Outcome-driven marketing roadmapping is a game-changer for any organization looking to create long-term, scalable success. This strategic approach to planning and executing marketing initiatives focuses on achieving specific outcomes or goals, rather than simply following a predetermined plan. Outcome-driven marketing roadmapping helps organizations to better align their efforts with their overall business objectives.
So how can organizations transform their marketing roadmaps? Our blog post will cover the steps and the prep behind creating an outcome-focused marketing roadmap.
Getting Started on Outcome-Focused Marketing Roadmapping
Here are the six main steps to building a marketing roadmap (to read more about each of the steps visit our step-by-step guide to do outcome-focused roadmapping):
- Set goals and key strategies
- Define metrics to measure your goals
- Prioritize the most impactful features and initiatives
- Plan roadmap-account for dependencies and allocation
- Monitor delivery progress
- Monitor outcome progress and adjust roadmap based on results
Before getting started building your roadmap, make sure that each item that you add serves as a stepping stone to your company’s overarching goal. You can easily do that by following the roadmap preparation best practices.
Here’s a list of questions that you should answer to make sure that each roadmap item connects to the broader objective:
- Who is the target audience? Definition of the end user and why they would want to use the item.
- What is the value that we are providing? Benefits that the item will provide to your target audience.
- What is the desired outcome? Outcomes that you want from your audience after they see/use the item.
- How does it align with the marketing goals? The intended user action should align with what your company is trying to achieve.
- Is this a growth opportunity? The marketing outcome should lead to gaining new customers or keeping current customers.
Executing an Outcome Focused Marketing Roadmap
Now that you have the steps and prep in order, the next thing to think about is your enabler or your tool.
Outcome-focused marketing roadmapping requires a product portfolio roadmap tool, not just a roadmap tool. What’s the difference?
Product portfolio roadmap tools give you a three-dimensional view of your portfolio. It allows you to connect objectives with initiatives, prioritize with data, and adjust the allocation of results to provide visibility throughout the entire company. In contrast, roadmapping tools can only offer a one-dimensional snapshot of a portfolio.
Once you have the plan and tool, you can start creating your outcome-driven marketing roadmap.
Dragonboat helps teams effectively transform into an outcome-focused practice. Schedule a demo with one of our product expert consultants to learn more.
