TABLE OF CONTENTS

INTRODUCTION............................................................................................................... 3 MARKETING ROADMAPS .......................................................................................... 27

MAIN ELEMENTS OF A PRODUCT ROADMAP ...................................................... 4 Marketing Plan Template ......................................................... 28
PRODUCT ROADMAPS ............................................................................................... 11 Product Launch Template ....................................................... 29
Product Roadmap Template .................................................... 12 Business Roadmap Template .................................................. 30
Agile Roadmap Template ......................................................... 13 Mobile Marketing Roadmap Template ..................................... 31
Release Plan Template ............................................................ 14 Digital Marketing Roadmap Template...................................... 32
Portfolio Roadmap Template ................................................... 15 Content Calendar Template .................................................... 33
Product Development Roadmap Template .............................. 16
ABOUT PRODUCTPLAN .............................................................................................. 34
UX/UI Roadmap Template ....................................................... 17
Multiple Product Roadmap Template ...................................... 18

TECHNOLOGY ROADMAPS........................................................................................ 19
Technology Roadmap Template .............................................. 20
Enterprise IT Roadmap Template ............................................ 21
IT Project Roadmap Template ................................................. 22
Software Roadmap Template .................................................. 23
IT Architecture Roadmap Template ......................................... 24
DevOps Roadmap Template .................................................... 25
Engineering Roadmap Template ............................................. 26

ROADMAP TEMPLATE GUIDE | 2

 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.

If you’re already a roadmap expert, feel free to skip ahead to the templates themselves.

You can also reach out to us at info@productplan.com if you’d like to add any of these

templates to your ProductPlan account.

ROADMAP TEMPLATE GUIDE | 3

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.

ROADMAP TEMPLATE GUIDE | 4

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.

ROADMAP TEMPLATE GUIDE | 5

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.

ROADMAP TEMPLATE GUIDE | 6

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.

ROADMAP TEMPLATE GUIDE | 7

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.

ROADMAP TEMPLATE GUIDE | 8

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 “Market Analysis” bar under the Marketing
Team’s swimlane, the reader receives
a detailed view of that bar’s current completion
level—which in this case is 45%.

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 increasing revenue, then you
could filter your roadmap by “revenue.”

ROADMAP TEMPLATE GUIDE | 9

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 “SEO Plan” requires the bar “Performance Improvements,” 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.

ROADMAP TEMPLATE GUIDE | 10

PRODUCT ROADMAPS

ROADMAP TEMPLATE GUIDE | 11

PORTFOLIO
PRODUCT ROADMAP
ROADMAP TEMPLATE

This roadmap is for product managers responsible for a single product. The above example is a
timeline-based roadmap that communicates the status of different initiatives. The swimlanes divide ROADMAP QUICK FACTS
initiatives according to the various teams working on the product: the web, mobile, and marketing
USE CASE : PRODUCT TEAM
teams.
The initiatives across the functional groups are color-coded to correlate with the company’s AUDIENCE : EXECUTIVE STAKEHOLDERS
overall goals. Strategic goals in this example include enhancing performance, increasing customer
TIME HORIZON : 6 MONTHS
satisfaction, increasing revenue, internal optimization, and improving security. This method of
color-coding allows stakeholders to quickly see the “why” behind each initiative and understand TIME UNITS : QUARTERS
how various efforts fit into the bigger picture. The timeframe for this roadmap is about six months
LEGEND : STRATEGIC GOALS
and milestones have been incorporated to mark planned release dates.

ROADMAP TEMPLATE GUIDE | 12

PORTFOLIO
AGILE ROADMAP
ROADMAP TEMPLATE

Agile development teams use project management software to track their backlogs, but they still
benefit from a high-level roadmap to communicate the broader direction of the product. Agile ROADMAP QUICK FACTS
companies need to strike the right balance between long-term vision and short-term execution in
USE CASE : AGILE DEV TEAM
their roadmaps.
AUDIENCE : AGILE DEV TEAMS, STAKEHOLDERS
The example above is a timeline-based roadmap that spans a shorter time-horizon, with sprints
for time markers. The swimlanes in this roadmap designate features, operations, and UX initiatives. TIME HORIZON : 3 MONTHS
The color-coding on an agile roadmap is often used to represent teams, status, or priority level. In
this example, high-priority initiatives are light blue, medium-priority initiatives are dark blue, and
TIME UNITS : 2-WEEK SPRINTS
low priority initiatives are green. When features span multiple sprints, you can use milestones to LEGEND : PRIORITY
visualize each release.

