A roadmap to roadmapping success
Commitments and Chaos
© 2023 | @tweetAnnaMarie

You shouldn’t have a roadmap
© 2023 | @tweetAnnaMarie

You shouldn’t have a roadmap
…you should have 4 roadmaps
© 2023 | @tweetAnnaMarie

You shouldn’t have a roadmap
…you should have 4 roadmaps
��
© 2023 | @tweetAnnaMarie

Anna Marie Clifton
Head of Product at Vowel

© 2023 | @tweetAnnaMarie

Confidential and proprietary 8
© 2023 | @tweetAnnaMarie
October

Confidential and proprietary 9
© 2023 | @tweetAnnaMarie
December

Confidential and proprietary
1
0
© 2023 | @tweetAnnaMarie
February

Why does this happen?
© 2023 | @tweetAnnaMarie

Confidential and proprietary
1
2
© 2023 | @tweetAnnaMarie
One roadmap
Many users
Many goals

Rethinking roadmapping goals
© 2023 | @tweetAnnaMarie

Confidential and proprietary
© 2023 | @tweetAnnaMarie
The 4 roadmapping goals

Confidential and proprietary
To Play
© 2023 | @tweetAnnaMarie
The 4 roadmapping goals

Confidential and proprietary
To Play
© 2023 | @tweetAnnaMarie
The 4 roadmapping goals
To Pitch

Confidential and proprietary
To Play
© 2023 | @tweetAnnaMarie
The 4 roadmapping goals
To Pitch To Point

Confidential and proprietary
To Play
© 2023 | @tweetAnnaMarie
The 4 roadmapping goals
To Pitch To Point To Pop

Roadmaps to play
© 2023 | @tweetAnnaMarie
By PM’s, for PM’s

Get the right value to customers…fast
🏃💨

PRODUCT MANAGERS

PRODUCT MANAGERS

Roadmaps to pitch
© 2023 | @tweetAnnaMarie
By PM’s, for Sales and CSM

2
Close customers, keep customers
🤝

© 2023 | @tweetAnnaMarie
Where are you heading?

Vision aligned
“Considering”

Vision aligned
“Considering”
Design kickoff
“Next”

Eng kickoff
“In progress”
Vision aligned
“Considering”
Design kickoff
“Next”

Eng kickoff
“In progress”
Vision aligned
“Considering”
Design kickoff
“Next”
No time frame
“Considering”

Eng kickoff
“In progress”
Vision aligned
“Considering”
Design kickoff
“Next”
Seasons
“Next”
No time frame
“Considering”

Eng kickoff
“In progress”
Vision aligned
“Considering”
Design kickoff
“Next”
Seasons
“Next”
No time frame
“Considering”
Rough dates
“In progress”

1. Don’t include everything
2. Make the names make sense

Roadmaps to point
© 2023 | @tweetAnnaMarie
By product leadership, for the product org

4
Set up teams for success and autonomy
🚀

The answer? Themes

2022 Q2 2022 Q3 2022 Q4 2023 Q1 2023 Q2
Team
TWC
SNR
Video
Growth
Mobile
App snapiness
Reliability
Reliability
Dashboard parity
Reliability
Buffer
Buffer
Buffer
Buffer
Buffer
$ Make it rain $
V1 launch (have a great call)
Larger meetings
Video/Audio quality
Faster to 2.0
Visitor > Believer
Extreme ease of use
Get data out of Vowel
Key moments
Increase productivity with AI
Collaboration nation
Reliability
Easy to administrate

Roadmaps to pop
© 2023 | @tweetAnnaMarie
By Marketing, for Marketing and PM’s

5
Get customers to pay attention
💥

🎉 🎉
🎉

🎉

🎉

🎉
What’s the right message
for us to land?

🎉
What features are likely in?

🎉
What features are actually in?

