Your 2023 marketing plan is ready to roll. Or is it? Can you and your team easily connect all the big-picture thinking to the tactical work that needs to get done? This blog details how roadmapping is integral to a successful marketing plan.
You’ve just presented your 2023 marketing plan to your team — it’s one part high-level strategy mixed with one part revenue-based objectives and a pinch of company vision sprinkled on top. And now your team, the smart people charged with implementing all the big ideas, look overwhelmed and confused. Out of the silence, someone bravely asks, “So now what?” That’s where a marketing roadmap comes in.
Your customers can tell you the things that are broken and how they want to be made happy. Listen to them. Make them happy. But don't rely on them to create the future roadmap for your product or service. That's your job.
- Mark Cuban
What is a Marketing Roadmap?
A Marketing Roadmap visually articulates strategy, showing the goal and the milestones to be met along the way. And, as far as your 2023 marketing plan goes, it’s an extremely useful tool to capture your high-level goals and connect them to the team’s day-to-day activities. A marketing roadmap helps you define the “why” or the purpose behind your strategies, which is vital to understanding and implementing your marketing activities. Beyond the “why,” roadmapping is an effective tool that offers several other benefits:
From getting sales efforts aligned with marketing campaigns or IT aligned with web development, roadmapping draws a picture that brings cross-functional teams together.
As a visual tool, roadmapping captures observations and insights in a tangible way that’s frequently lost in planning sessions.
Roadmapping makes it easy to see where cross-functional help is needed, where subject experts should weigh in, and where you can leverage efficiencies.
How Do You Create a Marketing Roadmap?
The overarching theme in roadmapping is to begin big and work backward, breaking down goals into more detailed action items.
Tuna’s Take on a Marketing Roadmap
The reality is, creating a marketing roadmap can get complex pretty quickly. Never fear. You don’t have to go at it alone. At Tuna Traffic, we provide roadmapping workshops to facilitate the process. As trained facilitators, we engage directly with client teams to build a roadmap for strategic marketing plans as well as specific initiatives throughout the year as needed. Our expertise in agile methodology helps us incorporate a variety of techniques to our roadmapping that build in adaptability and clarity and make for a successful 2023 marketing plan