
meet them you risk losing credibility with your customers.

Another factor to consider will be whether a specific

product release is tied to a larger, date-driven event.
If you want a product to be launched during the week
of a major trade show for your industry, for example,
then including and even emphasizing specific dates
on your roadmap might make strategic sense.

But in some cases, if your roadmap will be accessible

to internal audiences only, and if the product’s
release is not tied to some other strategic date, it
might be smart to de-emphasize dates on your
roadmap and focus instead on other strategic
aspects of the initiative.

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Legends
Determining which legends to display is an important part of turning your roadmap into a powerful communication tool.

You want your audiences—stakeholders, developers, other members of your cross-functional teams, etc.—to be able to quickly view and understand
many things about your roadmap. They should be able to see, for example, which items you’ve prioritized and why, your strategic goals behind each
initiative on the roadmap, and possibly the progress of each initiative.

As you can see from the example here, this legend

gives the reader an immediate and visually compelling
view of what the product owner is hoping to achieve
with every initiative on the roadmap. Some items have
been prioritized for their ability to increase revenue,
others to boost the product’s performance, etc.

And although in our sample roadmap we are displaying

only a single legend—Strategic Goals—you might want
to further track and depict the strategic details on
your roadmap with other legends. Here are a few
other examples.

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Percent Complete
A well-developed product roadmap should also, ideally, contain up-to-date and immediately accessible information about the status of any initiative,
task, or plan on the roadmap. A reader should be able to click into any item and get a current picture of that item’s progress. Is it complete? Has the
team started work on it yet? If it’s underway, what percentage of the task has been completed?

In the sample above, you can see that by clicking into

the “Security 2.0” bar under the Web Team’s swimlane,
the reader receives a detailed view of that bar’s
current completion level—which in this case is 35%.

Tags
Another useful detail to include on your roadmap will
be tags. Tags will help you refer back to the roadmap
throughout the development process, to more easily
track initiatives, goals, and areas of responsibility.

If you wanted to quickly review all roadmap items that

were aimed at keeping security, then you could
filter your roadmap by “Security.”

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Connections
In ProductPlan, you can also add Connections to your roadmap items. Connections help illustrate relationships between bars. For example, below
you can see that the bar “Securities 2.0” requires the bar “Self Service Portal,” helping you quickly map and identify dependencies between items on
your roadmap.

There you have it: Swimlanes, containers, bars, timelines and dates, legends, percent complete, Connections, and tags. You’ll find these features
throughout the following templates.

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PRODUCT ROADMAPS

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PRODUCT ROADMAP TEMPLATE

This roadmap is for product managers responsible for a single product. The above example is a timeline- Quick Facts
based roadmap that communicates the status of different initiatives. The swimlanes divide initiatives
Use Case : Product Team
according to the various teams working on the product: the web, mobile, and marketing teams.
Audience : Executive Stakeholders
The initiatives across the functional groups are color-coded to correlate with the company’s overall Time Horizon : 6 months
goals. Strategic goals in this example include enhancing performance, increasing customer satisfaction, Time Units : Quarters
increasing revenue, internal optimization, and improving security. This method of color-coding allows Legend : Strategic goals
stakeholders to quickly see the “why” behind each initiative and understand how various efforts fit
into the bigger picture. The timeframe for this roadmap is about six months and milestones have been
Use this template
incorporated to mark planned release dates.

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AGILE ROADMAP TEMPLATE

Agile development teams use project management software to track their backlogs, but they still Quick Facts
benefit from a high-level roadmap to communicate the broader direction of the product. Agile
Use Case : Agile Dev Team
companies need to strike the right balance between long-term vision and short-term execution in their
Audience : Agile Dev Teams,
roadmaps.
Stakeholders

The example above is a timeline-based roadmap that spans a shorter time-horizon, with sprints for time Time Horizon : 3 months

markers. The swimlanes in this roadmap designate features, operations, and UX initiatives. The color- Time Units : 2-week sprints

coding on an agile roadmap is often used to represent teams, status, or priority level. In this example, Legend : Priority

high-priority initiatives are light blue, medium-priority initiatives are dark blue, and low priority initiatives
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are green. When features span multiple sprints, you can use milestones to visualize each release.

