This document discusses the importance of using data to inform product roadmaps. It provides examples of what inefficient roadmapping looks like when missing connection to business strategy or customer data. The key data sources needed for effective roadmaps are outlined as business strategy, product feedback, and behavioral data showing what customers are doing. Product analytics can track user behavior to understand how to improve experiences and outcomes. Feedback is also important to validate problems and inform strategy and future projects. Capturing feedback in one place creates a data repository. Tips provided for building a roadmap include telling a story, backing plans with data, knowing the audience, and showing feature alignment to metrics and market activities.

4. Why roadmaps are vital to
business growth

6. Growth at any cost
Efficient growth

7. Growth at any cost
⬇
Efficient growth

8. What does inefficient
roadmapping look like?

9. Spinning your wheels on what to build next
You’re missing the data you need to prioritize and focus your resources.
➔ Missing connection between business
strategy & product strategy/roadmap
➔ No visibility into product usage or
feedback process to inform priorities;
no product or IT roadmap prioritization
➔ Significant time and resources wasted
supporting products or features with
low utilization
➔ Pattern of deploying features with low
rates of adoption
You’re missing the data you need to prioritize and focus your resources.

10. BAD DATA = BAD ROADMAP = BAD PRODUCT

11. The data you need to
build great roadmaps
products

12. Business strategy
Product
feedback
Behavioral
data
What customers +
prospects are
saying
What customers
are doing
The ingredients you need to create great products

13. The ingredients you need to create great products

14. But WHY should roadmaps be data-informed?

15. Bringing behavioural
data to your roadmap
(product analytics)

16. What are product analytics?
Product managers rely on product analytics to track
user / customer behavior within their apps, websites,
and devices
That data informs decisions about how to improve the
product experience and drive business outcomes.
Understanding behavioural data alongside the
business strategy helps inform the roadmap
1
2
3

17. How we use product analytics in
roadmapping - assessing business value
➔ Choose the metrics / data that
support what you need to find out
➔ Look for data to support a
hypothesis
➔ OR explore how current users are
interacting with your product
➔ Feedback can be a signpost to dig
into the behavioural data more

18. RICE
A popular method of prioritizing what goes on the Roadmap…and why it
sometimes doesn’t work…
Reach = Calculated, if you have analytics TAM data
Impact = Subjective, however feedback & industry knowledge help
Confidence = Subjective, do you trust your data & inputs?
Effort = Calculated based on historical velocity

19. How to bring
customer feedback
into your roadmap

20. Bring the customer voice into CURRENT projects
Why? Customers validate the problem
Who? Think about who you should talk to
How? Ongoing feedback, interviews, advisory
board, using product usage + other metadata
1
2
3

21. Why? Customers help inform your strategy
Who? Think about prospects too (your future
customers)
How? Ongoing feedback, interviews, advisory
board
1
2
3
Bring the customer voice into FUTURE projects

22. Product
Feedback
Policy
Capturing product feedback in a
single location is a huge win. You
create a repository of data to inform
your roadmap!
1. Metrics (Looker | Pendo)
● This week:
○ Web: 232 subs created, 32 installed (14%)
○ Mobile: 20 subs added a mobile app, 0 installed (0%)
● Pendo Free subscriptions at-a-glance:
○ 10,123 subs created
○ 7,987 subs active (79%)
○ 2,130 installed (21%)
○ 1,229 currently installed (+75) 58%
○ 901 uninstalled (+141) 42%
● 312 DAU, 947 WAU, 2,252 MAU
● 82 subscriptions (-32) are over the 1,000 MAU limit
● 20 more Hand Raises:
○ dackinc.com (Asked to Upgrade)
○ liquidplanner.com (Asked to Upgrade)
○ blossomeducational.com (Resource Center)
● Total PQLs: 376 (+31)
○ 218 (+11) Hand Raises
○ 158 (+20) Over 1,000 MAU for 3+ Months
● Total Free Deals: 54 (+5)
● Total ARR with Free: $1,240,483 (+$112,200)
● Ave. ARR per deal: $22,972

23. Building your roadmap

24. Tell a story
Customers + prospects:
Tell a story about progress
Customer-facing teams:
Tell a story about empowerment
Product + engineers:
Tell a story about alignment
Leadership:
Tell a story about impact

25. How to present your roadmap

26. ➔ Get creative 🎨
➔ Back your roadmaps with data
➔ Know your audience
➔ Show how features/problems line up to
business metrics
➔ Include wider activity like how you are
taking a feature or product to market
Top tips for the modern roadmap