ROADMAP TEMPLATE GUIDE | 13

PORTFOLIO
RELEASE ROADMAP
PLAN ROADMAP TEMPLATE

A release plan communicates the features, updates, and fixes coming in the next release or releases.
Release plans often use sprints, rather than months or quarters, to break up the timeline. This ROADMAP QUICK FACTS
example is divided into four sprints of about two weeks each, with milestones representing the
USE CASE : PRODUCT TEAM
expected release days. The bars represent the major initiatives involved in each sprint and they are
color-coded according to priority level. The swimlanes categorize the initiatives as belonging to the AUDIENCE : PRODUCT, DEVELOPERS
front-end team, back-end team, or quality assurance team.
TIME HORIZON : 3 MONTHS
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,
TIME UNITS : 2-WEEK SPRINTS
quarters, or years. LEGEND : PRIORITY

ROADMAP TEMPLATE GUIDE | 14

PORTFOLIOROADMAP
PORTFOLIO ROADMAPTEMPLATE

This portfolio roadmap combines the roadmaps for multiple products into one view. Each product,
in this case “product A” and “product B,” retains its own legend with unique strategic goals. ROADMAP QUICK FACTS
Connections are used to indicate initiatives that are dependent on one another, even across the two
USE CASE : PRODUCT TEAM
product lines. A portfolio roadmap like this one can be useful for product managers and executives
who want a big picture view of everything going on in the organization. AUDIENCE : EXECUTIVE STAKEHOLDERS
The timeframe for this portfolio roadmap is about one year and the timeline is broken down by TIME HORIZON : 6 MONTHS
month. The swimlanes are organized by team; the web, mobile, and marketing teams for products
A and B are each assigned a lane. Milestones are used to indicate important dates like releases and
TIME UNITS : QUARTERS
the launch of the new marketing website. LEGEND : STRATEGIC GOALS BY PRODUCT

ROADMAP TEMPLATE GUIDE | 15

PORTFOLIO
PRODUCT ROADMAP ROADMAP TEMPLATE
DEVELOPMENT

A product development roadmap can help you plan your product initiatives and map your release
schedule. In this example, the timeline is organized into two week sprints and the swimlanes ROADMAP QUICK FACTS
represent four different teams working on various areas of the product. The initiatives are color-
USE CASE : PRODUCT TEAM
coded according to strategic goals such as enhancing usability and increasing performance.
AUDIENCE : EXECUTIVE STAKEHOLDERS
The value of a product development roadmap like this one is that it communicates the “why” behind
your product decisions and gives stakeholders a visual overview of what’s coming next TIME HORIZON : 8 WEEKS
TIME UNITS : SPRINTS
LEGEND : STRATEGIC GOALS

ROADMAP TEMPLATE GUIDE | 16

PORTFOLIO
UX/UI ROADMAP
ROADMAP TEMPLATE

This UX/UI roadmap includes initiatives related to user experience, user interface, and user research.
Usability and design are key components of any product, and a dedicated UX/UI roadmap can help ROADMAP QUICK FACTS
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
onboarding experience. AUDIENCE : PRODUCT, UX/UI, DEVELOPERS
This example roadmap is fairly high-level—it covers a timeframe of a little over 6 months and the TIME HORIZON : 6 MONTHS
timeline is broken down into quarters. The initiatives do not include granular dates, and the roadmap
is not intended to communicate specific deadlines but rather to give a general overview of the what
TIME UNITS : QUARTERS
to expect from the design team over the coming months. LEGEND : PHASES