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RELEASE PLAN ROADMAP TEMPLATE

A release plan communicates the features, updates, and fixes coming in the next release or releases. Quick Facts
Release plans often use sprints, rather than months or quarters, to break up the timeline. This example
is divided into four sprints of about two weeks each, with milestones representing the expected release Use Case : Product Team

days. The bars represent the major initiatives involved in each sprint and they are color-coded according Audience : Product, Developers

to priority level. The swimlanes categorize the initiatives as belonging to the front-end team, back-end Time Horizon : 3 months

team, or quality assurance team. Time Units : 2-week sprints

Legend : Priority
Release plans are usually more granular than product roadmaps, and the two can be used in
conjunction to communicate product strategy in both the near-term and over the coming months,
Use this template
quarters, or years.

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PRODUCT DEVELOPMENT ROADMAP TEMPLATE

A product development roadmap can help you plan your product initiatives and map your release Quick Facts
schedule. In this example, the timeline is organized into two week sprints and the swimlanes represent
four different teams working on various areas of the product. The initiatives are color-coded according Use Case : Product Team

to strategic goals such as enhancing usability and increasing performance. Audience : Executive Stakeholders
Time Horizon : 8 weeks
The value of a product development roadmap like this one is that it communicates the “why” behind Time Units : Sprints
your product decisions and gives stakeholders a visual overview of what’s coming next. Legend : Strategic goals

Use this template

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UX/UI ROADMAP TEMPLATE

This UX/UI roadmap includes initiatives related to user experience, user interface, and user research. Quick Facts
Usability and design are key components of any product, and a dedicated UX/UI roadmap can help
teams organize and prioritize design-related projects. Some example UX/UI initiatives—shown as Use Case : Product Team

containers on the roadmap above—are updating an app’s visual design and improving the user Audience : Product, UX/UI,
developers
onboarding experience.
Time Horizon : 6 months
This example roadmap is fairly high-level—it covers a timeframe of a little over 6 months and the Time Units : Quarters
timeline is broken down into quarters. The initiatives do not include granular dates, and the roadmap Legend : Phases

is not intended to communicate specific deadlines but rather to give a general overview of the what to
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expect from the design team over the coming months.

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MULTIPLE PRODUCT ROADMAP TEMPLATE

You can use a multiple product roadmap to coordinate efforts among the different products Quick Facts
or initiatives in your company’s portfolio. A roadmap that visualizes multiple products is a great
communication tool for organizations with a single product manager responsible for multiple products Use Case : Product Team

or product categories. This single roadmap is easy to share and allows for simpler communication with Audience : Executive Stakeholders
Time Horizon : 6 months
stakeholders since it rolls up various initiatives into one overarching plan.
Time Units : Quarters
In the example roadmap above, each product has its own swimlane. Within each swimlane, containers Legend : Status
are used to further categorize web, mobile, and marketing initiatives for each product. The color-coding
is used to symbolize the status of each initiative — whether it is planned, approved, in development, or
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completed. The time horizon in this example is one year.

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CUSTOMER-FACING PRODUCT ROADMAP TEMPLATE

A customer-facing product roadmap is a great way to promote trust through transparency with your Quick Facts
customers and prospects. Some product teams choose to share their high-level customer-facing
roadmaps publicly so both their customers and their prospects can see what the product team is working Use Case : Product Team

on and get a look into the future. Audience : Customers/Prospects

Time Horizon : 1 year
This roadmap has quarterly timelines, but you can easily switch the template over to a “no-timeline” look
Time Units : Quarters
if you desire. Rather than communicate to customers and other external audience members in specific
Legend : Customer markets
features and deliverables, this roadmap uses containers to depict themes rather than specific features. It
gives the product team the flexibility they need to choose the best ways to approach their objectives. If
you want to communicate more specific deliverables under each theme, you can easily nest them as bars Use this template
within the themes.

