How to use this roadmap template

Why is a roadmap helpful?

Roadmaps create a visual that helps people:

• Understand your vision and plans
• Track status and progress toward your vision
• Make changes to the plan as the business and priorities change—while understanding tradeoffs
• See what resources you need (both people and technology) to achieve your vision

Tips for creating your roadmap:

• Start with your goals and strategy
• Stick to 1-2 big goals each year (e.g., purchase & implementation of a software)
• Consider other teams’ involvement and their respective roadmaps
• Keep it focused on your strategy—it’s not a wishlist
• Factor in iteration—not just new programs

Customer Marketing Charter or Mission

What is your customer marketing team responsible for? What’s your mission statement? (Example: We help [Company] users become customers for life by serving the right message and opportunity at the right time throughout the customer lifecycle.)

Goals

Whether you call these OKRs, KPIs, goals, or objectives, list them out here. This will help ground the perspective of your roadmap.

Customer Marketing Roadmap (January-June)

January

March

April

May

June

February

Strategy

New Program

Improve Program

Recurring Program

Technology

Customer Marketing Roadmap (July-December)

July

September

October

Strategy

November

December

August

New Program

Improve Program

Recurring Program

Technology

Customer Marketing Roadmap (Example)

March

April

May

June

July

August

September

Vet & Purchase Customer Marketing Automation Platform

Implement Customer Marketing Automation Platform

Develop strategy & roadmap

Strategy

New Program

Improve Program

Recurring Program

Quarterly planning

Quarterly planning

Build on lifecycle marketing programs

V2 onboarding email series

Run Customer Reviews

Technology

Run Customer Reviews

Define upsell campaign

Build upsell campaign

Launch upsell campaign