ROADMAP TEMPLATE GUIDE | 17

PORTFOLIOPRODUCT
MULTIPLE ROADMAP
ROADMAP TEMPLATE

You can use a multiple product roadmap to coordinate efforts among the different products or
initiatives in your company’s portfolio. A roadmap that visualizes multiple products is a great ROADMAP QUICK FACTS
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 stakeholders since it rolls up various initiatives into one overarching plan. AUDIENCE : EXECUTIVE STAKEHOLDERS
In the example roadmap above, each product has its own swimlane. Within each swimlane, containers TIME HORIZON : 6 MONTHS
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
TIME UNITS : QUARTERS
development, or completed. The time horizon in this example is one year. LEGEND : STATUS

ROADMAP TEMPLATE GUIDE | 18

TECHNOLOGY ROADMAPS

ROADMAP TEMPLATE GUIDE | 19

PORTFOLIO ROADMAP
TECHNOLOGY ROADMAP TEMPLATE

You can use a technology roadmap to plan out strategic initiatives such as migrating different software
systems or rolling out updates. The audience for a technology roadmap will often be stakeholders ROADMAP QUICK FACTS
looking to the IT team for internal-facing systems and solutions. The technology roadmap may
USE CASE : IT OPS
also be shared with partners and vendors who rely on integrations and other technology from the
organization. AUDIENCE : INTERNAL STAKEHOLDERS
In the example above, the roadmap is divided into three categories: people, technology, and security. TIME HORIZON : NONE
The color-coding indicates the phase that each initiative falls into, from planning to implementation
to optimization. These roadmaps often have longer time horizons or exclude dates altogether. The
TIME UNITS : NONE
technology roadmap above is an example of a roadmap without dates. LEGEND : PHASES

ROADMAP TEMPLATE GUIDE | 20

PORTFOLIO ROADMAP
ENTERPRISE IT ROADMAP TEMPLATE

The audience for enterprise IT roadmaps will often be internal stakeholders looking to the IT team
for info about internal-facing systems, security, and other solutions. ROADMAP QUICK FACTS
In the example above, the roadmap outlines capabilities based on their strategic importance (i.e. USE CASE : IT OPS/INTERNAL SYSTEMS TEAM
must-have, nice-to-have). This example also designates swimlanes for security and compliance
AUDIENCE : INTERNAL STAKEHOLDERS
initiatives, High Availability & Disaster Recovery (HA & DR), as well as operational support tasks.
The status of each initiative is communicated with color-coding, with completed initiatives in dark TIME HORIZON : 1 YEAR
purple, on track initiatives in green, at risk initiatives in yellow, and off track initiatives in orange. The
timeframe for strategic enterprise IT roadmaps is longer, often 12-18 months.
TIME UNITS : MONTHS
LEGEND : STATUS

ROADMAP TEMPLATE GUIDE | 21

PORTFOLIO
IT ROADMAPTEMPLATE
PROJECT ROADMAP

This IT project roadmap shows the initiatives involved in projects like creating an IT help desk
and improving global security. The timeline is displayed in months and milestones mark deadlines ROADMAP QUICK FACTS
for completing quarterly goals. Other milestones over individual lanes mark important dates like
USE CASE : IT OPS
a product launch and implementation validation. The initiatives on the roadmap are color coded
according to priority—either high, medium, low, or “nice to have”. AUDIENCE : OTHER INTERNAL TEAMS
IT roadmaps provide a simple, visual way to track all of the complex pieces of a technology project. TIME HORIZON : 1 YEAR
They may be used to coordinate large initiatives and to communicate plans to external teams.
TIME UNITS : MONTHS
LEGEND : PRIORITY

ROADMAP TEMPLATE GUIDE | 22

PORTFOLIOROADMAP
SOFTWARE ROADMAPTEMPLATE

This software roadmap shows the initiatives involved in launching a new software product. The
timeline is long term, about two years, and the swimlanes divide initiatives by functional area, ROADMAP QUICK FACTS
either engineering or sales/marketing. Milestones mark major events such as the beta release and
USE CASE : PRODUCT TEAMS
general availability release. The legend shows strategic goals, and initiatives are color-coded to
communicate how each one ties back to the larger company strategy. AUDIENCE : OTHER FUNCTIONAL TEAMS
A software roadmap can help you organize the many different components that go into launching TIME HORIZON : 2 YEARS
a new product. High-level roadmaps like this one are useful for keeping your eye on the big picture
amidst many tactical initiatives.
TIME UNITS : QUARTERS
LEGEND : STRATEGIC GOALS