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EXECUTIVE-FACING PRODUCT ROADMAP TEMPLATE

When presenting your roadmap to executives, you need a high-level, strategic view. Use an executive- Quick Facts
facing roadmap to easily communicate initiatives, goals, and priorities without getting caught up in the
details. Use Case : Product Team
Audience : Executive Team
This executive-facing template has a timeline divided up into quarters, so you can quickly convey big- Time Horizon : 4 Quarters
picture plans at a glance. You can also nestle specific initiatives within each theme and then organize Time Units : Quarters
those themes as containers.The legend in this roadmap conveys the level of certainty of each initiative, Legend : Levels of certainty
from high certainty to uncertain. This process allows the product team to focus on outcomes in the
presentation, with the flexibility to flesh out a theme you may be working on.
Use this template

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THEME-BASED PRODUCT ROADMAP TEMPLATE

How can product managers get away from thinking in features rather than in outcomes? A theme- Quick Facts
based product roadmap is an excellent starting point. This product roadmap template focuses on
themes instead of features. Created with a small time frame (1 quarter, but easily modified), this style Use Case : Product Team

of roadmap is an excellent choice for product teams who are looking for ways to communicate what Audience : Internal Team
Time Horizon : 1 Quarter
they’re working on to the rest of their organization.
Time Units : Quarter
Capture the big picture at a glance with a high-level theme-based product roadmap, and get your Legend : Business objectives
whole organization on the same page about your product’s strategy without worrying about getting
caught in the weeds.
Use this template

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OBJECTIVES AND KEY RESULTS (OKRS) ROADMAP TEMPLATE

Objectives and Key Results (OKRs) is a useful framework for setting goals and KPIs for both the broader Quick Facts
organization and specific teams within it. Building a product roadmap that follows the OKR structure is
one way to help your team focus on building the things that matter most. Use Case : Product Team
Audience : Executive/Internal Team
This OKR roadmap template has dedicated swimlanes for high-level objectives to help you visually Time Horizon : 6 months
convey which initiatives support which objective. Within each swimlane are containers that represent Time Units : Months
key results. You can nest specific initiatives within each container to convey how you’ll focus on meeting Legend : Team involved
each key result.

Use this template

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QUARTERLY RELEASE PLAN ROADMAP TEMPLATE

Release plans, while slightly different in both form and function to product roadmaps, are a valuable tool Quick Facts
for product managers and technical teams alike. This release plan template is an example of how a team
that does quarterly releases may want to approach documenting their plan. Use Case : Product Team
Audience : Product/Enginnering
This release plan example spans the course of 1 year with initiatives broken up by quarter. It uses Time Horizon : 1 year
quarterly milestones to represent release days and to signify at a glance when new features will see the Time Units : Quarters
light of day. Legend : Priority level

We suggest using the release plan in conjunction with (but not instead of) a separate strategic product
roadmap to keep your team in the loop about what the product team is working on. Use this template

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ENGINEERING ROADMAPS

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TECHNOLOGY ROADMAP TEMPLATE

You can use a technology roadmap to plan out strategic initiatives such as migrating different software Quick Facts
systems or rolling out updates. The audience for a technology roadmap will often be stakeholders
looking to the IT team for internal-facing systems and solutions. The technology roadmap may also be Use Case : IT OPs

shared with partners and vendors who rely on integrations and other technology from the organization. Audience : Internal Stakeholders
Time Horizon : None
In the example above, the roadmap is divided into three categories: people, technology, and security. Time Units : None
The color-coding indicates the phase that each initiative falls into, from planning to implementation Legend : Phases
to optimization. These roadmaps often have longer time horizons or exclude dates altogether. The
technology roadmap above is an example of a roadmap without dates.
Use this template

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SOFTWARE ROADMAP TEMPLATE

This software roadmap shows the initiatives involved in launching a new software product. The timeline Quick Facts
is long term, about two years, and the swimlanes divide initiatives by functional area, either engineering
or sales/marketing. Milestones mark major events such as the beta release and general availability Use Case : Product Teams

release. The legend shows strategic goals, and initiatives are color-coded to communicate how each Audience : Other Functional Teams
Time Horizon : 2 Years
one ties back to the larger company strategy.
Time Units : Quarters
A software roadmap can help you organize the many different components that go into launching a new Legend : Strategic Goals
product. High-level roadmaps like this one are useful for keeping your eye on the big picture amidst
many tactical initiatives.
Use this template

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DEVOPS ROADMAP TEMPLATE

This DevOps roadmap shows development and operations initiatives for three different products. It’s Quick Facts
fairly short term, covering about a three month timeframe, and it’s divided into sprints. Milestones
mark release dates and connections show initiatives that are dependent on one another. The legend Use Case : Product Team

is used to communicate which initiatives are part of the development phase and which are part of the Audience : Product, Dev, IT OPS
Time Horizon : 3 Months
operations phase.
Time Units : Sprints
A DevOps roadmap like this one provides a more granular view of the product development process Legend : Phases
and can be used in conjunction with high-level product roadmaps to provide a full picture of the
organization’s product strategy and supporting activities.
Use this template