💪

More roadmaps
Less time
Better results
© 2023 | @tweetAnnaMarie

Confidential and proprietary
To Play
© 2023 | @tweetAnnaMarie
The 4 roadmapping goals

Confidential and proprietary
To Play
© 2023 | @tweetAnnaMarie
The 4 roadmapping goals
To Pitch

Confidential and proprietary
To Play
© 2023 | @tweetAnnaMarie
The 4 roadmapping goals
To Pitch To Point

Confidential and proprietary
To Play
© 2023 | @tweetAnnaMarie
The 4 roadmapping goals
To Pitch To Point To Pop

Thank you
© 2023 | @tweetAnnaMarie

Confidential and proprietary 69
You shouldn’t have a roadmap
© 2023 | @tweetAnnaMarie

Confidential and proprietary 70
You shouldn’t have a roadmap
…you should have 4 roadmaps
© 2023 | @tweetAnnaMarie

Confidential and proprietary 71
You shouldn’t have a roadmap
…you should have 4 roadmaps
��
© 2023 | @tweetAnnaMarie

Confidential and proprietary
7
© 2023 | @tweetAnnaMarie
The 4 roadmapping goals

Confidential and proprietary
7
To Play
© 2023 | @tweetAnnaMarie
The 4 roadmapping goals

Confidential and proprietary
The four roadmapping goals
7
To Play To Pitch
© 2023 | @tweetAnnaMarie

Confidential and proprietary
The four roadmapping goals
7
To Play
To Point
To Pitch
© 2023 | @tweetAnnaMarie

Confidential and proprietary
The four roadmapping goals
7
To Play
To Point
To Pitch
To Pop
© 2023 | @tweetAnnaMarie

Confidential and proprietary 77
Roadmaps to Play
© 2023 | @tweetAnnaMarie
(By PMs, for PMs)

Get the right value to customers… fast 🏃💨
7

PRODUCT MANAGERS

Confidential and proprietary 84
Roadmaps to Pitch
© 2023 | @tweetAnnaMarie
(By PMs, for Sales & CSM)

Close customers, keep customers 🤝
8

Where are you heading?
8
© 2023 | @tweetAnnaMarie

Vision aligned
“Considering”

Vision aligned
“Considering”
Design kickoff
“Next”

Eng kickoff
“In progress”
Vision aligned
“Considering”
Design kickoff
“Next”

Eng kickoff
“In progress”
Vision aligned
“Considering”
Design kickoff
“Next”
No time frame
“Considering”

Eng kickoff
“In progress”
Vision aligned
“Considering”
Design kickoff
“Next”
No time frame
“Considering”
Seasons
“Next”

Eng kickoff
“In progress”
Vision aligned
“Considering”
Design kickoff
“Next”
Rough Dates
“In progress”
No time frame
“Considering”
Seasons
“Next”

1. Don’t include everything
2. Make the names make sense

Confidential and proprietary 102
Roadmaps to Point
© 2023 | @tweetAnnaMarie
(By product leadership, for the product org)

Set up teams for success and autonomy 🚀
1
0

The answer? Themes

2022 Q2 2022 Q3 2022 Q4 2023 Q1 2023 Q2
Team
TWC
SNR
Video
Growth
Mobile
App snapiness
Reliability
Reliability
Dashboard parity
Reliability
Buffer
Buffer
Buffer
Buffer
Buffer
$ Make it rain $
V1 launch (have a great call)
Larger meetings
Video/Audio quality
Faster to 2.0
Visitor > Believer
Extreme ease of use
Get data out of Vowel
Key moments
Increase productivity with AI
Collaboration nation
Reliability
Easy to administrate

Confidential and proprietary 109
Roadmaps to Pop
© 2023 | @tweetAnnaMarie
(By Marketing, for Marketing & PMs)

Get customers to pay attention 💥
1
1

🎉 🎉
🎉

🎉

🎉

🎉

🎉
What’s the right message for us to land?

🎉
What features are likely in?

🎉
What features are actually in?

💪

Confidential and proprietary
The four roadmapping goals
1
2
To Play
© 2023 | @tweetAnnaMarie

Confidential and proprietary
The four roadmapping goals
1
2
To Play To Pitch
© 2023 | @tweetAnnaMarie

Confidential and proprietary
The four roadmapping goals
1
2
To Play
To Point
To Pitch
© 2023 | @tweetAnnaMarie

Confidential and proprietary
The four roadmapping goals
1
2
To Play
To Point
To Pitch
To Pop
© 2023 | @tweetAnnaMarie