ROADMAP TEMPLATE GUIDE | 23

PORTFOLIO
IT ROADMAP
ARCHITECTURE ROADMAP TEMPLATE

In many software companies, the software architect is tasked with building a solid foundation that
becomes the backbone of the company’s products. Common architectural roadmap components ROADMAP QUICK FACTS
are the Application Programming Interface (API), User Interface (UI), storage, and third-party
USE CASE : IT OPS, SYSTEM ARCHITECTS
services integrations. These platform components are often part of other product roadmaps in the
organization because features may rely on them. However, many companies also find it helpful to AUDIENCE : EXECUTIVE STAKEHOLDERS
maintain a dedicated IT architecture roadmap to keep track of various improvements in a central
location. TIME HORIZON : 7 MONTHS

In the example above, the roadmap is color-coded based on project phase: planning and design,
TIME UNITS : QUARTERS
implementation and testing, and optimization. Long-term timeframes are common for architecture LEGEND : PHASES
roadmaps, and in this particular example specific dates have been left off entirely.

ROADMAP TEMPLATE GUIDE | 24

PORTFOLIO
DEVOPS ROADMAP
ROADMAP TEMPLATE

This DevOps roadmap shows development and operations initiatives for three different products. It’s
fairly short term, covering about a three month timeframe, and it’s divided into sprints. Milestones ROADMAP QUICK FACTS
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 operations phase. AUDIENCE : PRODUCT, DEV, IT OPS
A DevOps roadmap like this one provides a more granular view of the product development process TIME HORIZON : 3 MONTHS
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.
TIME UNITS : SPRINTS
LEGEND : PHASES

ROADMAP TEMPLATE GUIDE | 25

PORTFOLIO ROADMAP
ENGINEERING ROADMAP TEMPLATE

Engineering roadmaps are valuable tools to guide cross-functional agile teams through the
development process. This example roadmap is broken down into sprints of approximately one ROADMAP QUICK FACTS
month in length, with milestones marking expected release dates. The swimlanes represent three
USE CASE : PRODUCT TEAM
different cross-functional teams—the green team, red team, and blue team—and initiatives are
color-coded to indicate whether they fall under the jurisdiction of engineering, UX, Ops, or QA. AUDIENCE : ENGINEERING TEAM
A product manager may use this roadmap to communicate the plan directly to engineering teams. TIME HORIZON : 7 MONTHS
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
TIME UNITS : 1 MONTH SPRINTS
up the initiatives on the roadmap. LEGEND : GROUP/TEAM

ROADMAP TEMPLATE GUIDE | 26

MARKETING ROADMAPS

ROADMAP TEMPLATE GUIDE | 27

PORTFOLIO ROADMAP
MARKETING ROADMAPTEMPLATE

A marketing plan is a blueprint that outlines your marketing strategy and efforts. It is a high-level
roadmap that provides your stakeholders with a general overview of marketing initiatives across ROADMAP QUICK FACTS
different categories. In the example above, the roadmap is organized by the type of initiative and
USE CASE : MARKETING
color-coded by the phase of the initiative. You could also categorize initiatives by their owners or by
strategic goals, such as increasing revenue, expanding to new markets, or reducing churn. AUDIENCE : EXECUTIVE STAKEHOLDERS
This example roadmap is divided into four swimlanes. The first contains product and service TIME HORIZON : 8 MONTHS
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
TIME UNITS : MONTHS
the date of a marketing review and when Salesforce is being implemented. LEGEND : PHASE

ROADMAP TEMPLATE GUIDE | 28

PORTFOLIO
PRODUCT ROADMAP
LAUNCH ROADMAP TEMPLATE

The product launch roadmap is typically managed by the product marketing team to coordinate
efforts across different teams. ROADMAP QUICK FACTS
A product launch plan is usually a timeline-based roadmap that clearly communicates the USE CASE : PRODUCT MARKETING
deliverables in relation to time. This example roadmap is organized by the type of initiative. The
AUDIENCE : EXECUTIVES/TEAM LEADERS
four categories, represented by swimlanes, are product/service management, branding/marketing,
channel management, and sales/post sales. The time horizon for this product launch plan is six TIME HORIZON : 6 MONTHS
months, and the 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
TIME UNITS : MONTHS
the product generally available. LEGEND : PHASE

