creating a compelling vision for your product roadmap

© AIPMM 2014 www.aipmm.com

Creating a Compelling Vision for Your

Product Roadmap

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© AIPMM 2014 www.aipmm.com

Association of International Product Marketing & Management

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Moderator:

Cindy F. Solomon, CPM, CPMM @cindyfsolomon

Today’s Speaker

Presenter:

Jim Semick Co-Founder, ProductPlanwww.productplan.comjim@productplan.com@jimsemick

© AIPMM 2014 www.aipmm.com

Creating a Compelling Vision for Your Product

Roadmap

How well are you communicating your company’s

product strategy?

Signs of Roadmap Chaos

• Strategic objectives not clear• Confusion about current

roadmap• Lack of transparency into

decisions • Roadmaps disjointed across org• Execs not on board or lost in

weeds

Poll

How often do you meet with the executive / management team to review the product roadmap?

Consider Your Audience

Executives? Engineers?

Sales?Customers?

Align your roadmap with goals

Keep your initiatives high level

Tell a compelling story

Group features into themes that deliver

value

Prioritizing Your Roadmap

Costs: Implementation effort, support costs, risk

Benefits: revenue, growth,

customer satisfaction,

strategic value

Kano ModelProduct Effort versus Customer Delight

The conversation matters as much as the score

Ways to Organize Your Roadmap

• Product Line• Product Category (e.g. Web, Mobile, Platform)

• Markets Served• Strategic Initiative (e.g. monetization, growth)

• Team• Outcomes, Goals• Sales Channel• Status

Poll

How are you updating and sharing your strategic roadmap document today?

Roadmap Samples

Typical Executive Facing Roadmap

Product Lines or Categories

Long-term Timeframe

Strategic Goals

Details: Value, Features, Risk

Poll

What are the primary elements that you use to organize your product roadmap?

Engaging Executives• Tell the story – be visual• Be transparent about

your process - involve them

• Align decisions with Goals and KPIs

• Give them access to the roadmap

Sign up for a free trial at www.productplan.com

Thank You!

© AIPMM 2014 www.aipmm.com

Moderator:

Cindy F. Solomon, CPM, CPMM @cindyfsolomon

Q & A

Presenter:

Jim Semick, Co-Founder, ProductPlanwww.productplan.comjim@productplan.com805-618-2975

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