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ENGINEERING ROADMAP TEMPLATE

Engineering roadmaps are valuable tools to guide cross-functional agile teams through the Quick Facts
development process. This example roadmap is broken down into sprints of approximately one month in
length, with milestones marking expected release dates. The swimlanes represent three different cross- Use Case : Product Team

functional teams—the green team, red team, and blue team—and initiatives are color-coded to indicate Audience : Engineering Team
Time Horizon : 7 Months
whether they fall under the jurisdiction of engineering, UX, Ops, or QA.
Time Units : 1 Month Sprints
A product manager may use this roadmap to communicate the plan directly to engineering teams. Legend : Group/Team
ProductPlan roadmaps also easily integrate with project management tools like Jira and Pivotal Tracker
so that product managers can track the progress of individual stories and tasks that make up the
Use this template
initiatives on the roadmap.

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IT ROADMAPS

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ENTERPRISE IT ROADMAP TEMPLATE

The audience for enterprise IT roadmaps will often be internal stakeholders looking to the IT team for Quick Facts
info about internal-facing systems, security, and other solutions.
Use Case : IT OPS/Internal Systems
In the example above, the roadmap outlines capabilities based on their strategic importance (i.e. must- Team
have, nice-to-have). This example also designates swimlanes for security and compliance initiatives, Audience : Internal Stakeholders
High Availability & Disaster Recovery (HA & DR), as well as operational support tasks. The status of Time Horizon : 1 Year
each initiative is communicated with color-coding, with completed initiatives in dark purple, on track Time Units : Months
initiatives in green, at risk initiatives in yellow, and off track initiatives in orange. The timeframe for Legend : Status

strategic enterprise IT roadmaps is longer, often 12-18 months.

Use this template

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IT PROJECT ROADMAP TEMPLATE

This IT project roadmap shows the initiatives involved in projects like creating an IT help desk and Quick Facts
improving global security. The timeline is displayed in months and milestones mark deadlines for
completing quarterly goals. Other milestones over individual lanes mark important dates like a product Use Case : IT OPS

launch and implementation validation. The initiatives on the roadmap are color coded according to Audience : Other Internal Teams
Time Horizon : 1 Year
priority—either high, medium, low, or “nice to have”.
Time Units : Months
IT roadmaps provide a simple, visual way to track all of the complex pieces of a technology project. They Legend : Priority
may be used to coordinate large initiatives and to communicate plans to external teams.

Use this template

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IT ARCHITECTURE ROADMAP TEMPLATE

In many software companies, the software architect is tasked with building a solid foundation that Quick Facts
becomes the backbone of the company’s products. Common architectural roadmap components are
the Application Programming Interface (API), User Interface (UI), storage, and third-party services Use Case : IT OPS, System Architects

integrations. These platform components are often part of other product roadmaps in the organization Audience : Executive Stakeholders
Time Horizon : 7 Months
because features may rely on them. However, many companies also find it helpful to maintain a
Time Units : Quarters
dedicated IT architecture roadmap to keep track of various improvements in a central location.
Legend : Phases
In the example above, the roadmap is color-coded based on project phase: planning and design,
implementation and testing, and optimization. Long-term timeframes are common for architecture
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roadmaps, and in this particular example specific dates have been left off entirely.

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IT STRATEGY ROADMAP TEMPLATE

Making architecture changes or modifying operations takes a clear plan of where the organization Quick Facts
is, where it wants to go, and how to get there. An IT strategy roadmap does just that; it lays out
the direction of IT efforts that span across an organization in a simple way to align teams and key Use Case : IT Teams

stakeholders. Audience : Internal Teams

Time Horizon : 1 Year
This roadmap’s timeline spans over months, allowing visibility into what is in progress, what should be Time Units : Months
in flight, and what is planned. Utilize lanes to break up the purpose of initiatives into focus groups. The Legend : Status
legend of this roadmap captures the status of each initiative and enables progress-tracking at a glance.
Effortlessly make changes that communicate adjustments in priorities and efficiently communicate and
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align relevant teams around those changes.