ROADMAP TEMPLATE GUIDE | 29

PORTFOLIOROADMAP
BUSINESS ROADMAPTEMPLATE

Business roadmaps are valuable tools for communicating company vision and facilitating growth. In
this business roadmap template, the swimlanes represent different functional areas of the company, ROADMAP QUICK FACTS
such as operations, marketing, product development, and PR. The legend encodes strategic goals
USE CASE : PRODUCT/OTHER TEAMS
like increasing revenue and building brand awareness.
AUDIENCE : MULTILE FUNCTIONAL TEAMS
A business roadmap like this one can be used to keep stakeholders aligned on the strategic direction
of the company and to track the progress of initiatives across various departments. TIME HORIZON : 1 YEAR
TIME UNITS : QUARTERS
LEGEND : STRATEGIC GOALS

ROADMAP TEMPLATE GUIDE | 30

PORTFOLIO
MOBILE ROADMAP
MARKETING ROADMAP TEMPLATE

This mobile marketing roadmap plots out the marketing initiatives involved in launching a new
mobile application. The bars are divided into four swim lanes depending on the category that they ROADMAP QUICK FACTS
fall under: in-app marketing initiatives, social media initiatives, email initiatives, and PR initiatives.
USE CASE : MARKETING
Milestones are 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 TIME HORIZON : 5 QUARTERS
of mobile marketing projects over the course of a year. A marketing manager might use this roadmap
to guide the marketing team’s strategy or to show executives and other stakeholders what the team
TIME UNITS : QUARTERS
is working on. LEGEND : STRATEGIC INITIATIVE

ROADMAP TEMPLATE GUIDE | 31

PORTFOLIO
DIGITAL ROADMAP
MARKETING ROADMAP TEMPLATE

A digital marketing roadmap allows your marketing team better coordinate their efforts across
different marketing channels. The digital marketing roadmap above visualizes your content ROADMAP QUICK FACTS
marketing initiatives, paid and organic search efforts, email marketing campaigns, and social media
USE CASE : MARKETING
strategy. Each of the efforts are categorized based on their stage in the marketing funnel. In this
example, initiatives color-coded green are aimed at bringing in new traffic, dark blue initiatives are AUDIENCE : MARKETING
focused on acquisition, orange initiatives are focused on lead nurture, light blue initiatives target
conversion, and red initiatives aim to increase product visibility.
TIME HORIZON : 8 MONTHS

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

ROADMAP TEMPLATE GUIDE | 32

PORTFOLIO
CONTENT ROADMAP
CALENDAR ROADMAP TEMPLATE

Content calendars help marketing teams manage their publishing schedules and coordinate
content marketing initiatives. This example content calendar maps out a company’s blog posts, ROADMAP QUICK FACTS
email campaigns, and web page content over a three month period. The bars on the roadmap
USE CASE : MARKETING
provide a general overview of when the team is working on each project without committing to
specific publishing dates. AUDIENCE : EXECUTIVES/TEAM LEADERS
Each item on this content calendar is tied back to a strategic goal like driving traffic to the website TIME HORIZON : 4 MONTHS
or generating new sales leads. The goals are clearly displayed in the legend and the roadmap
initiatives are color-coded accordingly. A content marketing team might choose to use this roadmap
TIME UNITS : QUARTERS
to easily communicate their strategic plan to executives or other department heads. LEGEND : STRATEGIC GOALS

ROADMAP TEMPLATE GUIDE | 33

CREATE BEAUTIFUL ROADMAPS

TRY IT FREE

ProductPlan is the easiest way to plan, visualize, and communicate your product strategy. We believe roadmaps are essential to create
organizational alignment and ship successful products. Our intuitive features for building, managing, and sharing roadmaps help
teams across the globe convey the big picture in one place.

ROADMAP TEMPLATE GUIDE | 34