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IT SERVICE MANAGEMENT ROADMAP TEMPLATE

In order to implement, manage, and deliver IT services, you need a roadmap that is simple enough to tell Quick Facts
the story of your strategy while still engaging your primary stakeholders.
Use Case : IT Teams
The long-term timeline view motivates your key change agents with a holistic understanding of your Audience : Internal Teams
strategy at a glance. With a timeline view, you can accurately set expectations but also include any Time Horizon : 1 Year
important dates. Recognize the order of each project at a glance by utilizing this classic Gantt-chart Time Units : Months/Quarters
style roadmap. Communicate progress with this color-coded, status-based legend. Unlike a static Legend : Initiative status
Gantt-chart, any changes in priorities can be easily made; enabling staying on course to be effortless.

Use this template

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IT INFRASTRUCTURE TEMPLATE

IT infrastructure is the foundation that all business services run on, but it requires constant Quick Facts
transformations and improvements. These upgrades and rapidly evolving new technologies require a
roadmap to set expectations, estimate investments, and plan for change management. Use Case : IT and Engineering/
Development Teams
This timeline roadmap omits months to keep viewers focused on the long-term, high-level goals Audience : Executives, Internal Teams
rather than fixating on specific project durations. Displaying quarters enables for understanding the Time Horizon : 1 Year
order of priorities, and in keeping teams accountable. Lanes display focus-areas and easily group Time Units : Quarters
up all initiatives. Using the legend to communicate teams gives a high-level view of each team’s Legend : Teams

responsibilities. Easily see what is in flight, what is next, and what is complete.
Use this template

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MARKETING ROADMAPS

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MARKETING PLAN TEMPLATE

A marketing plan is a blueprint that outlines your marketing strategy and efforts. It is a high-level Quick Facts
roadmap that provides your stakeholders with a general overview of marketing initiatives across
different categories. In the example above, the roadmap is organized by the type of initiative and color- Use Case : Marketing

coded by the phase of the initiative. You could also categorize initiatives by their owners or by strategic Audience : Executive Stakeholders
Time Horizon : 8 months
goals, such as increasing revenue, expanding to new markets, or reducing churn.
Time Units : Months
This example roadmap is divided into four swimlanes. The first contains product and service Legend : Phase
management efforts, and subsequent swimlanes focus on branding, channel management, and sales
initiatives. Milestones intersect the roadmap to indicate specific goals or deadlines, such as the date of a
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marketing review and when Salesforce is being implemented.

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MARKETING STRATEGY TEMPLATE

A marketing strategy roadmap communicates your high-level marketing plan to important stakeholders Quick Facts
across your organization. A marketing strategy like this one can be used in conjunction with more
granular marketing roadmaps like content calendars or mobile marketing plans. Use Case : Marketing
Audience : Executive Stakeholders
This marketing strategy roadmap does not include any specific dates. Instead, it shows only the general Time Horizon : 12 months
sequence of marketing initiatives and which initiatives are required by others. The legend indicates Time Units : None
which phase each initiative belongs to: analysis, execution, or evaluation. The swimlanes categorize the Legend : Project Phase
initiatives into functional areas. For example, the last lane includes only those initiatives having to do
with optimization, such as tweaking copy and adjusting investments.
Use this template

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PRODUCT LAUNCH ROADMAP TEMPLATE

The product launch roadmap is typically managed by the product marketing team to coordinate efforts Quick Facts
across different teams.
Use Case : Marketing
A product launch plan is usually a timeline-based roadmap that clearly communicates the deliverables Audience : Executive/Team Leaders
in relation to time. This example roadmap is organized by the type of initiative. The four categories, Time Horizon : 6 months
represented by swimlanes, are product/service management, branding/marketing, channel Time Units : Months
management, and sales/post sales. The time horizon for this product launch plan is six months, and the Legend : Phase
colors represent the phase of each initiative, from research to strategy to action. Milestones designate
the deadlines for go/no-go testing, launching the beta version, and making the product generally
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available.

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BUSINESS ROADMAP TEMPLATE

Business roadmaps are valuable tools for communicating company vision and facilitating growth. In Quick Facts
this business roadmap template, the swimlanes represent different functional areas of the company,
such as operations, marketing, product development, and PR. The legend encodes strategic goals like Use Case : Product/Other Teams

increasing revenue and building brand awareness. Audience : Multiple Functional Teams
Time Horizon : 1 year
A business roadmap like this one can be used to keep stakeholders aligned on the strategic direction Time Units : Quarters
of the company and to track the progress of initiatives across various departments. Legend : Strategic goals

Use this template

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MOBILE MARKETING ROADMAP TEMPLATE

This mobile marketing roadmap plots out the marketing initiatives involved in launching a new mobile Quick Facts
application. The bars are divided into four swim lanes depending on the category that they fall under:
in-app marketing initiatives, social media initiatives, email initiatives, and PR initiatives. Milestones are Use Case : Marketing

used to mark the initial release date of the app and planned release dates for subsequent versions. Audience : Marketing/Other
Stakeholders
The timeline for this roadmap is broken down into quarters, and it gives a fairly high-level overview of Time Horizon : 5 quarters
mobile marketing projects over the course of a year. A marketing manager might use this roadmap to Time Units : Quarters
guide the marketing team’s strategy or to show executives and other stakeholders what the team is Legend : Strategic initiative

working on.
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DIGITAL MARKETING ROADMAP TEMPLATE

A digital marketing roadmap allows your marketing team better coordinate their efforts across different Quick Facts
marketing channels. The digital marketing roadmap above visualizes your content marketing initiatives,
paid and organic search efforts, email marketing campaigns, and social media strategy. Each of the Use Case : Marketing

efforts are categorized based on their stage in the marketing funnel. In this example, initiatives color- Audience : Marketing
Time Horizon : 8 months
coded green are aimed at bringing in new traffic, dark blue initiatives are focused on acquisition, orange
Time Units : Quarters
initiatives are focused on lead nurture, light blue initiatives target conversion, and red initiatives aim to
Legend : Lifecycle Goal
increase product visibility.

The time horizon for this digital marketing roadmap is about six months, and milestones are added to
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showcase the dates of an SEM audit, drip campaign overview, and a general marketing review.

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CONTENT CALENDAR ROADMAP TEMPLATE

Content calendars help marketing teams manage their publishing schedules and coordinate content Quick Facts
marketing initiatives. This example content calendar maps out a company’s blog posts, email campaigns,
and web page content over a three month period. The bars on the roadmap provide a general overview Use Case : Marketing

of when the team is working on each project without committing to specific publishing dates. Audience : Executives/Team Leaders
Time Horizon : 4 months
Each item on this content calendar is tied back to a strategic goal like driving traffic to the website or Time Units : Quarters
generating new sales leads. The goals are clearly displayed in the legend and the roadmap initiatives Legend : Strategic Goals
are color-coded accordingly. A content marketing team might choose to use this roadmap to easily
communicate their strategic plan to executives or other department heads.
Use this template

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OTHER ROADMAPS

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HR ROADMAP TEMPLATE

Managing people is no easy task, but that’s where an HR roadmap can help. Use an HR roadmap to stay Quick Facts
on track with current initiatives, to plan out future efforts, and to visually know the order of operations at
any stage in the process. Use Case : HR Team
Audience : Internal Teams
This HR roadmap is a timeline-based roadmap, which enables you to span out the prioritized initiatives— Time Horizon : 1 year
making it easy to know what is happening right now and what is coming up next. Omitting dates helps Time Units : Months
to alleviate the pressure of deadlines so that hiring the right people becomes the priority, instead of Legend : Goals
meeting a due date. Breaking up the lanes into focus areas and departments enables visual separation
of the order of operations. Initiatives all tie back to strategic goals, from documentation to hiring,
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making each initiative associated with a clearly defined “why.”

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PROGRAM MANAGEMENT ROADMAP TEMPLATE

A program management roadmap is a valuable tool that enables you to manage all of your programs in Quick Facts
one place. Use a program management roadmap to communicate your strategy across the organization.
Use Case : Program Manager
This roadmap has specified lanes to visually communicate your high-level goals, with unique initiatives Audience : Executive/Internal Teams
nested within. Elaborate on your initiatives by adding tactics to convey how you will accomplish your Time Horizon : 4 quarters
goals. The legend in this roadmap represents the team responsible for executing each initiative. It allows Time Units : Quarters
the program manager to achieve alignment within the organization at scale. Quarterly timelines keep Legend : Teams
track of each goal’s progress at a glance.

Use this template

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product managers spend less time building roadmaps and more time shipping products.

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